How to Fly a Horse

True creativity isn't magic; it's the simple act of solving problems and building on the work of those who came before.

1. Creativity Is Not Exclusive to Geniuses

Creativity is often viewed as a gift reserved for the few prodigious minds labeled as "geniuses." The myth celebrates people like Mozart and Archimedes as if their successes were products solely of innate brilliance. However, Kevin Ashton challenges this notion by presenting creativity as an ordinary process of problem-solving—a skill everyone can develop and use.

Great creators rarely have sudden flashes of inspiration. Instead, they build their ideas incrementally, often through meticulous thinking and iteration. Archimedes' famed "Eureka" moment, for instance, didn't happen in isolation. His insight was preceded by a long period of grappling with the problem of density and measurement.

Experimental studies, such as Karl Duncker's Box Experiment, support this concept. Participants creatively solved a problem by eliminating dead ends and making incremental progress. Each person's solution followed a consistent process, emphasizing that the act of creating is not unique but repeatable by anyone who dedicates the time and effort.

Examples

• Archimedes developed his theory of volume through observation and analysis, not instantaneous brilliance.
• Karl Duncker's experiment showed identical thought patterns leading to creative solutions among participants.
• Steve Jobs solved smartphone design issues by systematically addressing one problem at a time.

2. Every Creation Stands on Past Work

All innovations, no matter how groundbreaking they seem, rest on a foundation of prior knowledge and contributions from countless individuals. Ashton explains that creativity doesn't happen in isolation—new ideas stem from a lineage of earlier thoughts and innovations.

Consider Edmond, a 12-year-old enslaved boy who transformed the vanilla industry by discovering how to self-pollinate vanilla pods. His success stemmed from insights passed down to him by others, like his master Ferréol Bellier-Beaumont, who built upon the work of botanists like Konrad Sprengel. Without these prior discoveries, Edmond's breakthrough wouldn't have been possible.

This layering of ideas ensures that each new creation sets the stage for future problems and solutions. Coca-Cola, for instance, solved consumer desires for portable soda but introduced challenges like obesity and aluminum waste—issues that required creative solutions like recycling.

Examples

• Edmond's self-pollination of vanilla relied on knowledge from generations of botanists.
• Coca-Cola's evolution introduced recycling innovations to counter environmental challenges.
• The Wright brothers' first airplane depended on countless prior advances in mechanics and engineering.

3. Creativity Happens in Steps, Not Leaps

The idea of revolutionary "Eureka moments" often overshadows the truth: creation is a step-by-step process of solving smaller problems. By asking questions and finding incremental answers, creators develop solutions over time.

Ashton draws on the example of Steve Jobs and the iPhone. Jobs didn't single-handedly invent the iPhone in a vacuum. He tackled each issue systematically—eliminating physical keyboards, testing a stylus, and finally landing on finger-based touchscreens. This method of asking small questions and refining answers resulted in a groundbreaking product.

Through this lens, small steps—rather than bold leaps—become the path to innovation. Importantly, Ashton warns against inattentional blindness, where focusing too narrowly on one solution can cause us to miss other opportunities for creative breakthroughs.

Examples

• The iPhone's development was a series of problem-solving phases led by Jobs.
• The progression from early telephones to smartphones involved countless small updates.
• Studies on inattentional blindness, such as the clown-on-a-unicycle experiment, reveal how missing details affects creativity.

4. Creativity Requires Hard Work and Resilience

Hard work, not momentary inspiration, drives creativity. Many legendary creators show us that consistent labor and a willingness to confront failure lead to notable outcomes. There are no shortcuts—only dedication and an ability to adapt.

For example, Igor Stravinsky stuck to a daily work regimen of rigorous composing and orchestrating, no matter how he felt. Similarly, Stephen King is unapologetic in rewriting and discarding significant portions of his work to perfect his novels. These creators demonstrate that perseverance and discipline are the engines of their successes.

Failure is also an unavoidable part of creativity. Lessons learned from errors help sharpen ideas and inform better attempts. However, ignoring failure—as in Franz Reichelt's fatally flawed parachute test—can lead to catastrophic results.

Examples

• Igor Stravinsky's regimented schedule fueled his innovations in music.
• Stephen King routinely rewrites hundreds of pages to refine his work.
• Franz Reichelt’s untested designs warn against ignoring data and feedback.

5. Teams Breed Creativity Through Collaboration

Working in small, motivated teams fosters creativity by synergizing diverse skills and perspectives. Ashton highlights collaborative processes as key to refining ideas and solving creative problems in a structured yet innovative way.

For instance, South Park creators Trey Parker and Matt Stone work as a team to brainstorm solutions and produce episodes efficiently. Creative teams thrive when individual members are free to contribute yet remain united on their shared objectives.

Ashton also discusses how certain organizations actively encourage creativity through methods like "show me," which pushes people to demonstrate their ideas. This open dialogue prevents stagnation and promotes dynamic problem-solving.

Examples

• Trey Parker and Matt Stone’s tight collaboration yields complete South Park episodes in six days.
• Groups of two, like the Wright brothers, allow for balanced teamwork and shared effort.
• Lockheed’s “show me” policy encouraged creative and actionable solutions from employees.

6. Work Isn’t Possible Without Focus

In the pursuit of creativity, focus is an essential habit. Many creators achieve great results by shutting out distractions, allowing their full mental resources to hone in on their work. Ashton mentions rituals and routines as tools to maintain consistent focus.

For example, Stravinsky played daily Bach fugues to ease into focused work sessions. Similarly, many successful inventors use immersive schedules to make progress regardless of mood or motivation. Consistent focus builds momentum, turning creative efforts into tangible results.

Examples

• Igor Stravinsky used rituals to focus on creating music daily.
• Great innovators often cultivate habits to eliminate distractions.
• Productive focus is evident in marathon writing sessions by authors like J.R.R. Tolkien.

7. Failures Teach Creators to Adapt

Ashton argues that failure is a necessary stop on the road to successful creation. Creators must view mistakes as opportunities to learn instead of deterrents. Each failure provides critical information to refine solutions.

Stephen King’s discarded drafts demonstrate the value of learning from failed attempts. Similarly, Thomas Edison’s many experiments leading up to the electric bulb reveal persistence in the face of setbacks. Repeated attempts gradually lead to breakthroughs.

Examples

• Stephen King’s scrapped drafts eventually shaped his best novels.
• Edison learned from thousands of failed experiments to perfect the light bulb.
• Even culinary innovators reinvent famous recipes after early failures.

8. Asking Better Questions Sparks Creativity

One key to creativity is crafting questions that challenge assumptions and inspire curiosity. Thought-provoking questions unlock new angles for solving old problems. Ashton advocates inquiry as a tool for constant innovation.

Steve Jobs’ refusal to accept the default design of smartphones began with him questioning, “Why don’t these devices work better?” By asking this, he created an entirely different kind of product—the iPhone. Questions often lead to paths others overlook.

Examples

• Jobs asked “Why doesn’t it work?” to critically rethink the smartphone.
• Scientific discoveries often arise when established norms are questioned.
• Inventors like Dyson improved designs by repeatedly rethinking the problem.

9. Creativity Builds on Wacky Ideas

Many breakthrough ideas initially sound strange or impossible. Ashton encourages creators to embrace unconventional thinking, as the most wacky ideas often lead to major discoveries.

Take cancer researcher Judah Folkman, whose outlandish idea that tumors create their own blood supply was ridiculed initially but eventually revolutionized cancer treatment. Creativity thrives when new ideas are explored fully, no matter how unusual they seem.

Examples

• Judah Folkman’s theory reshaped cancer therapies.
• Early airplane designs seemed bizarre, but they shaped modern aviation.
• Creative geniuses like Tesla explored unconventional concepts to achieve success.

Takeaways

1. Replace fear of failure with curiosity—each mistake teaches valuable lessons.
2. Schedule daily focus sessions to consistently dedicate time to creative work.
3. Don’t dismiss odd or unconventional ideas—explore them to uncover hidden possibilities.