Frosting – The Art of Taking the Road Less Traveled (Episode 230)
“Two roads diverged in a wood, and I took the one less traveled by, and that has made all the difference.” – Robert Frost.
In a world where so much of creativity seems to revolve around conforming to what is popular or profitable, there is a different path, one that few dare to tread. This path is about believing in something no one else believes in, a kind of creativity that thrives on challenging the status quo. I call this mindset “Frosting,” inspired by the poet Robert Frost and his famous poem “The Road Not Taken.”
Frosting is the mindset of believing fiercely in an idea or vision, even when it seems absurd or counterintuitive to everyone else. It’s about embracing the unexpected, the uncomfortable, and the unknown – and finding magic there. I will exemplify the concept of Frosting through the story of the Disgusting Food Museum in Malmö, Sweden, a vivid example of how thinking like no one else can make all the difference.
𝑻𝒉𝒆 𝑴𝒖𝒔𝒆𝒖𝒎 𝒐𝒇 𝑫𝒊𝒔𝒈𝒖𝒔𝒕𝒊𝒏𝒈 𝑭𝒐𝒐𝒅: 𝑨𝒏 𝑬𝒙𝒑𝒆𝒓𝒊𝒎𝒆𝒏𝒕 𝒊𝒏 𝑭𝒓𝒐𝒔𝒕𝒊𝒏𝒈
When you hear about a museum, what comes to mind? Perhaps paintings, sculptures, or historical artefacts? Now imagine a museum dedicated to the most “disgusting” foods from around the world – everything from fermented fish to century eggs, from maggot-infested cheese to pungent durian. Why would anyone create such a place, let alone expect people to visit it? This is precisely the kind of paradoxical thinking that defines Frosting.
“We wanted to create an experience that we ourselves would love as visitors,” said the museum’s co-founder Andreas Ahrens whom I met at the museum: “Something that wasn’t just educational but also fun – a memory that you carry with you for years.” The museum invites visitors to confront their biases around food and culture in a way that is both humorous and thought-provoking. Each exhibit challenges preconceived notions about what is “normal” or “acceptable,” forcing people to confront their evolutionary biases about disgust and fear.
The idea behind the museum was sparked by a simple question: Can we take something that everyone else thinks is a terrible idea and make it work?
The founders believed in their vision so strongly that they spent months exploring the world of food, prototyping exhibits, and even tasting everything themselves – including insects and fermented shark. They refused to settle for an easy path or a conventional idea. Instead, they chose to “frost” – to take the road less traveled and push the boundaries of what a museum could be.
“We wanted to create something that would not only educate but also provoke a deep emotional response,” said Andreas Ahrens. “We wanted to force people to feel something, to walk away changed in some way.”
Frosting was evident in every decision. Instead of just presenting information, the museum incorporated interactive elements that engage all the senses. It isn’t just a static display of foods behind glass; it’s a rollercoaster of an experience. Visitors are invited to smell, taste, and even vomit if they feel like it – and some do. In fact, the ticket is a vomit bag, and they proudly track the number of visitors who have been pushed to their limits. (When I was there the last person to vomit had done so two days prior…)
When asked about their strategy, Andreas replied, “We are constantly asking ourselves: ‘How can we make this difficult?’ We wanted to find a way to do something in a way that no one had done before, to elevate the experience beyond what people expect from a museum.” Finding a difficult way of doing something is a good way to achieve Frosting, since most people go for the easy way.
This was no blind conviction. It was “informed conviction” – a deep belief rooted in understanding and data. The founders did their homework. They studied tourist behaviors, cultural biases, and even human psychology to ensure their unconventional idea would connect with visitors. But more importantly, they trusted their instincts and experience to guide them through the unknown.
𝑾𝒉𝒚 𝑭𝒓𝒐𝒔𝒕𝒊𝒏𝒈 𝑴𝒂𝒕𝒕𝒆𝒓𝒔
Frosting is about going against the grain and seeing potential where others see only risk or failure. It’s not just creativity; it’s positive contrarian creativity with conviction. As the founder explained, “I never wanted to be like everyone else. I’ve always sought out how to do things completely differently. It’s not about being contrary for the sake of it, but because I truly believe in what I’m doing.”
This mindset comes from a deep-seated belief in oneself. “Why would I want to fit in with people who treated me poorly? Why would I want to be like them?” Andreas recalled from his early experiences of being bullied as a child. Instead of conforming, he chose the opposite – to stand out, to be different, to think in ways that others wouldn’t dare.
And this is the essence of Frosting. It’s not just creativity for creativity’s sake, nor is it about rejecting mainstream ideas purely to provoke. It is about looking at the world differently, finding paths that others are too afraid or too conventional to take, and having the courage and conviction to walk them.
𝑻𝒉𝒆 𝑷𝒐𝒘𝒆𝒓 𝒐𝒇 𝑭𝒓𝒐𝒔𝒕𝒊𝒏𝒈 𝒊𝒏 𝒂 𝑪𝒐𝒏𝒇𝒐𝒓𝒎𝒊𝒔𝒕 𝑾𝒐𝒓𝒍𝒅
In a world obsessed with formulas for success, Frosting reminds us that the most transformative ideas often come from those who think differently. The Disgusting Food Museum is just one example, but its story illustrates a powerful lesson: creativity flourishes when we dare to believe in something that no one else does. And the museum is a hit! They were profitable from day one and now have 55,000 visitors per year to their venue. More locations are to be opened in the near future. People love the unusual experience.
Whether it’s a new way of thinking about food, business, or life, the power of Frosting lies in its ability to inspire us to take the road less traveled. To see potential where others see none. To trust our convictions even when they seem absurd. And, ultimately, to create something that makes all the difference.
So next time you find yourself at a crossroads, remember the words of Robert Frost, and go Frosting.
(This text has been edited by AI to help me look less non-native speaking.)
02
Oct