Smarter Faster Better by Charles Duhigg

Author:Charles Duhigg
Language: eng
Format: epub
Publisher: Joosr Ltd

Combining existing ideas in innovative ways aids creative thinking

Many roles and industries now require constant creative ideas and innovative advancements from their staff on a daily basis. If you struggle to be consistently imaginative, you should try drawing on past life experiences—and be sure not to neglect existing ideas. After all, some of the most creative work arises from already familiar concepts, but with a twist.

Westside Story, one of the most popular and groundbreaking musicals of all time, came into being at the request of choreographer Jerome Robbins, who instructed the show’s creators to use existing musical styles, but to combine them in new, interesting ways to create something original. Although it is often viewed as being one of a kind, this musical actually utilizes some very traditional artistic styles, such as Shakespearean drama, opera, Latin jazz, and ballet. Plus, the story itself covers universal themes, such as territorial wars and inter-community tensions. It is this clever combination of already familiar styles and ideas that led to Westside Story’s phenomenal success.

This technique doesn’t just apply to dramatic arts; combining old and established ideas and methods to create something new and innovative is a technique that can be used in almost any field. Let’s say you work in marketing for a mobile phone company and are stuck for ideas for a new campaign. You could research your organization’s old commercials and revisit previous press campaigns, in addition to studying traditional, effectively proven techniques used by other industries, such as beauty, household, and clothing. You can then utilize the different ideas and methodologies you have discovered, putting them together in a creative, original way, which will result in an innovative campaign for your organization.

Although creativity, by definition, is not formulaic, there are certain methods that can help kick-start innovative thinking. Combining existing ideas in interesting ways can help you to create something novel, no matter the industry you work in.

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