He said the word 'essentially' a lot.
And here's his list of things that a creative genius does:
1. Look at problems from all possible angles: Get them out onto paper. Get them on the wall and move on. Later, when all the weaker ideas have fallen away, then move into the critical phase.
2. Make thoughts visible
3. Use more than one modality of visualization
4. Creative genius' produce. The most successful people in the creative field fail more, it tells them where to go next.
5. Force relationships: I think here he was meaning force things together that you wouldn't normally put together, they will inspire iteration after iteration.
6. Think metaphorically: This is the fastest assimilation of information for people in this day and age. Steve Jobs understood that people had a big learning curve to get over when it came to computers. He understood that people knew what a trash can was...
7. Prepare yourself for chance.
He also talked about a 'redefinition of advertising' meaning, you have to now think in terms of entertainment purposes, create theatre around the brand. I like that.
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