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Let's change the way we brainstorm

Hatching a "big idea", a holy grail among creative types, is so over-rated. We should instead try coming up with small improvements that are implementable quickly.

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Apple, for example, did not invent the smartphone or the MP3 player or the laptop or the computer mouse. Instead, its efforts were trained on refining what was already there. Apple has never focused on the scale (the size) of the idea. Instead, it homed in on the impact an idea has on the consumer, from an experience point of view and from an access-to-creativity point of view.

WHEN you work in a creative industry, you are taught only one thing - the Holy Grail is the "big idea". It's what we spend our days and nights thinking about, dreaming up things that could change everything, or even create whole new products and services that the world has never seen before. And

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