Innovate in the box

We’ve been “getting out of the box” for many years now. But, new innovations sometimes are inside the box. Here’s a cool example. This video is of a newer artist on the music scene. His name is Andy Grammer. One of his videos (I’ve embedded it here) allows you to direct the action. As the video is playing, in real time, you are given choices as to what you want the video to do next. Based on your choice, the video moves forward without any pause in the action. It’s a clever idea INSIDE a very predictable box: the music video. 

What can you do to make the box better? It’s not always about getting out of it.