BetterBriefs：2025年全球创意评估实践研究报告（英文版）

Evaluating ideas is whereour ability to blend logic andmagic is most tested.We're lucky to work in an erawhere we know so muchabout how ideas work butthat can work aqainst us.Ideas that could be legendaryget logic'ed out.Creativityis a confidencegame. lt requires utter belief tobring creativity into existence,strenath of will to take otherson the journey and totalcommitment to buy it.

Evaluating ideas is hard, theyare such intangible anddelicate things, especiallywhen they first