(fore)words

instead of an introduction

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Everything we start always starts with the words. 

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During the research, we underline or scribble words that best explain the concept. During the brainstorming session with the team or clients, we write down on a huge wall many words and then discuss which one better represents what we want to achieve. We don't start a single project, small or complex if we don't have a list of words. 

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We also spent quite some time to tinkering and tweaking words. Because it is crucial to be precise, to give focus to the idea. Words have this power to bring up a meaning. They give vision. For us, creativity is a process, not a moment. Managing that process is key to creativity and innovation. And we look at words as seeds that grow up and produce our realities.

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Remember how God started created our Earth? By saying: "Let there be light". And God saw the light, and it was good and moved on. Words are the real creator. Without words, thought can never become a reality. 

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Words are the most powerful force available to humanity.