
The language we speak, the organisation we live or work in, and the technology we use all have one thing in common: they format our world. They shape how we think about it, how we see it, how we behave in it, and how we interact with it. All that formatting has tremendous advantages in our day-to-day lives. Yet it also provides an explanation for the challenges innovators face when they develop something novel that does not fit any of the pre-established formats.