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“Advertising is about constant innovation. Always go against the stream!" So says Pelle Sjönell, Creative Director at BBH in New York. Going against the stream is a strategy that has proven consistently successful for the world’s biggest brands. But that's easier said than done. Zigging when everyone else zags demands courage – and creativity. Put simply, creativity is the ability to solve problems in new ways. All human beings are creative (some more than others). But like cross-stitching and croquet, creativity takes practice. If you challenge yourself to think and do differently, you soon build up your creative muscles.

• Do: Get creative in bed … keep finding new ways to get in and out of bed in the morning and at night. How long before you’re back doing it “the classic way"? A day? A week? A month? A year? Practise, practise, practise.

All tips and insights are from the book Sälj det med ord (Sell it with words) written by Mattias Åkerberg