In Case of Disruption, Break the Box

Note: This text was written about four years ago as a contribution to Pizza and Sparkling Wine by Rodrigo Falcão, a deep dive into digital transformation. I just received my print copy and couldn’t help but notice how much has changed in these four years—yet how some ideas remain just as relevant, now evolving in ways far more complex than I could have anticipated at the time. The author has done a great job in keeping all the ideas he collected from tens of industry professionals fresh, all connected through his personal view. This is my part in that beautiful book.

I hope you enjoy this glimpse into the past.

The democratization of creativity, the profound shifts in professional cultures, and the uncontrollable speed of change have not only brought disruptions to advertising and other creative industries. They have also opened doors to new mindsets.

In a way, we are living in the perfect moment for exercising creativity: the complex situations we face demand solutions at a staggering pace, bringing the most creative and leadership-ready minds to the forefront in times of systematic reinvention.

We are in the midst of accelerating the revision of models, generating new structures of creative practices that are much more aligned with modern business cultures. Practices that inherently embrace diverse perspectives, celebrate cultural and cognitive diversity, and are capable of generating responses with multiple narrative dimensions within previously unthinkable timeframes.

"Building on someone else's ideas does not block anyone’s creativity—on the contrary, it creates abundance."

The act of creativity requires breaking norms and embracing experimentation. After all, stepping out of one’s comfort zone is the rule.

For those looking to apply agile collective creation processes, the market offers interesting solutions, driven by experienced teams that have a high chance of delivering outstanding results. These processes are almost always customized by the teams that execute them, providing a path of flexibility and constant adaptability that evolves in sync with the creative environments in which they are applied.

Over the years, working with agile creation methods, I have had the opportunity to witness their applications in highly diverse contexts—from interactive art installations to advertising campaigns, from the development of new products to the innovation of entire businesses, and even in the economic revitalization of cities affected by environmental disasters.

Co-creation systems are native elements of tech culture and are essential to its success. Like technology itself, they are constantly evolving. They are open-ended approaches in continuous development, with room for growth, where creativity is embedded from the foundation and aligns perfectly with the cultural transformations of the industries we serve.

These are new creative boxes, designed as transformative experiences for those who want to step out of their own box and explore something new—whether for a profession, a need, or pure curiosity.

Mauro Cavalletti

Sometime around 2021

Published as part of the book “Pizza and Sparkling Wine” by Rodrigo Falcão.