The Periodic Table of Creative Strategy
With a hint of cynicism, people who make a living in advertising or direct marketing or promotions are fond of saying, "there's no new idea in marketing ... it's all been done before." I don't know why marketers think they have a lock on un-originality. In one way or another, virtually everything has been done before. A fortune cookie, of all places, I think said it best: "The difficulty is not in coming up with new ideas, but in undoing the old ones."
Indeed, the path to "new" ideas...to creative thinking is paved by ...
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Source
"Deconstructing Creative Strategy." Rich Feldman, Owner, Source Marketing, MDC Partners Corp. ANA, January 2008