What role does Imagination play in a flat world, according to Friedman?

Hey, that's a great question. Friedman indeed places "imagination" on a remarkably high pedestal in The World Is Flat. To grasp this, we can use a "LEGO bricks" analogy.

Imagine: Playing with LEGOs Then and Now

The Past (The Unflat World): Imagine only a few wealthy families could afford large LEGO sets. They could build complex castles and spaceships, while most people might only have a few scattered bricks and could create very little. In this scenario, possessing the "resources" (the blocks) itself was a huge advantage.
The Present (The Flat World): Now, thanks to globalization and the internet, things are different. Friedman's "world is flat" means technology has leveled the competitive playing field. It's like everyone today can get a vast, fully-equipped box of LEGO bricks at low cost (where "bricks" represent knowledge, information, software tools, global supply chains, online marketplaces, etc.).

So the question arises: When everyone has roughly the same tools and resources, who wins?

The answer is: The most imaginative people.

The Specific Role of Imagination in the Flat World According to Friedman

Friedman argues that imagination is no longer just for artists; it's the core competitive advantage for every individual, company, and even nation. Specifically, it plays these key roles:

1. Imagination is the New "Core Competency"

In the flat world, many "standardized tasks" – like basic programming, accounting, or data entry – have become commoditized and easily outsourced to lower-cost regions. What others can do, you can do too, and someone might do it cheaper than you.

At this point, your value isn't in "what you can do," but in "what you can imagine."

Can you imagine a new business model? (e.g., Spotify moving from selling CDs to music streaming)
Can you imagine a new product combination? (e.g., the iPhone integrating a phone, music player, and internet device)
Can you imagine a new customer experience? (e.g., Starbucks turning coffee drinking into a cultural experience)

These "ideas" are unique, difficult to replicate, and stem directly from imagination. The How can be outsourced, but the What and the Why originate from imagination – that is where the value lies.

2. From "Connecting the Dots" to "Imagining New Dots"

We often hear about "connecting the dots" – linking existing things to create new value. In the flat world, where information and tools are readily available, "connecting the dots" is easier than ever.

But Friedman stresses that imagination goes a step further: it's not just about "connecting the dots," it's about "imagining entirely new dots."

Think of it this way:

Connecting the Dots: Seeing A and B and figuring out how to combine them into C.
Imagining New Dots: Conceptualizing an entirely new thing Z out of thin air, which isn't based on existing elements.

This is fundamental innovation. The flat world provides an endless trove of raw materials, and imagination is the "master chef" that uses them to cook Michelin-starred cuisine.

3. Imagination is "Non-Outsourceable"

This is the most crucial point. You can outsource factories to Vietnam, call centers to India, and software development to Eastern Europe. However, you cannot outsource your dreams, your curiosity, or your unique perspective.

A company's soul, a product's appeal, a brand's cultural narrative – all are rooted in the imagination of its founders and teams. Others can copy your product, but they can't replicate the entire thought process and cultural context behind the idea. This becomes your final, strongest "moat" in the flat world.

To Summarize

Thus, Friedman argues that in the flat world:

When tools, information, and markets are open to everyone, imagination transforms from a "nice-to-have" soft skill into the core currency determining your (or your company's) survival and prosperity.

It's no longer just for poets and painters; it has become an essential skill for engineers, entrepreneurs, scientists, and literally anyone who wants to stay relevant in the future. Because in an era where everyone can do, only those bold enough to imagine will truly stand out.