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Feedback 09/03

Letters from our readers

This story appears in the September 2003 issue of Entrepreneur. Subscribe »

Going Deep?

Juanita Weaver's "Creative Zone" piece (July) was right on. Too few companies recognize the strategic value of creativity, which separates the leaders from the copycats.

I'd like to add one additional tip. Because there's a lot of information out there to assimilate, it's important to focus on "shallowness." Being shallow means getting paper-thin snippets of a lot of things rather than developing significant depth-initially, at least. Creative ideas come from synthesizing something new from multiple things you've already been exposed to. To maximize the number of toys you have to play with, you have to be efficient and shallow.

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