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Rule 6 FRAME PROBLEMS TIGHTLY

There’s a widespread myth that genius needs a large canvas. Yet every creative person knows this to be untrue. Too much freedom can lead to mediocrity. Why? Because without boundaries there’s no incentive to break through them. A real genius has no difficulty redefining a brief or defying convention. It’s second nature. But give a creative person too much freedom, and you’ll get a final product that’s over-designed, over-worked, over-budget, and under-focused. The greatest gift you can give a genius is limitation, not license.

The basic principle is this: A tightly structured brief will generate energy; a wide-open ...

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