I think there is that sense that geniuses are just sort of created, aren't they, without having to do very much work? And the idea of work is not really what the imagination is, which is about more sort of daydreaming and unconsciousness. I think ideas require effort, they require persistence. If you're working in a creative business, you have to set set an expectation of ideas. The rewards for people in their 40s and 50s tend to go to those not who are right, but those who have the greatest networks.

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