For those of us operating in emerging markets where time is money and creativity the need of the hour, I propose replacing our ‘appetite for the acclaimed’ with ‘curiosity for the unknown’. For too long, we’ve been inclined to benchmark our creativity against the usual sources of inspiration in the West where businesses operate on the bedrock of mature economies with structure, systems and resources. But our creative processes must become more inclusive if we are to produce work that sets us apart rather than elicit a ‘seen before’ response. The time is ripe to look at unlikely sources for inspiration – consider shifting your gaze away from the West to West Africa. Countries like
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