More often than not coming up with a great idea is a rollercoaster ride of thoughts with no logical progression;

ou lurch from the interesting to the absurd to the good back again to the absurd.

Hegarty on Creativity by Sir John Hegaty of BBH

To create great work you should be making up your own beliefs as you go along, changing them one day to the next, always pushing against the boundaries of current thinking, trying to escape the confines of conventional wisdom.

Hegarty on Creativity by Sir John Hegaty of BBH

It is possible to gain a good insight into the mindset of a customer by closely observing their total package of ‘expressions.’

By paying attention to the words people choose to use, their tone of voice, the gestures, postures, and facial expressions, one can read with surprising accuracy the frame of mind they are occupying at any particular time.

The key is to observe the total package rather than erroneously attach significance to just one aspect and deduce, for example, that because someone has their arms folded they are feeling defensive (they may very well just be cold, feel more comfortable that way, or be unconsciously modeling someone else’s behavior).

Consumer.ology by Philip Graves