They are understood to be drawing up creative plans ranging from cheap and basic warehouses for low-cost carriers such as easyJet to luxurious lounges aimed at winning the hearts of frequent-flying businessmen.

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Designed for rough concepting and creative brainstorming, Inkling bridges the gap between paper sketching and digital drawing by giving users at the front end of the creative process a way to rough-out ideas with real ink on paper and capture their concepts digitally so that they can be later refined on their computer.

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This process of creative destruction that sends an entrepreneur back to the drawing board is one that many budding entrepreneurs shy away from but Aryeh and Miri revel in the process.

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His job at Intel takes him to festivals and events such as the Bay Area Maker Faire, where he leads creative workshops on such activities as making digital circuits by drawing with a pencil.

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Drawing upon a larger sample of ideas, the creative genius finds connections and intersections that no one else sees and eventually formulates an approach that is both original and effective.

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Regardless, "it's likely to be a very memorable ad, whether it is widely liked or not, and memorability is a prerequisite for an effective ad, " he says, drawing on knowledge of the company's past creative.

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That's not to say there was any creative inspiration going on here -- surely the Z10 was on the drawing board long before the iPhone 5 was revealed -- but the visual similarities can't be ignored.

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This region, located on the surface of the right hemisphere, excels at drawing together distantly related information, which is precisely what's needed when working on a hard creative problem.

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