{"id":13659,"date":"2024-03-24T18:43:35","date_gmt":"2024-03-24T17:43:35","guid":{"rendered":"https:\/\/superspring.de\/?p=13659"},"modified":"2025-05-07T10:13:10","modified_gmt":"2025-05-07T08:13:10","slug":"neugier-innovation","status":"publish","type":"post","link":"https:\/\/superspring.de\/en\/neugier-innovation\/","title":{"rendered":"The superpower of curiosity: the force that makes change possible."},"content":{"rendered":"
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In German, the word \"curiosity\" has never actually had a particularly positive connotation. In German, \"Curiosity\" is a compound word that combines the two words \"new\" and \"greed\" - not a particular nice word. Yet a healthy dose of curiosity is a basic prerequisite for understanding various problems and creating progress, especially in the marketing world. Productive curiosity is more endangered than ever, especially in our automated world. And this is precisely why curiosity needs to find a place in our processes again - because the alternative is copy-paste.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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No, it's definitely not a good association that has been instilled in us since childhood, especially in German, with the word curiosity<\/em>. If you google it, you come across a definition that is actually very unflattering. Curiosity is...<\/p>\n

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\"the desire, wish to learn something [new], to penetrate into matters, areas that particularly affect other people and their private lives or similar...\"<\/p>\n<\/blockquote>\n

Neugierige Charaktere traten in unseren Geschichten fr\u00fcher immer wieder auf. Fr\u00fche Kindererz\u00e4hlungen, wie der Struwwelpeter sind gespickt mit teil brachialen Warnungen von Kindern, die zu neugierig sind und dann meistens auch noch deswegen scheitern. So Like the \"Paulinchen\"<\/a>a girl who was \"home alone\" in an old German children's book story and then something bad happened to her: she set herself on fire. (yes, that's how German children's stories used to go).<\/p>\n

Wherever we look, children in particular were taught curiosity as a boundary transgression: Curious characters were not usually super villains. Instead, they were usually portrayed as overbearing, unsympathetic types who stuck their noses too deeply into other people's topics.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Neugier hat von Alters her eher eine negative Konnotation<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Nat\u00fcrlich sind solche Metaphern immer ein Spiegel der Zeit, in der sie geschrieben wurden. Gerade Kinderliteratur im 19. Jahrhundert spiegelte auch das Erziehungsbild der autokratischen deutschen Gesellschaft damals wider. Neugierigen Kindern sollten schon fr\u00fch Regeln mit an die Hand gegeben werden, die auch den „Untertanen“ sp\u00e4ter gut zupass kam. Wer nicht zu viele Fragen stellte und nicht zu viel wusste, konnte auch nicht zu viel Unheil anrichten.\u00a0<\/span><\/p>

Simple, isn't it?<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Curiosity superpower?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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But perhaps it's the supposedly small differences that separate the German \"Neugier\" from the English \"Curiosity\". After all, the latter doesn't just sound nicer.\u00a0\u00fcbergriffig klingt. Nein, diese Neugier entstammt einer ganz anderen Welt – eine, in der Ideen entstehen und Gedanken gesponnen werden d\u00fcrfen. Die produktive Neugier kann Ideen destillieren und in umsetzbare, testbare L\u00f6sungen verwandeln helfen.<\/span><\/p>

Keine Frage: Eigentlich ist eine gesunde Neugier die Basis-Voraussetzung f\u00fcr Innovation und sie \u00f6ffnet die T\u00fcr f\u00fcr effektivere Wege vorw\u00e4rts. Gerade im Marketing geht es gar nicht ohne. Kaum vorstellbar, dass man sich ohne diese Schl\u00fcsseleigenschaft in die vielf\u00e4ltigen Fragestellungen im Marketing einarbeiten kann. Briefings, Branding<\/a>, Kreativ-Sprungbretter: Ohne produktive Neugier undenkbar. Und das findet langsam Anerkennung. Denn Richtig eingesetzt wird Neugier f\u00fcr Kollegen, Teams und die Organisation mittlerweile sogar als leadership superpower<\/em><\/a> for colleagues, teams and the organisation that can develop when it meets a supportive corporate culture.<\/p>

But does such a culture still exist today?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\"You can only know a lot if you have an intrinsic curiosity within you.\"<\/span><\/p>

– Fabian Roser in #WhatsNextAgencies<\/i><\/span><\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Doubts are indeed justified. The creative industries are more focussed on efficiency than ever before. The signs of the times are in favour of automation. More and more exploration has to be extremely targeted. Genuine research into what constitutes an issue is increasingly being replaced by quick copy-paste research that turns briefings into Jira tickets in the blink of an eye. UX designer Michal Malewicz describes this state of the creative industry in his article \"Design has lost its seat at the table\":<\/a>„:<\/p>

„The industry has matured. Most design solutions were discovered and are now simply duplicated. (…) We have extreme consistency at a cost of less insightful products being built. There is no time and no money to do things the old-fashioned way.“<\/i><\/p><\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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We are currently experiencing this process of automation in all traditionally creative areas. Creativity has to fit more and more into formats and systems, which is due to the increasing mechanisation and software dependency in all areas. Does this impose limits on creativity or does it inspire it? And what role does curiosity play in this? On the face of it, the search for a different solution, the exploration of what has not yet been done, seems to be antithetical to the mechanisation of our time. Anyone who \"spins\" and thinks about completely different approaches is initially opposed to the efficient zeitgeist. Apparently.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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