SummaryBy William Channer | 28 April 2012 | Length: 24 mins Luke explains why creatives should leverage cultural tensions. He outlines the difference between big ideas and long ideas, and why being naughty is a catalyst for generating original ideas.
Coming up with Truly Original Ideas
I’ve noticed many patterns in the process of creativity. One of them has been this idea that when you can build your strategy or execution in a way that includes a cultural tension, or a polarity of any sort, you usually can create more ideas and better ideas.