| WCU
BOOK REVIEW:
Author finds innovation at the intersection of ideas
The “Medici Effect” draws on the experiences of
groundbreaking entrepreneurs to formulate a unique portrayal
of creativity and innovation. Author Frans Johansson shows
how these pioneers are empowered by their ability to transcend
industrial, cultural or disciplinary boundaries for creating
novel intellectual combinations at the “intersection.”
Johansson traces the roots of intersectional innovation to
the “Medici Effect,” an extraordinary flowering
of art and commerce fostered by the Medici banking family
in Renaissance Italy. The similarity between intersectional
innovation and the Medici period is the convergence of disparate
domains of knowledge, culture or artistic endeavor. Johansson’s
portrayal, like the innovations it describes, is groundbreaking
and profound.
The Medici Effect stimulates diversity by breaking down associative
barriers and fusing cross-disciplinary or cross-cultural concepts
into revolutionary new ideas. Ideas of this caliber tend to
push the envelope and breed paradigmatic shifts to the status
quo. The Medici Effect generates a higher level of innovation
than that spawned within the associative confines of a single
knowledge domain.
According to the author, the effect can be consciously ignited
by drawing together different disciplines and cultures, searching
for ways in which they intersect, and linking the interconnected
concepts that stem from diverse ways of thinking. This fascinating
phenomenon, he argues, can fuel creativity and entrepreneurship
in ways that are virtually impossible to replicate through
other means.
The work of Mike Oldfield, a musician world-renowned for compositional
ingenuity, provides a mathematical example of how the Medici
Effect stimulates the exponential amplification of creativity.
Oldfield is a master at the intersection of classical and
rock music. Because he straddles both domains, Oldfield expands
by many degrees his horizons of melodic combinations.
If one analyzes the components of musical composition, he
or she likely would argue that creative outcomes are derived
from three sets of combinations: instruments, vocals and notational
structures. One could further argue that within the classical
music domain, the range of compositional choice is 30 instruments,
40 notational structures and as few as two vocal. These would
yield a total of 2,400 classical compositional combinations.
For the domain of rock music, the choice would more likely
be four instrumental, 12 notational, and as many as 50 vocals,
yielding combinations to total 2,400 combinations. Intersect
the two domains and you then increase the choices to more
than 6 million. Therein is the power of the Medici Effect.
Johansson makes compelling arguments for the need of intersectional
innovation and explains both how to create and foster it and
how to capitalize upon its outcomes for lasting impact. Enabling
the intersection requires the development of interdisciplinary
mindsets, the institutionalization of brainstorming and idea
generation and moving concepts from ideas to innovation.
The author encourages us to embrace failure, not as a negative
perception but as a necessary prerequisite to learning and
evolving our creative processes. He also encourages a conscious
effort to break out of our existing networks and pursue associations
outside of our individual comfort zones. Intersectional innovation
is associated with the propensity to take risks and overcome
fear.
In addition, Johansson illustrates the counter-intuitive notion
that excessive resource availability may inhibit rather than
drive innovation. It is not throwing money at an idea that
causes it to flourish. Rather, it is the scarcity of resources
that truly stimulates innovative behavior.
The author has researched his topic well. The book is composed
of rich case examples that demonstrate manifestations of the
Medici Effect. Many notorious innovators are discussed and
their accomplishments are linked to the combinations of intersectional
creativity. Some of the examples include Steve Jobs and the
building of Pixar Studios, Richard Branson’s development
of Virgin Records and Virgin Airlines, People Express, Louis
Pasteur and Deepak Chopra.
Through the many illustrative examples, the arguments of the
Medici Effect become ever more compelling. This is recommended
reading for all those interested in the dynamics of entrepreneurship,
innovation or any aspect of personal or institutional creativity.
Russell Teasley is a graduate professor of project management
in the College of Business at Western Carolina Univeristy.
His research interests are in project-based entrepreneurism,
technology transfer and international competency development.
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