Why do we find creativity – in any of its forms – such a challenge? Is it for the simple reason that we shy away from discomfort? Creativity challenges us – and our clients – to think differently, to act differently, to take chances, to questions that may not have clear answers. To take risks. It’s uncomfortable. It’s spicy food or a blind date. It’s jumping out of a plane or speaking in public.  And if that’s difficult for us, how do we convince our clients to embrace discomfort? Brendan Hodgson offer ideas and insights on embracing creative “discomfort”.

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