WEBVTT 00:10.790 --> 00:12.870 And the last thing that I would like to touch upon. 00:14.570 --> 00:20.410 So the first one was about noninsured acquisition and how we retrieve and create new knowledge. 00:20.810 --> 00:23.430 The second point here was about visualization. 00:23.480 --> 00:25.430 The last point is about creativity. 00:26.000 --> 00:28.400 So where does creativity come from? 00:29.720 --> 00:32.560 And I would like to start with a quote from Eric Reece. 00:32.610 --> 00:38.630 So Greece is a well-known teacher here, as you to me as well, I think. 00:38.630 --> 00:44.390 And he's written a great book, The Lean Startup, and I'm using it myself and my startups and I think 00:44.390 --> 00:44.730 is great. 00:45.140 --> 00:52.760 So here's a quote from from that book that I stuck on that I think is very good to point out my example 00:52.760 --> 00:53.050 here. 00:54.500 --> 00:59.750 He says, I struggled to explain the practice to new employees, investors and the founders of other 00:59.750 --> 01:00.440 companies. 01:00.470 --> 01:05.190 We lacked a common language for describing them and concrete principles for understanding them. 01:05.570 --> 01:11.330 I began to search outside entrepreneurship for ideas that could help me make sense of my experience. 01:11.600 --> 01:18.800 I found that by applying ideas from lean manufacturing to my own entrepreneurial challenges with a few 01:18.800 --> 01:23.670 tweaks and changes, I had the beginnings of a framework for making sense of them. 01:25.320 --> 01:34.200 And I think this is a very interesting example about creative leaps, creative thinking, because as 01:34.810 --> 01:41.550 has been pointed out, creative thinking is when someone finds entirely new and wonderful, productive 01:41.550 --> 01:43.620 ways to solve an existing problem. 01:44.550 --> 01:50.190 And one prerequisite of this is, of course, very deep knowledge in the domain you're trying to be 01:50.190 --> 01:51.150 creative about. 01:51.540 --> 01:52.590 But that is not enough. 01:53.880 --> 01:59.520 Most of the examples here are Gleiberman example in his written, I think, the standard textbook in 01:59.520 --> 02:00.170 psychology. 02:00.390 --> 02:01.500 So that's maybe why. 02:01.680 --> 02:02.670 But it's a really good one. 02:03.000 --> 02:04.510 If you like to read more about that. 02:04.570 --> 02:06.420 This looks like this psychology. 02:08.220 --> 02:10.260 So what gloveman have said here? 02:10.290 --> 02:16.700 Is that how is the creative process started? 02:17.100 --> 02:22.830 You understand the problem structure that you try to be creative about, and that means to try you start 02:22.830 --> 02:28.800 actually activating Nojin, your existing semantic memory and then the activation, as you said, spread. 02:29.280 --> 02:36.620 So you are spreading the activation of nodes in your knowledge network, in your semantic memory. 02:37.080 --> 02:43.950 And of course, the more knowledge you have and the more connected the knowledge is, the more nodes 02:43.950 --> 02:44.880 will be activated. 02:46.780 --> 02:47.830 Right like this. 02:50.690 --> 02:59.990 And hence, if you have enough activations, if knowledge is richly interconnected, then it's more 02:59.990 --> 03:03.490 likely that you will get a creative leap. 03:04.220 --> 03:07.190 So you will actually connect two dots in this network. 03:07.190 --> 03:12.710 You create two nodes in the knowledge network, which you haven't connected before, or maybe no one 03:12.710 --> 03:20.300 has connected before because maybe you have started having knowledge about completely separated domains 03:20.900 --> 03:25.090 and then you started connected to domains and you see links that no one I've seen before. 03:27.200 --> 03:32.480 So that's a way to explain how creative thinking happens. 03:32.810 --> 03:38.420 And then it's related to what we just said about semantic networks and mutualization.