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  • Academic Creativity Labs

Your Best Ideas Are Often Your Last Ideas

Most of us consistently underestimate the value of persistence in the creative process — a fallacy referred to as the “creative cliff illusion.” While it is true that we tend to produce fewer ideas the longer we brainstorm, we inaccurately assume that that decline in productivity correlates with a decline in the creativity of the ideas we come up with. And this misperception can lead us to stop brainstorming too early, before we’ve reached our best ideas. A recent article (Jan 2021) by Loran Nordgren and Brian Lucas for HBR shares some insights in this phenomenon and proposes several tactical strategies to improve your ideation.


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