The hardest thing to do as a creative director is to develop a product that looks at building a creative solution within the same environment instead of asking the user to change. Imagine having to enter into somebody else’s domain, understanding it well enough to develop a creative solution for a problem that could not be solved by domain experts.
Paul Bennett, Creative Director at Ideo talks at TED about how design need not necessarily be found only in blatant, highly visual/artistic forms. Design is in the details.
At one point, Paul talks about how peripheral vision is important to recognize creative solutions. The same goes for opportunities. They are everywhere. It takes practice, experience and smartness to spot one.
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