Why don't you shut up?

Campbell, Sheila
March 1996
Marketing News;3/25/96, Vol. 30 Issue 7, p8
Trade Publication
This article discusses the value of silence in developing the creative process in advertising. According to the author, creative thinking is a habit of mind, in the same way that analytical thinking is. Recent research done for the U.S. National Institutes of Mental Health indicates that talking inhibits intuitive and creative problem solving but does not affect thinking about logical problems. In other words, silence is important for creative thinking. Working in silence is much more likely to result in a wide divergence of ideas and alternatives, often in a shorter period of time.


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