22 DIGS.NET
| 11.1.24
Why do so many world-changing insights
come from people with little or no related
experience?
A power and thought-provoking question
indeed.
The question was asked by Frans
Johansson, author of the book, The
Medici Effect, that came out in 2004.
The book explores why the
most powerful innovations
occur at the "intersection"
where ideas and concepts
from different and diverse
industries, cultures, and
disciplines converge.
When disparate insights
from other industries are
applied in new ways, they
create surprising and
unique breakthroughs.
It's kinda like the old idiom
"seeing the forest from the
trees," when you're knee
deep in the weeds getting
bit my bugs all the time,
you'll never get to see the
trees.
The Medici Effect can
be found everywhere
– producing innovative
products, services, food,
music, you name it.
Think about music – some
of the best bands have
intermixed genres to form
their own unique sound
and identity, often to
critical acclaim.
Same with food – award
winning chefs and
restaurants constantly
experiment with diverse
cultural food favorites, add
a twist, and make it their
own unique masterpiece.
A perfect example in the advertising
world is Eugene M. Schwartz – one of the
greatest copywriters to have walked the
planet.
Schwartz was the author of 10 books,
including "Breakthrough Advertising,"
and "The Brilliance Breakthrough," and
his work is still highly applicable and
influential today.
P U B L I S H E R ' S M U S E
Warren J Dow
Publisher
wdow@Southbaydigs.com
310.373.0142
PS: Stay enlightened, informed, and unruly -
subscribe to the Marketing Muse newsletter for free
at > MarketingMuse.substack.com/
The Medici Effect
Schwartz sought insights and knowledge
from outside subjects and industries –
like science and the arts.
As one of the highest-paid copywriters of
the 1950s and 60s, Schwartz was also a
world-class art collector and respected
Biblical scholar.
Here's an example of one of Schwartz's
famous ads:
Accurate Thinking
Speaking of business legends, another
one that deserves a spot in the hall of
fame is Napoleon Hill. Napoleon hill often
referred to having "accurate thinking" as
a core essential to any business success.
In life, and in business, there are ever
persistent obstacles, hurdles, and
barricades that block success. Some
people look for short-cuts, and paths
without constraints – only to end up
wasting time, energy and resources.
Others plead ignorance – thinking
that ignoring them will
somehow make them go
away.
People that find
success acknowledge
the difficulties at hand
and find solutions to
problems. Their success
is deeply rooted in reality
versus fantasy.
And why nothing beats
smart, hard work.
So, don't be afraid to roll
up your sleeves and get
your hands dirty.
Knowledge comes from
experience and wisdom is
achieved through failure.
Therefore, you really have
nothing to lose ☺
And don't forget to
seek knowledge where
others don't – from
others outside your field,
from the arts, from the
sciences, from wherever
you are curious.
You'll be better equipped
to deal with the relentless
resistance that business
and life throw your way.
To your road less traveled ~
