Disruption and Immersion : Sometimes the best ideas happen when we don't try so hard
Fast Company
"...The : : CRONAN : : studios were so far above the town that I felt like I was in another world: The air is crisper, deer walk gently among the pines, the boats in the San Francisco Bay below were mere specks in the blue expanse... every inch of this space was carefully designed to radically change clients' relationship with the world around them, at least for a brief time. 'It all seemed a bit literal, but part of why I loved having clients up there is that they immediately had a different perspective of the world,' Hibma says. 'The cars and the offices look so minuscule below, suddenly yesterday's problems seem inconsequential.' "
Elizabeth Segran writes for Fast Company about the intersection of culture, creativity and innovation. She spent a day in the studio with us and then wrote about our conversations.
"... I know how hard it is for people to get into the zone to generate ideas. Legendary creative genius Karin Hibma Cronan believes you can manufacture creativity. Here's how."
"Manufacture"* original described humans as "makers". It is not the first definition that comes to mind when we modern folks hear the word.
However, we are distinguished by our hands – "manus" means "made by hand" it is an elegant description for the : : CRONAN : : approach to naming and strategic identity.
(*we like saying it with an animated hand gesture, in Italian: "manifaturra")