Advertising Principles - Evidence-based principles

Developing and Nurturing Creativity: A Checklist


Find creative people:

  • judge their work, not them (avoid bio-demographic information).
  • decide whom to hire before meeting a candidate.

Generate creative ideas by using:

  • many individuals, working independently
  • multiple problem statements
  • Glossary Link brainwriting
  • analogies
  • second-solution technique

Build on ideas before evaluation with:

  • virtual teams
  • structured meetings


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