I can't believe in a massive industry like this, that this hasn't already been done. It seems incredible that companies have simply been relying on 'industry wisdom'. That is code for: this is that way we did it before and it worked OK so let's just do the same again.
> From BBC News
How to Be Creative
If we can all be creative, why is it so hard to come up with truly original ideas?
It's because creativity is mysterious. Just ask any scientist, artist, writer or other highly creative person to explain how they come up with brilliant ideas and, if they're honest, they don't really know.
But over the decades psychologists have given ordinary participants countless tests, forms and tasks and conducted hundreds of hours of interviews. From these emerge the psychological conditions of creativity.
Not what you should do, but how you should be...
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