I used to write for an online cultural magazine, mostly reports of concerts and interviews of musicians. It was a great way to experiment working inside my field of passion. And to go to concerts for free;o)
I’ll always remember the interview I made with Sharko, and especially after having seen him performing some time before under the Nose Kitchen alias in Les Halles de Schaerbeek, walking through the crowd with a supermarket shopping cart and playing on pre-recorded tapes. He gave me a great lesson on creativity that helps me today.
How can you decide that an idea is relevant or not? How can you make sure innovation you’re fostering will be serving your organization? That is the basis of the methodology that becomes the core of the book. I realized, having created a strategic (DICoDE) and a business model (DIRT) tools, that they were perfect to frame innovation. What’s best to start innovating that checking it is strategically relevant for your company and it has potential for profitable business model (having value to be extracted)? And that’s what Sharko taught me 10 years ago.
It’s interesting to create, to find comfort in a very limited space. It really fosters creativity, and useful creativity. These walls also create constraints that are external to the creative process. It all came back to me when I tried to link DICoDE and DIRT. What can a strategic and a business model models do together and initiate? And that’s where the box concept emerged. What if these 2 models create a frame, a box. And based on these constraints, we can start a creative process in order to find innovative ideas that can be positioned compared to these boxes. These boxes are thus not an end but a start. They’re not a rigid defined environment but a reference. When you have them, you can decide to create in them or out of them. You can decide, keeping in mind what created them, to modify them, to challenge them, to re-work them… And when you’re done, when you have thrown the useless ones, when you have worked on the ones with potential, when you have refined the ones that fly, you can build a gift out of them. You can wrap them in a nice paper and ribbon and give them to the marketplace. And see for real what they bring to your clients.
[Update March 22nd 2011]: Interesting quote from Igor Stravinsky that goes into the same direction. I saw it straight away re-opening Making Ideas Happen book from Scott Belsky i left a few months ago. It appeared as interesting as it felt uninteresting back then. It was the right time to re-open it…