STEAL THIS IDEA

The Originality
Scale
BY MARTY NEUMEIER

Originality comes from the exposure of factual knowledge to the animating

force of imagination. We might express it like this:
Depending on the quality of knowledge and the level of imagination applied to
it, an idea can fall into four categories, listed from the least to the most original:
1) an idea adapted from the same domain; 2) an idea adapted from a different
domain; 3) an idea that is new to its creator; 4) an idea that is new to the world.

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x
=
K I O
KNOWLEDGE

UID AGENCY
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IMAGINATION

ORIGINALITY

If you apply a small amount of imagination to a small amount of knowledge,

you can achieve a small amount of originality by simply adapting an idea
from the domain youre working in. For example, you might steal an idea
from a competitor, making just enough modifications to create a minimum
of difference. This is how most of us learn our professions. We stand on the
shoulders of more experienced practitioners.

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IM AGIN ATION

ADAPTED
FROM
THE SAME
DOMAIN

KN OWLE DG E

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As you gain more experience in your domain, you may be able to apply the same
amount of imagination to a broader base of knowledge. This will allow you to
bring an idea from a different domain into your own domain. An automotive
designer, for example, could bring an idea from social networking to the design
of a car. Or the CEO of an insurance company could adapt a management idea
from the pharmaceutical industry.

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IM AGIN ATION

ADAPTED
FROM
THE SAME
DOMAIN

KN OWLE DG E

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SOURCE: ME TASKILLS BY MA RT Y NEUMEIER

ADAPTED
FROM
ANOTHER
DOMAIN

With more imagination, you might produce an idea that youve never seen
before. This is usually the first stage of becoming an original thinker. Until you
can surprise yourself, its unlikely that youll surprise the rest of the world. But,
of course, if your knowledge of the world is too narrow, you may be the only
one who is surprised.

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NEW TO
YOURSELF
IM AGIN ATION

ADAPTED
FROM
THE SAME
DOMAIN

KN OWLE DG E

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ADAPTED
FROM
ANOTHER
DOMAIN

Finally, when you can apply a great deal of imagination to a great deal of
knowledge, you have the ability to introduce ideas that are new to everyone.
You then become a reliable generator of valuable ideas, able to innovate
at will. But mastery begins by being honest about your abilities at each
stage of your learning.

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NEW TO
THE
WORLD

ADAPTED
FROM
THE SAME
DOMAIN

ADAPTED
FROM
ANOTHER
DOMAIN

IM AGIN ATION

NEW TO
YOURSELF

KN OWLE DG E

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Find more Marty Neumeier ideas to steal at

liquidagency.com/blog

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