Rory's experience in advertising has shown him that sometimes the most effective ideas come from unexpected places or angles of inquiry.

Rory believes that the opposite of a good idea might be another good idea, emphasizing the value of diverse perspectives in problem-solving.

Creativity is more about following feelings of excitement and curiosity rather than an intellectual process.

Real invention requires wandering and giving yourself permission to explore ideas without the pressure of efficiency.

Creativity is about being open to new ideas and experiences, and recognizing that inspiration can come from anywhere.

Creativity can be cultivated daily by embracing a mindset that allows for exploration and experimentation.

To foster creativity, it's important to oscillate between being open and playful in questioning and being skeptical and critical in evaluating responses.

The creative process is about expressing one's unique perspective and departing from the conventional story that pleases others, regardless of external opinions or commercial pressures.

Creativity thrives in environments where there are no wrong answers, fostering a culture that encourages innovative thinking.