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Exnovation: consciously shaping the future
When letting go becomes a prerequisite for something new and change becomes an attitude.
29.04.2026
"There is magic in every beginning."
This sentence by Hermann Hesse is often read as a romantic glorification of the new. It can also be understood more soberly: as an indication that development does not work without parting. That the magic of the beginning often arises where something is consistently brought to an end.
The cultural and creative industries are at exactly this point. And with it: bayernkreativ.
When the Bavarian Center for Cultural and Creative Industries (bayernkreativ) was founded, it was all about visibility, orientation and connectivity. An industry that was economically relevant, culturally effective and often politically overlooked was given a place. Advice, networking, initial discussions: these were the right answers to the questions at the time.
Ten years later, the questions have fundamentally shifted.
Digital technologies, platform economies, artificial intelligence, immersive media. They are not only changing production methods, but also the logic of value creation itself. Today, creative work is no longer downstream or decorative. It takes place early on in the process. It is where needs are recognized, scenarios are designed and technological possibilities are translated into meaningful applications.
The cultural and creative industries have thus become something else: a sensorium. It often registers social tensions, new ways of life and changing expectations earlier than traditional industries and translates them into design, narratives and prototypes.
This shift has consequences for promotion.
After all, what good is an industry that no longer just produces content, but interfaces? One that mediates between technology, business, science and society? An advisory center alone is no longer enough. Networks must become more efficient, spaces more permeable, roles more flexible.
At this point, an unpleasant but necessary question arises:
Which structures are still supporting and which are now preventing movement?
The answer is called exnovation. Not as a rejection of the status quo, but as a conscious decision against routines that no longer fit. Exnovation means ending tasks that have lost their impact. Letting go of formats that once made sense but now miss the mark.
This is how bayernkreativ became the CreativeTechHUB of Bayern Innovativ GmbH.
The HUB is not a rebranding, but a new operational approach. It sees itself as a platform, not an authority. As a place where creatives, tech companies, start-ups, industry and science come together, not to pick up ready-made solutions, but to experiment together.
Much is still open. Programs are developing, topics are shifting, focal points are being tested. This openness is not a shortcoming, but part of the answer to a dynamic reality.
After all, real transformation does not come about through planning certainty, but through connectivity.
This is a strategic opportunity for Bavaria: a business location that combines technological excellence with cultural creativity. One that not only makes innovation faster, but also more relevant. And one that recognizes that economic sustainability arises where technological possibilities meet human needs.
It took ten years of development work to get there. Through networks, trust and experience. Exnovation does not mean leaving this behind, but taking it seriously.
This path through change, farewells and new beginnings repeatedly reveals the truth of Hermann Hesse:
There is magic in every beginning. Especially when it arises from the conscious end of the old.