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Thomas Hefke
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The Creative Curve: How to Develop the Right Idea, at the Right Time, by Allen Gannett

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This is what I call the conceptualization stage, where creatives generate a set of plausible ideas.
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The Creative Curve: How to Develop the Right Idea, at the Right Time
The Creative Curve: How to Develop the Right Idea, at the Right Time
by Allen Gannett
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