Creative Leaps and the Importance of Domain Knowledge

Sometimes innovation appears to come out of nowhere. Creative individuals, or companies, appear to be in touch with the zeitgeist of the times and develop a product (or service) that does not just satisfy an unknown need but may even create a whole new market that didn’t previously exist. I would put James Dyson (bagless vacuum cleaner) as an example of the former and Steve Jobs/Apple (iPad) as an example of the latter.Sometimes the innovation may even be a disruptive technology that creates a new market where one previously did not exist and may even destroy existing markets. Digital photography and its impact on the 35mm film producing companies (Kodak and Ilford) is a classic example of such a disruptive technology.

Most times however creativity comes from simply putting together existing components in new and interesting ways that meet a business need. For merely mortal software architects if we are to do this we not only need a good understanding of what those components do but also how the domain we are working in really, really works. You need to not only be curious about your domain (whether it be financial services, retail, public sector or whatever) but be able to ask the hard questions that no one else thought or bothered to ask. Sometimes this means not following the herd and being fashionable but being completely unfashionable. As Paul Arden, the Creative Director of Saatchi and Saatchi said in his book Whatever You Think, Think The Opposite:

People who create work that fashionable people emulate do the very opposite of what is in fashion. They create something unfashionable, out of time, wrong. Original ideas are created by original people, people who either through instinct or insight know the value of being different and recognise the commonplace as a dangerous place to be.

So do you want to be fashionable or unfashionable?

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