Imitate, then Innovate: What Clayton Christensen Got Wrong

Imitate, then Innovate: What Clayton Christensen Got Wrong

In the world of creativity, there is a prevailing fear of imitation. Many creators are scared to imitate others, fearing that it will make their work less original. However, David Perell argues that imitation and innovation are not mutually exclusive, but rather work in tandem. By imitating others, we can discover our unique style and eventually innovate.

Creators consume art differently from consumers. They are intentional in what they consume, using it as productive work. Directors, for example, watch movies not just for entertainment, but to learn how they are made. They develop their own mental Pinterest board of ideas to borrow and build upon. Real innovators learn and think a lot from the past.

However, there is a common misconception that inspiration needs to strike out of thin air. We often believe that great ideas come from originality. But the truth is, some of the juiciest inspiration comes from admiring and even reverse-engineering other people's work.

The fear of imitation and plagiarism is deeply ingrained in us from our school days. We are taught to fear anything that smells like imitation. Yet throughout history, most imitative learning happened through apprenticeships. For example, Leonardo da Vinci observed as an apprentice and later produced his own work with obvious similarities.

What humanity lost in its ability to scale the transmission of facts, it gained in its disproportionate focus on ideas that could travel in textbooks. The transmission of technique and tacit knowledge was lost in translation. The harder it is to put core knowledge into words, the more it should be developed through imitative learning.

Reading a lot of good writing is one of the best ways to become a good writer. Even though the principles of effective writing are hard to communicate, reading hones your intuition for quality writing. The more you consume, the better you become at creating.

Imitation helps us discover our creative personalities. It reveals our taste and which parts of the creative process come most naturally to us. By imitating somebody's work, we are forced to think about why they made the decisions they made. Through consumption and creation, we weave the threads of other people's work into our own tapestry.

Learning to observe as a painter is one of the best things you can do to become a more articulate writer. Both skills require a keen sense of observation. Painters aim to illuminate the world with color and shadow, while writers aim to illuminate it with words and metaphors. Both activities involve composition and the selective withholding of information.

While imitation is a powerful tool for innovation, it is important to choose who we imitate carefully. If we want to be truly innovative, we should be less imitative in who we choose to imitate. Diversifying our inputs, escaping our industry, and reading more about history can help improve who we imitate.

Clayton Christensen, a renowned expert in disruption theory, believed that modular approaches to technology always defeat integrated approaches. However, his theory fails in the consumer market where buyers are not always rational. Consumers are driven by superior user experiences, something that cannot be measured but can certainly be felt.

Apple is a prime example of a company that understands the importance of differentiation based on design. They focus on user experience and have been able to carve out a niche in the market. While technology alone cannot differentiate a product, design can certainly make a difference.

In conclusion, imitation and innovation are not opposing forces, but rather work together to drive creativity. By imitating others, we can discover our unique style and eventually innovate. Reading, observing, and choosing who to imitate carefully are all actionable advice to improve creativity and innovation. So, don't be afraid to imitate, and then innovate.