McKinsey Interview - Creativity vs Corporate Mindset

When a car company sets out to make a new car, what do they do? First of all, the top person asks for market research to understand what the customer is thinking. So market research people go around asking the consumers, “What would you like?” And what do the customers do? They look around at the existing cars and say, “OK, I like this part of that car,” or, “I like this part of another car.” And so on. The research people put all this together in a shaker. They shake. Then they pour out the recipe for the new car design and give it to the car designers.

Our way is closer to the way of Pablo Picasso. Imagine Picasso waking up in the 1920s on a nice, sunny morning in a village on the Côte d’Azur and feeling strongly the wish—the need—to start painting. So he starts painting. But he’s not asking himself, “To what target customer will I address my new painting?” Picasso shows us a completely different approach: starting from yourself, as a creator, and using your sensibility and your intuition in order to touch other people’s hearts or sensibility or intuition. And by the way, he also built an interesting business.

I’m not saying that we are like Picasso. Not at all. We are simple, humble mediators. But what I want to say is that all the designers working with us are like little Picassos: their creation process starts from intuition, not from market research Alberto Alessi in a McKinsey Interview.