The Intersection

As was discussed in the previous post, the intersection is a more relevant way of thinking about and looking at the market; in terms of figuring out how to innovate and create new solutions in the 21st century marketplace.

I initially came across this idea when a friend of mine introduced me to a book called The Medici Effect by Frans Johanesson.  He talks about the intersection in slightly different terms but as I looked at the premise of his ideas and what's happening in today's market. . . he is definitely onto something.

One reason the intersection is so relevant is because as the saying goes "nothing is new under the sun". Now look at the very idea of "thinking outside the box". That is exactly what the idea supposes you do - search for other ideas, solutions and answers by leaving the "box" and what currently exists behind, and create something entirely 'new'.

Now with intersectional thinking, it too looks to create something unique. But instead of leaving the box, let's look at multiple boxes and see how we can combine them and design, construct or build something different. The intersection gives you a context in which to work with - existing products, services, and concepts. You then take another set of existing products, services, and concepts and "converge" them, producing something entirely new and unique.

Prime example - Cirque du Soleil. Prior to this organization, the ideas of theater, the circus and storytelling were for the most part separate and distinct.  These ideas entertained us in their own individual ways. Reading storybooks at home in the comforts of our own refuge. Going to see the circus on a sun-filled and vibrant Saturday afternoon. Attending a Friday night theater show with dimmed lights, great actors and wonderful costumes for our entertainment pleasure. Guy Laliberte and Daniel Gauthier founders of Cirque du Soleil were far ahead of their time as they converged these ideas and today bring us the spectacles of Mystere, Qudiam and Corteo.  

Other intersectional ideas - Wikepedia (encyclopedic information, the internet, volunteerism), Busboys and Poets (restaurant, bookstore, and theatre), and Netflix (video rentals, the US mail system and social networks).  These are just a small fraction of the examples that are redefining today's market. 

Is the intersection for you?  Maybe, maybe not.  But continuing to espouse the mantra "thinking outside of the box" will not differentiate you from the competition and that is the name of the game.  If you want to be on the leading edge, begin thinking at the intersection.  It just might prove to be worth your while.