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Feedback 09/03

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

Going Deep?
Juanita Weaver's "Creative Zone" piece (July) wasright on. Too few companies recognize the strategic value ofcreativity, which separates the leaders from the copycats.

I'd like to add one additional tip. Because there's alot of information out there to assimilate, it's important tofocus on "shallowness." Being shallow means gettingpaper-thin snippets of a lot of things rather than developingsignificant depth-initially, at least. Creative ideas come fromsynthesizing something new from multiple things you've alreadybeen exposed to. To maximize the number of toys you have to playwith, you have to be efficient and shallow.

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