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It is often believed that creative ideas come in a moment of inspiration to a genius mind. Piffle says Kirby Ferguson. He goes on to explain how all creativity begins with copying what has come before. Evolution must happen on the way to a revolution.
The plan to put a paper-thin interactive screen inside subscriber copies of Entertainment Weekly is a creative stunt of impressive magnitude, but hardly likely to be a game-changer for CBS, Time or Pepsi.