One of my favorite questions to ask executives who have led initiatives or are in the middle of a change in strategy is:
“Have there been any unintended consequences?
It’s a fun way to dig deeper and learn the nuances of how a strategy plays out and brings in elements of culture, market dynamics, team capabilities, and a host of other factors.
Often this language is met with some kind of ‘failure.’ Something didn’t work, but there was learning from it. But once in a while, there are creative ideas taken—experiments to a large degree that play out differently than intended with positive results in the end.
For example, HubSpot shifted from a traditional sales funnel to a flywheel model, emphasizing customer satisfaction and retention as key growth drivers. While the primary goal was to improve customer loyalty, an unintended positive consequence was the significant increase in word-of-mouth referrals and organic growth.
AWS introduced a free tier to allow startup developers to explore its cloud services without cost. While the goal was to attract startups and individual developers, an unintended positive consequence was the adoption of AWS services by larger enterprises, who were willing to experiment with the free version, scaled up, needed more services, and became major enterprise customers.
The most profound innovations often arise not from meticulous planning but from unexpected discoveries. These serendipitous moments underscore a core principle of the Business Artist: the willingness to iterate, experiment, and embrace the unforeseen. Here are some of my favorites in the history of significant breakthroughs that were the unintended byproducts of creative exploration and how these lessons can reshape our approach and mindset to needing to “get it right” the first time.
Coca-Cola: John Pemberton created Coca-Cola while trying to make a medical syrup for headaches and anxiety
Play-Doh: Originally conceived as a wallpaper cleaner, Play-Doh became a beloved children's toy after its potential for modeling was realized.
Stainless Steel: Harry Brearley discovered stainless steel when he was trying to develop a rust-resistant gun barrel
Viagra: Researchers at Pfizer were developing a drug to treat angina (chest pain).
Microwave Oven: Percy Spencer noticed a chocolate bar melting in his pocket while working with radar technology, leading to the invention of the microwave oven.
Keep exploring and keep creating,
Adam
Resending: Spotlight and Audible Update
My Newsletter from April 26th - did not reach most of you due to a change in email settings. Re-sending our spotlight and audible update here.
For anyone curious what it takes to record an audiobook on your own and what it takes?
Good mic, sound recording software? Check
Makeshift recording studio? Sure, pillows, towels, and blankets will do...
Patience to take breaks and care for yourself as the artist? Challenging, but necessary.
I recorded all 15 chapters, plus the intro, ending, and Retail Sample.mp3 over 2 weekends. It's helpful I was familiar with Ableton for music recording already and got some good help from my buddy Ryan on gain staging the mic and how to set up the room.
After recording, I went to Fiverr and found a fantastic professional named Wojciech from Poland to do the final mastering. The final result is yours to listen to and enjoy:) I had a lot of fun writing this book and this audiobook-recorded version I was looking forward to putting together, as another creative act I've never tried before.
For anyone who wants to hear me in your ears for 5+ hours wherever and whenever you enjoy listening. You can get into it here
Business Artist Spotlight
I'm excited to shine a spotlight this week on Leila Mohaddes - a friend and consultant with Thoughtium, a growing consultancy focused on designing and delivering human-centered experiences.
Leila and I met when we both previously worked at BTS. Leila is a naturally curious thinker, loves to learn, and also is a very talented musician and exceptional piano player
I used to workshop ideas and test theories for The Business Artist book with Leila and other BTS consultants in the San Francisco office "bullpen".
Our paths collided once again this past week, as she invited me back for a second time to be a guest on Thoughtium Live. Leila has stepped into her own as a consultant, podcast host, and creator in her own right. We talked about the "flow state" of our artistic backgrounds and the challenge of teaching someone a formula for how to become an artist.
We would both argue....there is no formula.
When writing the book, "The Business Artist," people would ask me for a framework to become a Business Artist. While I speak to the ability to teach someone the principles of becoming an artist, it ultimately is up to the individual to become inspired by the world around them.
The essence of true artistry lies in the ability to harness one’s experiences, emotions, and perceptions and channel them into something meaningful and authentic.
Observe life, feel it deeply, and respond creatively.
You can view the 25-minute episode here
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