I began my professional life in an era where “creativity” was a dirty word to the guys in suits.
The fact that we live in a world completely governed by “innovation” was kinda of lost on them.
I suppose this was because “innovation” connotes something that can be measured, “creativity” connotes something far more personal. And suits like stuff to be measured.
Luckily, a lot has changed. Creativity is now seen as something inherent to the company, not something to be outsourced to the hipsters in New York or LA.
Secondly, there is no one way to be creative. What works for Pixar may not work so well for Western Union. Real creativity requires starting with what you have, and working from there, slowly over time, bit by bit.
There is no definitive recipe. There is only a decision you need to make. Right now.
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