Sam Cheema
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Sam Cheema
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CREATIVE STRATEGIST & brand planner.

SOLVING PROBLEMS THROUGH AN INDIRECT AND CREATIVE APPROACH, USING REASONING THAT IS NOT IMMEDIATELY OBVIOUS AND INVOLVING IDEAS THAT MAY NOT BE OBTAINABLE BY USING ONLY TRADITIONAL STEP-BY-STEP LOGIC.

Sam Cheema

BY WAY OF A SMALL SUBURBAN VILLAGE ON THE OUTSKIRTS OF LONDON, LONG DITTON, I AM THE PRODUCT OF contrasting CULTURES. 

MY MOTHER - BORN AND RAISED IN DERRY, NORTHERN IRELAND. AS A CATHOLIC IN A HEAVILY PROTESTANT AREA WITH ECONOMIC CHALLENGES RIFE THROUGHOUT THE CITY. EMIGRATED TO LONDON AT THE AGE OF 18 - WITH THE BURNING DESIRE TO MAKE AN IMPACT. 

MY FATHER - BORN AND RAISED IN GRAVESEND, KENT. BROUGHT UP IN A TRADITIONAL SIKH FAMILY WITH HIS FATHER IMMIGRATING TO ENGLAND IN THE 1950'S TO PROVIDE A BETTER LIFE FOR HIS FAMILY. EVENTUALLY, BRINGING HIS WIFE OVER TO SETTLE IN A SMALL, PREDOMINATELY ASIAN, COMMUNITY.

THE CHANCE OF A TRADITIONAL CATHOLIC FROM DERRY AND A SIKH FROM GRAVESEND MEETING IS PROBABLY ABOUT 100,000 TO 1. 

THE CHANCE OF THEM FALLING IN LOVE AND STARTING A FAMILY - NEAR ON IMPOSSIBLE. 

A PRODUCT OF CROSS-CULTURAL DIMENSIONS I HAVE HAD A BURNING CURIOSITY AS TO WHY PEOPLE THINK IN A LINEAR MANNER.

CREATIVITY ISN'T DEAD. IT'S JUST SUPPRESSED BY CONFORMITY. 

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