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The Three Muscles of Creativity – Inspiring Short by Intel

Posted in design, film, ideas, inspiration, quality by aldorf on April 26, 2011

In this Intel Visual Life short documentary, Michael Wolff, co-founder of Wolff Olins Agency and considered one of the preeminent visionaries and perhaps the father of 20th century brand expression and identity, talks about his approach to looking at the world, including the muscles of curiosity, appreciation, and imagination. I admire the innovative branding work of Wolff Olins. This short documentary is another reminder of what it’s all about.

“I have three muscles, without which I couldn’t do my work. The first is curiosity. (You can call it inquisitiveness, you can call it questioning.) The second muscle [is] the muscle of appreciation. It’s not questioning so much as it is noticing… how joyful things can be, how colorful things can be, what already exists as an inspiration. The muscle of curiosity and the muscle of appreciation enable the muscle of imagination. Everybody knows that the whole is greater than the sum of its parts. What few people realize it is only through the parts that the whole gets delivered. I see seeing as a muscular exercise, like I see curiosity. It’s a kind of being open, really: If you walk around with a head full of preoccupation, you’re not going to notice anything in your visual life.” ~ Michael Wolff”

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