That’s the question our Head of CreativeServices, Nigel Clifton, asked himself.

From the moment she opens her eyes everymorning, she quizzes us relentlessly about the shape of the moon, the purposeof bees and the right way to eat a banana.

She’s not unusual.

Harvard professor Paul Harris, who specialisesin the study of child development, has made a conservative estimate of thenumber of questions children ask between the ages of 2 and 5.

It’s 40,000. Frankly, I’m not surprised.

And I’m starting to think that someone who asksthat many questions would make a phenomenal Creative.

Because the best Creatives are never satisfiedwith what they’re told. They know that to deliver new, to deliver astonishing,to deliver the best in the business, we must never stop asking questions – ofour clients, of each other, and of ourselves.

It may be painful. It may be annoying. Butquestions are the key to unlocking vast new territories of creativepossibility. And my 3-year-old’s world is nothing but possibility.

Then again, it’s a two-part process. It’s notenough to ask the question – you have to listen to the answer.

Perhaps my daughter wouldn’t be such a goodcandidate after all. At least, not just yet.

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