Monday, December 11, 2006


Why is creativity so damned important? Why should it be the driving force in our bidness? Dan wieden puts it beautifully:

"We believe that creative insight is one that you don't expect and that is why it is powerful..It makes you think about things in a different way. A place you wouldn't have gone if you would have just followed logic and reason and focus groups. There is something that comes out of the intuition, the inspiration or the HEART that defies all the logic of that other stuff. Somehow people are talking to people and sharing something that's important to them... People have a relationship with an honest to God emotion."

This is why, Circles, we will NOT ever settle for, as we wrote 2 years ago for Yahoo!, flimsy or flaccid work.

IS the Idea BIG?
Is it Relevant?
Is it Insightful?
Is it worth Sharing?

If your idea doesn't make you want to shout from the rooftops...If it doesn't make you so excited that you CANT STOP, WONT STOP. Keep going.

Brilliance is exhausting. But when we find it we will know it. Until then PERSEVERE. Want it, but more importantly LOVE it.


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