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How well we communicate is determined not by how well we say things, but how well we are understood.
It is not enough that we build campaigns that function, that are understandable, we also need to build campaigns that bring joy and excitement, pleasure and fun, and, yes, beauty to people’s lives. Creativity is to discover a question that has never been asked. If one brings up an idiosyncratic question, the answer he gives will necessarily be unique as well.
