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‘There is nothing creative about creativity’ – Dr Beau Lotto distils the science behind meaning and creativity at The Drum Live

Play is essential for creativity and innovation, but the world’s corporations and schools are failing to instil creativity by focusing too much on answers rather than questions, according to neuroscientist Beau Lotto.

Creativity: Neuroscientist Beau Lotto spoke at The Drum Live

Speaking at today’s The Drum Live in London, Lotto gave a session on the value and importance of neurodesign in creating experiences that will resonate with people.

Lotto drew on the example of dolphins when explaining why play should be incorporated into people’s lives to stimulate creativity and innovation.

“The most intelligent and adapted animals on earth play into adulthood. In order to think creatively, they must step into uncertainty,” he said.

However, he argued that because schools and companies focus on answers, rather than questions, creativity is stifled and play isn’t encouraged.

Only by encouraging uncertainty, according to Lotto, can we nurture creativity.

Other speakers at The Drum Live included the Guardian's Harriet Minter, who discussed the need for businesses to embrace flexible working in order to thrive; Buzzfeed's VP of advertising, Will Hayward, who told delegates that media agencies aren't doing enough to distribute content for advertisers; and Unilever's global head of media, Jay Altschuler, who said real-time marketing is not yet able to replace paid media in marketing strategies.

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