Profound comments from marketing people are growing like weeds these days. Most are probably not worth a moment’s attention, but this one instantly made intuitive sense and the original source, Alex Bogusky, has great credibility with me: “Creativity happens when you put two things together that don’t belong together.” Seems like an easy recipe, until you consider everything that might be attached to the two things you are mashing together. It says to me that conflict and tension live in the shadows of creativity. That is in sharp contrast to the perception that creativity comes from laid back, wacky, artistic types and might be worth addressing the next time you challenge your team to do great work. You can share this Fast Company list of creative business people as proof.
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