What weighs more- capability or qualifications

The business environment comprises a highly competitive market place where service offerings and products are very similar. Only the companies that apply continuous re-invention to differentiate themselves effectively and in a manner that truly appeals to their target market, remain that step ahead of their competitors. Refreshing, different, lateral thinking, "think outside of the box" are terms that are therefore commonly used in this industry.
Considering that, one has to wonder why companies who require a fresh, dynamic approach, end up searching for writers who have all followed the conventional route, studied journalism, have a language degree and learnt the same concepts from the same teachers....??
Certain things cannot be learnt. You either have it or you don't. It is commonly known that the fact that someone studied a particular subject, does not necessarily result in creative genius or a natural ability to succeed in that area. I have seen for example, many people who have passed a Marketing Degree with Honours, but do not have any people skills.

And why would it be different for an area as creative as copywriting? In my opinion a copywriter, who had a different career and exposure in a variety of businesses, is more often than not, so much more capable of writing for these very businesses... Common sense, business acumen, the ability to sell, understanding human behaviour, are all concepts that, in my opinion, would add insight and depth into a writer's work, that would otherwise lack...

Does it not make sense to look at a person's portfolio, rather than the qualifications? The proof is supposed to be in the pudding, right....??
marion.banks@webmail.co.za