1. Explore: Observe & Research - Gather all the information possible about the challenge. Become a sponge. Notice people. Anticipate. Don't just look, see!
2. Freedom: Brainstorm & Visualize - Have a "free-range brain" and come up with as many solutions as possible. Judge not. Assume nothing is impossible. Observations + Connections = Ideas.
3. Pause: Pause & Detach - Step away from the problem and let it stew in the back of your mind... Einstein said his best ideas came while shaving.
4. Embrace: Edit & Select - While you were pausing "the subconscious mind was doing the heavy lifting. Now the brightest idea floats before you." With the embrace step, "we find a solution that zings."
5. Life: Prototype & Implement - "Breathe life into your idea... In this step you add flesh, bones and heart to your idea. You make it lively and likable." Verify the idea. Modify it to make it better. Be the idea champion.
Most people believe that innovation requires smarter people, better ideas. That premise, though intuitive, omits what may be the most powerful but least understood force for innovation: Diversity.
Some of the innovation policies of Toyota Motor Corp. and Google Inc. illustrate a similar understanding that differences in the composition of their work forces boosts their bottom lines.
To appreciate the full potential of the power of difference, however, requires opening up the pumpkins. What we find inside people's heads is that people possess ways of seeing problems and solutions—oftentimes different perspectives depending on the kinds of people viewing particular problems and solutions. People's perspectives are accompanied by ways of searching for solutions to problems, something scientists call heuristics. When confronted with a problem, people encode their (often quite different) perspectives and then apply their particular heuristics to locate new, possibly better, solutions.
A person whom we think of as smart is generally someone who has lots of interesting perspectives and many effective heuristics. A smart person performs well, and often innovates, because of the many tools she possesses. Yet most of these tools won’t work on a given problem, which is why innovation is 99 percent perspiration. That's why Edison once claimed that he knew “a thousand ways not to make a light bulb.”
But how would several dozen Edisons, or several dozen Edisons from different social, racial and educational backgrounds, approach the making of a light bulb? To answer that question requires a fuller grasp of the pitfalls and idiosyncrasies of innovation and the power of diversity, which in turn requires a slight detour into theory.
First, for any problem there exists a perspective that makes it easy to grasp a solution, though that may mean waiting for a person as unique as Edison to come along. Second, across all problems no perspective or no heuristic is any better than any other. In plain English, any approach may be just as good as any other until it is tested.
Third, teams of problem solvers—viewed as bundles of perspectives and heuristics brought together to solve a particular problem—do better when the diversity of perspectives and heuristics is greater than the overall ability or talent of the team’s members. In other words, diverse teams outperform teams composed of the very best individuals. Diversity trumps ability.
99% of the time, in my experience, the hard part about creativity isn't coming up with something no one has ever thought of before. The hard part is actually executing the thing you've thought of.
The devil doesn't need an advocate. The brave need supporters, not critics.
