Creativity is nothing less than the most difficult part of design. An idea is the soul of the thing. Formless yet conceivable, intangible yet fathomable, a cousin to talent, humor and emotion, yet unrelated to experience, diligence or loyalty. Creativity in design flows with the wind and transforms to purpose. A design concept is the soul of information exchange as mysterious as Mona Lisa's smile, as fleet-footed as Hermes. Design absent of creativity is food boiled in unflavored water, destined to please no palate.

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