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product development

To Innovate Better: Get Surreal

Have you seen the Academy Award-Winning La La Land, where the stars dance through the cosmos and experience alternate realities? Or the commercial, where a famous freestyle dancer slides down the street, up the walls, over the marquee and beyond, transported by his next-gen earphones? Maybe you’ve seen this Russian packaging that superimposes conflicting scales.

Surrealism is bleeding into our reality, and I kind of think it’s a zeitgeist.

Simply defined, surrealism strives to reconcile our dreams with reality. As Victor Hugo penned, “Each man should frame life so that at some future hour fact and his dreaming meet.”

The resolution of such wildly divergent polarities is quite an ambitious undertaking, no? Therein lies the power, as Carl Jung wrote: “The greater the contrast, the greater the potential. Great energy only comes from a correspondingly great tension of opposites.”

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