In his letter Spontaneity, not strategy, is the key to creativity (DW 11 June), Thomas Andersson states that “opportunitiesÃ¤ are found in spontaneous outbursts of sudden insights” and opines that creativity must be independent of commercial considerations.
I must disagree. Creativity comes from a thorough understanding of commercial pressures.
Without a deep understanding of all factors, all you can be is an artist, not a designer. The word design, after all, implies forethought.
Head New Media