We all have this adrenaline rush when it comes to starting a new project. You gather all the info, make a good debrief and then it's time to start generating ideas. And that's precisely the moment when you go "now what?".
Creativity is something you can train and develop. Some people might find it easier because of their education or previous experience, but we can all be creative in one way or another. It's just a matter of practice.
There are tons of quotes from old-school advertising gurús saying that you should discard your first 10 (and even 100) ideas. Apparently, those solutions are supposed to be too obvious or not elaborated enough. But, is that true?
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