in the Age of Ideas the barrier to entry exists more in our minds than it does in the real world.

Ian and Steve knew there were no hotels cater- ing to the taste and lifestyle of their clientele. It was obvious to them that the hotel business was stale with sameness; if they could infuse art and lifestyle into this segment of commerce, they would disrupt the industry.

Great ideas have the power to shift perception to create value where it didn’t exist before.

Instead of leasing buildings in a traditional manner to multiple larger tenants, coworking companies lease entire structures and then sell these leases at a higher rate to members, a/k/a tenants. A change in use, not physical form. Combine that with the intangibles of inventive branding and experiential activation, and you’ve transformed one of the largest industries in the world—commercial real estate—sim- ply by changing the way people perceive it.

When I refer to experienced creativity as a critical part of manifesting your ideas, I’m pointing to the need for creativity that has been steadily practiced through years of experi- mentation; whether or not you’re a prodigy, that’s what it takes to reach your potential.