My sculpture class at Georgia State introduced me to some of the more creative artists at the school. One lady in particular was a practitioner of performance art. One day she piled sand on the floor “just so” in preparation for her presentation, only to find at show time a forklift sitting atop her sculpture. After a stern lecture on art appreciation, the offending construction worker removed his equipment, and the performance went on, complete with wooden railroad ties and votive candles. Part of her performance was the credit given to her generous sources, who seldom knew of their contributions to the art world: unwitting restaurants and construction sites were generous benefactors. Another time she incorporated a beautifully-carved fireplace facade. It’s amazing the art you can create when you steal beauty from other people.
While I have major issues with the particular way she applied the use of “found objects,” over time I’ve become a practitioner myself. There’s some real value in one artist building on another’s ideas. I’m not talking about plagiarizing or stealing your competitors’ ideas; in fact, the best companies and the most creative sorts ignore their competitors completely. Instead, I suggest stealing from other arenas. Let me explain the principle and follow with a well-known example.
An old mentor in my early days as a graphic designer told me not to read design magazines. Instead, read books or magazines about my interests. You will copy what you expose yourself to, and if all you see is other designers’ work, you’ll end up doing cheap imitations. His inspiration was manhole covers. He found ways to use the old European ironwork to inspire his work in paper, paint and wood. So, whatever your industry, don’t read the trade publications. Instead, expose yourself to the broader world around you.
In The Age of the Unthinkable, Joshua Ramo tells the story of Shigeru Miyamoto, who borrowed a chip from an automobile airbag to create the Wii. He “‘mashed up’ two seemingly unrelated things — an accelerometer and a video game — to create something new.” The Wii singlehandedly transformed the gaming industry, not just in a technological way but by changing the mindset of gaming. No longer was the world divided cleanly into gamers — overwhelmingly male, couch-potato types — and nongamers. Now some of the fastest-growing markets were female and elderly. Wii Fit ridiculously turned all of the stereotypes on their heads.
Mashups capture a sense of creativity that passes established borders, that combines a sort of deep, curious yearning… with a hands-on, practical tinkerer’s spirit. But when these two are wedded, innovation becomes inevitable.
Mashups can be game changers, but it takes a visionary to find the usefulness of one industry to transform another. Leaders don’t imitate. Whatever problem you’re facing, perhaps you need to lift your eyes. Look outside your industry to see how you might apply someone else’s solution to your own problem.