8. Big C: Introduction
The alternative method is known as the ‘duck’ experiment. There’s an old saying that if it walks and quacks like a duck, then surely it is a duck. This method includes the selection of a talented bunch of individuals – authors, innovators, researchers, professors, artists – who are renowned for some kind of creativity usually having received accolades. Since this way of looking at creativity concentrates of those who achieve more than the common citizen, it is known as the research of ‘Big C’. Its drawback lies in its intrinsic subjectivity.