Plenty
obvious tips and tricks how to work in advertising and how to create a
successful agency: „This book is about
how such moments happen. It is about our most important mental talent: the
ability to imagine what has never existed.“ (Lehrer 2012)
„Every
creative journey begins with a problem. It starts with a feeling of
frustration, the dull ache of not being able to find the answer. We have worked
hard, but we’ve hit the wall. We have no idea what to do next.“ (Lehrer, 2012,
239) „It’s often only at this point, after we’ve stopped searching for the
answer, that the answer arrives.“ (Lehrer, 2012, 249) „The question, of course, is how these
insights happen.“ (Lehrer, 2012, 265).
„Perhaps
the purpose of the right hemisphere was doing the very thing he was trying to
do: find the subtle connections between seemingly unrelated things.“ (Lehrer,
2012,1 285). “It needs to see the forest
and the trees. The right hemisphere is what helps you see the forest.” (Lehrer,
2012, 288). „When I solved puzzles with analysis, I tended to sound out each
possible combination, cycling through each of the different words that went
with age and then seeing if it also worked with mile and then sand. When I came
up with a solution, I always double-checked it before pressing the space bar.
An insight, by contrast, was instantaneous: the word felt like a revelation.“
(Lehrer, 2012, 376). „The suddenness of the insight is preceded by an equally
sudden burst of brain activity.“ (Lehrer, 2012, 406).
„Instead of
composing freely, poets frustrate themselves with structural constraints. But
that’s precisely the point. Unless poets are stumped by the form, unless they
are forced to look beyond the obvious associations, they’ll never invent an
original line.“ (Lehrer, 2012, 489). „You
break out of the box by stepping into shackles.“ (Lehrer, 2012, 506).
A
researcher used „EEG to help explain why interrupting one’s focus—perhaps with
a walk outside or a game of Ping-Pong—can be so helpful. Interestingly,
Bhattacharya has found that it’s possible to predict that a person will solve
an insight puzzle up to eight seconds before the insight actually arrives.“
(Lehrer, 2012, 595). „The essential element is a steady rhythm of alpha waves
emanating from the right hemisphere. While the precise function of alpha waves
remains mysterious, they’re closely associated with relaxing activities such as
taking a warm shower.“ (Lehrer, 2012, 599).
„it’s
important to find time to unwind, to eavesdrop on all those remote associations
coming from the right hemisphere. Instead of drinking another cup of coffee,
indulge in a little daydreaming. Rather than relentlessly focusing, take a warm
shower, or play some Ping-Pong, or walk on the beach.“ (Lehrer, 2012, 888). “We
wanted them to have a blank mind. I assumed that this would lead to a real drop
in brain activity. But I was wrong.” (Lehrer, 2012, 795). „“When you don’t use
a muscle, that muscle isn’t doing much,” Raichle says. “But when your brain is
supposedly doing nothing, it’s really doing a tremendous amount.”“ (Lehrer,
2012, 799).
„Modern
science has given Nietzsche’s categories a new set of names. The Dionysian
innovator, trusting all those spontaneous epiphanies, is a perfect example of
divergent thinking.“ (Lehrer, 2012, 1081). „The Apollonian artist, by
comparison, relies on convergent thinking. This mode of thought is all about
analysis and attention.“ (Lehrer, 2012, 1086). „I think people need to be
reminded that creativity is a verb, a very time-consuming verb. It’s about
taking an idea in your head, and transforming that idea into something real.
And that’s always going to be a long and difficult process. If you’re doing it
right, it’s going to feel like work.“” (Lehrer, 2012,1154).
„For Ma,
the tedium of the flawless performance taught him that there is often a
tradeoff between perfection and expression. “If you are only worried about not
making a mistake, then you will communicate nothing,” he says. “You will have
missed the point of making music, which is to make people feel something.”“
(Lehrer, 2012, 1395). „I will make a mistake on stage. And you know what? I
welcome that first mistake. Because then I can shrug it off and keep smiling.
Then I can get on with the performance and turn off that part of the mind that
judges everything. I’m not thinking or worrying anymore. And it’s when I’m
least conscious of what I’m doing, when I’m just lost in the emotion of the
music, that I’m performing at my best.”“ (Lehrer, 2012, 1423).
„But Jobs (at
Pixar) realized that it wasn’t enough simply to create an airy atrium; he
needed to force people to go there. Jobs began with the mailboxes, which he
shifted to the lobby. Then he moved the meeting rooms to the center of the
building, followed by the cafeteria and coffee bar and gift shop. But that
still wasn’t enough, which is why Jobs eventually decided to locate the only
set of bathrooms in the atrium. “At first, I thought this was the most
ridiculous idea,” says Darla Anderson, an executive producer on several Pixar
films. “I have to go to the bathroom every thirty minutes. I didn’t want to
have to walk all the way to the atrium every time I needed to go. That’s just a
waste of time. But Steve said, ‘Everybody has to run into each other.’ He
really believed that the best meetings happened by accident, in the hallway or
parking lot.“ (Lehrer, 2012, 2269).
„“Because
you can take the same person, and if you just move them from a city of fifty
thousand to a city of six million, then all of a sudden they’re going to do
three times more of everything we can measure. It doesn’t matter where the city
is or which cities you’re talking about. The law remains the same.”“ (Lehrer,
2012, 2788). „“Cities are this inexhaustible source of ideas,” West says. “And
that’s entirely because of these equations. As cities get bigger, everything
starts accelerating.“ (Lehrer, 2012, 2800). „The results were astonishing:
businesspeople with entropic networks full of weak ties were three times more
innovative than people with small networks of close friends. Instead of getting
stuck in the rut of conformity—thinking the same tired thoughts as everyone
else—they were able to invent profitable new concepts.“ (Lehrer, 2012, 3015).
„The first
thing we have to ensure is that our new digital contacts don’t detract from our
real connections, from the analog conversations of the physical world. Twitter
has its uses, but it’s no substitute for the ballet of Hudson Street, just as
the weak ties of Facebook cannot replace the weak ties of life.“ (Lehrer, 2012,
3072). „The Internet has such creative
potential; it’s so ripe with weirdness and originality, so full of people eager
to share their work and ideas. What we need now is a virtual world that brings
us together for real.“ (Lehrer, 2012, 3081).
„This
raises the obvious question: Why are corporations so fleeting? After spending
twenty-five thousand dollars for statistics on more than eighty-five hundred
publicly traded companies, West and Bettencourt discovered that corporate
productivity, unlike urban productivity, didn’t increase with size. In fact,
the opposite happened: as the number of employees grew, the amount of profit
per employee shrank.“ (Lehrer, 2012, 3094). „Instead of imitating the
freewheeling city, these businesses minimize the very interactions that lead to
new ideas. They erect walls and establish hierarchies. They keep people from
relaxing and having insights.“ (Lehrer, 2012, 3099). „Rather than maximizing
employee creativity, they become obsessed with minor efficiencies.“ (Lehrer,
2012, 3100).
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