IBM launched a "Stop Doing, Start Talking" campaign and one of the ads resonated with me and I'm surprised no one has responded with a solution to their problem (that they "haven't Ideated that yet", so here I go with an attempt. (But first, the video for those who haven't seen it).
A few quick thoughts:
In general, I like how IBM is showcasing what ideation - or in this case, "ideating" - is all about and they do tell you what it's all about. They also do a great job of having the setting in a large conference room with chairs against the wall and having each individual talk as though they are in sync. This is important because when in an ideation environment, you involve key stakeholders with the goal of building consensus and alignment. The four issues they brought up in the ad were:
- Rethinking how things are done
- New ideas
- Structure & Process
- The need to innovate
1. Rethinking how things are done
The one question you need to ask yourself whether you are responsible for a business unit, or are trying to help/support one is: "Are we interested in a better way to do things?"
If the answer to this is "No," then you need to ask yourself how you feel about that. If that answer is a problem for you, then maybe you're in the wrong organization, but I guarantee you there's always someone looking for a better way (especially when it comes to money). If the answer is, "Yes," then start to find out who else cares about looking for a better way and who needs to be convinced of the change and what the criteria for bringing change is.
With respect to ideation, rethinking how things are done is a HUGE first step. If anything it's a prerequisite to getting one of those yoga mats and being able to participate. The best thing you can do in an ideation setting is to truly share what's important to you. This is how stakeholders in various areas of a business unit are able to have a better appreciation and understanding of the entire business.
2. New ideas
New ideas are everywhere today - and people are out there sharing them. Find out what's going on in your industry. Read the current magazines, books, or blogs; maybe you'll find your inspiration in an entirely different industry. I hate to use the word consultant, so I'm going to use the word expert. Find experts in the area you are looking for new ideas in. Maybe they are a consultant, maybe they work for a different company. Maybe they sit next to you. Ideally you are looking for someone who also has the skill set of a great facilitator.
In an ideation workshop, with all the key stakeholders coming together, new ideas are bound to flourish because everyone is (yes, going back to the prerequisite) rethinking how things should be done. The person who you may think has nothing to do with your role in an organization in fact does so very much! In my particular field, I've run into IT managers who think that the person running the Facilities has nothing to do with them. As we've been finding out in the last four to eight years, that mentality is nothing but hogwash.
3. Structure & Process
Changes or improvements to structure are critical. If the boxes on the chart aren't lined up properly and if you're not getting the efficiencies you could get for the same amount of expense then something's wrong.
I don't have to tell you that there are a LOTS and LOTS of inefficient processes out there. Just because they are netting you a profit of some sort, doesn't mean it couldn't be better. It will always come back to, "Are we interested in a better way to do things?"
4. The need to innovate
In today's competitive landscape the next BIG thing can come out of anywhere. It's about relationships and people helping people, so don't think that just because you're the 800-pound gorilla in the room that you can count on that being the end all.
It's about being efficient with our time and resources because things can be better. IBM's ad doesn't ask why we need to come up with new ideas, change or improve structure and process, and the need to innovate. It's unfortunate to see the leadership of an organization that thinks they're different and doesn't need to ideate. Ideating is very much like working out. You try to work our a few times a week. If you ideate once a year, you should be pretty good.
Conclusion
So as for helping the people on floor figure out how to ideate all the things they were telling the gentleman with the inquisitive mind, find a company who has a stellar ideation process to help bring about positive changes in structure and process and can help you innovate. And if IBM is reaching out for help, well, they can give me a call and I'll forward them to a few friends who are great at running ideation sessions.
Hopefully my commentary added some value - thanks Jeff for reminding me about this ad a couple weeks ago.
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