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Last week a director told me about this story, and now, thanks to Adrian, I tracked it down:

Though at first it seems as though you can control creativity, I think it comes down to the brief – they had to come up with a solution within half an hour. And they had to do it about a subject they had no previous knowledge of. I believe (and pray), that a brief about, say, cars would have been impossible to influence.

Shows actually how important it is to give yourself time, freedom – and space for creativity.

What do you think?