Connecting with Your Intentions

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From the course by Berklee College of Music

Creativity And Entrepreneurship

40 ratings

Berklee College of Music

Creativity And Entrepreneurship

40 ratings

Course 4 of 4 in the Specialization Music Business

Creativity & Entrepreneurship will help you tap into your inner creativity and learn how to leverage it for career development or business innovation. Presented by Berklee Institute for Creative Entrepreneurship founder Panos Panay, this course features interviews with world renown entrepreneurs, innovators, songwriters, producers, creative directors, educators, performers, visual artists and chefs as they discuss parallels between the creative and entrepreneurial journeys. The course approaches entrepreneurship as a creative process, a fundamental human instinct that we all possess and can unlock. Creativity & Entrepreneurship applies concepts from the creative and musical creation process, such as observing, prototyping, iterating and embracing failure, as a means of guiding you through the concept of thinking like a startup. You will develop the basic mindset, knowledge, and insights required to pursue an entrepreneurial career, whether as the steward of your own career or as the founder of a new business in any field. Creativity & Entrepreneurship is about the side of entrepreneurship you won’t learn at a business school but, instead, in the music studio. What you'll learn: How to approach your career or startup as if learning a musical instrument Why entrepreneurship, like creativity, is something we all possess How to apply “the musician mindset” as means to collaboration and creative problem solving Why songwriting is a perfect parallel to career and product development Why there’s more to entrepreneurship than business plans and spreadsheets much like there’s more to music than scales and lead sheets

From the lesson

Creation: Product Development

This week is all about falling in love with a problem, and NOT the solution. You'll work to identify a problem you'd like to solve and develop prototypes to solve that problem. We'll take a look at rapid prototyping as well as iterating on your prototype to develop the most effective and elegant solution possible.

Connecting with Your Intentions4:57

Process of Reduction5:30

Falling in Love with a Problem5:04

Prototyping4:08

Meet the Instructors

Panos Panay
Course Author
Berklee Online

Every product, every service,

every piece of music,

reflects fundamentally the creator's intentions.

It's simply impossible to build a business or develop

a career if there is an inconsistency with

your true beliefs and your values and the way that you see the world,

and ultimately, the product that you bring to fruition.

So it's absolutely critical for every founder of

a business or every creative person to go through this process where

they're systematically reconnecting with

that initial intention that you had behind your creation.

It's a really interesting challenge to really just self-reflect.

I do believe sometimes,

we get a little attached to our titles.

When you could say you're creative,

Global Creative Director at Nike,

that opens a lot of doors.

And I think really realizing like who you are,

and putting yourself first in that way is just a really eye opening experience.

The E.P. that we just put out,

I did every single detail in there.

It was true to what I wanted.

A lot of people tell me, it's so funny.

I was into music and it's like it's you in that record.

It's what you are.

And it's all about my heritage.

Everything about the different culture,

the Aztec cultures and the Native American always seek their way into my life,

and gave it color and a different perspective.

Even at a lot of people told me like,

"What are you doing with the travel flutes in there?"

If you feel it in your gut, there's a reason.

When you bring a team together to bring those intentions to fruition,

you want to give them the space and the ability to bring

their own ideas and their own hearts and minds into whatever that creative process is.

Take the studio, for example.

It's important that before the people come together,

that they understand the intentions of

the message that the songwriter is trying to communicate.

When I am envisioning something in my head,

I'm envisioning the best of the best concepts for choruses.

And some of the best concepts and chorus are full chorus of lots

of vocals in them that have three part harmony.

Now, have I tried concepts and felt

like that doesn't work or that doesn't feel good in this song?

Yes. And how did I get to that?

I listened to it, and it just didn't hit me,

it didn't touch me the way the idea in my head felt or was touching me.

No matter how good a team you have,

no matter how much money you have,

you cannot fundamentally paper over any deficiencies

that exist in the intention of what you're trying to say,

if the core and the essence of it are missing

and they're disconnected from who you are as a human being.

I believe that the real core of a person,

and I think the real core of humanity,

is about helping each other.

These abilities that we have to help other people, I call intention.

I call them intentions.

They're individual abilities like I intend to help people tell their story.

I'm good at helping people tell their story,

and it's what led me to make Avid.

So, the intention is the source of energy.

The beliefs, what you believe, you call values.

I think of beliefs as the environment that kind of holds your intentions.

As a framework of science.

Right. And the actual engine of the work is the invention.

And what happens is life triggers you,

you see things that are wrong,

and you realize you can change it.

And if you allow yourself,

and you let that energy start flowing,

you'll find that you can.

When we look at the entrepreneurs that we admire from Leonardo Da Vinci, to Henry Ford,

to people today like Steve Jobs, or Jeff Bezos,

their companies are reflections of the way that they see the world.

In my situation, my passion was to help musicians.

And my purpose was to create this platform that made it easy for

them to connect with any promoter anywhere no matter who they were,

what passport they carry,

or what music they played.

So when you're going through this process asking yourself, what is my passion?

What do I care? How do I see the world?

What are my values?

Who are the people that I care about and are important to me?

With your purpose, how do you intend to go about something?

What is the direction that you want to pursue?

Fusing these two along with ultimately what you're very

good at is absolutely key and critical to success.

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