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PROFIT IDEAS Invitation to Innovation Everyone is talking about innovation, but few are practicing innovative thinking. That's likely the reason the term now tops the list of the most commonly overused marketing words. So, what is true innovation? And when did we all fall into the trap of following protocol and taking safe avenues? At what point did child-like playfulness knuckle under to the tried-and-true path of least resistance? Case in point My son is endeavoring to design a new automobile — fuel efficient, sleek, stylish and safe. His vision is to allow consumers a level of personalization that would rival the flexibility of an iPod. He says it’s all about the options. This is the same boy who, four years ago, asked why airplanes were not solar-powered. Of course unbeknownst to most, NASA has been experimenting with this technology for several years. Earlier this spring, the only manned solar-powered aircraft in the world, Sunseeker II, took flight on a European tour. Emitting zero carbon emissions, the environmental impact that this technology will have on the future of aviation is monumental. But for my son to raise the question without knowledge of NASA or Sunseeker is a terrific example of thinking outside the box. Did I mention he turns 12 later this year? Google gets it They call it a “license to pursue dreams.” Google's policy invites employees to take 20 percent of their time to pursue independent projects. Every employee can elect to spend up to one day per week working on a special and innovative project of his or her own. This independent work reportedly increases productivity 2.5 times. A company study in 2005 determined that 50 percent of all product releases were generated as a result of the 20 percent independent project time. If you have ever used Gmail, advertisement feeds with AdSense or read today’s headlines on Google News, then you’ve experienced the output of these sabbaticals. Google’s “pet project” approach was an adaptation from a consumer packaged goods manufacturer from our own industry — 3M. They pioneered an effort in the 1920s which gave scientists time for pet projects. It’s been imitated by many, but few companies actually stick to it consistently. However, it has proven to foster radical innovation — including 3M’s Post-It phenomenon. One good turn deserves another Imagine this scene: a group of people at UPS are discussing ways to reduce fuel costs. One person suggests, "how about we eliminate left turns?" What do you think the reaction was? My guess is that the idea garnered lots of “yeah but” and “the problem with that is.” Never mind the “yeah buts.” UPS reports that it "shaved nearly 30 million miles off already streamlined delivery routes, saved three million gallons of gas and reduced emissions.” Not bad for innovative thinking and a simple challenge to the status quo. This example is less about saving fuel and more about how breakthrough ideas may at first sound crazy, impossible to implement, or too far outside the norm. Harnessing big ideas Think about your biggest ideas. Did they come when you least expected? Perhaps you walked away from a pressing business issue and suddenly had an “a-ha” moment. That's how it is with me. My inspiration hits me when my head is clear — I call it "unencumbered thinking." No expectations. No pressure. No boundaries. Evaluating ideas is perhaps as hard as the original epiphany. Our cautious nature seems to take over and we quickly imagine the obstacles to moving an idea forward. We struggle with the challenge of "pitching" the idea to others and gaining buy-in. It may seem easier to reject the idea before you become completely enthralled with it, long before it begins to take on a life of its own. But — and this is important — consider the consequences of dismissing an idea prematurely. Can you really expect breakthrough results when you take a safe, traditional path to product development? True innovation requires new thinking. New blueprints. And, yes, some risk. Remember the age-old adage: "No risk, no reward." To thrive in today’s marketplace, it's not enough to do the same things as other companies, just as well as they do. I invite each of you to think differently — to approach challenges with unencumbered thinking. Start putting it into practice today. 07/15/09 Dave Wendland, vice president, Hamacher Resource Group, Inc. The experts at HRG bring their unique balance of art and science to the retail health care supply chain to deliver customized marketing services, category management, strategic market research and business development consulting, data analysis and aggregation, and a portfolio of complementary capabilities to clients across the retail health care value chain. Contact them at (800) 888-0889, or visit www.hamacher.com for more information.
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