connected.

And the impulses that come into our brain, some of this is even in the book, by the way, the impulses that come into our brain don't even come in at the same speed.

The speed of vision is different than the speed of hearing.

The speed of physical sensations, you know, when we look at things, color, movement, and position don't hit at the same rate of speed.

So everything's coming in as individual sub packages.

The brain puts them together, right? But in a creative brain, the linkages The lateral linkages between these things stay active longer before you say, that's a chair, that's a cow, that's a rabbit.

Before that happens, they sit there for a microsecond longer and you do things like, well, that is a rabbit.

Can you talk about that?

What drove you to the particular management style that you detail so much in this book?

Some of it is of necessity.

Remember, this is a book about managing creative enterprises.

If you go back, if you go back, back, back, back, back in my personal career, I arrive at the Disney company.

I don't have a lot of background with Disney.

I'm not going to be competitive in the core brand work.

I'm just not.

and that's the joy of it not just i'm sure for for the production the the joy of just going through that whole process of creating it but it's left such a legacy of discovery for us then to go upon as fans of animal kingdom and all the projects that you and your colleagues at imaginary have worked

Mm.

But it also refers to these ideas of, like, unachievable things that become achievable, uh, the magic art of making you believe something that should be impossible-

Tell us, how do you manage the impossible?

Well, you have to y- you have to discipline your mind to think, uh, instead of thinking of everything as locked up and chained, like that flower is a flower, that table is a table, this couch is a couch-

So why was it so important for your teams to experience cultures firsthand instead of simply just recreating them or looking at photographs or books? Like why was that extra step so essential?

Yeah, I think there's a progression to this, right? It is definitely, definitely important to study.

And I believe this is true because creativity is the ability to manipulate raw material.

And information itself is a raw material.

So you want as much of it as you can possibly acquire because it is altering your sense of what is creativity.

I mean, imagine being a person who had never heard of a fork.

and then spent four years of their life trying to invent one, and then very successfully invented one, but it's a fork.

But for the most part, you're taking a lot of ideas that haven't existed and you're trying to create them into the world.