If at first you don’t succeed, goes the old saying, try, try again. Good advice, up to a point.
Tempting as it is to declare victory and move on, in many endeavours there is much to be said for rethinking an apparently satisfactory formula.
“If the candidate really does have 17 significant different work triumphs,” write Cowen and Gross, “maybe you do want to hear about what number 17 looks like.” First, we feel uncomfortable. Second, demanding 17 different answers to the same question may seem silly or fruitless.They will often produce several distinct attempts to meet a given brief, rather than immediately focusing on what seems to be the best idea.
Half of the participants worked in series: They sketched five prototype adverts, receiving feedback after each one. They rated the diversity of the adverts and they also asked the participants for their confidence after finishing the process. No doubt that was partly a response to the tight constraint of a 3.8-second piece, but surely it was also the creative response to trying to produce the 83rd composition.
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