4min chapter

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#38 John Cleese & Rory Sutherland - How To Become More Creative?

Nudgetalk RADIO

CHAPTER

Creative Architects Know How to Be Playful

A professor at Brighton University of Sussex called Brian Bates did an extraordinary experiment, which is hugely important in my thinking. He asked all the architects, who are the most creative architects? And he got this short list of people that everyone thought was great. Then he compared the two and he discovered there were two things that distinguished the creative from the uncreative - they took longer to make up their minds than the non-created ones. The rule about taking decisions is very simple: when does this decision have to be made? That's when you make it, not before. If somebody says it's got to be made by Tuesday afternoon, then make it Tuesday afternoon. If we don't need

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