What do I Mean By Jijiji?

The Moment When

I’ve been dancing around an unspoken question. What do I mean by ‘jijiji’? Well, for starters, it is "giggle" in Spanish, and I love comedy. I love making people laugh. And jijiji fits. But as I’ve gotten into this, I've wondered what other meaning I can pull out of this fun word. What other thing is important to me?

At the same time, I have been thinking about the podcasts project Creativity Jijiji. I wanted to expand its mission and look for ways to broaden the conversation. I wanted to talk to entrepreneurs, and I've always been fascinated with the spark, the moment, the idea, where it comes from, and decided to call that a jjiji monet. Hey, I'm making things up, but sometimes when you make things up, they make sense, and to me, at least, jijiji became something more specific.

The Moment a System Breaks

Look, there are thousands of podcasts about creativity, but the idea of Jijiji — and of Creativity Jijiji — is built around a single idea: The moment a system breaks—and something new enters. I call that moment Jijiji.

What Jijiji Is (And What It Isn’t)

Jijiji is not an inspiration, a brainstorming session, or a clever idea in a notebook.

Jijiji happens under pressure. That’s key. When your back is to the wall, when you have no time. When you have to make the call. What happens there, in that moment, is the jijiji. When something stops working. When a constraint closes in. When a path disappears. And a decision has to be made. That decision—often small, often uncomfortable—changes everything. You can point to it. That’s where it changed.

What Am I Looking For?

Most conversations about creativity stay on the surface: “Tell me your journey…” “Where do you get your ideas…” I’ve done that interview dozens of times. But the real story is always underneath. It lives in the mistake, the limitation, the moment of doubt. That’s where the work turns. That’s where the future enters.

In a lot of ways, as a creator, you want to work until you face that moment. When you're there, that's when the breakthrough comes. or doesn’t. The point is you have to force it. And when it comes, it’s gold.

From Creativity to Breakthrough

Where did the breakthrough actually happen? That opens the door to understanding everything about the entrepreneurial experience. That’s the clue. And that's what you're looking for in the process. I wanted to focus on that. I wanted people to feel it. And I wanted to give it a name.

The conversation isn’t limited to artists. It includes founders, designers, engineers, musicians, and anyone who has faced a wall and had to find a way through.

1. The System – what was working

2. The Fracture – what stopped working

3. The Jijiji Moment – the shift

4. The Build – what came next

5. The Cost – what it risked or broke

6. The Transfer – what we can learn

That’s where we unlock the insight, the spark, the magic, the jijiji. The moment when. That's the story I want to tell.