Desafinado? Going off-key as a basis for innovation

This paper argues that insights professional can learn a lot from the arts, and should practice them to get the maximum benefit.

Desafinado? Going off-key as a basis for innovation

Vivek BanerjiInsight Dojo

Inspiration

When I first heard about the ESOMAR conference called the “Carnival of Insights” being held in Sao Paulo, the richness of Brazilian music came to my mind. I thought of rhythmic styles like bossa nova, partido alto and chorinho. I remembered musicians like Joao Gilberto, Eliane Elias. and Egberto Gismonti. I also thought of Antonio Carlos Jobim, and his beautiful melody, Desafinado, a favourite tune of mine. What caught my attention about the composition is his use of certain “flat” notes that could be interpreted as dissonant,...

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