Imagination, Deviation and Innovation.

IMAGINATION DEVIATION

INNOVATION

MEDIOCRITY LOOKS FOR PRECEDENT

LOGIC WILL GET YOU FROM A TO B. IMAGINATION WILL GET YOUR

EVERYWHEREEINSTEIN

BE DEVIANT

QUESTION & CHALLENGE WIDELY HELD SOCIETAL, CULTURAL OR CATEGORY

NORMS

‘We’re a planet of seven billion ninnies living in a civilisation that was created by a few thousand amazingly

smart deviants’SCOTT ADAMS

the earth is round wireless comms

evolution equal rights

revolve around sun

free press

“we confirmed that acting deviantly leads to greater creativity…

The link is explained by a heightened feeling of

being unconstrained by rules”

source: Evil Genius! How dishonesty can lead to greater creativity. Study by Harvard University and University of Southern California

THE EVIL GENIUS STUDY:

“The very act of cheating primed the mind for rule

breaking in general, and this sense of freedom translated

into creativity.”Psychology review of Evil Genius Study

RULE BREAKING ALLOWS US TO

COMBINE IDEAS THAT HAVE NEVER

BEEN PUT TOGETHER

BEFORE…TO STEAL

WHY?

GOOD ARTIST COPY, GREAT ARTIST STEAL PICASSO

‘CREATIVITY IS JUST CONNECTING THINGS. WHEN YOU ASK CREATIVE PEOPLE HOW THEY DID

SOMETHING, THEY FEEL A LITTLE GUILTY BECAUSE THEY DIDN’T REALLY DO IT, THEY JUST SAW

SOMETHING, IT SEEMED OBVIOUS TO THEM AFTER A WHILE. BECAUSE THEY WERE ABLE TO CONNECT EXPERIENCES THEY’VE SYNTHESISED NEW THINGS’

STEVE JOBS

COPY + COMBINE = TRANSFORMATION

didn’t invent the EV didn’t invent the mobile phone

didn’t invent renting houses

didn’t invent the taxi industry

BEING DEVIANT?

PRIME YOURSELF

BE AWARE OF THE RULES, QUESTION

THEM, THEN BREAK THEM

CREATE ASSOCIATIONS

BETWEEN UNRELATED ELEMENTS

+ +

FINALLY…

PRIME YOURSELF

BE AWARE OF THE RULES, QUESTION

THEM, THEN BREAK THEM

CREATE ASSOCIATIONS

BETWEEN UNRELATED ELEMENTS

+ +

BE BLINDLY OPTIMISTIC

BE THE DEVIANTTHANK YOU

#retailoasis www.retailoasis.com