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Unformatted text preview: obsessively to their work The state of creativity on the web is gloomy . Most people accept that advertising is necessary to support the content that they want, but the onslaught of pop ups, and other downscale advertising is quickly wearing out. Consumers are responding to the Vegas-styled clutter of Web advertising with boycott. Adopters: tend to work within the existing paradigm (try to make things better) Innovators: try to do things differently (treat paradigm as part of the problem) Creativity is the ability to consider and hold together seemingly inconsistent elements and forces. This ability to step outside of everyday logic allows creative people to put things together in a way that, once we see it, makes complete sense....
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- Spring '08