Branding and communications design guru Michael Wolff shares a fable on the four rooms a creative must move through to create great, original work.

Michael Wolff: The story of four rooms (Length: 3:46)
“I’m encouraging you to trust that in you, which is informed by great work, informed by reason, informed by precedent, but not the source of your creativity. The source of your creativity is going to come far more easily from your noticing and from your appreciation and ability to step into other people’s shoes.”

Michael Wolff is best known as the the co-founder of Wolff Olins.

Michael Wolff: The story of four rooms and The Four Rooms of Creativity