Isaac Correa · Madrid

Copy until you find creativity where there is none

Most advice about innovation says the same thing: be creative. I think that is the wrong instruction, and I run two companies on the opposite one. This is the short version, with the two rules I actually use.

Creativity is not something you look for

Nobody innovates by sitting down to be creative. Creativity is not an input you can decide to have. What you can decide to have is the ability to make better connections between things, and that ability comes from one place only: having lived things that do not resemble each other.

That is why I trust people with two careers that do not touch more than I trust anyone who has spent a whole life inside one sector. The specialist knows his field better than I ever will. But the person who has sold, built and studied unrelated things has more material to connect, and connections are where the new comes from.

Rule one: copy, and copy well

My advice to anyone starting out has nothing romantic in it. Copy others, as much and as well as you can, until you can find creativity where there is none. Copying well is not cheating. It is how you learn what already works, and it is the only honest way to notice the gap that nobody has filled yet.

Kodalogic, the dashboard company I founded in September 2024, came out of exactly that. We looked at three hundred jobs done for real clients, found the pattern that repeated in all of them, and kept the best of each. The product was not designed. It was distilled. The businesses we had looked at sold whole catalogues of them. We sold a handful, and they sold.

Rule two: do not look for gold, make it

The second rule follows from the first. Once you have copied well enough to see the gap, you stop looking for an opportunity somebody else left lying around. You make one. Hellomatik, the company I founded in Madrid on 28 July 2025, started as a system to answer restaurant phone calls and became a method for writing down how a whole company decides, published as a technical report with a DOI. Nobody left that lying around. It was made, one connection at a time, between dashboards, phone calls and the question of what a company actually is.

The people this works with

There is a kind of person this works with, and I have a one-line definition: people who see greys where the rest of us see blacks. People who find the opportunity where others see the setback. They do not solve problems and they do not look for solutions. They create them.

Isaac Correa, Madrid. ORCID 0009-0003-0657-4419. The whole story, with the dates.

Read more

Press kit — bios you can paste, photographs, and every fact with its source.

The timeline — every date with the place you can check it.

Photographs — the pictures that exist of him, free to reuse with attribution.

What selling taught me — three hundred commissions, and the lesson underneath.
How I work on a product — the order I trust, and two months screen by screen.

Your company already has rules — what happens in the first week of automating a business.
From a seven-dollar dashboard to Hellomatik — the whole story with its dates.
How we build a company’s ontology — the method, published with a DOI.
The questions people ask about Isaac Correa — fifty-six short answers, each with a source.
The machine of the future — written in November 2025, on what the next tool is.
Hellomatik and Kodalogic — what each company does, and where to check it.
Where others have cited this work — the two places that used it as a source.