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Custom Love.

The IKEA Effect is a cognitive bias where people place a disproportionately high value on products they help create themselves.

Named after the Swedish furniture giant whose customers assemble their purchases, researchers Michael Norton, Daniel Mochon, and Dan Ariely first identified this psychological phenomenon.

Their studies found that people were willing to pay 63% more for furniture they assembled compared to identical pre-built pieces.

The core principle is that "labor leads to love." When we invest effort into creating something—even just following assembly instructions—we develop stronger emotional attachments and perceive higher value.

Humans explore creative freedom in different ways & there are distinct categories of customizers and creators:

Non-Customizers:

In art, they buy prints at IKEA rather than commissioning originals.

In business, they choose Teams over Slack and Microsoft over Apple because "everyone knows how it works."

They are not lazy—they have decision fatigue from other parts of their lives and want your product to be the calm, predictable constant that gets the job done.

Keep it Simple (KISS) for these users and do a job well; they will stick around if your price is right, but don't be surprised when they jump ship for a cheaper alternative, even one with a hideous user interface.

New Customizers:

Picture someone using Canva for the first time after decades of PowerPoint templates.

Or the new guitarist who bought their first pedal and keeps tweaking the distortion knob during the entire song.

They are fascinated by the possibility but overwhelmed by the breadth of options.

They want to customize but need heavy guidance—think guided onboarding, preset themes with minor tweaks, and training wheels you can eventually remove.

New Customizers === your growth segment if you can cater to their curiosity without overwhelming them.

Active Customizers:

These are your fellow travelers with 47 browser extensions, custom mechanical keyboards, and dotfiles repositories with 200+ commits.

In art, they mix their paint colors and build custom easels.

Entrepreneurs here have Zapier workflows connecting 15 tools in ways the original developers never imagined.

They want APIs; they want to dig into settings menus and feel like co-architects of their experience.

Lapsing Customizers:

Former power users who have hit customization fatigue.

Think of a developer who used to configure open-source Linux setup on reconfigured hardware but now wants their MacBook to work without configuration.

Or an artist who built elaborate custom studio setups but now prefers simple, reliable tools.

They have been burned by complexity before—maybe that custom WordPress theme that broke during an update, the elaborate Notion workspace that became maintenance overhead, or the startup that failed because they over-engineered everything.

why this matters?
everyone has a product.

Customization preferences reflect a broader pattern in how people approach creative control. While some dive deep into settings and configurations, most users prefer a more guided experience with thoughtful defaults and limited, meaningful choices.

Each type of customizer represents a different relationship between creative control and cognitive load. Build your customization like a good API—simple by default and powerful when needed.

The Paradox Of Insight

The Moment Before the Moment

As the story goes, Wassily Kandinsky was 44 when he walked into his Munich studio one evening in 1910 and stopped cold.

There, leaning against the wall, was a painting of extraordinary beauty, glowing with inner radiance.

He had never seen anything like it.

Only when he moved closer did he realize he was looking at one of his landscapes—turned on its side.

That moment of recognition launched abstract art(This is very much open for debate).

Kandinsky had been wrestling with the relationship between color, form, and spiritual expression for over a decade.

After years of systematic experimentation with synesthesia, theosophy, and the emotional properties of color, a "sudden" insight was ignited.

Breakthroughs emerge when deep preparation meets unexpected opportunity

This is the paradox of insight: it arrives like lightning but requires years of storm clouds to gather.

Consider Georgia O'Keeffe's flowers.

As a student and teacher, she practiced and sketched the canons of traditional academic training. It wasn't until she was introduced to Arthur Dow's modernist thinking and the contemporary influence of the Japanese wood-cut aesthetic that a chord was struck, and a new seed of conception was born.

Through sustained work in charcoal, she moved towards abstract concepts and quickly developed the unique and striking floral compositions that we all know and love today.

Her letters reveal a complex process: years of struggling with representation, frustration with being pigeonholed as a "woman artist," and systematic exploration of scale and abstraction.

Her "insight" to magnify flowers wasn't a flash of inspiration but a strategic solution to multiple creative problems.

The Neuroscience of the Creative Mind

Recent brain imaging studies are revealing what artists have long suspected: insight isn't just a feeling—it's a full-scale neural reorganization. When researchers monitor people solving creative problems, breakthrough moments show distinctive patterns:

  • Gamma wave bursts in the right hemisphere
  • Increased connectivity between usually separate brain regions
  • Amygdala activation creates that "aha!" emotional signature
  • Memory consolidation that makes insights stick better than gradual learning

But here's the crucial finding: these neural fireworks only happen when the brain has been intensively preparing. The "sudden" insight is when accumulated knowledge reorganizes into a new pattern.

Learning from the Masters of Preparation

Miles Davis spent hours practicing scales before he could spontaneously create bebop innovations. His advice: "Do not fear mistakes. There are none." But he also said: "It can take a long time to sound like yourself."

Piet Mondrian didn't wake up one day and decide to paint the grids. His journey from naturalistic landscapes to pure abstraction took 20 years of methodical exploration. Each seemingly radical shift was a logical response to problems he'd identified in his previous work.

Maya Lin was a 21-year-old architecture student when she designed the Vietnam Veterans Memorial. Her "insight"—creating a reflective, earth-embedded wall—emerged from her systematic study of how people move through and experience space, combined with her experience as an Asian-American navigating questions of belonging and memory.

The Innovation Paradox in Practice

Here's where it gets interesting for working artists: the same conditions that foster breakthroughs can also paralyze creativity. Too much preparation can lead to overthinking, and too little can lead to superficial novelty.

The Sweet Spot: Deep domain knowledge + cross-pollination from other fields + willingness to abandon what isn't working.

Contemporary Example: Artist Refik Anadol uses AI to visualize data, creating installations that wouldn't have been possible even five years ago. But his breakthrough wasn't just technological—it emerged from his background in architecture, his understanding of space and light, and his curiosity about collective memory. AI is a tool; the insight involves recognizing what questions to ask.

Cultivating Your Insight Practice

Based on research and artist interviews, here are patterns that seem to nurture breakthrough moments:

Create Constraint Systems: Limitations force creative solutions. Sol LeWitt's instruction-based drawings, Dogme 95'sfilmmaking rules, and Twitter's character limits—constraints don't limit creativity; they redirect it.

Practice Productive Procrastination: Allow your subconscious to work. Lin-Manuel Miranda gets his best ideas in the shower. Many artists report breakthroughs during walks, commutes, or mundane tasks.

Cultivate Multiple Perspectives: Study outside your medium. Architects study choreography, musicians study visual rhythm, and writers study improvisation. Cross-training creates unexpected connections.

Document Your Process: Record what you're exploring, even failed experiments. Insights often emerge from reconnecting with forgotten ideas.

Embrace Strategic Confusion: Don't solve problems too quickly. Sit with the discomfort of not knowing. Breakthrough often requires breaking down first.

Insight into the Future

As AI becomes more sophisticated, what changes about human creativity? Some possibilities:

Collaboration, Not Replacement: AI might become the ultimate creative partner—processing vast amounts of information to help artists identify patterns they couldn't see alone.

Accelerated Iteration: What once took months of studio time might happen in hours, allowing for rapid idea testing and faster arrival at breakthrough moments.

New Types of Problems: As AI handles more routine creative tasks, humans may focus on increasingly complex, ambiguous, or emotionally nuanced challenges.

Democratized Experimentation: Tools that were once available only to well-funded studios might become accessible to individual artists, potentially accelerating the pace of creative breakthroughs.

In Plain Sight

Insight isn't rare—it's everywhere, waiting in the spaces between what we know and what we don't yet understand. The paradox isn't that breakthrough moments are mysterious; they're both utterly unpredictable and completely inevitable.

The artist's job isn't to wait for inspiration. It's to create the conditions where insight can find you.

sources

Basilio, Humberto. "Eureka! The Brain Science Behind Lightbulb Moments." Nature, 25 June 2025, https://www.nature.com/articles/d41586-025-01963-7.

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Friends of TheTechMargin


We asked documentary photographer Stephen Kennedy four questions about his practice.

1. What’s a creative ritual or practice that grounds your work?

I commit to a regular output of work, not so much on a strict schedule but with a systemic approach to creating new things. To me, work is like medicine. If I don’t take it, I suffer needlessly.

2. What does “good work” mean to you at this stage in your career?

To me, “good work” is simply any work. In my case, I strive to create a lot of work. Out of that volume comes the occasional gem.

3. If you weren’t a photographer, what else might you be doing?

For better or for worse, I knew by age 15 that I would be a photographer. I’ve never connected, visualized, or even dreamed of doing something else. As long as I’m physically able to be a photographer, I will.

4. Looking ahead, what questions—creative, personal, or cultural—are you most curious to explore through your photography?

I’m most attracted to photography projects involving people I haven’t met or places I haven’t yet seen. The combination of both is the most intoxicating cocktail that I can consume, and my thirst for it is unquenchable.

Listen to our recent conversation with Stephen on TheTechMargin Podcast:

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TheTechMargin

TheTechMargin is your trusted guide to navigating the intersection of technology, creativity, and personal growth. Join the creative tech revolution!