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The Dream Café offers an introduction to the lessons that brand owners can learn in a way that deliberately defies logic – that is, by emulating the way that the radical creative practitioners we commonly called avant-garde broke with convention, dismissed the naysayers and invented the future. The fact that artists and creative thinkers, from a wide range of backgrounds, could change the way we all think and do by initiatives that began with interdisciplinary conversations around a café table provides compelling evidence for a new way of engaging with the urgent task of brand innovation.

In order to practise what we preach we have avoided a conventional structure for our book and created an A to Z list of characteristics, actions and qualities that distinguish business that thrive from those that merely survive (and sometimes, don't), which is more akin to a series of ‘Menu Cards’. We believe that in a ‘time-short’ world the insights we offer are best read on the run, much in the way that you would snack at a café. When the experimental French film maker Jean Luc Godard was asked about his apparent lack of interest in conventional narrative principle, he corrected his interviewer by pointing out that his films do have ‘a beginning, a middle and an end’, but ‘not necessarily in that order’. It's much the same with this book: we want you to engage with it in ‘bite-sized chunks’.

Despite innovation's ubiquitous nature nowadays – along with its profound and exponentially significant influence on our lives – we still tend to respond to new and disruptive concepts with a mixture of apprehension, disinterest and disbelief. Science fiction writer Arthur C Clarke summarized how our reaction to new thinking evolves from scorn to ownership without any awareness of our power to delay or indefinitely postpone innovation, as we undergo the following reactions to any given new concept:

1. It's completely impossible.

2. It's possible, but it's not worth doing.

3. I said it was a good idea all along.

Anyone who has read about, or was involved with, Steve Jobs' return to Apple will empathize with Clarke's summary. Jobs had to ignore the entire board in order to reinvent the business, but we doubt that many of those board members would now be wanting to own up to not seeing the future.

A number of the brand examples quoted in this book reference the tenacity that is needed to overcome the naysayers, or as in Kodak's case the danger of giving way to them. Our resistance to change provides a convenient alibi for those who see innovation as a threat to the status quo and act as gatekeepers against that threat. Not long ago, the cautious represented a key part of business strategy through their ability to perpetuate the maxim of: ‘if it's not broke, don't fix it'. The Dream Café acts as an important reminder that THAT was THEN by enabling brands to live in the NOW and take ownership of THE FUTURE.

Businesses today operate in a context where the unpredictability of competition and customer loyalty has changed the rules of engagement – one where chaos rules caution and predictability becomes the enemy of economic sustainability. This is why companies need to do a lot more than simply re-educating their gatekeepers to create opportunities for inclusion that encourage everyone to participate in anticipating and owning the future. For most businesses, embracing disruption as an opportunity rather than a threat begins with a commitment to disrupt their own values and processes.

The Dream Café argues that business has a lot to gain from emulating the radical and edgy ways of thinking and doing that we associate with the avant-garde practitioners.

Places

Our research has led us to understand how the ad hoc informality that enables a café to become a location for brewing up extraordinary innovation can be emulated by business. This is why we've titled our book The Dream Café.

You'll see how café culture can provide a business with much more than a site for relaxation. We reveal how the unpredictable meetings between individuals who bring varying degrees of knowledge and experience will create greater value if you involve a café model. When we develop a Dream Café innovation opportunity we are always careful to find a location that will take our clients out of their everyday routine. We believe that the contemporary Google imitation obsession with creating a ‘third space’ in house misses the central point of innovation opportunity: to disrupt everyone and everything. We know that constructing your innovation strategy around what we call the ‘fourth space’ – because it's not familiar – will enable you to attract and develop the kind of unanticipated range of interactions and opportunities that are rarely attained by the type of rational planning that still dominates innovation culture. Psychiatrist and psychotherapist Carl Jung identified the power of the unpredictable encounters that a good café can facilitate: ‘The meeting of two personalities is like the meeting of two molecules. If there is any reaction, both are transformed.’1 Jung's focus on knowledge as a product of a dialectical process in which thesis and antithesis can lead to synthesis relates to our own work. He reminds us that there is an urgent need for an alternative to the cookie cutter approach to developing an innovation culture in which harmony is given more status than disruptive potential. No matter how well funded your innovation strategy may be, it ultimately depends on the interplay between the right (or the ‘wrong’) people in the right place and the level of permission that they are given to operate without rules.

For those prepared to scoff at the preposterous suggestion that business should organize its innovation culture around the notion of a café, it might be worth remembering that successful cafés are very good examples of high stakes management efficiency. Our belief that a café offers a perfect location for disruption is built on our understanding of the management difficulty of creating profit out of an open invitation to a broad and perhaps incompatible group of people. Imagine trying to get funding for a business concept that depends on creating and servicing a wide range of emotional and functional needs (from creative stimulation to basic refreshment). Add to that the idea of selling short-shelf-life food and drink to a demographic that ranges from people who appear to just want to sit and talk to others who want to smash the crockery and experiment in defining new levels of belligerence.

People

Even a brief study of the artists and other visionaries that have challenged and changed the world reveals the disruptive characteristics that the brand champions will need if they are to win the battle for the future. Author Robert Hughes described the avant-garde in the following way:

Ebullience, idealism, confidence, the belief that there was plenty of territory to explore, and above all the sense that (they) could find the necessary metaphors by which a radically changing culture could be explained to its inhabitants.

(Robert Hughes, The Shock of the New, 1991)

We at The Dream Café spend a lot of time and energy ensuring that we get the right characters to inhabit the cafés that we create for our clients. That aid – our experience confirms that innovation is as much a product of place as it is of people. We believe that creating a culture of disruption is as much to do with changing the ways in which things are done, as it is to do with what people actually do.

Process

Our research has enabled us to synthesize a range of transferable strategies and attitudes that will help brands adopt the radical approach to innovation that characterizes disruptive practise in the arts. Compared to the typical ‘scientific’ approach to innovation, which still dominates traditional brand thinking, the often ad hoc approach of the avant-garde appears random and chaotic. But it is this ability to challenge conventional wisdom that lies at the heart of its attraction.

The following indicative summary gives a flavour of the open attitude that enables creative thinkers and doers to move beyond the known so effectively:

• Forgetting.

• No rules.

• Unpacking.

• Relaxing about how, where and when innovation opportunity is developed.

• Being open minded about the kind of people that you collaborate with.

• Embracing unpredictability as an opportunity.

• Understanding that rapid and risky decision making is safer that slow iterative evolution.

• Being at ease with any new strategy appearing to be counter intuitive.

• Assuming that anything is possible.

• Not always beginning with a definitive end in mind.

• Developing playful approaches to prototyping that emphasize metaphor rather than formal function.

• Celebrating the power of your imagination.

• Understanding that application is an open opportunity rather than a conclusion.

Expecting the Unexpected

Everett Roger's ‘5 Attributes: Diffusion of Innovations’ model continues to define assumptions that a ‘too much too soon’ strategy of innovation may limit widespread adoption. The safety first approach that typifies conventional innovation strategy is the antithesis of the behaviours that enable avant-garde practice to redefine norms and values:

• Create an advantage over what's out there.

• Aim for compatibility with existing norms and values.

• Prioritize accessibility.

• Ensure that affordability encourages ‘triability’.

• Makes results and benefits visible.

Implicit in the Everett approach is a commitment to iteration rather than disruption, which encourages middle of the road mediocrity that the avant-garde would see as part of the problem. The assumption that the present is the logical benchmark for any kind of innovation immediately removes the legiti- macy of imagining what does not yet exist. The desire for ‘compatibility’ further reigns in an innovation team's potential to think beyond the conventional. The emphasis on obvious functionality eradicates the ability to invent new forms, functions and values. The concern for obvious benefits denies what the avant-garde would assume was a primary motivation, namely conceptual opportunity thought to be the evolution of intangible opportunities.

Being Avant-Garde

Our experience at The Dream Café has taught us that the art of radical innovation begins with some fundamental unpacking of the obstacles, inhibitions, habits and protocols that typically hinder change. Some of these obstacles are simply the result of becoming used to doing things in personal and particular ways – methods that we've inherited and/or unquestionably adopted. Others are the result of a much deeper conditioning process that has prompted our belief in rational deduction to dominate our strategy and the ways that we evaluate outcomes. Consider that, until recently, a lot of businesses believed it was possible to calculate which brands would sell and which would not, through a combination of strategic planning and market testing.

The Dream Café argues that we can no longer trust in the clockwork universe metaphor and that the only thing we can assume is that nothing is predictable. In order for our clients to learn how to succeed and prosper from a world in which everything is in a state of permanent flux, they need to forget what they thought they knew and embrace the possibilities of benign chaos.

The markets within which brands compete nowadays are changing every minute. There are no guarantees of success beyond a commitment to a permanent strategy of radical innovation. Disruption has emerged as possibly the best source of a sustainable future that we have available to us – and disruption is not for the faint hearted. It is deeply challenging. Much of what this book will reveal will appear to be counter-intuitive to our rationally conditioned mind-sets, but it promises the opportunity of leading rather than following.

Coming to terms with the benefits of unpredictability requires a whole new mind-set, along with a reconnection between our heart and our head. We have to acquire the capacity to take risks based on hunches, rather than dodgy data dressed up as stats. And we have to discover the joy of trusting our instincts.

Recognizing and profiting from chaos begins by relearning the rules of logic. This requires that we do away with the faith in rational deduction that was instilled in us as we served our time in formal education. And the more ‘formal’ our education was, the more likely we are to believe that taking creative risks is counter intuitive; that collaboration is cheating; and that unprecedented ideas are the products of idle speculation. We need to unpack that experience and accept that our ability to dream is probably the one asset that makes us capable of creating the future.

Most of us grew up seeing the ‘dreamers’ in our midst as failures who were unable to cope with the intellectual demands of formal learning and the rigour of applying formulas. Yet these are the people that we need to learn from now – the ones dismissed because of their inability to cope with the culture of instrumental rationality. Hindsight shows us that their ‘failure’ is instead evidence of exactly the kind of traits that we now need to evolve. The dreamers instinctively resisted a system that was predicated on a belief that the only right answers were either ones that you regurgitated from ‘facts’ or deduced by measurable calculation.

We learned that scientific rigour provides a safety net of predictability – which has encouraged us to ignore the fact that the best science is very similar to the best art. As Einstein confirmed:

Imagination is more important than knowledge … When I examine myself and my methods of thought, I come close to the conclusion that the gift of imagination has meant more to me than any talent for absorbing absolute knowledge.

Creating a Disruptive Culture

Businesses and institutions generally take a cautious approach to innovation. In comparison, the avant-garde reveals evidence that chaos can be a source of sustainable innovation. Chaos is indeed a fix for the creatively inclined, an opportunity in which a mantra of ‘if it's not broken, break it' feeds our inquisitive minds, sustains the soul and inspires our dreams.

This inquisitive, risk-friendly approach enables the more creative of us to discover and sow the seeds of possibility beyond the edge of what we thought we knew, or could accept. The story of modern culture is one of disruption; throughout this book we reference the writers, poets, performers, makers, musicians and artists that have stretched and ultimately shaped our aesthetic and conceptual sensibilities. We have given priority to practitioners who have challenged rather than conformed to the status quo. It is also a story of an on-going relationship between the arts and big business that can be characterized by the words ‘mutual dependency’.

History shows us that the divisions that now segregate the arts from business are a relatively recent phenomenon. A brief examination of the cultural response to the early phases of industrialization confirms that resistance to the emergence of the new was coupled with its critical co-option. This tendency for synergetic and catalytic engagement still lies at the root of cultural invention.

The Dream Café will encourage you to challenge the prejudices that have led you to believe disruption is only possible if you have the freedom from fiscal responsibility that artists appear to enjoy. We argue that the open minded and inquisitive approach typical of avant-garde practice will enable you to realize the kinds of opportunities for hybridization that the closed minded resist.

Gaining access to a more diverse landscape of possibilities is all about culture change rather than the absence of latent ability. Gaining access to The Dream Café is simply about deciding to enter.

Throughout the book, we will encourage you to work closer to the edge and will help you to understand that creating brands like an artist doesn't always depend on achieving total originality. Many of the lessons that we reveal suggest that there is a lot to be gained by re-imagining and re-assembling pre-existing components drawn for a variety of sources.

What follows is an A to Z of the attitudes and techniques that enabled the avant-garde to reshape our sense of what is possible.