After reading the book The Medici Effect: Breakthrough Insights at the Intersection of Ideas, Concepts, and Cultures by Frans Johansson (2004) I wanted to write an essay about it. While conducting research, I stumbled upon at least 2 essays written by different Proakatemia students over the years. Leaning on the concept of team learning, writing about the book for the third time didn’t seem appealing. Thus, this essay isn’t about the medici effect. It is about how to get new and unique ideas.

Introduction:

In the 1990’s architect Mick Pearce was designing a building which would use significantly less energy compared to other same sized structures. Pearce came up with an innovative idea while watching television. What was he watching? It wasn’t a science program about revolutionary innovations. It was a documentary about Termites! Pearce realised that the specific fungus-farming termites had created its own air conditioning system for their mound . Pearce designed a 32 000 square meter shopping center with the same principle. It’s located in Zimbabwe and uses 90% less energy compared to a same sized building nearby! How was Pearce able to connect termites and architecture, and innovate something new and unique? 

Intersections: What is an intersection?

Mick Pearce found himself in the intersection of biomimicry (termites) and architecture. In this particular intersection he was able to find a new, unique and creative solution. Intersections are places where pre-existing or new ideas from one or more fields “collide” with another field. Therefore creating an environment where breakthroughs and innovations emerge.

Since the Renaissance, different fields of work and science have been dividing inside the field. As an example before we only had mathematics. Nowadays we have algebra, calculus, and statistics. There are less and less innovation inside one field. It would seem that even tough we have the most amount of knowledge in the history of human kind, making new discoveries is harder than ever. Despite the continuous expansion of knowledge, the pace of groundbreaking scientific and technological breakthroughs is decelerating. Park, Leahey & Funk (2023) report “ a marked decline in disruptive science and technology over time”. This supports the idea that disruptive innovations are more likely to happen in so called intersections.

New innovations are playing a pivotal role tackling the newfound challenges of the modern age. Higher education institutions understand that the issues we face today are too intricate to be understood through the lens of just one field of study, leading them to place a greater emphasis on interdisciplinary collaboration (Jaskyte, Hunter & Mell 2023). These factors highlight the importance and relevance of trying to find these intersections.

How to get into intersections?

What are association barriers and why do we have them?

Let’s consider the following scenario. Person X is smart and a problem solver by nature. X studied finance as a major and entrepreneurship as a minor. During those studies X was interested in startups and sustainable business. X is nowadays active in the startup community. Which of the following scenarios is more likely:

1. X is a financial analyst.
2. X is a financial analyst and is working on a startup.

If you answered 2, that’s good. Most people will answer 2. The correct answer is 1. Let’s take another example. Which one is more likely to be true:

1. Banana is yellow
2. Banana is yellow and expensive

This scenario was a lot easier, although the questions are the same, they are expressed in a different way. Why was the second scenario easier to answer?Johansson (2004) states “the difference is that in the first case, we quickly get all kinds of associations”. In the first scenario the words “startup” and “startup community” are related to business and startups. Therefore it’s easy to assume that X would be working on a startup. This happens automatically and unconsciously (Johansson 2004). 

Associations are effective. When we have strong associations, we can find a solution to something quickly. Although chains of association have huge benefits, they also carry costs. They inhibit our ability to think broadly. We tend to accept assumptions without question, quickly leap to conclusions, and erect obstacles to considering different perspectives on a given situation (Johansson 2004). Associations can seem insignificant, but they have a tremendous effect on our creative process. Beaty & Kennet (2023) stated that “Highly creative people travel further in semantic space, switch between more semantic subcategories, and make larger leaps between associations”.

How to break association barriers

Creation of associations is an unconscious habit of ours. We don’t have to be visionaries in order to get unconventional ideas. How can we break association barriers and expose ourselves to “intersection ideas”?

Embracing Diversity: The Foundation of Innovation

At the heart of breaking association barriers lies the principle of embracing diversity. Diverse perspectives, backgrounds, and experiences are the catalysts for innovative thinking. Engaging with individuals from different fields, cultures, and disciplines enriches our understanding and exposes us to a wide array of viewpoints. Simply by being aware that there are multiple ways of approaching a problem, we will more likely view any situation from multiple different perspectives (Johansson 2004). By seeking out and valuing these diverse interactions, we lay the foundation for a more inclusive and innovative environment.

Cross-Pollinating Ideas: Beyond the Comfort Zone

Innovation thrives at the intersection of disciplines. Actively exploring areas beyond one’s expertise is a deliberate strategy for encountering new ideas. Attending conferences, reading across a broad spectrum of topics, and engaging in interdisciplinary conversations are practices that help with cross-pollination of ideas. It is at these intersections where seemingly unrelated concepts converge, opening up opportunities for groundbreaking research and development. Thus, stepping beyond the comfort zone of one’s field can lead to the discovery of untapped potential and unexplored territories of knowledge.

Challenging Assumptions: The Path to New Mental Pathways

The tendency to follow familiar paths based on past associations and conventional wisdom is a significant barrier to innovation. Challenging these assumptions and questioning the status quo are crucial steps in breaking free from these constraints. By adopting a mindset that welcomes questioning and skepticism, anyone can uncover new mental pathways that were previously obscured by traditional thought processes. According to Johansson (2004) ”one of the most effective ways of accomplishing that is to perform an assumption reversal. By reversing assumptions the mind is encouraged to view a situation from a completely different perspective”. 

Combining Disparate Elements: The Art of Collision

Encouraging the collision of ideas from unrelated domains is a powerful method to increase creativity. Combining concepts from disparate fields can lead to the emergence of novel approaches and solutions. For instance, considering how principles from music composition could inspire architectural design demonstrates the limitless potential of interdisciplinary innovation. This strategy requires an openness to experimentation and a willingness to see connections where they are not immediately apparent.

Creating Safe Spaces: Encouraging Unconventional Thinking

The fear of judgment and failure often stifles creativity and risk-taking. Creating an environment where unconventional thinking is not just tolerated but encouraged is essential for innovation. Safe spaces, where experimentation, failure, and exploration are seen as integral parts of the learning and discovery process, are vital for nurturing a culture of innovation. Such environments enable individuals to take risks and pursue creative ideas without the fear of repercussions, thereby promoting a more dynamic and innovative landscape.

Practicing Serendipity: The Magic of the Unplanned

Being open to unexpected discoveries and serendipitous moments is crucial for breaking association barriers. History is full with examples of accidental discoveries and chance encounters that have led to significant breakthroughs. Keeping an open mind and remaining receptive to unplanned connections can pave the way for serendipity to play a role in the innovation process. This practice underscores the importance of flexibility and openness in the pursuit of knowledge and creativity.

How to begin?

According to Johansson 2004 “forcing a breakdown of associative barriers means directing the mind to take unusual paths while thinking about a situation, issue or problem “. Using reverse assumptions can guide you towards thinking differently and without conventional barriers. Let’s think about restaurants. What assumptions come to mind when eating in a restaurant? One could be that the restaurants serves food. The opposite assumption is that the restaurant doesn’t serve food. Let’s take this reserve assumption and make it work. What if the restaurant doesn’t serve food, but the customer would bring it. How the restaurant make that work? Actively looking for assumptions and breaking them will lower the association barriers, thus increasing the creativity of your thinking. 

Increasing the odds of getting a great idea

James Dyson created 5127 prototypes before creating the revolutionary DC01 vacuum cleaner. It took Dyson five years and all 5127 prototypes to create the first bagless vacuum cleaner. Making these prototypes enabled Dyson to create a great product, could the same principle be applied to creativity and getting creative ideas? In short, yes! Jung, Wertz, Meadows, Ryman, Vakhtin & Flores (2015) concluded “The relationship between ideational quantity and creativity was confirmed, showing that producing more ideas is associated with higher creativity”. As in most things, if we do them enough, we will become good at them. If we wan’t to get creative ideas and break the association barriers, we should increase the quantity of ideas.

Conclusion: 

In wrapping up this exploration of innovation through breaking association barriers, it’s clear that the journey to discovering new and unique ideas is not just about a single moment of inspiration. Instead, it is about consistently applying strategies that open us to a world of possibilities previously unimagined. Mick Pearce’s architectural innovation, inspired by termite mounds highlights what can be achieved when we look beyond the conventional confines of our fields and draw inspiration from the world around us.

The process of finding intersections, underlines the necessity of embracing diversity, venturing beyond our comfort zones, challenging our deeply held assumptions, and creating environments that encourage experimentation and serendipity. Each of these strategies offers a pathway toward innovation, not by sheer luck but through deliberate effort and openness to the vast number of ideas that surround us.

Moreover, the importance of quantity in the quest for quality ideas should be recognised. Just as James Dyson’s persistence through thousands of prototypes led to a breakthrough in vacuum technology, our continuous pursuit of new ideas, no matter how outlandish they may initially seem, increases our chances of breaking through the barriers that limit our creative potential.

We should remember that breaking association barriers and thriving for innovation is not solely the responsibility of the individual but a collective effort. By encouraging interdisciplinary dialogue, creating spaces where ideas can collide and merge, and continually pushing the boundaries of our understanding, we contribute to a culture of innovation. This culture not only guide us toward personal achievements but also addresses the complex challenges facing our society, making our world a better place for future.

In essence, the path to innovation is paved with curiosity, resilience, and an unwavering commitment to exploring the intersections of ideas, concepts, and cultures. By following this path, we unlock endless possibilities and the potential to create something truly groundbreaking.

References:

Johansson, F. The Medici Effect: Breakthrough Insights at the Intersection of Ideas, Concepts, and Cultures. 1st edition. Harvard Business School Press.

Park, M., Leahey, E. Funk, R.J. 2023 Papers and patents are becoming less disruptive over time. Nature 613, 138–144. https://doi.org/10.1038/s41586-022-05543-x

Jaskyte, K. Hunter, A. Mell, A.C. Predictors of Interdisciplinary Team Innovation in Higher Education Institutions. Innov High Educ 49, 113–132 (2024). https://doi.org/10.1007/s10755-023-09676-3

Beaty, R. E., & Kennett, Y. N. 2023. Associative thinking at the core of creativity. Trends in Cognitive Sciences, 27(7), 671-683. https://doi.org/10.1016/j.tics.2023.04.004

Jung, R. E., Wertz, C. J., Meadows, C., Ryman, S. G., Vakhtin, A. A., & Flores, R. A. 2015. Quantity yields quality when it comes to creativity: a brain and behavioral test of the equal-odds rule. Frontiers in Psychology, 6, 864