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Take 5 - Darren Bridger
This week co-founder and producer at Mind Masterclass films and associate director of Neuroco and The Mind Lab, answers our quickfire questions
What does ‘creative’ mean to you? The act of subverting people’s assumptions in a way that surprises them and leaves them smiling. Hence it’s pretty close to humour.
What's your best piece of business advice? As an individual, make sure that whatever you do cannot in theory be outsourced overseas, done by a computer, robot or coin-operated machine! The era of automation and globalisation has barely begun. Failing that, talk to a 14 year old, they have a far better grasp of what the near future will bring than the average adult does.
Who do you admire? Jaron Lanier, the inventor of virtual reality (amongst other things). A very original thinker. I highly recommend anyone reading this to seek out some of his writings online.
What in the world could be done better? We could do more to harness new technologies to improve education. With DVDs and online video there is the potential for anyone to have access to the best teachers and lecturers in the world. Computer animations and even games can be used to help understanding concepts that are hard to get across in writing and still images.
Where do you see yourself in 10 years' time? Shooting digital films on an ever bigger scale
Darren Bridger is co-founder and producer at Mind Masterclass films (www.MindMasterclass.com), a new company creating educational DVDs on ‘mind improvement’ subjects. Additionally, Darren acts as an associate director of Neuroco (www.neuroco.com), and The Mind Lab (www.TheMindLab.org) companies which specialise in, respectively, using neuroscience to understand people’s reactions to new product designs and advertising, and measuring mental and physical responses of people in almost any situation or environment.
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What's your best piece of business advice? 
