The idea of where heads clash, literally means the exchange of ideas from individual to individual.
Why? This is because each individual may see things from different perspectives and angles.
Thus by gathering all the perspectives and angles, we are able to see an overall picture of the "issue" at hand.
Although most of the issues would be about communication, and issues in publication and design.
Therefore, opinions from academicians and practitioners in these field are highly appreciated, but opinions from the public are also crucial in the search of the "overall picture".
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