A brief introduction to timeless ideas

How to Innovate: An Ancient Guide to Creative Thinking by Aristotle and selected, translated, and introduced by Armand D’Angour would make a lovely gift for anyone in product development, new product design, or who simply wants to think more creatively about a service or a product.

Armand D’Angour is professor of classics and a fellow of Jesus College at the University of Oxford. He is the author of Socrates in Love: The Making of a Philosopher and The Greeks and the New: Novelty in Ancient Greek Imagination and Experience. He has lectured on innovation at business schools and he managed a family manufacturing business before becoming a classics professor. He lives in London. 

He makes the point in his Introduction that “Despite largely conducting their lives within the bounds of a traditional agrarian society, the classical Greeks were responsible for creating a series of world-changing innovations.”

These innovations included democracy, the alphabet, philosophy, logic, rhetoric, mathematical proof, rational medicine, coins, architectural canons, drama, lifelike sculpture, and competitive athletics. How did they do it? 

It was a question Aristotle (384-322 BCE) wondered about and analyzed the logic of change on different levels: natural, metaphysical, and political. D’Angour sketches the ideas of earlier thinkers—Parmenides, Thales of Miletus, Heraclitus, Anaximander, Empedocles, and Democritus, who “proposed that the universe is made from tiny particles that he called atoms (from atoma, ‘indivisibles’).”

Because nothing can arise from nothing, the first principle is that “change cannot take place without the existence of some underlying thing that will be the subject of that change.” 

The second principle is “to allow creative connections to emerge successfully,” often “by stepping back and shifting perspective.” The classic example of this is Archimedes’s “Eureka!” moment when he realized how to measures whether a finely wrought crown was pure gold or adulterated by lead.

The third principle is to do the unexpected, to be a contrarian. “In creating change,” D’Angour writes, “there is value in thinking and acting in a way that does not follow the common trend, but opposes it.” Or as the Theban general Epaminondas won a spectacular (and unexpected) victory over a Spartan army in the Battle of Leuctra in 371 BCE. 

The fourth principle is to stimulate competition, “whether public or personal, contemporary or transgenerational.” Athletic, artistic, and political competition “was recognized and utilized in Greek antiquity as a mechanism for creating change,” says D’Angour. “Commercial and technical competition remain the key drivers of innovation in the modern world.”

A final chapter discusses the uses and abuses of innovation. A number of ancient Greek thinkers described ideal political arrangements, most famously Plato’s Republic and his legalistic blueprint in the Laws. 

“Although Aristotle takes a somewhat scattergun approach to Plato’s carefully worked-out theoretical proposals,” says D’Angour, “his recognition that no innovative constitution can succeed that does not accord to human desire for property ownership is psychologically astute and has stood the test of time.”

How to Innovate is a small book physically (no bigger than a paperback and only 138 pages) made thinner for those of us who do not read Greek (all the translations, about half the text, include the original on facing pages). Its size, however, is deceptive because while it is possible to read in an hour the influence of its ideas can—should—influence readers for years.