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It’s the classic question for artists and creative professionals: How did you come up with that?

While the Van Goghs of the world may ride primarily on instinct, Weber Shandwick prefers a more methodical approach — raw inspiration plus reliable insight.

Because, while there’s no secret sauce that can automatically make you “creative,” there is a tried-and-true recipe for cooking up ideas that work.

Tom Beckman, chair of Weber Shandwick’s Global Creative Collective and a longtime Cannes Lions juror, lays it out for you in the video below.

Photo by RhondaK Native Florida Folk Artist on Unsplash

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