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The Creative's role is to be unbound by guidelines and to guide the team through exploration. They are comfortable being uncomfortable and their ego is checked enough to have found the freedom to think beyond what is known, or what is thought to be known. The role requires ensuring that each solution starts from a clean slate, not a default answer. This mandates continually challenging with the question, “What if?” Not in a haphazard way, but based on connection points and opportunities where others may not see them. Uncovering the relevant dots and connecting them in unexpected ways is an essential talent.
The Artist role excels at taking the thoughts and ideas born out of the Creative's role and breathing life and expression into them. They excel at making ideas or concepts tangible and actionable. The role requires creativity in its ability to marry the non-conventional with the conventional to make something new. The Artist maintains a holistic view of an idea and strategically plans the touchpoints that will most successfully express the true intention. They arrange the dots in the right way to paint the correct picture.