Writer and creative consultant
Writer and creative consultant
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What makes a good idea?

According to Aristotle, a good idea is lucid, pleasing and strange.

A good idea surprises the mind and quickens the heart yet somehow settles the senses. It seems right, it feels whole.

A good idea is often met with a tilt of the head and a sly smile. It’s self-evident, self-reflective.

A good idea draws people in.


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