Posted by: Xhyra Graf | 18 January 2007

Model 12

The Fractal Marketing Model

Imagine making a package for something, with the package nearly as creative as the something. Imagine now making a package as creative as the something. Now, imagine making the package more creative than the something. Now imagine the package as the something. This is the fractal marketing model of creativity. All creativity, according to this model, is marketing of society to itself, or rather a part of society to society (Ghiselin, 1952; Bhide, 2000). If I identify better benefits, better features, better ways to use, better results of use, of the speed of light in a vacuum, then perhaps I come up with Einstein’s theory of special relativity, for example. Creating is telling society what features and benefits to really attend to in something, in lieu of existing features and benefits attended to conventionally. This is the pure form of this model. An extended form of this model says creators inevitably market ideas to fields in charge of domains of knowledge. Some creations are simply the same marketing done by the same person but to a different generation of the field, resulting in the work being declared “creative”. Some creations are simply the same marketing done by a different person to the same field, resulting in the work being declared “creative”. Some creations are different marketing of the same work, the marketing done by the same person to the same field, resulting in the work being declared “creative”. Changes in marketing spill over to the work itself, as the creator sees it differently through trying to communicate it better to the field that evaluates it. Such spill overs foster “invention” of new things but the driver is often marketing an ideato a field differently, rather than inventing a new thing to market.

In a way Einstein marketed the speed of light differently, downgrading “ether” as an illusory feature of the  light-mass-energy-gravity-time-momentum system.

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