David Kord Murray – “Borrowing Brilliance”

I’m very excited about the new Speaker Series that MSR New England has kicked off today, featuring David Kord Murray, author of Borrowing Brilliance: The Six Steps to Business Innovation by building on the ideas of others. David gave a solid talk, emphasizing the importance of two aspects in the process of being “creative”: Borrowing other ideas, and knowing how to Judge ideas.

In his book’s second chapter (on borrowing) he quotes Einstein: “The secret to creativity is knowing how to hide your sources”. What he lays out later in the chapter, describes “smart” ways of borrowing – basically don’t borrow ideas from your direct competitor, but possibly someone else in a related field, or yet better, someone in a completely unrelated field, who is trying to solve a similar problem. Bill Gates borrowed solutions from the existing software industry, while Charles Darwin borrowed his creative solutions from places not usually associated with biology (Galapagos). Borrow from within your industry and you’re considered a thief or lowly pirate. While if you borrow from another industry, you are considered a creative genius.

Another interesting quote from that chapter: “If you steal from one author, it’s plagiarism; if you steal from many, it’s research.” He continues to write about how Bill Gates stole the mouse+click GUI idea that Macintosh developed first. Apparently Steve Jobs spotted that technology at XEROX parc, hired the reseracher who worked on the mouse, and put him to work on the Mac. Gates immediately recognized the potential of the idea, and blatantly copied it. After years of legal battles, Microsoft won the suit, on the claim that the original idea didn’t originate from Apple, but from Xerox. Dan Bricklin, a prominent software engineer who developed the first spreadsheet, said about the suit, “This is a sad day for the software industry in America.” He added, “Writing software is not the same as writing a book. Software builds on what was there before.” Bricklin is right. Software builds on what was there before, but so does every commercial product, engineered machine, scientific theory, and creative thought… also books!

In the Q&A session I asked the author what his thoughts of DRM & technology/web copyright. He didn’t have a stong opinion other than – he understands why its necessary for profitability, but also sees how it inhibits the creative process.

My notes from his talk:

Borrowing Brilliance is about taking ideas and restructuring them. New ideas are always built out of existing ideas. The key becomes where you go to look for ideas. Main questions:

1. can you teach someone to be creative? Definitely.
2. is there a defined process? Maybe.

defined six steps:
the origin of a creative idea:
step 1) defining – define the problem that you’re trying to solve
step 2) borrowing – borrow ideas from places with a similar problem
step 3) combining – connect and combine these borrowed ideas (this is the essence of creativity)
the evolution of a creative idea:
step 4) incubating – allow the combinations to incubate into a solution
step 5) judging – identify the strength and weakness of the solution
step 6) enhancing – eliminate the weak points while enhancing the strong ones

DEFINING
We’re not necessarily good at the formation of a problem. The problem is the foundation of a creative idea. Its important to define, understand and describe the problem. Its important to describe the problem from different perspective, define it differently.

BORROWING
The problem with define where to look for the solution. John Nash had an economics problem: how do members of the economy act, he sensed that they were acting with incomplete information. He recognized that as the same problems he had playing poker. He took the same solutions to the problems from poker into create a decision-making model as a solution for his economics problem.

how do you solve a navigation problem? First look at other software companies. Then step away outside that industry and look at search&rescue teams, truck drivers… etc, and see how they solve their navigation problems.

COMBINING
this is the essence of creativity.
Walt disney created disneyland by using a movie metaphor while constructing the park. Used a move metaphor while breaking out the different experiences that people should have in different parts of the park. Facebook’s original metaphor was an online yearbook. Creative thinkers use metaphors. Isaac Newton was thinking in terms of metaphors – making the connection between the apple and the moon – the apple falls down, but moon moves around. combined celestial and earth-based physics.

INCUBATING
Input to the subsounscious is important => incubate => output from the subconscious (usually happens in the shower! -> the one time of the day where we’re not consciously thinking). Before going to bed, important to glance over some things we’re thinking about, then put it away… It’ll come back.

JUDGING
This is used to drive/improve the idea. Put on your positive and negative hats. So in the next phase, you can bring up an idea that doesn’t have the negative bits and mostly the good bits. This helps develop your intuition, identifying good ideas fast. Example: steve jobs visits XEROX PARC 20 years ago. Goes wild over a demo of mouse+click GUI. Identifying that as a brilliant idea vs. others that had the same demo…

ENHANCING
Trial and error as the passage to the creative solution.

[tags]creativity,book,review, David Kord Murray [/tags]