How to Be an Ideas Factory: Loosen Your Grip on Your Creations | BNET

Interview by Ian Sanders

Dave Stewart is best known as a Grammy-winning musician and producer — he was Annie Lennox’s bandmate in the Eurythmics and has collaborated with the likes of Bob Dylan and Bono. But when companies like British Telecom and the ad agency Interbrand started inviting him to speak, a hidden talent came to light: Stewart is a polymath who can connect the dots between disparate subjects, generating brave new ideas. The business world was hungry for his way of thinking, and soon he took on roles as U.S. creative director of the global ad shop the Law Firm and “change agent” for Nokia. His company Weapons of Mass Entertainment, an “ideas factory”  based in Los Angeles, works with partners including HBO and Virgin Comics on projects in film, television, publishing, theater, and interactive gaming.

Last month Stewart and Mark Simmons, the author of Punk Marketing, published The Business Playground: Where Creativity and Commerce Collide, a guide to creativity and brainstorming that introduces the straight-laced world of business to an artist’s approach to innovation.

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