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By Lewis Evans

Reaching out across the commercial divide can benefit creatives and their clients alike. Despite all that has been written on the subject of creativity – all the courses we can take, all the processes we can implement – it is still a frustratingly uncertain process. In a world that demands instant performance under ever greater pressure, are there better ways creatives can operate? Can we relieve the pressure and perform better at the same time? Maybe we can, but we’ll have to take some more uncomfortable creative steps to do it.