Interview with Luc de Brabandere
summary
Argues creativity in business is outdated unless ideas get frozen long enough to be built, then remade into new boxes that match a changing world; cites Philips pivoting into health devices so that health now makes about 30% of sales and a third of profit. Says training shouldn’t teach recipes but instill hunger and channel personal passion (example: a consultant who switches to architecture images and becomes effective), and stresses pairing creative and executional people.
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