Academics
Ideas don’t just happen, they don’t spring from nowhere.\n\n\nIdeas come to life from everything that’s already inside our brains.\n\n\nBecause new ideas are actually a new reaction between existing ideas.\n\n\nThis means creativity is about finding ways to put unrelated, disconnected things together.\n\n\nWhen two unrelated things come together, something new springs into existence, they form a third thing, and that becomes a new idea.\n\n\nThat’s Crossover Creativity.
Dave Trott is a creative director, copywriter, and author. Trott studied at the Pratt Institute in New York City, majoring in advertising before going on to found the advertising agencies Gold Greenlees Trott, Bainsfair Sharkey Trott and Walsh Trott Chick Smith. In 2004 he was given the D&AD President's Award for lifetime achievement in advertising.
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