Creative Process
His creative process could be summed up in three points:
- 'There is an inherent drama in every product. Our No.1 job is to dig for it and capitalize on it.'
- 'When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either.'
- 'Steep yourself in your subject, work like hell, and love, honor and obey your hunches.'
Read more about this topic: Leo Burnett
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