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我从客户那里听到最多的说法就是:“我们不需要太多的创意了,我们周围充斥了太多的创意了!”

但当我要求看一下他们已成文的创意时,他们就开始往回撤:“喔,我们没有把它们写下来,不过我们讨论了好多次!”

这就是问题的核心。大多数创意都是仅仅停留在闲聊的阶段。泛泛而谈创意远不如将其具体化和有形化更有效率。其结果只能是,这些创意很少能够被人们脑海扑捉到,而只是停留在那里形成不了什么。

谈到创意——与将它们形成文字相对比的就是把它们大而抽象化。一个抽象的创意往往很难让自己或你想与之分享的人理解并记住。

因此想要挖掘你创意的潜能,你应该立即停止谈论它们或者只是凭感觉去解释它们。正如青蛙设计公司的创始人哈姆特. 艾思林格曾经说过的一样:“将创意勾勒出来!”(如果你不把创意写出来,他是不会去听你讲的)

创意展示能够让它们更加具体化和集中,反过来,创意也能够容易被人了解、分享和记住。当你将创意用文字描述出来或将其形象化时,创意的模糊性将会消失殆尽,并逐渐清晰化。

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