“What is creativity?” asked Rishad Tobaccowala, Chief Strategist and Innovation Officer, VivaKi during the knowledge seminar at the Goafest 2012. He took up two quotations on creativity – that of Ferran Adria, the great chef who once said, ‘Creativity is not copying’ and ‘Creativity is copying in new ways’ (anonymous). Tobaccowala went on to say, “The most creative person in the last 60 years has been Steve Jobs, who had a unique take on creativity. Acc to Jobs, ‘Creativity is connecting the dots’. These are the three best definitions of creativity that I know.”
Based on these, he has worked out a fourth definition – ‘Creativity is connecting the dots in new ways that resonate’.
‘Resonate’ is important is this definition. As far as creativity is concerned, there are three things you have to be in sync with – people, culture and the brand. It is imperative that the idea resonates with these elements, only then is it creativity. The most important thing is having an idea, connecting the dots and then expressing it.
Today there are four critical dots – sound, picture, words and video. However, going forward three new dots i.e. participation, mobility and being connected, need to be added. The future will command some or all of these seven dots, he pointed out.
He gave examples of innovative ideas that have to an extent managed to connect the dots. To name a few, the Lynx Stream act that became very popular in US; the Mercedes Benz Tweet Race – the world’s first Twitter-fuelled race; a thermometer that targeted mothers and was advertised on mobile and internet before a flu was about to break – the product was sold out in every single store; and a Sweden-based band Kaizers that posted the score of their album-to-be-released on the internet to get an overwhelming response – their Facebook family increased by 3oo per cent. They got coverage worth $ 1million and with no advertising it became the fastest-selling album ever.
Session Video: Rishad Tobaccowala