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Brilliant Marketing, revised 2nd Edition by Richard Hall

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Chapter 21 The creative accelerator

‘Creativity is the last legal way to gain an unfair advantage.’

Maurice Saatchi said this, and in so doing put creativity on its proper pedestal. Creativity, clever thinking or thinking laterally, horizontally – anything but in straight lines. Human beings have learned to be ingenious. It’s up to us to exploit this.

What is creativity?

Creativity is magic. It achieves the unexpected. It takes us to new places.

Yet very few understand what creativity is or how to value it and fewer know how to be creative. There is some bizarre impression that random non sequiturs may be creative and that you have to be crazy to be creative.

But this is changing. ...

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