Digital technologies are reducing the cost of iteration and experimentation in creative work — and that opens up new possibilities for both people and businesses.
Editor’s Note: This article is one of a special series of 14 commissioned essays MIT Sloan Management Review is publishing to celebrate the launch of our new Frontiers initiative. Each essay gives the author’s response to this question:
“Within the next five years, how will technology change the practice of management in a way we have not yet witnessed?”
If you watch movies or television, you’ve likely seen Stefan Sonnenfeld’s work. It’s on display in “Star Wars: Episode VII — The Force Awakens,” three “Mission Impossible” movies, four “Transformer” movies, the “Cold Case” TV series, and dozens more. In a 2007 article, Entertainment Weekly listed him alongside creative luminaries like Steven Spielberg and Meryl Streep as one of the “50 Smartest People in Hollywood.” Unlike some others on the list, however, Sonnenfeld’s creativity is digitally enabled.