Some of you might be familiar with the Freakonomics Radio podcast that features weekly episodes exploring the “hidden side of everything.”
It recently launched a brand new series called ‘How To Be Creative’, where host Stephen J. Dubner speaks to artists, inventors, researchers, and innovators who essentially live and breath this nearly every day.
Guests include Ai Weiwei, James Dyson, Elvis Costello, Jennifer Egan, Rosanne Cash, Wynton Marsalis, Maira Kalman, and Pentagram graphic designer Michael Bierut.
When asked about how he likes defining creativity as “novelty that works,” Bierut responds, “Yeah. I mean there’s this famous formulation by the 20th century designer Raymond Loewy who designed the Lucky Strike package and the livery of Air Force One among other things.”
“He used — he had this four-letter formulation: M.A.Y.A.: Most Advanced Yet Acceptable. And it was based on his theory that everyone has these two impulses. And one is the desire for regularity and comfort, and the other one is the quest for surprise and novelty, right?”
“If you have too much regularity and comfort, you get bored. If you get too much surprise and novelty, you get overexcited wired and distracted and exhausted.”
“It’s the idea that it’s novelty with a purpose — that purpose is the element that actually is about expectation and expectations fulfilled. And the novelty part of it is the idea that those expectations might be fulfilled in a way that you haven’t seen before.”
— Pentagram Design (@pentagram) October 18, 2018
This week, we launch our newest series, "How to Be Creative." Some stars: @hodgman, @abstractsunday, @wyntonmarsalis, @aiww, @ElvisCostello, @WalterIsaacson, @TeresaAmabile, @Egangoonsquad, James @Dyson, @SethLGordon, @michaelbierut, and many more. https://t.co/YZmVCx1Z7a
— Freakonomics (@Freakonomics) October 18, 2018