Accessibility...once again.

When it comes to ideas (a product idea, a creative idea and even a brand idea), especially when they are innovative in nature,  what's germane to its development and growth and ultimately the idea's ability to have a far reaching impact?

Accessibility (as I've discussed before).

A notion communicated, and you get it. A concept easily understood. Complexity made simple.

In order for forward thinking ideas to permeate the market, and become successful, they need to be able to resonate with an audience. Enthusiasm emerges because there is the realization of the amount of value at the table (and now people are forking over dollars for it). Exploration for the right business model ensues because revenue can be made. And now determining how to scale... 

At the root, can people wrap their minds around your idea and apply it to their everyday lives? Are they able to mentally access it's worth and then share/communicate that with others? This is often a challenge with  thought leaders, innovators and visionaries. Big ideas without the gravity of practicality.

Maybe in some cases we're not even dealing with something that's 'leading edge'. Maybe it's just a product idea that you and everyone else who sees the world just like you thinks is great. You thought the idea had great potential, but once you tried to take it to market, it really didn't have any legs to stand on. Folks outside of your circle, people you don't normally interact with (the larger market) looked at it, saw no value, and the idea went nowhere. It happens...

At the end of the day if your idea doesn't have a certain degree of mass sensibility, then what you are advocating will be marginal. And as many would agree, marginal is problematic.

Now when it comes 'idea sharing' no one reflects this better than TED: A global set of conferences focusing on forward thinking concepts, beliefs and practices from health to science to business. I've personally been a huge fan of TED for years now. I'm even the co-founder of TEDxWDC (TEDxWashingtonDC). One of my biggest issues with TED though, as awesome they are, their "ideas worth spreading" (the organizations slogan), don't actually spread that far. For the most part the TED brand pretty much only has awareness within the 'innovation community.' Innovators talking to innovators. Not a problem in and of itself but if you have a great idea that can 'change the world'....talking to other fellow visionaries will have only a limited impact.

So when I came across the "Spread the TED" video from the folks over at TEDxBuenosAires...loved it.

Check it out.

Creativity. Erase the boundaries.

One of the tragedies around the discussion of creativity is that often  it's a narrowly focused conversation. Professionals with the suits, the ties and the black briefcases...stand to the left (you're not creative). Hipsters with the surplus of tattoos, the multiple piercings, and the skinny jeans - typing away on Macbook Pros...this group stand to the right (you all are definitely creative). 

If you think of creativity in these terms only...fail.

Creativity is about new interpretations. It's about merging the conservative with the radical. It's about taking your world of familiarity and adding new context...and as a result, seeing what happens.

Artistry exists within each and every one of us. There's artistry in plumbing. There's artistry in cooking. There's artisty in technology.  It's not only for the poet, the painter or the rock star. The opportunity to exercise the imagination is available to anyone.  

For us here at Cnvrgnc, the flavor of creativity that we gravitate towards is the one that exists at the intersection. The place where disparate ideas converge and creates something that's fresh and imaginative.

Just a few days ago, a friend of mine tweeted about a video post on the Opening Ceremony blog; a company that's a multifaceted retail environment comprised of shops, show-rooms, and private label collections in Soho New York. Posted by Spike Jonze, Yo Yo Ma and Lil Buck perform together "The Swan" by Camille Saint-Saëns. Cellist/orchestral composer meets dancer/jookin' master. Sweet.

Collaborations like this, I can't get enough of. Traditional fused with the unconventional. Classic with a dose of edge. Street merged with sophistication. Most definitely, this is beauty that's more than just skin deep.

Intersect ideas. Create something different

For us the intersection is where the best action is. It's where 'distinctive' happens and uniqueness is able make its way to the forefront of today's marketplace of ideas. It's where brands are able to differentiate themselves and truly stand apart from the crowd.

For example...

Cirque du Soleil - the intersection of theater, the circus and storytelling...peerless in the market.

Apple - the intersection of  design, technology and media...peerless in the market.

Innocentive - the intersection of R&D and crowdsourcing...peerless in the market.

Gatorade - the intersection of science, sports and flavored beverages...peerless in the market.

Now the intersection isn't necessarily the only path to differentiation, but if you delve into  it, you'll  find a compelling argument for it as a strategy.

A few months back I came a cross a really exciting intersectional idea: The BMW Guggenheim Lab. World renowned and innovative automaker meets modern and contemporary international art museum. The sound of that is just dynamic.

The Lab is a long-term global collaboration that will span six years of programmed activities that will engage people in nine major cities across the globe.  The BMW Guggenheim Lab is conceived as an innovative movable structure that will travel from city to city, bringing together ambitious thinkers and becoming a public place for research, experimentation, and the sharing of ideas about major issues affecting urban life. The BMW Guggenheim Lab will be a space for the playful exploration of the challenges and opportunities of the cities of today, and the creation of forward-looking concepts and designs for the cities of tomorrow.

In my last post I talked about how with the explosion of social media and the changing of the market place, many conversations are missing the forest for the trees. In today's market you increase your possibilities for remarkable and unique when you begin thinking beyond tweets, likes, and how to go viral. There's opportunities for new kinds of value when you move beyond just digital. These two forwarding thinking brands are converging to produce something creative, fresh and imaginative.

If you're looking for places that are exploring different and exciting breakthrough ideas...the BMW Guggenheim Lab might be just what the doctor ordered.