2) ……and on the subject of alternative ways of thinking – here is an interesting perspective ( this via @neilperkin ) from Noah Brier on how Elon Musk approaches creativity – ‘I think it’s important to reason from first principles rather than by analogy. The normal way we conduct our lives is we reason by analogy. [With analogy] we are doing this because it’s like something else that was done, or it is like what other people are doing. [With first principles] you boil things down to the most fundamental truths…and then reason up from there’ . For me this makes sense, in as much as it underlines the importance of investigating a problem or brief fully. But whilst analysis is important so is analogy – the ability to draw insights from other people and places, is at the heart of the creative thinking process.