Creativity is the skill of trying the right thing.

Onur Cobanli објашњава:
Design is about research as well as discovery through trial and error; to see what works and then. Understand why it works, creativity is simple skill that is most often considered mysterious but it is not; creativity is trying out new things, mostly you fail, but sometimes you succeed, for example imagine a cook that mixes several ingredients each time to come up with a new sauce, the cook will fail thousand times, then find a candidate mixture, work on its variants hundred times and choose the best, so the cook fails thousand times but has a single victory that yields the result, in an interview the cook might say he had an inspiration or dream but in reality creativity is hard work; it is embracing failure, trial and error.