The Proximity Paradox: How to Create Distance from Business as Usual and Do Something Truly Innovative

by Kiirsten May, Alex Varricchio

Traditional business structures love stability and predictability. Yet many organizations believe the two essential ingredients for long-term success are creativity and innovation. Kiirsten May and Alex Varricchio, founders of the marketing agency UpHouse, call the relationship between these two opposing expectations the Proximity Paradox(TM) -- the belief that those who are closest to a subject are best-qualified to innovate for it, when, in reality, intense proximity limits creativity. Instead, people need to create distance from challenges in order to see the best way forward. May and Varricchio believe that until we can separate innovation and execution within ourselves, we will only innovate to the level at which we can execute the idea. To be effective, we need to create distance between our innovation brain and our execution brain.

Unpacking ten common Proximity Paradoxes that affect a company's people, processes, and industry, the authors share some practical ideas to create the distance necessary for your next great idea. An especially valuable book for creatives, and non-creatives in creative industries, but equally applicable to all businesses that depend on innovation, The Proximity Paradox encourages us to ask hard questions about how we work, how our businesses are structured, and why we routinely find our creativity at odds with what's asked of us as executors and stewards of the bottom line.

Genres: Nonfiction

300 pages, Paperback

First published March 24, 2020

Reviews

[Larissa Peck · Rating 5 out of 5]

This book is a fantastic resource and one I know I will come back to time and time again. It’s a quick read, full of well-researched case studies and super valuable nudges and exercises to shift your perspective. I read it once as a manager of an internal marketing team, and once as an entrepreneur/consultant. Highly recommend.

[Jordan Brittney · Rating 5 out of 5]

This is such a refreshing read and highly recommended for anyone in the marketing and creative industry. This book provides tips and ideas on how to step back and think unconventionally that will truly help innovate. I found myself relating to this book quite a bit and will start putting these ideas into practice at work and as an individual.

[Wendy · Rating 5 out of 5]

Insightful. Relevant. Challenges out-of-the-box thinking needed to be innovative and not get stuck in the proverbial creative rutt.

Great, practical examples to try now and implement into your creative practice.

Easy read. Definitely recommend.

Now if someone would only kindly remind me how I came across this book and found it recently in my bedside table. I'd appreciate it.

[Josée Sigouin · Rating 4 out of 5]

I was attracted to The Proximity Paradox by Alex Varricchio and Kiirsten May because I work in a university’s research and innovation division and the book’s subtitle is: How to create distance from business as usual and do something truly innovative.

The Proximity Paradox is an easy and fast read. The success stories, from Shreddies to Shutterstock, by way of Apple and Pebble, clearly illustrate the authors’ recommended empowerment strategies: create distance from people, from process, and from industry.

Open-minded readers will most certainly recognize their own, and their colleagues’ blind spots. Those who have the power to influence their industry’s strategy will find exercises to attempt, and language to convince others to go along with their experiment. Those who have little power may be emboldened to speak up or drop a well-worded idea in the suggestion box.

Although I work in the public sector and the authors’ advice is geared toward the private sector, I found the general notions – listen to new blood, stop trying to be so efficient, trust oneself before data – to be fairly universal. Stasis while others change is a poor option, no matter where we are.

I was given an advance reading copy of The Proximity Paradox by publisher ECW Press in exchange for posting an honest review online. In summary: an inspiring read and a springboard for delivering truly innovative solutions.