Like Jaime mentioned, I do believe the creative process is more frequently used when it comes to class projects, where the possibilities seem to be endless. Just recently, a friend asked me to design something for her wedding and I came up with what I thought was a great solution; it was typographically interesting, had great hierarchy and was simple but still satisfied all of her requirements. After sitting with her for about 20 minutes, just about every part of my original design was changed before she was completely happy. And let's just say that I don't think I'm going to go out of my way to take credit for the end result. I haven't worked with many clients in the "real world" but if they are anything like this, I'm not so sure that I'm looking forward to it.
When I do get the luxury of coming up with my own designs without having to please others, I find that my best ideas come to me either in my dreams or right before I fall asleep. Oh, and also in the shower. I get great ideas in the shower.
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