The Cognitive Processes behind Conceptual Innovation
Abstract
The first part of this article introduces the concept of conceptual innovation, why this kind of innovation is becoming more important this century, what are the main features that distinguishes it from technical innovation and its utility for professional performance and development. Previously to enter in the subject of conceptual innovation the article will explain some roles of the concept and why it is important to evolve conceptually. The second part will describe some methods for innovating at the conceptual level and give some ideas about how to apply these methods in different situations. The purpose of the whole article is to offer cognitive resources for people who are facing situations that challenge them for generating breakthroughs and for going through disruptive changes.
Introduction
We are living a time of conceptual innovation, every place we look at we see new terms. The novelty of these terms is not only as words or brands, but also as meaning and conception: Wikipedia, Open CourseWare, Creative Commons, Prediction Markets, Blogs, Podcasts, etc., etc. If we go back few years we find Webpage, email, cell phone, hybrid cars, hubs, and many brands of software applications. All these terms are new products, not only improvement of old ones. If we go to the realm of theories and methods we will find an even more diverse forest of terms: knowledge management, world café, collective intelligence, balanced scorecard, intellectual capital, self-organization, emotional intelligence, learning algorithms, conceptual age, complexity economy, etc. Most of them are also names of successful books that explain these main concepts and the constellation of not-so-new or not-so-important concepts around them.
The invention of new products and terms, conceptually distinct from their predecessors is not exclusive of our times. We can go throughout human history and we will find the emergence of new terms, and radically new innovations. (The first stone axe was a breakthrough innovation for hundred thousand years. It is hard to imagine the feeling of amazement and fear of other groups when they made their first contact with that marvelous technology). What are new now is the pace of their emergence and spread, and the impact of their use in our life, both as object and as abstract entities. What is new also is their relation with technology. Fifty years or one century ago (and before that) most innovations were based on a small group of technologies, but more and more, in the last decades, they became points of convergence of multiple technologies, concepts and former innovations.
The Wikipedia is a good example. In its “self-definition”: “Wikipedia … is a multilingual, web-based, free content encyclopedia project. Wikipedia is written collaboratively by volunteers; its articles can be edited by anyone with access to the web site. The name is a portmanteau of the words Wiki (a type of collaborative website) and encyclopedia.” (This definition is a self-definition that was found looking for “Wikipedia” in the Wikipedia.)
The definition is clear and leaves no space for doubts about its main characteristic. It is an encyclopedia. Its particularity as encyclopedia is that it is a web-based one. In the way it is used it is also new; it is an encyclopedia that is free content. In the method of its construction it is also particular, because volunteers write it collaboratively. Finally, it is a type of Wiki. The Web and the Wiki are themselves new concepts. The Wiki is a type of collaborative website. The website, is in itself a new concept that emerged in the mid 90s, combining a diversity of other concepts, including the hypertext among them. The concept of hypertext is in itself a main breakthrough; it is a fusion of the concepts of text with hyperspace. The concept of hyperspace comes from the multidimensional non-Euclidian geometry that was developed in the end of the 19th Century. And the story could continue some more steps.
What comes up from the example of Wikipedia is the continue emergence of new concepts of products based in the combination of many other existing, but not so old, concepts and technologies. The expression of Daniel Pink that we are living in a conceptual age is really adequate. (Daniel Pink, A Whole New Mind, 2005) Every day breakthrough products are emerging as combinations of a diversity of existing products and technologies. The main innovation is not in their components (taking each one of them in isolate form), the innovation is in the role the new product plays in our lives, in the way its components are combined and in how they were modified for making possible that combination.
The intension of this article is to explore some elements of the cognitive processes that are behind the creation of new concepts. Its purpose is increasing the effectiveness of the attempts of creating new concepts both as ideas and as physical objects.
Concepts
We use concepts all the time. Concepts are abstract artifacts we have created for thinking and for expressing our ideas. Concepts are ways of grouping and classifying things, both physical and abstractions. Concepts were invented for dealing with the world, for organizing the way we represent that world in our minds and the way we think and for communicating our ideas. There are uncountable definitions of concepts: American Heritage Dictionary (Concept is “A general idea derived or inferred from specific instances or occurrences. Something formed in the mind; a thought or notion.” See The American Heritage® Dictionary of the English Language, Fourth Edition, Houghton Mifflin Company, 2004), Merriam Webster (“Concept is an abstract or generic idea generalized from particular instances.” Merriam Webster, http://www.m-w.com), Wikipedia (“A concept is an abstract idea or a mental symbol, typically associated with a corresponding representation in language or symbology, that denotes all of the objects in a given category or class of entities, interactions, phenomena, or relationships between them.” See Wikipedia, http://www.wikipedia.org), etc.
The invention of concepts is, probably, the single most important cognitive innovation in human history. Concepts are the content of language. Language emerges combining and expressing the portfolio of concepts a human group have developed. And the development of language is the most important cognitive revolution in human history. Through language humans were able for first time of communicating knowledge, not only information, to their peers.
If we use the analogy of networks, the concepts can be seen as hubs that connect other concepts through propositions. For example, the concept Car connects with all the propositions referred to cars. “The car is a machine” connects the concept Car with the concept Machine. “The car consumes fossil fuels” connects the concept Car with fossil fuels and makes explicit a particular kind of relation with a particular kind of resource fossil fuels, and through it with emission of CO2 and with the environmental issues. If a concept is modified the perturbation can propagate through the propositions that use that concept and impact all the area around it. (However, concepts are dynamic entities. They not only connect other concepts and propositions in a static network but for their projective properties they also modify the network of meanings (theory) in which they are imbedded.)
We can think of Car in different dimensions: as a machine, as a social symbol, as a polluter, as a cognitive artifact, etc. The car contains an amazing combination of knowledge of its designers, makers, dealers, users, and maintainers. If we go through the different dimensions of the concept Car we find different ‘dimensional’ groups of propositions connected by that concept. The concept Car is a hub that connects all these dimensions. If we introduce a new dimension to the concept Car, as the aesthetical dimension of the car, we open a new group of relations with the propositions about the aesthetic of this kind of objects. In this dimension the cars will be connected to jewels, sculptures, paintings, etc. (These examples show that we can expand a concept introducing new dimensions into it.)
In the 80s, the Report of the Brundland Commission “Our Common Future” made known the concept of sustainability with three dimensions: social, economic and ecological. That Report changed the way people have been thinking about sustainability. Its influence spread gradually to all theories where the concept of sustainability was relevant. (We will come back to the addiction of new dimensions to concepts when talking about methods of conceptual innovation.)
Concepts are theoretical/abstract entities but they are not the same as theories. Theories are networks of propositions. Concepts may be components of propositions or hubs that group a diversity of propositions. They are also key elements of theories, because of the influence they project in the propositions and through them in theories or groups of theories. When a concept changes, it changes the map of propositions around it and all the propositions that use it. Concepts, in general, influence an area of a theory, or areas of a group of theories. In some special cases a concept may influence or generate whole theories and wholes industries. (It is possible to say that the concept Car is my theory of cars, but it is adequate only in a reduced sense.)
The concept of gravitation of Isaac Newton modified the whole understanding of physics and cosmology of the 17th century. A small group of concepts of mass/inertia, force, and reaction redefined by Newton, organized in equations, made possible the creation of a mechanical theory of the world that lasted for two Centuries, 18th and 19th. The concept of “plate tectonics”, that emerged in the second half of the 20th century, transformed completely the understanding of the evolution of earth, made possible modern geology and influenced strongly the sciences of earth. The concept of “Evolution” of Charles Darwin redefined the theories about the evolution of life (and earth) and created a whole group of evolutionary theories: biology, medicine, psychology, anthropology, computation, economy, epistemology, earth sciences, etc. The concept of falsifiability developed by Karl Popper in the 50s of last century changed the scientific method and after that begun to influence all scientific theories.
Concepts have also other functions that we are not so aware of them. It is about perception. Concepts influence perception strongly. When we observe situations and try to make sense of what we are “seeing” our brain differentiates two kinds of signals: information and noise. Information is the signals that we can interpret. Noises are all other signals. The signals become information at the moment that they can be processed in some way by the cognitive artifacts of our brain. Concepts are in the heart of most of these cognitive artifacts capable of transforming noise into information. (Like the concepts, the memory of former experiences can also enable perception. If a situation resembles a former experience, in some way, we can perceive it despite not having concepts for processing the signals we are observing. Analogies may play an important role in those cases. However, for being able to think about them we deploy our battery of concepts. Most of the time the elements of the battery we deploy are old concepts. The necessity of making those old concepts adequate to the new realities is a factor that drives the improvement of concepts forward.)
“While a given situation can be conceived in a variety of ways, it is always a concept-structured situation. There are no observations, data, perceptions, objects, independent of concepts. We cannot even name things without giving clues to the concepts which make “things” of the situations confronting us.” (Donald Schön)
If we are enjoying a soccer game and we understand a bit of tactics of soccer, we can see the actions of the players in the game and, at the same time, we “see” the evolution of the tactics throughout the game, the strengths and weaknesses of those tactics, and how the coaches are managing them. We can establish relation between the performance of the players and the tactics of the coach; and in many cases we can estimate the probability of which a team will be the winner of the game. (Change and individual ingenuity of the players always has an important role in soccer. So the final score will be a combination of these three elements: tactics, players’ ingenuity and chance.) People who don’t know about tactics only enjoy the actions of the players. The concept of tactics enhances our perception about what is going on in the game.
This example can be generalized. Our capacity for understanding all kind of phenomena depends greatly of the battery of concepts we can deploy for dealing with their situations. Those phenomena that are beyond the reach of our conceptual framework are also beyond our understanding capacity and also beyond the reach of our channels for perceiving them with clarity. Concepts are like lenses, they change the way we see the reality. With some concepts in mind we can “see” some elements, facets, dimensions of reality, and with other group of concepts we perceive different aspects of the same reality. Concepts change our eyes.
Frequently our limitations for understanding some theories, situations or phenomena are not a question of brainpower but a question of concept-power. We cannot understand adequately a phenomenon if we lack the concepts for making sense of the elements of that phenomenon, for establishing relations among them and for identifying a logic in its evolution. (It can be highly beneficial to take a look at the concepts we are deploying for understanding an object we have in mind and relate the map of our understandings (and fuzzy points) with the maps of concepts we are using.)
As we learn we improve our concepts, as we improve our concepts we open new possibilities of learning. When my grandson has 15 months old he had only two categories for animals: “au-au” for dogs and “coco” for “not-dogs”. When he was almost 2 years old (March, 2007), his had improved the concept of “not-dogs” with coco-horse, coco-chicken, coco-cat and coco-cow. He could not pronounce horse, chicken, cat or cow, he just pronounce “coco” for these four categories, it is a problem of limited phonetic skills, but in his mind he could already identify them as distinct classes of animals. He has begun the creation of sub-categories of not-dogs at the same time he begun to perceive differences between those groups of animals. With his new battery of concepts for classifying animals he will refine his perceptions and will be able to learn much more about those estrange not-human creatures.
What is conceptual innovation?
Conceptual innovation is not something new. All the great innovations of human history contained new concepts or fundamental conceptual changes. The reason for writing this article about conceptual innovation is the greater importance it is acquiring in current times.
The number of examples of conceptual innovation can be huge: the fishing hook, the fishing traps, the turbojet, the Indian numerals, the Compass, the paper, the scientific method, etc., all them brought new concepts to life and produced a surprise, a strong aha, in the mind of those smart people who had the opportunity to see them for first time.
Conceptual innovation is the innovation of concepts. If we take a functional definition of “Concept” as a thread that connects facts and ideas for creating meaning, we can think of conceptual innovation as a thread that connects multiple partial innovations for creating a qualitative change in a concept or in an object.
In the cases we are considering here the Concept can be an abstract entity that exists independently or can be embedded in an object. The number “One” is an abstract entity, despite his material origin, once invented it exists without connection to any physical object. The invention of the number “One” is the invention of an abstract entity. In the case of the fishing hook or the paper there is a concept of fishing hook or of paper embedded in the objects. The invention of the fishing hook is a conceptual innovation, because it created a new way of doing and of understanding the activity of capturing fishes.
Once the fishing hook was invented it made possible to think about partial/technical innovations related to it. These technical innovations were related to some features or to some components the fishing hook, like the innovations in the form of its barb, in its material (wood, bones, metal), in the size of its eye, in the method used for connecting it with the line, etc. all these innovations were triggered by the existence of the hook.
In this article, when we refer to the term “object” we are referring both to the physical object as to the concept that we deploy in our mind when we look or think about the object, as if the object had its concept embedded in it. When we say the fishing hook, we are referring both to the hook as a physical object and the concept of the hook, the abstract expression of the hook that we bear in our mind. The invention of the hook as a physical object for capturing fishes, and the creation of the concept of the hook in the mind of its creator were processes absolutely interconnected.
We say conceptual innovation to the innovation that goes beyond the improvement of some features of the object. We say conceptual innovation to the innovation that redefines the object or, in some case, creates a whole new object. In conceptual innovation we improve not only a group of features of the object but we also change the way these features are interrelated, and the functional relation of those features.
The fishing hook, invented 30 to 40 thousand years ago, was a completely new object. Before the invention of the hook there was nothing similar to it. After the fishing hook invention the fishes became captured in a completely new way. In that case the inventors of the fishing hook created both a new object and a new concept.
The Indian Numerals redefined the notation of the numbers, generating a positional structure that defined the value of the digits. It brought a whole new way of writing numbers. The positional structure of the numbers simplified greatly the algorithms for doing the basic operations (addition, subtraction, multiplication and division) and created favorable conditions for the invention of calculating machines.
The scientific method redefined the whole process of knowledge generation, the function of the experiment and its main characteristics. Before the scientific method experiments were means for advancing in the design of objects, like a machine or any artifact. In the scientific method the main purpose of the experiment is to generate evidence for falsifying or for supporting the theoretical hypotheses.
The turbojet redefined the engine of internal combustion. It was invented based on the internal combustion engine, but it had a completely different logic. In the turbojet there is no cycles going on, no strokes happening, no crankshaft rotating, no pistons moving up and down, but a continuous process of taking in air, combustion, turbine rotation and expulsion of the heated gases.
The PC redefined the computer, its internal structure, its components and the way they were used. The PCs from their start had a very different architecture respect to the IBM 360. The PDA was a second wave of conceptual innovation in the computer industry, changing not only the size of the computer but its nature. The PDA is a handheld and mobile object that can be used not only in an “office” but he made the corridors, cafes, and streets work as “office” for short times.
Why Conceptual Innovation is so important
In the beginning of the 70s Alvin Toffler expressed his concern about fast changes of the industrial society in its transformation into a super-industrial society and how it could overwhelm people and require a new level of adaptation capacity. (See Alvin Toffler, Future Shock, 1971) His definition of the “future shock” was “too much change in too short a period of time”. (Wikipedia). From that time to now, the pace of change and, particularly, the pace of knowledge generation have multiplied by 3 or more.
With the globalization of the communications and of the use of Internet the pace of the knowledge generation and its impact in the evolution of the professions made the requirement of maintaining updated more and more challenging. Those professionals trained in the application of some technologies begun to feel that they were getting out of date faster then they could react. New