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The Nature of Innovation

Whenever I sit down with my team to brainstorm we always start with examples of creative executions from other brands and agencies.  This was always something I found a little sketchy because, after all, aren’t digital strategy teams hired to be original?

I started to question whether or not everything I had done had just been an imitation of something that had come before.  It turns out that quite a few of my best ideas were based on something that came before. The twist was that, after seeing what resulted, imitation wasn’t a bad thing.

By starting with where others left off, I was able to actually become more creative.  My ideas began to have their own identity.  The best ones, in fact, inspired imitations themselves.

I guess standing on the shoulders of giants is a good thing, as long as your end goal is innovation.

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