May 16, 2021

Rodrigo Cortés: "The brain gives 100% when it is limited" | Talent

Rodrigo Cortés: "The brain gives 100% when it is limited" | Talent


It is hard to find certainty in a volatile and changing world. The predefined road maps, more than ever, have become almost a wet paper of little value. Most organizations – and also the people themselves – seek innovation at all costs. Discuss, fix positions and they fight for such a desired goal in order to endure in the current context. The Deusto Business School, at your breakfast Innovate at the intersection of ideas, concepts and cultures, has opened the concept to the cultural world through an exchange of ideas between the film director Rodrigo Cortés, the artist Coco Dávez and the manager of Ilunion Fernando Riaño. And they have a very personal idea of ​​creativity and disruption.

The creator of films of recognized success as Buried Y Blackwood load against the way in which the construction of the current system hinders a true innovation. "There is no genuine thought. Everything is a kind of copy and paste to which all are added. The problem is that everything is generated at that initial point and the perception of the environment seems immutable, "he says. He does not hesitate to resort to a paradox in his sector to deepen his position. He gives the example of how some of the best works of certain directors emerged at the mercy of apparently insurmountable dictatorships and censures. "The human brain gives 100% when it is limited and knows these limitations. That's when creativity shoots up, when innovation comes, "he says.

There is a risk of automatically associating innovation with new technologies, but Dávez, creator of collections such as Faceless, in which their devices were their skills with their hands, precise that creativity has many more tools away from the technical. "Clear Internet is fundamental and quick to let you know, although the union of different areas is what enriches, evolves the present," he argues. Riaño bet to take another leap. It brings to the fore the emotions, one of the great forgotten ones whenever there is talk of innovating in your opinion. "The future is going this way. Without diverse and multidisciplinary teams that bet to include them, we will remain stagnant, "he adds.

From his experience as a filmmaker in Hollywood, Cortés subtracts transcendence to the call star system as an innovative example. Of course, in the United States, world-class disrupters such as Silicon Valley and Massachusetts reside. It is very different what happens with respect to cinematography. "It stimulates little the personal thing. They are looking more and more for a simple wheeler or, as they say, shooter. It is a hostile place for personal innovation ", ditch. In the middle of this cultural exploration, Dávez comments how she, far from this Hollywood trend, has greater creativity when she knows how far they let her go. "Establishing concrete limits is the first step to innovate," he says.

In certain circumstances, what appears to be a contradiction is the best way to achieve the desired results. At least that's the way they left it at breakfast all the speakers when they linked their arguments about mistakes and innovation. Without failure, there is no path to possible success. Any startup or organization wants to touch the top, but this is not the base from which to build creativity. "You only learn from setbacks. That's where the lessons are and where you start to learn, "explains Cortés. Dávez expresses himself in this same line of thought, for whom failures are the clues and not the success itself. "Adversity is a good school of learning when we talk about innovating," Riaño concludes.

Just as more and more companies embrace the idea of ​​having intermingled job profiles among their ranks – from engineers to philosophers under the same roof – the concept of innovation, at least at this breakfast, contemplates a wide range of possibilities. The barrier of uniting technology with disruption has been removed, all the speakers appeal to innovate both from the absence of fear of failure and highlighting personal abilities. "There is not a single way that leads you towards creativity. In the end, we have a common framework, the same for all, on which to look for this transformation", Concludes Cortés. Without realizing it, the culture itself has just contributed some key on how to develop the long-awaited innovation.

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