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Musicians, Is It the Same?
Creativity is a muscle that has to be exercised regularly. The more, the more knowledge you have, or the more interesting people in your network, those are all ways you can draw inspiration and new ideas. It's usually the most innovated if ideas are about putting desperate things together - so don't do it unless you're desperate. In business world, too, we use frameworks all the time: swat analysis, innovation stage gate; they help us find our bearings.