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The Four 'Non Rules' of Concepting

4 min, 18 sec read
12:13 PM | 26 August 2016
by Jeremy Garner
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Jeremy Garner, Executive Creative Director at Hiveworks, gives his four 'non rules' for coming up with ideas.

Be wary of anyone who tells you there’s a specific structure that you should adhere to when you are thinking up ideas. You should stick to whatever works for you, and you’ll soon get a feel for what helps you devise the best, most powerful stuff.

However, there are a few ‘non rules’ that you could try. These are not so much techniques but themes that I have noticed over the years.

So here they are: the four non rules of concepting that I encourage you to ignore in favour of your own non rules.

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