By Peter Sims.
“Creativity is just connecting things,” Jobs told Wired Magazine. “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. That’s because they were able to connect experiences they’ve had a synthesise new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people… Unfortunately, that’s too rare a commodity. A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect, and the end up with very linear solutions without a broad perspective on the problem.”
For instance, when Howard Schultz launched what would become Starbucks, he modeled the stores after Italian coffee houses, a new concept for the United States. Schultz was definitely onto something, but the baristas wore bow ties (which they found very uncomfortable) while customers complained about the menus being written primarily in Italian as well as the nonstop opera music. What’s more, the stores had no chairs. The Starbucks experience that emerged from the many refinements and tweaks obviously looks and feels quite different from Schultz’s initial concept.