How we think
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John Rose's Blog

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A great idea can be communicated in 140 characters or less

Physical limitations are not creative limitations. Want to write a hit pop song that will get played on the radio? Better keep it under four minutes…probably closer to three. Want to write a box office smash screenplay? The boy had better kiss the girl by page 110. Shakespeare created his own constraints by writing in iambic pentameter. Many people believe that to be creative we must always be “breaking rules”, “thinking outside of the box”, “coloring outside the lines”. However, professional marketers embrace the constraints imposed upon them and still create great work.

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