Creation
Don’t brainstorm. Brainstorming is invented by people who think that if you herd six incompetent people for hours in one room, they will become competent. This is of course never the case.
The creative method I use is pretty straightforward; three stages:
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far away, so close: moving towards and away from the subject. Assigned to design an event? Consider opening a restaurant. Borrow contexts. Need to come up with a guerilla campaign shampoo? Direct your thought towards libraries, dolphins or making bonbon's. There are millions of 'techniques' to open your mind, they all come down to being shameless and daring to move away and come back.
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the nose: taste your own ideas, try to develop them fast in your mind, give them mileage and select the best.
- go write: start writing. First make the poetics work. Compose the idea with the least words possible. Then spread it out; build up your argument, go into detail. Don’t let small obstacles stop you - your idea has to prove itself in every way.
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