Creativity is like wrapping paper. Without proper packaging, our best ideas would just look like plain cardboard boxes. However, when you wrap the idea in shiny foil and tie a big bow on top, it may more closely resemble brilliance. We believe that our own ideas are beautiful - creativity just helps convince everyone else of it.
Conversely, creativity without a substantial idea is like a crumpled ball of wrapping paper. Without creativity, the best idea in the world may appear to be messy, invaluable, and unsubstantial. Brilliant ideas are the present inside of the beautiful packaging. The packaging's purpose is to attract our attention and entice our curiosity to further explore the contents. However, without a substantial core, a creative idea will quickly lose its luster. Imagine tearing into the present on Christmas morning that you thought contained a new bike, only to be disappointed that the contents of the package were not as brilliant as its exterior.
In order to effectively communicate and sell your idea, it must be wrapped beautifully in creativity. In order for creativity to be effective, it must have the core of a substantial idea. The two go hand in hand and neither can be great alone.
When we are conscious of their strengths and weaknesses, we can effectively use them in tandem.
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