Richard Saul Wurman

TIME.com series of interviews with BIF10 storytellers that explore their approaches to innovation and the importance of the BIF Collaborative Innovation Summit.

Richard Saul Wurman starts his BIF9 talk with one powerful statement: the word 'innovation' has lost its meaning. Instead, he suggests that subtraction is the key to innovation, telling innovators to find A NOSE (Addition, Need, Opposites, Subtraction, Epiphany).

The only way to communicate is to understand what it is like not to understand. The inimitable Richard Saul Wurman begins his story by telling the audience “you’re all stupid,” He finishes with a few tales about why it’s an utter joy to really not know things because that’s the best starting point for innovation.

RSW offers an update on his 19.20.21 project.