The Hindu Business Line : Let not new ideas die too soon

EVERYBODY agrees that innovation is the lifeblood so essential to survival in today's world. Ironically, however, thousands of great new ideas, concepts and plans are killed every day, rues Tom Kelley in The Ten Faces of Innovation, from Currency Books (www.currencybooks.com) .

Who are the toxic villains? The ubiquitous Devil's Advocates who drown any new initiative! They are the idea-wreckers who assume "the most negative possible perspective," and see only "the downside, the problems, the disasters-in-waiting." To promote innovation, despite the evil forces, you need ten angels on your side. First, the three learning personas who are never complacent "no matter how successful a company is and appearing in the form of anthropologist, experimenter and cross-pollinator. Second, three organising roles such as hurdler, collaborator and director. And third, the four building personas — experience architect, set designer, storyteller, and caregiver." The book devotes one chapter to each of the ten human faces.

Anthropologists practise the Zen principle of `beginner's mind', writes Kelley. They embrace human behaviour with all its surprises, by observing and empathising, instead of judging. They draw inferences `by listening to their intuition', and are willing to search for clues `in the trash can'. Thus, for a look at tomorrow's mainstream markets, look at teenagers today, as the author advises.

How do experimenters work? "They put roller skates on the scientific method. They make sure everything's faster, less expensive, and hopefully more fun." They revel in speed with which they can "take a concept from words to sketch, to model, and yes, to a successful new offering." Don't miss the crucial discussion of prototyping.

"Cross-pollinators can create something new and better through the unexpected juxtaposition of seemingly unrelated ideas or concepts," explains Kelley about the third face. He gives examples of transplanting the piano keyboard to a manual typewriter, reinforced concrete taken from flowerpots to dams, and computer punch cards from weaving technology. You can recognise cross-pollinators if you look around; they translate "arcane technical jargon from the research lab into vivid insights everyone can understand." Also, "they are the voracious reader devouring books, magazines, and online resources to keep themselves and the team abreast of popular trends and topics."

Hurdlers can do more with less, says Kelley. They are the tireless problem-solvers in your team, and they overcome obstacles so naturally. "Breaking rules comes naturally, and they know how to cleverly work outside the system. Hurdlers maintain a quiet, positive determination - especially in the face of adversity," describes the book. Remember, "The essence of a hurdler is perseverance."

Get to know the collaborator as the one who stirs the pot and brings people together. "They're proactive cross-trainers, willing and able to leap organisational boundaries to coax us out of our silos to work together in multidisciplinary efforts," explains Kelley. "On teams, they often lead from the middle."

What does the director do? He gives the centre-stage to others, loves finding new projects, takes up tough challenges, shoots for the moon, and has a large toolbox. That "great directors build a team of people who need little direction and can lead by example themselves" is a valuable tip. The experience architect fights against `the forces of entropy and commoditisation' and turns ordinary into "something distinctive - even delightful," not only for customers but for employees too. The set designer is dedicated to exploring the inner space — that is, "the work and commercial environments where most of us spend the bulk of our waking hours." A carefully crafted work environment is essential to an innovative organisational culture, reminds Kelley.

"Tap into the power of a smile. Your customers will notice the difference," advises the author, while on the topic of caregiver. Also, "Beware the Doorbell Effect," the awkward waiting time between pushing the doorbell and its opening, or at times, not opening! Last comes the storyteller, and there are `seven reasons to tell stories.' But there are ten and more reasons why you need to keep the Devil's Advocate at bay, with the help of this imperative read about innovation.

BookMark@TheHindu.co.in

D. Murali

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