You Can’t Force Creativity

idApostle: An Identity Love Affair / Why Design Can’t be Billed by the Hour:

You really can’t force creativity to happen. There are ways to encourage it and a process is there to help direct it, but in the end it has to just happen. So while a project may only take an hour at a desk, I can assure you more time was spent thinking about it.

(Via @smashingmag.)

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