Here is a link to a video of Bob Greenberg, founder of the ad agency R/GA, talking about creativity. What I find interesting in this brief clip is his reference to the idea of a story that is two minutes long and 120 minutes wide.
What he means is that an ad might be two minutes long but linked to two hours' worth of content. The same may apply to lots of different kinds of content.
He also refers to the fact that very few people understand both storytelling and the new technology--the implication is that if you can handle both, you have a bright future.
