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# MSCHF's secret weapon isn't what you think
- URL: https://www.howardgray.net/mschfs-secret-weapon-isnt-what-you-think/
- Published: 2025-01-26T00:09:00.000Z
- Updated: 2025-05-24T23:10:07.000Z
- Description: The viral collective behind Satan Shoes has something unexpected: a curriculum that turns everyone into creators.
- Author: Howard Gray
- Tags: Learning Innovation, Innovation, Learning, Education & Growth

What’s the secret to MSCHF’s creative brilliance? The Brooklyn-based collective - known for projects like Lil Nas X’s “Satan Shoes” and the viral Big Red Boots - has something unexpected up its sleeve: a *curriculum*.

But this isn’t the rigid, corporate kind. Instead, it’s a dynamic system for learning, brainstorming, and experimenting that’s baked into their company DNA.

Here’s how their founder, Gabe Whaley, describes it:

- **Everyone’s a creator.** Whether you’re in legal, finance, or production, you’re expected to pitch ideas. The best ideas often come from people *outside* the typical “creative” roles.
- **They run like a school.** Brainstorming sessions follow a quarterly curriculum with themes and topics to guide exploration.
- **The six-month test.** Ideas are shortlisted, then left to sit. After six months, they’re re-evaluated. If they still excite the team, they’re greenlit for production.

This isn’t brainstorming for the sake of it. It’s a structured way to embed curiosity, experimentation, and learning into the fabric of their team—and it works.

Here’s the real kicker: why don’t more organizations do this? Education doesn’t have to be boring or rigid. It can be dynamic, inclusive, and deeply tied to a company’s culture and goals.

At MSCHF, the result isn’t just great ideas—it’s a thriving creative culture.

So here’s a provocation:

- What would a “curriculum” for your team look like?
- What if your company didn’t just train employees—but built a system to *learn and experiment* together?

Because the new educators? They don’t look like you’d expect