8 Emerging Writing Trends You Should Know About

Quthor

·March 15, 2024

·21 min read

8 Emerging Writing Trends You Should Know About — Image Source: pexels

Introduction to Emerging Writing Trends

The landscape of writing has undergone a remarkable evolution, transitioning from traditional pen and paper methods to embracing digital transformation. This shift has revolutionized the way we create and consume written content, paving the way for emerging trends that are shaping the future of writing.

The Evolution of Writing

From Pen and Paper to Digital Transformation

The art of writing has historically been synonymous with pen and paper, symbolizing creativity and expression. However, with the advent of digital technology, writing has transcended traditional boundaries. The global Digital Writing & Graphics Tablets market is estimated to be worth USD 424.6 million in 2022 and is forecasted to reach USD 700.5 million by 2028, reflecting a significant CAGR of 8.7% during the review period. This substantial growth underscores the increasing preference for digital mediums in the realm of writing.

Why Keeping Up with Trends Matters

Staying Relevant in a Fast-Paced World

In today's fast-paced world, staying abreast of emerging writing trends is crucial for writers and content creators alike. The ability to adapt to new technologies and evolving reader preferences is paramount for maintaining relevance in an ever-changing landscape. As the industry continues to embrace digital platforms, writers must leverage these advancements to engage with audiences effectively.

AI and Machine Learning in Writing

The integration of Artificial Intelligence (AI) and machine learning into the realm of writing has ushered in a new era of content creation and text generation. These technological advancements are reshaping the writing landscape, offering writers innovative tools to enhance their productivity and creativity.

How AI is Changing the Writing Landscape

Examples of AI Writing Tools

AI writing tools, such as Sudowrite and Nyle AI, leverage machine learning algorithms to assist writers in crafting compelling content. These powerful AI tools analyze vast datasets to provide writers with suggestions, ideas, and even complete sentences, streamlining the writing process. By harnessing the capabilities of AI, writers can overcome creative blocks and explore new avenues for expression.

In addition to these dedicated platforms, general-purpose AI writing software has gained prominence for its ability to imitate human writing with minimal input. This software promises to revolutionize the world of content creation by offering templates, multi-language support, and dedicated features for engaging audiences with AI-generated content.

The Pros and Cons of AI-Assisted Writing

Balancing Creativity with Technology

The emergence of AI-assisted writing has sparked discussions regarding its impact on creativity and originality. While these tools undoubtedly offer unparalleled assistance in generating content, there is a need to strike a balance between leveraging technology and preserving the writer's unique voice.

On one hand, AI writing software can serve as a valuable resource for overcoming writer's block and enhancing productivity. By utilizing machine learning algorithms, writers can swiftly generate high-quality content while maintaining consistency in tone and style. Furthermore, these tools empower writers to experiment with diverse styles and formats, expanding their creative horizons.

However, it is essential to approach AI-assisted writing critically. The quality of content generated by these tools can vary drastically from one project to another. Writers must exercise discernment when incorporating suggestions from AI platforms to ensure that their authentic voice remains intact. Additionally, ethical considerations surrounding the use of AI-generated content warrant careful reflection within the writing community.

In navigating this new frontier of writing technology, it is imperative for writers to embrace these advancements while preserving their individuality as creators.

The Rise of Interactive Storytelling

In today's digital age, interactive storytelling has emerged as a captivating and immersive form of narrative engagement, revolutionizing the way audiences interact with content. This innovative approach transcends traditional linear storytelling, inviting readers to actively participate in shaping the narrative experience.

What is Interactive Storytelling?

Engaging Readers in a Two-Way Conversation

Interactive storytelling represents a dynamic fusion of technology and narrative, enabling readers to become integral participants in the unfolding story. Through interactive elements such as clickable choices, branching storylines, and multimedia integration, readers are empowered to influence the direction and outcome of the narrative. This two-way interaction fosters a deeper sense of engagement and emotional investment, transforming passive readers into active co-creators of the story.

Digital storytelling can be a powerful tool for marketing success, allowing you to communicate clearly and meaningfully with your audience. It is made to align with your audience’s attention span and deliver a narrative experience that makes people care about what you have to say. With the right approaches, you can create powerful stories that set your brand apart.

Examples of Interactive Storytelling

Video Games, Apps, and Websites

The realm of interactive storytelling encompasses diverse mediums that harness technology to immerse audiences in compelling narratives. Video games stand at the forefront of interactive storytelling, offering players agency within intricately designed worlds where their decisions shape the plot's progression. From open-world adventures to choice-driven narratives, video games epitomize the fusion of interactivity and storytelling.

Furthermore, apps and websites have embraced interactive storytelling as a means to captivate users through engaging experiences. Interactive fiction apps provide readers with decision points that dictate the storyline's trajectory, fostering an immersive reading experience akin to participating in a captivating novel.

Moreover, websites leverage interactive elements such as scroll-triggered animations, clickable hotspots, and multimedia integration to convey narratives in an engaging manner. These digital platforms enable brands and creators to craft compelling stories that resonate with their audience while fostering meaningful connections.

As we witness the rise of interactive storytelling across various mediums, it becomes evident that this innovative approach has redefined traditional narratives by placing control in the hands of the audience.

Incorporating these examples into our writing endeavors allows us to explore new avenues for captivating our audience through immersive experiences while embracing technological advancements.

With these insights into interactive storytelling's evolution and impact on content creation, writers can harness its potential to forge deeper connections with their readers.

Personal Branding Through Writing

In the realm of writing, personal branding serves as a powerful tool for writers to establish their unique identity and resonate with their audience. By infusing their work with a distinct personal voice and building a compelling brand, writers can forge meaningful connections and leave a lasting impact on their readers.

The Importance of a Personal Voice

Sharing Personal Stories and Experiences

Embracing a personal voice in writing entails authentically sharing one's stories, experiences, and perspectives. This approach allows writers to connect with readers on a deeper level, fostering empathy and understanding. As John Maxwell, an influential leadership expert, emphasizes, "Your story is the greatest legacy that you will leave to your friends. It’s the longest-lasting legacy you will leave to your heirs." This sentiment underscores the profound impact of personal narratives in leaving a lasting imprint on others.

Moreover, incorporating personal anecdotes into writing humanizes the content, making it relatable and engaging for readers. By weaving personal experiences into their work, writers can evoke emotions, spark introspection, and cultivate a sense of camaraderie with their audience. This resonates with the insight that personal branding is not about being famous; it's about being selectively famous—highlighting the significance of authenticity and relatability in crafting a compelling personal brand.

Building Your Brand as a Writer

Tips for Standing Out

Crafting a distinctive brand as a writer involves deliberate strategies aimed at showcasing one's unique strengths while resonating with the target audience. Here are actionable tips for writers looking to elevate their personal brand:

Define Your Unique Value Proposition: Identify what sets you apart as a writer—whether it's your storytelling style, thematic focus, or niche expertise. Communicate this unique value proposition consistently across your body of work to establish recognition among readers.
Authenticity Reigns Supreme: Stay true to your voice and beliefs while engaging with your audience. Authenticity fosters trust and loyalty among readers who resonate with your genuine expression.
Embrace Vulnerability: Don't shy away from sharing vulnerable moments or lessons learned through challenges. Vulnerability cultivates empathy and fosters genuine connections with readers who appreciate candid storytelling.
Consistency in Engagement: Actively engage with your audience through social media platforms, blogs, or newsletters. Consistent interaction fosters community-building and strengthens your brand presence.
Leverage Your Expertise: Showcase your expertise by contributing insightful articles or participating in relevant discussions within writing communities. Position yourself as an authority in your chosen domain to bolster credibility.
Visual Identity Matters: Curate an aesthetic visual identity through cohesive branding elements such as logos, color schemes, and typography across digital platforms to enhance brand recognition.
Seek Feedback and Adapt: Solicit feedback from peers or mentors to refine your craft continually. Adapting based on constructive input demonstrates growth and dedication to honing your skills.

By implementing these strategies thoughtfully, writers can carve out an impactful personal brand that resonates authentically with their audience while distinguishing them within the competitive landscape of writing.

Incorporating insights from various sources further reinforces the significance of leveraging one's personal brand effectively within the realm of writing:

Interviews:

Use italic for emphasizing poignant or critical statements.
Inline code for specific terms or references mentioned.
Blockquotes for direct quotes from the interview.
Lists for questions asked or key points discussed.

As evidenced by industry experts' insights on leveraging personal branding in virtual interviews:

*"Your personal brand is the unique combination of your skills, values,

personality,

and goals that defines who you are

and what you can offer."*

This assertion underscores the pivotal role played by personal branding in shaping one's professional identity—a principle that transcends beyond virtual interviews into various facets of professional communication including writing endeavors.

With these foundational principles underpinning effective personal branding through writing established firmly in mind let us now delve into another significant trend reshaping contemporary literary landscapes: Embracing Diverse Voices.

Embracing Diverse Voices

In the realm of writing, embracing diverse voices is not only a testament to inclusivity but also a celebration of the rich tapestry of human experiences. The need for diversity in literature and written content transcends beyond mere representation; it embodies a profound commitment to reflecting the world's many voices and fostering cultural understanding.

The Need for Diversity in Writing

Reflecting the World's Many Voices

Literature serves as a gateway to diverse perspectives, offering readers an immersive journey into varied cultures, traditions, and lived experiences. When writers infuse their works with diverse voices, they illuminate narratives that resonate with individuals from all walks of life. As Dr. Rudine Sims Bishop eloquently articulates through her 'Mirrors, Windows, and Sliding Glass Doors' analogy, diversity in books acts as reflective mirrors for readers to see themselves, windows that offer insights into other worlds, and sliding glass doors that invite readers to step into new experiences.

The cultural significance of embracing diverse voices in literature extends beyond representation; it fosters a more open-minded and inclusive worldview. Children's books featuring characters from different cultures play a pivotal role in promoting cultural understanding and acceptance among young readers. By immersing themselves in stories that depict diverse backgrounds and experiences, children develop empathy and gain a deeper understanding of others' lives. This not only nurtures positive self-identity and self-esteem in children from underrepresented groups but also cultivates empathy and understanding towards others across all demographics.

Moreover, novels, short stories, poems, and plays offer readers a unique opportunity to gain insight into different environments and cultures through the writings of authors past and present. Literature provides a new perspective on the world—an understanding of experiences very different from one's own—enabling individuals to broaden their horizons and embrace the richness of human diversity.

How to Support and Promote Diversity

Reading and Sharing Diverse Content

Supporting diversity in writing begins with actively engaging with literature that amplifies marginalized voices while celebrating cultural plurality. Readers can embark on this journey by seeking out works that authentically portray diverse experiences through compelling narratives.

Cultural References:

Dr. Rudine Sims Bishop's 'Mirrors, Windows, and Sliding Glass Doors' analogy underscores the importance of diversity in books.
Children's books have the power to promote cultural understanding and acceptance.

When children read books that feature characters from different cultures,

they can develop a greater sense of empathy and understanding towards others.

Novels, short stories, poems, plays provide insight into different environments

& cultures through authors past & present.

One impactful way to promote diversity is by actively advocating for inclusive reading lists within educational institutions or book clubs. By curating reading materials that encompass diverse perspectives—ranging from race, ethnicity, gender identity, sexual orientation to socio-economic backgrounds—readers are exposed to multifaceted narratives that enrich their literary encounters.

Furthermore, sharing recommendations for culturally diverse literature within social circles or online platforms contributes to amplifying underrepresented voices. Engaging in discussions about these works not only broadens awareness but also fosters an environment where diverse narratives are celebrated as integral components of literary discourse.

In addition to consuming diverse content, aspiring writers play an instrumental role in championing inclusivity through their creative endeavors. By crafting stories that authentically represent varied experiences while challenging stereotypes and misconceptions about marginalized communities writers contribute significantly towards reshaping literary landscapes.

As we navigate the evolving landscape of writing trends it becomes imperative for us as writers to embrace diversity wholeheartedly recognizing its transformative impact on our craft our communities & our collective consciousness.

The Surge of Eco-literature

In the current literary landscape, eco-literature has emerged as a powerful medium for raising environmental awareness and fostering a deeper understanding of humanity's interconnectedness with the natural world. This genre transcends traditional narratives by delving into thought-provoking explorations of ecological consciousness, sustainability, and the profound impact of human actions on the environment.

Writing with an Environmental Message

Raising Awareness Through Storytelling

Eco-literature serves as a catalyst for sparking conversations about pressing environmental concerns and illuminating pathways toward sustainable coexistence. It delves into the intricate dynamics between humanity and nature, inviting readers to contemplate their roles as stewards of the planet. As highlighted in recent findings, the new eco-literature prompts introspection on what it means to navigate a world grappling with environmental crises while offering insights into reshaping consciousness.

The genre goes beyond portraying apocalyptic scenarios or climate change alone; it encapsulates a broader narrative that underscores how individuals perceive and interact with their surroundings. By weaving environmental messages into compelling stories, eco-literature prompts readers to reflect on their relationship with nature and inspires collective action towards ecological preservation.

Moreover, notable eco-literature works have garnered acclaim for their ability to instill a sense of environmental responsibility and empathy within readers. These narratives transcend mere storytelling; they serve as conduits for igniting passion and advocacy for sustainable living practices, conservation efforts, and mindful ecological stewardship.

Notable Eco-literature Works

Books and Articles Making an Impact

The impact of eco-literature resonates profoundly through influential works that resonate with audiences across diverse demographics. Noteworthy contributions in this genre encompass both fiction and non-fiction pieces that offer multifaceted perspectives on environmental issues while advocating for positive change.

News Reports:

New Eco-Literature and Environmental Awareness: The new eco-literature tackles questions about what it means to be a mind experiencing a world in crisis and points toward ways of reshaping consciousness.

It is not just about the pending apocalypse or climate change alone but about how we encounter the world and our minds.

One exemplary work that has captivated readers worldwide is Barbara Kingsolver's novel "Flight Behavior." This compelling narrative intertwines themes of climate change, migration patterns, and societal perceptions through its protagonist's journey amidst a remarkable ecological phenomenon. Kingsolver's masterful storytelling skillfully intertwines scientific realities with human experiences, prompting readers to contemplate the intricate interplay between climate dynamics and human behavior.

Furthermore, non-fiction contributions such as Rachel Carson's seminal work "Silent Spring" have left an indelible mark on environmental literature by shedding light on the detrimental effects of pesticide use on ecosystems. Carson's poignant exploration ignited widespread awareness about ecological fragility while galvanizing movements towards environmental conservation.

In addition to literary works, thought-provoking articles from esteemed publications have played pivotal roles in amplifying eco-conscious discourse. National Geographic's investigative features delve into pressing environmental challenges while offering actionable insights into mitigating ecological degradation. These articles serve as informative resources that empower readers to comprehend complex environmental issues while advocating for sustainable solutions.

As we immerse ourselves in these impactful works of eco-literature, we are reminded of its profound capacity to ignite meaningful dialogues surrounding environmental stewardship while nurturing an ethos of conscientious cohabitation with our planet.

By integrating these insights into our writing endeavors, we can harness the transformative potential of eco-literature to foster greater ecological mindfulness within our communities.

Short-Form Content Dominance

In today's digital landscape, the ascendancy of short-form content has reshaped the way information is consumed and disseminated. The succinct nature of short-form content, characterized by its brevity and conciseness, has propelled it to the forefront of content creation and audience engagement.

The Popularity of Brevity

Why Short-Form Content is King

Short-form content has garnered widespread acclaim for its ability to capture audience attention in an era characterized by fleeting digital interactions. Its inherent brevity enables quick consumption, making it well-suited for audiences seeking instant gratification and concise information. According to a survey conducted among content marketing experts, 77% emphasized short-form content as a pivotal focus for content marketers, underscoring its paramount significance in engaging modern audiences.

The appeal of brevity extends beyond mere convenience; it aligns with the evolving preferences of digital consumers who prioritize efficiency and relevance in their content consumption habits. Short-form content encapsulates key messages succinctly, catering to individuals navigating a fast-paced digital milieu where time is a precious commodity.

Moreover, the prevalence of short-form video platforms such as TikTok and Instagram Reels exemplifies the pervasive allure of concise storytelling. These platforms have redefined visual narratives by fostering creativity within constrained timeframes, captivating audiences with bite-sized yet impactful visual experiences. The rise of these platforms underscores the profound impact of brevity in captivating attention amidst a deluge of digital content.

Platforms for Short-Form Writing

Social Media, Blogs, and More

Short-form writing finds fertile ground across diverse platforms that cater to varying audience preferences and consumption patterns. Social media platforms serve as prominent arenas for short-form written expression, enabling individuals and brands to convey compelling messages within limited character counts or word constraints.

Micro-blogging platforms like Twitter have revolutionized real-time communication through succinct posts that distill complex ideas into concise snippets. This format encourages writers to craft impactful statements that resonate swiftly with their audience while fostering interactive discourse through hashtags and mentions.

Furthermore, blogs have embraced short-form writing as a means to deliver punchy insights and thought-provoking commentary on diverse topics. By leveraging concise paragraphs and bullet points, bloggers can convey information effectively while sustaining reader engagement—a testament to the adaptability of short-form writing across varied digital mediums.

In addition to social media and blogs, email newsletters have emerged as conduits for delivering brief yet compelling narratives directly to subscribers' inboxes. Marketers leverage this format to curate succinct updates or promotional messages that capture recipients' interest promptly—an approach aligned with contemporary readers' preference for streamlined communication.

As we navigate the realm of short-form writing dominance, it becomes evident that brevity serves as an indispensable tool for capturing audience attention amidst an abundance of digital stimuli. Embracing this trend empowers writers to distill their message into potent expressions that resonate profoundly with modern audiences.

The Blend of Visuals and Text

In today's digital landscape, the fusion of visuals and text has redefined storytelling, offering writers a dynamic canvas to captivate audiences through compelling multimedia narratives. This harmonious blend transcends traditional textual communication, harnessing the emotive power of images and videos to augment written content.

Enhancing Stories with Visuals

The Power of Images and Videos

The integration of visuals into written narratives amplifies their impact by evoking visceral responses and fostering deeper engagement. Images possess the innate ability to transcend linguistic barriers, resonating universally with diverse audiences. Whether it's a poignant photograph capturing raw emotions or an illustrative graphic elucidating complex concepts, visual elements enrich stories by stimulating visual cognition and emotional connections.

Moreover, videos serve as immersive storytelling vehicles that transport viewers into captivating visual realms. Through dynamic motion, soundscapes, and narrative sequences, videos imbue written narratives with multi-sensory experiences that resonate profoundly with audiences. This multisensory engagement fosters a holistic understanding of the narrative while eliciting emotional responses that linger in the minds of viewers.

The strategic incorporation of visuals into written content serves as a catalyst for enhancing reader immersion and comprehension. By leveraging the evocative power of images and videos, writers can craft narratives that transcend linguistic confines, resonating deeply with diverse audiences across cultural landscapes.

Tools for Creating Visual Content

Easy-to-Use Apps and Software

In the contemporary digital sphere, an array of user-friendly apps and software empowers writers to seamlessly integrate visual content into their narratives. These tools offer intuitive interfaces and robust features that facilitate the creation of visually compelling assets to complement written stories.

Social Media Content:

Embracing platforms such as Instagram allows writers to leverage its visual-centric nature for engaging storytelling.
Incorporate visual content into your social media style guide to establish recognizable brand aesthetics from the outset.
Instagram's emphasis on short-form visual content through features like Stories and Reels makes it ideal for visually appealing brands seeking audience engagement.

One notable example is Canva, an accessible graphic design platform equipped with customizable templates, vibrant imagery, and intuitive editing tools. Writers can leverage Canva to craft visually striking graphics that complement their written narratives across various digital platforms. From captivating infographics to eye-catching social media posts, Canva empowers writers to infuse their stories with visually arresting elements tailored to captivate modern audiences' attention spans.

Furthermore, video editing software such as Adobe Premiere Pro provides writers with comprehensive tools for creating cinematic video content that harmonizes seamlessly with written narratives. Its intuitive interface facilitates seamless video production while enabling writers to weave compelling visual sequences into their storytelling repertoire.

By harnessing these user-friendly apps and software solutions, writers can elevate their storytelling prowess by seamlessly integrating captivating visuals into their textual narratives—fostering immersive experiences for readers across diverse digital landscapes.

As we embrace this era of multimedia storytelling it becomes imperative for us as writers to harness the transformative potential of visuals while crafting compelling narratives that resonate profoundly within our digitally interconnected world.

Collaborative Writing Platforms

In the ever-evolving landscape of writing, collaborative platforms have emerged as transformative tools that facilitate collective creativity and knowledge sharing. These digital environments not only foster collaboration among writers but also offer a myriad of benefits that enrich the writing process and elevate the quality of written content.

The Future of Writing Together

Online Platforms That Bring Writers Together

The digital age has ushered in an era where writers can seamlessly converge on online platforms designed to cultivate collaborative endeavors. These platforms serve as virtual spaces where individuals with diverse backgrounds, expertise, and creative visions converge to co-create compelling narratives. As Christof Schöch, an expert in academic writing tools, aptly emphasizes, "Luckily, there are many web-based collaborative writing tools aimed at the general public or specifically at academic writers to help." This insight underscores the accessibility and versatility of collaborative platforms tailored to meet the distinct needs of various writing communities.

From dedicated writing software to cloud-based document collaboration tools, writers can leverage these platforms to engage in real-time co-authoring, peer review processes, and interactive brainstorming sessions. The seamless integration of communication features within these platforms fosters a sense of interconnectedness among writers, transcending geographical barriers while nurturing a global ecosystem for collaborative creativity.

Benefits of Collaborative Writing

Sharing Ideas and Feedback

Collaborative writing offers a multitude of advantages that extend beyond individual authorship, enriching the written product through shared insights and collective expertise. One fundamental benefit lies in the amalgamation of diverse perspectives and expertise—a sentiment echoed by industry experts who recognize the transformative impact of collaboration on written content.

By working with other writers, individuals can benefit from their expertise, feedback, and insights—avoiding errors and biases that might be overlooked when working alone. This collaborative synergy not only enhances the quality but also diversifies the written product by incorporating multifaceted viewpoints. As emphasized by Christof Schöch, "One of the main benefits of collaborative writing is that it can improve the quality and diversity of the written product."

Moreover, collaboration serves as a catalyst for generating more ideas while fostering critical thinking skills through exposure to different perspectives. The exchange of ideas within a collaborative framework nurtures an environment conducive to innovation and ideation—propelling writers towards novel approaches to storytelling while broadening their creative horizons.

Additionally, collaborative writing fosters a shared sense of ownership among contributors—promoting teamwork, mutual learning, and collective responsibility. This shared ownership cultivates a spirit of camaraderie among writers while bolstering their motivation and satisfaction—a sentiment echoed by industry experts who recognize collaboration's role in fostering teamwork dynamics.

Furthermore, maintaining consistency in voice and style amidst multiple authors presents its unique set of challenges; however, these challenges are outweighed by the rewards reaped from navigating them effectively. Conflicting ideas may emerge during collaboration necessitating careful negotiation; yet these instances serve as opportunities for growth—nurturing negotiation skills essential for effective teamwork dynamics.

As we navigate this era marked by digital connectivity let us embrace collaborative platforms wholeheartedly recognizing their potential to transform our individual narratives into collective masterpieces.

Incorporating these insights into our writing endeavors empowers us to harness collaboration's transformative potential while shaping narratives that resonate profoundly with diverse audiences across global literary landscapes.

Conclusion: Reflecting on How These Trends Shape Our Writing

The Impact of Trends on Our Writing Journey

As writers, our journey is intricately intertwined with the evolving landscape of writing trends. Embracing these trends not only expands our creative horizons but also fosters adaptability and growth in our craft. Collaborative writing, for instance, offers numerous benefits, foremost among them being the amalgamation of diverse perspectives and expertise. This collaborative synergy enhances our adaptability and growth by broadening our understanding of varied viewpoints, ultimately enriching the depth and diversity of our narratives.

Staying up-to-date with assessing impact and identifying opportunities for improvement is crucial for enhancing adaptability and growth in digital storytelling. In a rapidly changing digital sphere, staying abreast of emerging platforms and audience preferences empowers us to refine our storytelling techniques while embracing new opportunities for engagement.

Looking Ahead

Embracing change and new opportunities is essential for writers navigating contemporary literary landscapes. Staying up-to-date on trending topics is crucial for enhancing adaptability and growth in social media content creation. By leveraging AI for writing and research, we can enhance our adaptability and growth by making the process more effective and faster.

Ensuring diverse voices in storytelling is crucial for enhancing adaptability and growth in children's book writing. By amplifying underrepresented voices through compelling narratives, we contribute to a more inclusive literary landscape that resonates with readers from diverse backgrounds.

In conclusion, as writers committed to continuous growth and innovation, we recognize the transformative impact of embracing emerging writing trends. By adapting to these trends while staying true to our unique voice, we navigate an ever-evolving literary terrain with resilience and creativity.

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