Everyone working in media industry might wonder, ‘how to be creative?’ Paul Arden gives his opinion regarding this in his book Whatever you think, think the opposite, by claiming that “It’s wrong to be right.” Too philosophical? To make it simple, being right is based upon knowledge and experience, which are built from solutions to old situation and problem, and opposite to creativity. So, to be creative, just be wrong.
每個從事傳媒的人都想知道怎樣獲得創意？作家Paul Arden在其暢銷著作《 Whatever you think, think the opposite 》 提出「正確永遠是錯的」。聽起來很玄？其實意思顯淺。我們自以為正確的決定通常源自個人經驗與知識，而經驗往往建基於舊有思想及判斷，跟創意徹底背道而馳。故此，要創新其實很簡單，放膽下些錯誤的決定吧！
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