There’s this myth that in order to be an innovator, you have to invent something new — something the world has never seen.
But what if that’s not true?
At SXSW, I sat in on a session called “Think Like an Innovator: Master Associative Thinking,” and it completely reframed how I think about creativity, problem-solving, and even business growth.
Here’s the big idea:
Innovation isn’t about starting from scratch.
It’s about seeing patterns in what already exists — and putting them together in a way no one else has.
Innovation = Connecting the Dots
The speaker referenced the book The Innovator’s DNA, and it blew my mind. They said most innovative people don’t invent — they associate. They take ideas from different places and remix them into something that feels brand new.
Steve Jobs once said:
“Creativity is just connecting things.”
And honestly, that hits. It’s not about being first. It’s about seeing what others don’t — and building something useful from it.
So How Do You Connect the Dots?
You can’t connect dots you don’t have. And that was a huge takeaway for me.
If I want to solve better problems — in my agency, in client work, in life — I need to collect more dots.
Here’s how that process was laid out in the session (and how I’m starting to apply it):
🔁 The 4-Step Process for Associative Thinking
1. Incubate
Let the problem sit. Don’t rush it. Let it marinate. The best ideas come after your brain’s had time to breathe.
2. Explore and Collect Dots
Seek new inputs — books, podcasts, local events, conferences, industries totally outside your own. Go places you wouldn’t normally go. Have conversations with people you wouldn’t usually talk to.
3. Associate
Now that you’ve gathered all those inputs, start looking for patterns. Ask:
- What feels familiar?
- What stands out?
- How might this connect back to the challenge I’m working on?
4. Embrace Serendipity
Sometimes you stumble on the answer without trying. Stay open. Keep your curiosity alive. Let your brain wander — and pay attention to what sticks.
Where I’m Going to Collect More Dots
This session made me realize that I’ve been living a bit too “inside the bubble.”
I spend a lot of time around web design, SEO, and digital strategy. And that’s fine — but it’s limiting. I need more perspectives. I need to explore new spaces, not just optimize the ones I already know.
So here’s what I’m committing to:
- Attend more local events and meetups that have nothing to do with digital marketing
- Go to conferences and intentionally pick sessions that feel outside my scope
- Spend more time with entrepreneurs outside of my industry
- Read books that challenge my default way of thinking (One Small Step to Change Your Life is next on my list)
Because every one of those things is a new “dot” that I can collect. And one day, I’ll connect the right ones — and build something incredible.
Final Thought: Stop Forcing It. Start Collecting.
If you’ve been feeling stuck — creatively, professionally, or personally — maybe the answer isn’t to grind harder.
Maybe the answer is to get out of your head…
- Out of your routine.
- Into new spaces.
- Into new conversations.
- And just start collecting dots.
Because the most innovative people I know aren’t necessarily the smartest — they’re the most curious. And they’re the ones who see the connections no one else is paying attention to.
