Integrative Thinking: The Art of Combinatorial Creativity

In the 14th century, Thomas of Ireland created what we might call the first mashup. He called it a florilegium—Latin for “flower gathering.” It was a book of carefully curated quotes, each gaining new meaning through its placement. In many ways, it was an early form of remix culture.

Then, as now, creativity was often less about invention and more about curation. We like to think ideas emerge fully formed, but they rarely do.

Neuroscientists suggest our minds store knowledge more like index cards than bound books. It’s not just what we know—it’s how we organize and connect it. In other words, content matters, but so does curation.

Creativity as Connection

You may know the Picasso story. A fan asked him for a quick sketch in a Paris café. He obliged, then said, “That will be 10,000 francs.”

Shocked, the fan protested, “But it only took you a few minutes!”

Picasso replied, “No, it took me 40 years.”

Similarly, Paula Scher designed the Citi logo in five minutes—but only after decades in design.

They weren’t charging for time. They were charging for the countless dots they’d connected over years. Creativity isn’t a lightning bolt; it’s a reservoir. Ideas mix and merge long before they take form.

Think of creativity like LEGO bricks. The more pieces—and the more diverse their shapes and colors—the more we can create.

Einstein found insights while playing his violin.

Alexander Fleming’s accidental Petri dish contamination led to penicillin.

These weren’t strokes of luck. They were moments of connection—where existing knowledge collided with the unexpected.

Mythology and Memes

In 1976, Richard Dawkins coined meme to describe ideas spreading through culture, much like genes. Memes evolve through transmission and transformation.

Yet we cling to the myth of originality—the belief that genius strikes in isolation. It’s romantic, but mostly untrue.

Innovation doesn’t happen in a vacuum. It thrives on collisions: borrowing, instincts, hunches, remixing, and cross-pollination. Sometimes, it happens in teams. Sometimes, when we least expect it.

Rick Rubin, in The Creative Act, suggests that creativity isn’t about ownership—it’s about openness. When we embrace influence, we trust that our voice will make ideas original. True magic happens when we let ourselves be shaped by others.

The Role of the Curator

We live in an era of infinite information—endless dots waiting to be connected. But with this abundance comes a challenge: knowing what’s worth connecting.

Enter the curator—the human filter, the taste-maker, the dot-connector.

In the Middle Ages, crafting a florilegium was an art. Today, every blog post, video, and shared link is a modern florilegium, yet the intention often feels lost. We forget that curation is creative work.

It’s how culture is built—layer by layer.

The Challenge

As leaders, problem-solvers, entrepreneurs, and thinkers, we aren’t just makers; we’re conduits. We remix the past through our unique lenses, shaping it into something resonant.

Combinatorial creativity is the art of gathering and reimagining. True originality isn’t about being first—it’s about seeing differently, seeing beautifully.

So here’s the real challenge: Can we value curation as much as creation? And, how can our cultures and teams create more opportunities for curatorial creativity?

Because creativity isn’t a solo act. It’s a relay, a network, a remix. And our job—each of us—is to keep adding to the mix.

Creativity isn’t a destination. It’s a living ecosystem.