You need some reason why Beethoven, Mozart and Haydn in the 18th century all flocked to Vienna. What was it about Vienna? They must have known on some level that that is where they would flourish. It's what biologists call "selective migration."
Don't forget that Mozart worked on commission. He almost always would write something if he knew exactly who was paying for it and where it would be performed. So you can't really separate the creation of genius from the appreciation of it.
Haydn, Beethoven, Mozart, none of them were born in Vienna. They all moved there. It became a magnet, but what made it magnetized in the first place? There has to be a seed there. In the case of Vienna of about 1780, it was this deep-seated love of music.
A Mozart symphony is very much like a Pixar movie - in the sense that Pixar movies are hugely successful because they operate on several levels at the same time.
Music was literally in the air at the time, the Vienna of 1780. Everybody played music, classical music. There were in fact so many musicians that in apartment buildings people had to come up with a schedule - you practice at 5 p.m., I'll practice at 6 p.m. That way the music didn't collide with one another.
Someone like Mozart moves from Salzburg to Vienna, where all of the sudden he finds this musical city that is not only asking for music, it's demanding music of him.
The creative act always requires a stepping back. It's called the incubation period. The incubation period - one of the four phases of creativity - is when you're not consciously thinking of a problem, and you're letting it marinate. So this is why you hear time and again, people saying they had that "Eureka" moment in the bath, like Archimedes, or in the shower, or while going for a walk or in a coffeehouse.
When you're stuck on something creatively, you can't solve a problem, you go to a coffee shop.
People don't go to Starbucks for the coffee - of that I'm pretty sure - they go for the atmosphere, they go for the 70 decibels, they go for the Starbucks effect.
What is the ideal audio atmosphere for creativity and it turns out it is not complete silence, and it is not a very loud atmosphere, it's something about 70 decibels.
If you walk into a coffee shop in 1903 Vienna, you might find at the same table the artist Gustav Klimt, Sigmund Freud, Leon Trotsky and possibly Adolf Hitler, who lived in Vienna at the same time.
I think we should have more coffeehouses, more cafes, more "third places." More places where people can get together that's not work, not home, and where they can interact with people who are different from them.
Psychologists call it "defocused attention," where you broaden your horizons, let your mind float and drift a bit. Coffee keeps us sharp and alert. It's great if you're driving at 3 o'clock in the morning. It's not so great if you're trying to come up with the next violin concerto.
The coffeehouse is good for genius, and the Viennese coffeehouse is a classic case. Freud had his favorite coffee shop, and so did Gustav Klimt.
I would love to think there is a direct relationship between coffee and genius, but they've done studies, and if anything, caffeine probably makes you a little less creative.
When you drink coffee, you become very focused, and in fact, the key to creative genius is to be defocused.
The coffee shop played a big role in Vienna of 1900. Rents were sky high, housing was difficult to come by, your apartment probably wasn't heated, and so you went to the coffee shop. You went to the coffee shop because it was warm, because it was great Viennese coffee, and you went for the conversation and the company.
You look around the world at geniuses, and they don't appear randomly, they appear in genius clusters. Athens in 50 BC, Florence 1500, Silicon Valley today. This is not a coincidence.
I've always been a big believer in the power of place. I believe that where we are affects who we are when it comes to happiness, spirituality, economics and creative genius.
Genius is not only a what or a who, it is a where. It is grounded in a place every single time.
I'm interested in genius the way a hungry man is interested in Philadelphia cheesesteaks. I want something. I want a piece of it.
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