Creativity is an open system….

While many of you know that I am not always a fan of Apple, I have always admired much of the thinking of the late Steve Jobs. One of his quotes that I find most intriguing is below:

“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. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.” -Steve Jobs

I think the last part of this quote is the most important, and is more so today than ever before in history. Marketers in today’s world must be open to new experiences and thoughts, and willing to cultivate diverse interests. While this directionally runs 180 degrees to the forces that drive toward specialization, it is necessary to retain competency in the modern economy. Creativity comes from being “wired in” to the world around us. Creativity today is not inner directed.

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