RECOMBINANT CREATIVITY.

Creativity is usually not an inventive process. In fact, it’s just the opposite. The most powerful new ideas are the result of breaking down and analyzing insights and concepts from one context in order to adapt them to a different situation. We call it “recombinant creativity”. Henry Ford’s automobile assembly line, Einstein’s Theory of Relativity, and the iPhone are all examples of its power to create game changing ideas.

At MadCat Group, we don’t view ourselves as Einsteins. But, we are experienced, innovative marketing professionals who have used the process of recombinant creativity to develop some very successful new marketing strategies.

Our approach involves five key steps.

• Identifying emerging cultural trends that have relevance to your business
• Breaking down business successes (and failures) in analogous industries to identify potential new strategies
• Employing projective techniques to gain new, more powerful insights into the needs and wants of your consumers
• Analyzing your industry’s structure to identify open strategic spaces
• Synthesizing everything to form new strategy recommendations for achieving your objectives

And we always throw in a bit of daydreaming along the way, because if you can’t dream, you can’t get excited about and see the possibilities. It’s an approach that helps us break out of the trap of conventional thinking in order to develop new, more strategically powerful ideas for winning in the marketplace.