Interpretation Creativity
Tuesday, January 13, 2009 at 9:25AM 
As they say, "nothing is new under the sun", and for the most part its a correct saying. What becomes key though, is in understanding how to interpret old ideas in new ways that brings value to your customers or clients (and that's when things start cookin'!).
Building a brand or a business, particularly in today's environment, is about re-interpretation. Taking an existing concept and breathing new life into it - but from a different perspective. Case-in-point: the iPod. Before Steve Jobs and crew launched this revolutionary product into the market mp3 players already existed. Apple wasn't creating anything "new". But what was innovative was how they re-invented/re-interpreted what an mp3 player could be. By focusing on design, simplicity and functionality they created something that was in its own right "original".
Take threadless t-shirt company. Making t-shirts for a mass market isn't anything new, but how they've re-interpreted the whole t-shirt retail process is truly unique. By soliciting t-shirt designs from their network/community/fan base, picking the best entry and then selling the winning design to their customers they have truly re-configured (from existing concepts - retail, design, competition, crowdsourcing) the whole t-shirt retail ecosystem.
It's not what you do but how you do it - that it ultimately boils down to. Put your creative spin on your own brand, business or idea and wonders can begin to happen.
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