It’s the magic juice that helps us interpret and represent the world differently. It allows us to express, communicate, create and inspire. It is elusive.

It seems to be a fickle cat that chooses your affection or rejects it. You seem to have little say in the matter. The lucky ones entertain and inspire the world, the rest of us look on with jealousy and wonder.

Perhaps instead creativity is hard work. It requires going the extra mile, not just to understand the complex, but to communicate it simply.

Creativity requires the commitment to make the message appealing, not just effective.

These guys do a great job.


Kris Chin

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