One word: strategy
Good creatives can know software really well. Cameras. The technical.
Great creatives know what they're trying to accomplish.
They look at end results, outcomes, effectiveness.
Not quality, bitrate, the gear.
It applies broadly, but here's the application to my field of videography.
I know a lot of technical. I can execute a vision.
Some people are great at executing vision.
Some great at having vision.
Someone who can develop vision, and learn just enough skill to execute it, or hire someone who will, is on a different level.
That's a great creative.
Recently, I met with a coffee shop that needed some video content.
The easy route is to film someone talking, film b-roll, and put it together.
The harder one is developing strategy, different approaches for website vs ad video. Scripts.
But that's where you charge premium prices. They're not paying for your knowledge of camera settings. They're paying for your strategy and deep understanding of what video is going to accomplish for them, and which videos will and won't do that.