The MSI principle articulates the importance of sensory stimuli in the development of new ideas and how to incorporate them into the processes of organizations.
Neuroscientific findings show that brain activity and the ability to develop ideas depend on the intensity and content of individual sensory stimuli. If these are too weak, the brain tries to conserve energy by responding to stimuli with routine responses.
This is partly due to the fact that less than 0.01 percent of the brain’s receptive capacity is available for conscious thought and the development of ideas. Thus, almost all sensory stimuli are directed into the subconscious mind and processed there. The result: Most tasks in everyday life are solved subconsciously by trained patterns. From brushing teeth to driving a car, the brain prefers to work without conscious thought. Only in situations that the brain classifies as particularly important does it use consciousness to find a solution. This is when ideas are born.
The brain’s habitual behavior of responding to requests with pattern responses makes it very difficult to come up with fresh ideas or alternative solutions in the normal work environment and in repetitive processes. Only by changing the external conditions and their perception can the brain be animated to activate conscious thinking.
If one follows the argument formulated in the MSI principle, the quality of sensory stimuli is the essential key to increasing idea production.
The terms MSI and Multisensory Idea Development as well as the described insight were coined by Sabine and Jørn Rings from the company NEU – Gesellschaft für Innovation mbH.
