The Concept of Genius

Extracted from the bestselling “Marketing Genius” by Peter Fisk

How does a genius think?

What is common about the thinking styles that produced the Mona Lisa and the Theory of Relativity,
and that gave us Penicillin and the World Wide Web?

Academics and philosophers have long tried to bottle genius. Russian scientists through the analysis
of child protégés, claim to have identified the “genius gene” whilst others argue that genius is as
Thomas Edison believed, down to hard work. “1% inspiration 99% perspiration”.

However there are some clues as to what drives genius, and its extraordinary results.

First, genius is widely accepted not to equate purely to intelligence. It is certainly not necessary to
have an extraordinarily high IQ, to speak 15 languages by the age of 8, or to master the intricacies of
quantum mechanics.

It is however recognised that genius typically involves both intelligent and creative thought, and the
combination of the two, in any combination, can create so-called genius.

There are 10 characteristics of genius

1. Original Thinking. A genius starts with an open mind, uncluttered by conventions, taking
new perspectives, deconstructing a problem then reassembling it in better ways.

Many great ideas have been rejected because they don’t fit with conventional thinking, denounced as
impractical or “ahead of their time”. The Swiss watchmakers, are one, who rejected the idea that
timepieces could be built through electronics rather springs and gears, or the floppy disk
manufacturers who just couldn’t see the disruptive coming of the CD-ROM, and more recently the
USB stick.

2. Creative Thinking. A genius is always open to possibility, seeking to solve problems by

hypothesis, taking a mental leap and then seeing whether it proves to be true or not.

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 Original
thinking

Analytical Creative
thinking thinking

Dual Observational
thinking thinking

Visual
Volume
thinking
thinking

Holistic
Pragmatic thinking
thinking

Original
thinking

Einstein often used hypothesis to jump out of his mathematical derivations, to conjure a possibility
that he could then seek to prove or disprove. Logical derivation will take you down certain avenues of
thinking dependent on where you start. Constantly having the curiosity and confidence to ask “What
if?” rather than seeking safety in what is close or known.

3. Analytical Thinking. A genius will work through a problem or idea progressively and
rigorously, as well as creatively, challenging the mathematical or scientific logic.

Whilst a genius reaches new levels or dimensions through creative leaps, there is still the need to
make sense of it in practical terms. Often this requires a pure mental logic as the current
mathematical formulae or scientific principles might well themselves be based on some false
assumption. Breakthrough is rarely achieved by derivation of convention, but it does require proof of
the new concept.

4. Observational Thinking. A genius has an exceptionally high state of consciousness, a

greater awareness of what is going on, and looking for patterns like a forensic detective.

Some of the best insights come from observation rather than enquiry, like an anthropologist watching
and considering what is happening. In particular this is useful when there is no current language or
logic for explaining phenomena or behaviour. Alexander Fleming found mould on his exposed medical
cultures, just like many other doctors, yet instead of just throwing it away, he considered what caused
it, an observation curiosity that led to penicillin.

5. Dual Thinking, A genius can think in parallel, to tolerate apparent ambiguities, to bring
together opposites and connect the unconnected.

New solutions are often contradictory, either with conventions, or within itself, and indeed Scott
Fitzgerald’s definition of what makes a first rate mind is “the ability to hold two opposing ideas at the
same time”. Neils Bohr, the Danish physicist, imagined how light could be thought of as both particles
and waves. This seemed entirely contradictory. Yet his discovery of “phonons”, intangible particles
that behave like waves led to his “theory of complementarity”. Similarly Leonardo da Vinci combined
the sound of a bell with the ripples when a stone hits water, to arrive at the idea that sound travels in
waves.

6. Holistic Thinking. A genius can take a broader perspective, to see the holistic problem, in
context of its environment, and piecing together its many parts.

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Einstein brought together different strands of our natural world, uniting apparently diverse attributes
such as energy, mass and speed of light. Picasso’s abstract work sought to represent much more
than a simple image. His works built personality, context, feelings, and vision into his observations.
He seeks to provoke more holistic and deep thought, rather than simply replicate what he sees.
Indeed the ability to see the bigger picture, or to fill in the spaces, can often mean that a genius, “sees
what everybody else can see, but thinks what nobody has thought.”

7. Volume Thinking. A genius searches for many solutions rather than just one, building on or
challenging each other, constantly searching for a more perfect solution.

A genius has a constantly active and fertile mind, the sheer quantity of their output can be
intimidating, which is why it sometimes takes some years to identify the best from the also ran. Mozart
wrote 600 pieces of music, Bach one every week even when sick. Einstein published 148 papers,
although best known for one of his earliest. The enormous work rate of Picasso in his final years was
initially denounced as the senility of an old man trying to maximise his legacy, however many years
later we actually recognise this most productive period as also the most creative.

8. Pragmatic Thinking. A recognises that ideas and solutions are of little use in the abstract,
that the theory or concept must be made real, that it must practical and useful.

A genius is constantly thinking, exploring, inventing and discovering. However genius is only genius if
it can be put to practical action, can add value in some way. Edison held 1093 patents, more than
anyone else to this day, and demanded of himself, one minor invention every 10 days, and a major
one every 6 months. Similarly most successful entrepreneurs will have many failures behind them
before they succeed, most innovators will develop far more new ideas than see commercial success.

9. Visual Thinking, A genius is able to express their ideas more clearly, typically visually
through diagrams and analogy, to make sense of complexity in comprehensible ways.

The creative explosion of the Renaissance was marked by a multitude of drawings and diagrams, as
Galileo and Leonardo da Vinci graphically illustrated their revolutionary ideas. These captured
people’s imagination far more than words or numbers. Pictures enable connections to be made more
quickly, concepts to be demonstrated far more easily, and the holistic system to be explained.

10. Conviction Thinking. A genius must have the inner-strength, belief and confidence to stay
strong to what they believe, whilst conventions and colleagues will challenge them.

From Galileo and Leonardo, to Einstein and Picasso, genius requires an inner strength of conviction
to stand-by the radical ideas and actions that are at adds with received wisdom, that challenge the
status quo, that could easily be compromised by a lesser willed person. In any walk of life, it is rare for
people immediately to like significant change in their surroundings, practices or beliefs. We prefer the
safety and convenience of what we know, than what we don’t. But we gradually see the possibility,
the logic, and the benefit in different thinking, and we accept it, and eventually engage in it. A genius
must often reaches out beyond today, and slowly people will follow and embrace what is new,
different and better.

Genius is about applying intelligence in more imaginative ways.

There are many definitions of genius. Whilst some focus on the intelligence aspects of genius, for
example the attainment of a high IQ, genius is typically defined, as it is less about the absolute level
of intelligence, and more about the application of intelligence in creative ways. Whilst some suggest
that one is born with genius, or with the aptitude to achieve it, most argue that genius is primarily
achieved through carefully chosen hard work that blends deeper thinking with radical creativity.

Genius uniquely combines these extremes to deliver extraordinary results.

gen·ius
noun pl. geniuses

1. Exceptional intellectual or creative power or other natural ability.

www.thegeniusworks.com © Peter Fisk 2008 

 2. an exceptionally intelligent or able person.
3. (pl genii/jeeni-i/) (in some mythologies) a spirit associated with a person, place or institution.
4. the prevalent character or spirit of a nation, period, etc.

Source: Oxford English Dictionary

The combination of intelligence and imagination is the source of this extraordinary impact, and one
that is essential to marketing today.

For years marketing was focused on the creative aspects of business, the source of ideas and
expression that made commodities distinctive and relevant. Indeed in most communications agency
and internal teams, creativity is still king. The power of the image or strapline matters most. Other
marketers have become far more analytical, and ask most today, and they will argue that they need to
be even more rigorous and commercial.

Yet too many marketers see this as an either/or situation. That you can be heads-up creative or
heads-down analytical that being commercial is about finance rather than innovation, and that within
agencies you are either a “creative” or a “planner”. This misses the point of genius. Analysis and
creativity should not be separate disciplines, as alternative approaches, or as compromising each
other.

The source of genius is the positive combination of intelligence and imagination

The elements of genius can be reflected in left-brain versus right-brain theory. Whilst the brain is in
reality far more complex than this, the theory reflects an understanding of extreme opposites and how
to balance and combine them in a way that achieves positive reinforcement. The left side of the brain
is associated with the gathering of data, analysis and evaluation. The right side is more to do with
making creativity, synthesis and exploration.

Left brain Right brain

Interactive Intuitive
Convergent Divergent
Directive Imaginative
Linear Non Linear
Analytical Holistic
Objective Subjective

Genius, and its combination of extreme opposites could also be reflected in the more traditional yin-
yang model, where left-brain is similar to “yang” characteristics, and right brain analogous to ”yin”
features.
In both approaches, the opposites are not alternatives. Success requires both sides. One reinforces
the other. In education, it is recognised that the pursuit of a creative subject, such as music or art,
adds to the individual’s analytical capability, to appreciate the patterns within science or mathematics,
and vice versa.
In business, we consider the implications of reconciling these opposites for each aspect – from
market analysis to strategy formulation, brand development to innovation, value propositions to
distribution channels, media integration to investor relations, marketing metrics to marketing
leadership.

www.thegeniusworks.com © Peter Fisk 2008 

 Intelligent Imaginative

Analytical Creative
Conceptual Practical
Strategic Insightful
Specific Holistic
Promises Reality
Financial Operational

In the “Genius” books we explore how more stretching thought and actions, can be brought together
and applied to the key challenges of marketing today, and the many aspects that make up an
integrated approach to markets for significantly improve customer, competitive and financial impact.

© Peter Fisk 2008. Extract from “Marketing Genius” by Peter Fisk, published by Wiley Capstone..

Peter Fisk is an inspirational author and speaker, consultant and entrepreneur. His best-selling book
Marketing Genius has been translated into 28 languages, and he was recently described by Business
Strategy Review as “one of the best new business thinkers”. Business Genius was published in 2008
and describes the challenge of sustaining business growth through turbulent times.

He has worked internationally with market leaders including British Airways and Coca Cola, Marks &
Spencer and Microsoft, Virgin and Vodafone, O2 and Orange. He was the transforming CEO of the
Chartered Institute of Marketing, led the global strategic marketing consulting team of PA Consulting
Group, managing director of Brand Finance, and partner of strategic innovators The Foundation.

He now leads The Genius Works, helping business leaders to see things differently – to develop and
implement more inspired strategies for customers, innovation and marketing. The Genius Lab is an
accelerated innovation process, Zoom Ventures is an incubator bringing together business investors
and social entrepreneurs, whilst The Fast Track offers executive development and global retreats.

For more information visit www.thegeniusworks.com or email peterfisk@peterfisk.com

www.thegeniusworks.com © Peter Fisk 2008