Chapter 12. THINK IN WATER COLOUR

MAJOR GENERAL OLIVER SMITH (1893–1977), US MARINE CORPS, DURING THE BATTLE OF CHOSIN RESERVOIR IN THE KOREAN WAR

"We are not retreating, we are merely attacking in another direction."

There are no rules for creativity. Here are five guidelines that lead to fresher, more innovative ideas.

Go for quantity

"I find that the best way to have a good idea is to have lots of idea," remarked US chemist and pacifist Linus Pauling, winner of the Nobel Prize for Chemisty and the Nobel Peace Prize.

When it comes to creativity, more is definitely better, partly because you never know when you are going to hit on something great and partly because by going for volume, you force yourself to think more widely than just about your immediate ...

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