Exploring Disparate Sources to Uncover Inspiration & Insights for Innovation

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EXPLORING DISPARATE SOURCES TO UNCOVER INSPIRATION & INSIGHTS FOR INNOVATION

© 2015 BigHeads Network, LLC

THE ISSUE WITH INNOVATION

We all say we want to innovate and think differently, yet when the time comes to create disruptive ideas or uncover game-changing insights, we often end up relying on the perspectives and processes we’ve become comfortable with…and we end up with the same old uninspired thinking.


CROSS POLLINATION CAN HELP

For those who are ready to break free from all those ineffective routines, Cross Pollination can help.

Cross Pollination is the Open Innovation practice of borrowing strategies, tools and techniques from outside (often unexpected) sources to create unique insights and breakthrough ideas for our brand or company.


CROSS POLLINATION

THE KEY TO CROSS POLLINATION

The key to Cross Pollination lies in looking beyond the sources we traditionally rely on and exploring disparate areas, interests, disciplines, cultures, experiences and perspectives where invaluable inspiration for insights and innovation are sure to be hiding.


SOME OTHER PERSPECTIVES & SOURCESTO CONSIDER FOR INNOVATION


WE RELY ON…CUSTOMERS

Many of us rely on feedback, insights and ideas from our target customers and consider that information the Holy Grail for innovation


WE ALSO NEED…THE INTIMATES

While target feedback is necessary, we often overlook the fact that there are other people who intimately know our target and can provide invaluable insights.

Take a brand targeting moms. Doesn’t it make sense that they also talk to the salespeople where moms shop…or the deejays on the radio stations moms listen to…or even the rest of the family? These individuals may not be moms, but they can surely provide invaluable insights and perspectives that can be used to target moms.


The Takeaway: Every target has their Intimates. Broaden your exploration and you’ll be sure to >ind yours. Then listen to what they have to say and apply that information accordingly.

Many of us rely on insights, ideas and feedback from the biggest fans of the brand or company. After all, they are the ones who love us, so it obviously

makes sense to find out what’s working and dial-it-up!

WE RELY ON…BRAND FANS


While information from our Brand Fans is helpful, we often overlook the fact that individuals who dislike or incessantly complain about our brand/company are the ones who will (genuinely) help identify the areas most in need of improvement. In fact, in many cases, they’re even offering-up helpful insights and clever solutions to fix the issues they identify.

WE ALSO NEED…THE NOISEMAKERS


The Takeaway: Broaden your exploration and Noisemakers will surely emerge. Their feedback might make you uncomfortable (and even angry), but put your ego aside and give it some real consideration. You’ll be happy you did!

WE RELY ON…OBVIOUS CREATIVES

We rely on the creative talent and resources we are programmed to use or hire (agencies, consultants, etc.) and we become convinced that they are the only ones

who can create the innovative ideas and solutions we need


WE ALSO NEED…NEW CREATIVE LENSES

Sure, that creative director at our agency of record is clever, but we often overlook the fact that accessing individuals from diverse creative fields will give our company the opportunity to have our challenges examined through a unique creative lens which will lead to fresh thinking and ideas.


The Takeaway: When was the last time you invited writers, artists, chefs, >ilmmakers, musicians, photographers and other people who live-‐and-‐breathe creativity into a brainstorm session? Yeah, that’s what we thought…get on it!

THEY DO IT…

- Mark Parker, CEO of Nike

I spend time with musicians, graffiti artists and other creative talent. I meet regularly with our biggest retail customers, but I also go off the beaten path where I can stimulate the right side of my brain and discover new tastes in music, fashion, cuisine.


When the time comes to innovate, we feel comfortable involving others who are close to problem, but we see no reason to involve individuals

who aren’t close, because they just don’t get it

WE RELY ON…PEOPLE WITH PROXIMITY


We often overlook the fact that being too close to our problem or category can limit our ability to see new solutions and opportunities. In fact, there are countless stories about people who are not involved in the day-to-day affairs/details of the company delivering disruptive and promising solutions.

WE ALSO NEED…THE NEUTRALS


The Takeaway: The same way judges want juries made up of people who know nothing about the case…you need to get the feedback and perspectives of individuals who are completely neutral (ignorant, unbiased, impartial) when it comes to your brand or company.

WORDS OF WISDOM

Eric Schmidt, Executive Chairman of Google

Innovation never comes from the established institution. It’s always a graduate student or a crazy person or somebody with great vision.


Some of us aren’t even willing to look outside of our department or team for ideas and insights

WE RELY ON…OUR DEPARTMENT/TEAM


WE ALSO NEED…INTERNAL KNOWLEDGE


The Takeaway: As you broaden your exploration, be sure to start walking the halls and asking people from different departments for feedback. You’ll be amazed at how much useful information already exists inside your four walls. You just need to ask!

Companies and organizations that regularly share internal knowledge and expertise find that inspiration, insights and solutions often already reside within their four walls. Unfortunately, many of us get blinded by titles and department names when we set out to innovate.

Many of us believe that issues, problems and situations we’re facing are category exclusive…so there is no reason to look outside the category

or industry for insights or solutions

WE RELY ON…INDUSTRY EXPERTISE


We’ve all heard the iconic story about the hospital in London that borrowed approaches from the Ferrari Pit Crew to help more effectively execute their patient “hand-offs.” However, when the time comes to innovate, we forget that individuals in outside disciplines may have and approach or technique we can borrow and reapply for our needs.

WE ALSO NEED…NON-INDUSTRY EXPERTISE


The Takeaway: Many say, “No idea is a new idea.” At BigHeads, we like to say, “No problem is a new problem.” If you broaden your exploration to include other industries, you’ll be sure to >ind approaches, tools and techniques that you can reapply back to your objective.

- Renowned inventor, Genrikh Altshuller

CONSIDER THIS…

95% of ‘new problems’ have already been solved, probably many times over. You most likely will find the solution in industries and technologies which you do not have knowledge about.


THEN WHAT?


Once you’ve gathered the information from these diverse and disparate sources, start connecting-the-dots back to your problem or objective. Look for everything from relevant insights to approaches, tools and techniques that you can apply.

In some cases, the connections will be obvious. Other times, they will require taking some leaps. Either way, the information will lead to powerful insights and ideas you wouldn’t have found otherwise.

WANT MORE?


Want to learn more about Cross Pollination? Feel free to get in touch with BigHeads Network. We can come in and give your team our high-energy Cross Pollination seminar or identify a project where we can work together to harness the power of diverse perspectives.

For more information, contact Carlyn Kelly at [email protected]

Exploring Disparate Sources to Uncover Inspiration & Insights for Innovation

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