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IMAGINATION DEVIATION
INNOVATION
MEDIOCRITY LOOKS FOR PRECEDENT
LOGIC WILL GET YOU FROM A TO B. IMAGINATION WILL GET YOUR
EVERYWHEREEINSTEIN
BE DEVIANT
QUESTION & CHALLENGE WIDELY HELD SOCIETAL, CULTURAL OR CATEGORY
NORMS
‘We’re a planet of seven billion ninnies living in a civilisation that was created by a few thousand amazingly
smart deviants’SCOTT ADAMS
the earth is round wireless comms
evolution equal rights
revolve around sun
free press
“we confirmed that acting deviantly leads to greater creativity…
The link is explained by a heightened feeling of
being unconstrained by rules”
source: Evil Genius! How dishonesty can lead to greater creativity. Study by Harvard University and University of Southern California
THE EVIL GENIUS STUDY:
“The very act of cheating primed the mind for rule
breaking in general, and this sense of freedom translated
into creativity.”Psychology review of Evil Genius Study
RULE BREAKING ALLOWS US TO
COMBINE IDEAS THAT HAVE NEVER
BEEN PUT TOGETHER
BEFORE…TO STEAL
WHY?
GOOD ARTIST COPY, GREAT ARTIST STEAL PICASSO
‘CREATIVITY IS JUST CONNECTING THINGS. WHEN YOU ASK CREATIVE PEOPLE HOW THEY DID
SOMETHING, THEY FEEL A LITTLE GUILTY BECAUSE THEY DIDN’T REALLY DO IT, THEY JUST SAW
SOMETHING, IT SEEMED OBVIOUS TO THEM AFTER A WHILE. BECAUSE THEY WERE ABLE TO CONNECT EXPERIENCES THEY’VE SYNTHESISED NEW THINGS’
STEVE JOBS
COPY + COMBINE = TRANSFORMATION
didn’t invent the EV didn’t invent the mobile phone
didn’t invent renting houses
didn’t invent the taxi industry
BEING DEVIANT?
PRIME YOURSELF
BE AWARE OF THE RULES, QUESTION
THEM, THEN BREAK THEM
CREATE ASSOCIATIONS
BETWEEN UNRELATED ELEMENTS
+ +
FINALLY…
PRIME YOURSELF
BE AWARE OF THE RULES, QUESTION
THEM, THEN BREAK THEM
CREATE ASSOCIATIONS
BETWEEN UNRELATED ELEMENTS
+ +
BE BLINDLY OPTIMISTIC
