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#15: Master communicator, Stephen Gates, on why creativity done properly is blue collar work
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How Do I Bring in My Clients?
I think it depends on where you are in the process. The first step that I'm often taking or the first thing I'm taking into testing is just a conceptual test. It's kind of like where are the edges? At what point am I going to just simply put an idea out there that's past what consumers can stomach? So I think how do I figure out where those edges are? And then from there, a lot of times I keep it very deliberately low fidelity.
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