Rethinking The Way We Generate Ideas
Identifying new sources of growth has become increasingly more
complex given the myriad of alternatives that new business models,
strategic partnerships, advanced technologies, and other disruptive
mechanisms offer us. Taking a systematic approach to finding these
opportunities means veering from our usual mode of operations to a much
more speculative mindset where the learning journey is as important as
the destination itself.
Awaken your inner child
In 1968 George Land applied an imaginative thinking test that he had
designed for NASA to 1,600 children ages 3-5, finding that 98% of them
fell into the genius category compared to only 2% of adults. What
happened over the years? Because we were taught to color within the
lines, that there were right and wrong answers, we end up minimizing our
ability to engage in “what if” thinking.
Dissociating your prefrontal lobe
Priming ourselves for generative and speculative thinking is not
enough if at the same time we bring along our egos, insecurities and
personal agendas. The more aware we are of our surrounding, politics,
and limitations, the more likely we’ll avoid taking risks and we will
actively look for flaws on what other people present to us. We need
confidence to be innovative, and that confidence comes from two places:
our own experiences and the courage to try something that involves risk.
In the absence of certainty, having your analytical self telling you
the 1,001 ways “that won’t work“ will deter you from finding ways to
make actually it work, therefore making it essential to dissociate your
rational self from your intuitive self.
Dr. Charles Limb, an Associate Professor at the Johns Hopkins School
of Medicine was able to prove this point -and make it evident- by
hooking up jazz players to MRI machines and monitoring the differences
on their prefrontal cortex while playing music they had memorized versus
jamming and improvising. The result was that when the musician was
coming up with new music the self-monitoring area turned off and the
self-expressive one turned on, which is analogous with generating new
ideas and trying them out.
Shifting your perspective
Individuals and organizations rarely follow Einstein’s ‘If I had an
hour to solve a problem I’d spend 55 minutes thinking about the problem
and 5 minutes thinking about solutions’ recommendation. We have been
trained to find flaws on ideas and to jump into solution mode quickly.
When somebody presents us with a problem or challenge, we don’t usually
pause, reflect, probe, and identify alternatives, but almost immediately
we go straight into what that person can do to solve it. Acknowledging
that we might be solving for the wrong problem can be one of the hardest
things we do, therefore forcing us to slow down and consider the issue
from alternative perspectives. In order to radically change the way we
do things, its necessary to re-articulate the challenge facing us.
Consider what Alejandro Aravena and Andres Iacobelli did with their
practice Elemental in Chile. In 2003 they were asked to build social
housing for 100 families on a tight government budget, quickly realizing
that doing that while treating the families with dignity was almost
impossible because of the limited space they could offer. By working
closely with the squatters who already lived in the communities, they
realized the solution was to provide “half a good house” that would meet
basic needs instead of an inadequate full house with the same square
footage.
Connecting what you see
Over and over again we cannot believe it wasn’t us that came up with
the latest product or service. Sliced bread was literally in front of
people every single morning. Separating the handle from the razor to
make more money seemed like a no brainer. We tune-out the world so we
can handle more complex tasks. To avoid this we first need to be
conscious of our surroundings and learn how to observe the world with
fresh eyes. Less obvious or close-in sources of data can help us break
away from our mental models, forcing us to reinterpret concepts and
expand the available dimensions for any given problem or solution.
The final step is putting together those seemingly unconnected data
points and finding ways to get them to make sense, much like how
biomimicry uses nature for inspiration or even a random stimulus that
can spark the right idea (e.g. religion, cooking, gaming, etc.). This
cycle of awareness and association closely resembles what is indeed
happening inside our brains. Remarkably, researchers found through MRI
imaging that creative people have less white matter, slowing down nerve
traffic due to a multitude of pathways, enabling ideas to collide to
each other with greater ease and frequency.
Coming up with truly new insights that generate innovative results
requires us to expand the way we look at challenges and identify new
ways of dealing with them.
Commentaires
Enregistrer un commentaire