One way to avoid the Einstellung effect

The Netherlands is a vibrant hub of entrepreneurial spirit and innovation. Anchored by Amsterdam’s thriving tech, digital and creative scene, it is little wonder the country is home to a growing multitude of enterprising individuals, with the Dutch start-up ecosystem having grown by more than 30% in the past year alone.

However, while technological advances contribute, culture plays the most critical role in this small country’s big footprint. With more than 180 nationalities in a pint-sized capital city, which as a Brit, and after 15 years, I call home, you are gifted with an international village brimming with inspiration. Amsterdam is a melting pot of collaboration – and at times collision – between myriad ethnic influences. This culmination fuels entrepreneurial outlets and creative work. 

Ideas don’t come out of nowhere. Even the boldest entrepreneur seeks influence from the outside – new learnings are crucial to those "eureka moments". Stick to what we know and the proverbial Einstellung effect kicks in – and you can be sure Elon Musk, Jeff Bezos, Mark Zuckerberg et al don’t settle on past experience to fuel the next innovation.

When I founded FinchFactor, I absorbed Amsterdam’s cultural cornucopia to help inspire my next move. Seven years on, we have eight nationalities, speaking nine languages, working from our Amsterdam HQ – as well as having offices in London and Los Angeles.

Inventive thinking
Such diverse team DNA helps a fledgling business navigate cultural shifts with an innate ability to question more vigorously what the norm is for any native. This encourages inventive solutions and cross-borders connections, which, in turn, can stimulate growth and success – the entrepreneurial "holy grail". 

Cross-fertilisation
Our team of 15 staff fly flags from eight countries. With our feet in Amsterdam, London and Los Angeles, we work across borders – cultural, regional, creative and cognitive – to create impact for brands and agencies. This has a healthy effect on both insight and output, because our cross-fertilisation of heritage and hometowns positively influences our collective experience as outsiders on the inside.

Our global footprint within the creative, tech innovator and start-up sectors covers North and South America, Europe, Asia and Australasia. As creative collaborators, we believe in the power of cross-borders thinking to connect the dots. We manage reputations by influencing hearts and minds.