Book SummaryBook Summary

Luc de Brabandere was a vice president and director in the Paris Office of the “Boston Consulting Group” at the time He wrote this

book (2005).

The Forgotten Half of Change

Innovation is the people’s capacity to Innovation is the people’s capacity to change reality change reality

Creativity is the capacity of these Creativity is the capacity of these people to change their perception of people to change their perception of

realityreality

““You can never walk into the same river You can never walk into the same river twice”. twice”. HeraclitesHeraclites

““Change is inevitable and we can actually Change is inevitable and we can actually investigate it in nature and even through investigate it in nature and even through experimentation, make it happen”experimentation, make it happen”

Sir Francis BaconSir Francis Bacon

““If I have been able to see further, it was only If I have been able to see further, it was only because I was standing on the shoulders of because I was standing on the shoulders of giants ” giants ” Isaac NewtonIsaac Newton

Change is Inevitable

Type 1 change is a change of the reality Type 1 change is a change of the reality within a system but it does not change the within a system but it does not change the system.system.

Type 2 change changes the perception of Type 2 change changes the perception of the reality and creates a new system.the reality and creates a new system.

There are Two types of change.There are Two types of change.

Changing reality and perceptionChanging reality and perception

The efficiency of a computer system is a The efficiency of a computer system is a matter of the quality of the system matter of the quality of the system

multiplied by multiplied by

the desire of the people to use it. the desire of the people to use it.

The quality is reality, the desire is The quality is reality, the desire is perception.perception.

Innovation without creativity. Innovation without creativity.

If you copy somebody else’s idea, you are If you copy somebody else’s idea, you are not creating, you are innovating.not creating, you are innovating.

Creativity without innovation. Creativity without innovation.

Xerox developed the idea of using a mouse Xerox developed the idea of using a mouse to replace a keyboard but never converted to replace a keyboard but never converted it into a product.it into a product.

You can have one type of change You can have one type of change without the otherwithout the other

CHANGINGCHANGING

Reality PerceptionReality Perception

Is called innovationIs called innovation Is called creativityIs called creativity

Requires actionRequires action Requires thinkingRequires thinking

Is a challenge for a teamIs a challenge for a team Is a challenge for an individualIs a challenge for an individual

The process is continuousThe process is continuous The process is discontinuousThe process is discontinuous

Takes a long timeTakes a long time Takes an instantTakes an instant

CHANGINGCHANGING

Reality PerceptionReality Perception

Delivers something new for the system

Envisions a new system

Its impact is measurable and certain

Its impact cannot be measured

Project management is required

Brainstorming is required

The fuel is practical ideas and useful suggestions

The fuel is questions, surprises, strange and incomplete ideas

The role of the leader is to cause action

The role of the leader is to cause reflection

The British still build their automobiles to drive on the left mainly because Napoleon had the idea of getting people to drive on the right and they didn’t like Napoleon.

But He had logically decided that it was better to have horse drawn carriages drive on the right so that the coachmen’s whips didn’t get entangled with the whips on oncoming traffic.

Resistance to Change

Change is not an optionChange is not an option

The options are : what and when.The options are : what and when.

You have to change twice :You have to change twice : Perception and RealityPerception and Reality

Innovation is not Creativity.Innovation is not Creativity.

If we want to stay in charge of our destinies, If we want to stay in charge of our destinies, We have to learn to anticipate the changes We have to learn to anticipate the changes

going on all around us.going on all around us.

Key Ideas

The way we The way we writewrite with word processing with word processing facilities.facilities.

The way we The way we calculatecalculate with spreadsheets and with spreadsheets and math programs.math programs.

The way we The way we communicatecommunicate with the e-mail with the e-mail and instant messengers.and instant messengers.

The way we The way we speakspeak , we prefer to talk by mail , we prefer to talk by mail instead of talking in person.instead of talking in person.

The way we The way we think think , we do not require to , we do not require to memorize knowledge, information is memorize knowledge, information is available in excess. available in excess.

Information technology changed us on . . .

We don’t see the world as it is, we see the We don’t see the world as it is, we see the world influenced by our education and world influenced by our education and socially accepted paradigmssocially accepted paradigms

We have been programmed with a lot of We have been programmed with a lot of stereotypes, patterns and protocols.stereotypes, patterns and protocols.

A lot of bad decisions are not due to lack of A lot of bad decisions are not due to lack of

information but rather to the fixed way in information but rather to the fixed way in which our mind works.which our mind works.

We don’t have a free mind.

Rumor, prejudice, dogma, Rumor, prejudice, dogma, ideology.ideology.

Methodology, convention, Methodology, convention, routine.routine.

Tradition, habit, custom, belief.Tradition, habit, custom, belief.

We have a lot of stereotypes, patterns and paradigms that tend to drive our decisions

Minor defects in our products.Minor defects in our products.

Dissonance or outside criticism to our actions or Dissonance or outside criticism to our actions or plans.plans.

Lack of new discoveries or improvements in our Lack of new discoveries or improvements in our work.work.

Paradox between the good work and Paradox between the good work and methodology but yielding bad results.methodology but yielding bad results.

Boredom because the concept or product has Boredom because the concept or product has worn out.worn out.

Warning signals that urge for a change

Go back to basics, challenge the original Go back to basics, challenge the original philosophyphilosophy

Change the rules of the game.Change the rules of the game.

Jump over the fence and enjoy the greener grass Jump over the fence and enjoy the greener grass in the prairie next door.in the prairie next door.

Leap into the great unknown and find a link Leap into the great unknown and find a link between two distant worlds.between two distant worlds.

Link with an electric arc two seemingly different Link with an electric arc two seemingly different cultures.cultures.

Increase your awareness to generate a surprise, Increase your awareness to generate a surprise, make a break to continuity. make a break to continuity.

Six types of “ Breaks ”

There are two stages of the idea.There are two stages of the idea.

The first is the generation of ideas, lots of The first is the generation of ideas, lots of them.them.

The second is the refinement of these The second is the refinement of these ideas into “good ideas”.ideas into “good ideas”.

You need imagination and judgment You need imagination and judgment but not at the same time ! but not at the same time !

Two stages of new ideas

The Creative Potential is the function of a The Creative Potential is the function of a difference that must be maintained between difference that must be maintained between the two kind of thought, the one allowing for the two kind of thought, the one allowing for invention and the other one allowing for invention and the other one allowing for judgment.judgment.

There is a time for reflection and a time for There is a time for reflection and a time for action.action.

Change is difficult when a person inside the Change is difficult when a person inside the system is made responsible to create a new system is made responsible to create a new system that may have negative effect for his system that may have negative effect for his job in the future.job in the future.

Creativity is like a foreign language, you can Creativity is like a foreign language, you can have the best teachers and organize courses have the best teachers and organize courses but the effort may be in vain.but the effort may be in vain.

The mandatory stage is to be convinced that The mandatory stage is to be convinced that a second language is indispensable and a second language is indispensable and useful to the company and that will drive you useful to the company and that will drive you to success.to success.

You may not even need someone who You may not even need someone who speaks the language to convince and change speaks the language to convince and change perception of your personnel. perception of your personnel.

Change of Perception is the key to success.

Divergent Thinking Convergent Thinking

Explore, Observe, Imagine Explore, Observe, Imagine Invent, Dream Invent, Dream

Judge, Assess, Analyze Judge, Assess, Analyze Classify, CompareClassify, Compare

Exaggerate, Provoke Exaggerate, Provoke Associate, ModelAssociate, Model

Select, Avoid Waste Select, Avoid Waste Calculate, PlanCalculate, Plan

Combine, Disturb Visualize, Combine, Disturb Visualize, DoubtDoubt

Decide, Choose Determine, Decide, Choose Determine, OrganizeOrganize

Differences between convergent and divergent thinking

Great idea but not for us.

We have tried that before.

The boss will never go for it.

Competition will eat you alive.

Do you realize the paperwork it will create ?

We have always done it this way.

I have a better idea.

It will never work.

Who do you think you are ?

It is not your responsibility.

It is not in the budget.

We do not have enough personnel to do it.

What will people say ?

Put it in writing.

The last person who said that, is not here anymore.

That is not my area.

Get a committee to look at it

Let’s stick with what works.

Is it supported by research?

That’s not logical

That’s too Academic.

Avoid using these “ Killer Phrases ”Avoid using these “ Killer Phrases ”

You need two brains, You need two brains, even if they don’t like each other even if they don’t like each other

No single idea is born good.No single idea is born good.

Imagination is about quantity, Imagination is about quantity, judgment about quality.judgment about quality.

The best way to have a good idea The best way to have a good idea

is to have a lot of new ideas. is to have a lot of new ideas.

Key Ideas

1.1. Encouraging divergence while ensuring Encouraging divergence while ensuring divergence.divergence.

2.2. When it comes to being inventive vast When it comes to being inventive vast multidisciplinary knowledge is a plus but multidisciplinary knowledge is a plus but so is the total absence of knowledge.so is the total absence of knowledge.

3.3. There is more in two heads than in one There is more in two heads than in one and more in three heads than in two. and more in three heads than in two. But at some point, the But at some point, the effect is reversed. A crowd effect is reversed. A crowd doesn’t invent anything.doesn’t invent anything.

Ten Paradoxes of Creativity

4.4. To create, comfort is essential. To create, comfort is essential. But so is the lack of But so is the lack of comfort.comfort.

5.5. A computer will be programmed better A computer will be programmed better to the extent that its user to the extent that its user manages to deprogram manages to deprogram himself or herself.himself or herself.

6.6. Creativity is freed in people who Creativity is freed in people who manage to switch off their manage to switch off their critical faculty. Yet critical faculty. Yet creative people creative people have a highly developed critical have a highly developed critical faculty.faculty.

Ten Paradoxes of Creativity

7.7. Human creativity can help us to build a better Human creativity can help us to build a better future, but people are never so creative as future, but people are never so creative as when it comes to destroying things.when it comes to destroying things.

8.8. An absence of creativity may lead to a company An absence of creativity may lead to a company to catastrophe. An excess of creativity may to catastrophe. An excess of creativity may bring it to disaster.bring it to disaster.

9.9. We want creativity but we fear it too.We want creativity but we fear it too.

10.10. Creativity is as old as the world itself, yet it is Creativity is as old as the world itself, yet it is the essential tool for bringing a new world into the essential tool for bringing a new world into existence.existence.

Ten Paradoxes of Creativity

Astonishment + Questioning = New IdeasAstonishment + Questioning = New Ideas

The creative person has to be constantly in the The creative person has to be constantly in the watch for anything that moves and surprised by watch for anything that moves and surprised by anything that doesn’t.anything that doesn’t.

Astonishment may come from the observation of:Astonishment may come from the observation of:

Something that suddenly appears.Something that suddenly appears.

Something that has been there for years.Something that has been there for years.

Something that everybody has forgotten.Something that everybody has forgotten.

Something new that you envision as an opportunitySomething new that you envision as an opportunity..

Generation of new ideas

1.1. One astonishment may hide another.One astonishment may hide another.

2.2. Do not hesitate to express your astonishment.Do not hesitate to express your astonishment.

3.3. Astonishment is unpredictable and doesn’t Astonishment is unpredictable and doesn’t

necessarily come back periodically.necessarily come back periodically.

4.4. A group will never be astonished, A group will never be astonished,

surprise is an individual factor.surprise is an individual factor.

5.5. Astonishment is essential but it is not enough Astonishment is essential but it is not enough

since it doesn’t automatically induce questioningsince it doesn’t automatically induce questioning

Five Remarks About Astonishment

1.1. Change the sequence or reverse the question.Change the sequence or reverse the question.

2.2. Take out irrelevant information from the Take out irrelevant information from the

question.question.

3.3. Do not limit yourself with constraints not Do not limit yourself with constraints not

specified in the question.specified in the question.

4.4. You must persevere even if the question looks You must persevere even if the question looks

impossible to solve at first sight.impossible to solve at first sight.

5.5. Step back and look at the question from a Step back and look at the question from a

broader perspective.broader perspective.

Challenge the Questions

6.6. Avoid answering questions based on similarityAvoid answering questions based on similarity

or with prejudiced informationor with prejudiced information..

7.7. Even identical questions may have different answers Even identical questions may have different answers

in time or place because the world is always in time or place because the world is always

changing. changing.

8.8. Do not put restrictions to your innocent questions.Do not put restrictions to your innocent questions.

9.9. Make a lot of “ What if Questions “Make a lot of “ What if Questions “

Challenge the questions

ExistedExisted

The other oneThe other one

NecessaryNecessary

ExplainableExplainable

Intellectual Intellectual

ProtectionProtection

FieldField

Answered a Answered a

problemproblem

There was no There was no

problem.problem.

YesYes

CompetitorCompetitor

YesYes

YesYes

------------

ScienceScience

HieroglyphiHieroglyphi

cscs

RadioactivitRadioactivit

yy

NoNo

CompetitorCompetitor

YesYes

YesYes

PatentPatent

TechnologyTechnology

ManagemenManagementt

i-Podi-Pod

Post It Post It

NotesNotes

NoNo

RivalRival

NoNo

NoNo

CopyrightCopyright

ArtArt

The Louvre The Louvre

PyramidPyramid

““Hey Jude”Hey Jude”

Main

Characteristics

DiscoveryDiscovery InventionInvention CreationCreation

The eureka moment comprises The eureka moment comprises

several stepsseveral steps

Rediscover the power of astonishmentRediscover the power of astonishment

Raise questions about the questionsRaise questions about the questions

Look at the problems also with the Look at the problems also with the

eyes of an artisteyes of an artist

Dare to bissociateDare to bissociate

Key Ideas

Consumer values have changed. Consumer values have changed.

Loyalty to a supplier is a lost value.Loyalty to a supplier is a lost value.

The information at the consumer’s The information at the consumer’s

disposal in now limitless.disposal in now limitless.

With the increase in standards of living, With the increase in standards of living,

consumers tend to climb all five levels of consumers tend to climb all five levels of

Maslow’s pyramid simultaneously.Maslow’s pyramid simultaneously.

The consumer is increasingly resistant to The consumer is increasingly resistant to

be classified into social categories.be classified into social categories.

Uncertainty is the only Certainty

Today the enterprise is like a rocket launched Today the enterprise is like a rocket launched

against a zigzagging missile, a target whose against a zigzagging missile, a target whose

behavior is unpredictable.behavior is unpredictable.

We have to adapt to the client’s changing We have to adapt to the client’s changing

and unexpected demands.and unexpected demands.

We need to change to a target-seeking We need to change to a target-seeking

rocketrocket

A continuous feedback system is needed to A continuous feedback system is needed to

correct the gap between what is and what correct the gap between what is and what

was supposed to be. was supposed to be.

Uncertainty in Forecasting Customer Needs

The top responsibility of management today The top responsibility of management today

is to anticipate.is to anticipate.

It requires a big mental shift from a It requires a big mental shift from a

FORECAST mind to a PREPARE mind.FORECAST mind to a PREPARE mind.

A customer is unpredictable and so you A customer is unpredictable and so you

have to measure and get feedback all the have to measure and get feedback all the

time.time.

Anticipate to face Uncertainty

1.1. If you are lucky your client will complain to If you are lucky your client will complain to

you.you.

2.2. You may have to intrigue or reward the client You may have to intrigue or reward the client

to get feedback.to get feedback.

3.3. The feedback may even be automated.The feedback may even be automated.

4.4. Feedback may be disguised.Feedback may be disguised.

Four ways to get Feedback from your client.

The most important source of feedback is the

dissatisfied client.

The old proverb “No news is good news”

is out of date.

“No news signals a catastrophe, the client has

gone elsewhere”..

1.- Customer Complains

2.- Reward the client to get feedback

You may need to reward your customer who You may need to reward your customer who

responds to a survey.responds to a survey.

3.- The feedback may even be automated.

A database of your customer with all the A database of your customer with all the

marketing information and record of its marketing information and record of its

reactions can help to be prepared to its reactions can help to be prepared to its

changes.changes.

Microsoft asks for you to send error reports Microsoft asks for you to send error reports

to improve “your software”. to improve “your software”.

Wal-Mart gets information from the Wal-Mart gets information from the

competition when they pay you the competition when they pay you the

difference if you find the same article difference if you find the same article

cheaper elsewhere.cheaper elsewhere.

4.- Disguised Feedback

1.1. Internal sources like management control and Internal sources like management control and

internal questioning.internal questioning.

2.2. External sources such as :External sources such as :

Technology Intelligence.Technology Intelligence.

Can the same thing be done in another way ?Can the same thing be done in another way ?

Competitive Intelligence.Competitive Intelligence.

How do the others do ?How do the others do ?

Marketing Intelligence.Marketing Intelligence.

How is the consumer changing ?How is the consumer changing ?

Other Sources of Feedback

Financial Intelligence.Financial Intelligence.

Can our interest rate assumptions be verified ?

Organizational IntelligenceOrganizational Intelligence..

What is the impact of a new software package?

Legal Intelligence.Legal Intelligence.

What are the legislative trends ?

Government Intelligence.Government Intelligence.

Are subsidies in the offing ?

Other sources of feedback

Commercial Intelligence. Commercial Intelligence.

What type of project is being launched abroad What type of project is being launched abroad

??

Social IntelligenceSocial Intelligence..

Why are they making this claim ?Why are they making this claim ?

External Intelligence.External Intelligence.

What risks do we face ?What risks do we face ?

More sources of feedback

1.1. Management controlManagement control is designed to is designed to

correct errors in past assumptionscorrect errors in past assumptions

2.2. IntelligenceIntelligence on the other hand is on the other hand is

designed to correct the error of not designed to correct the error of not

having made an assumption.having made an assumption.

Difference between internal and external sources

1.1. Making a mistake used to be a case of Making a mistake used to be a case of

wrongly estimating a parameter.wrongly estimating a parameter.

2.2. Now making a mistake is about failing to Now making a mistake is about failing to

build in correction and improvement build in correction and improvement

mechanisms.mechanisms.

New definition of mistakes

Values

Ideas

Resources

System/Enterprise/

ProjectObjective/Client

OLD ECONOMY

In the new economy the customer is In the new economy the customer is

unpredictable so that you have to unpredictable so that you have to

measure all the time.measure all the time.

You have to check the difference between You have to check the difference between

what is and what could be, this is control.what is and what could be, this is control.

Then you bring in new ideas and you feed Then you bring in new ideas and you feed

them back into the system.them back into the system.

The New Economy

Values

Ideas

Resources

System/Enterprise/

Project

Objective/Client

NEW ECONOMY

Control

Piloting

New Ideas

Disturbances

You need knowledge of what really is You need knowledge of what really is

happening (measuring your environment).happening (measuring your environment).

And you need the desire to make changes And you need the desire to make changes

(taking the relevant measures).(taking the relevant measures).

Measurements

Exactness deals with conforming to reality.Exactness deals with conforming to reality.

Precision deals with how many numbers Precision deals with how many numbers

follow the decimal point.follow the decimal point.

Weakness in precision can be corrected by Weakness in precision can be corrected by

the use of more precise tools.the use of more precise tools.

Targeting for exactness forces us to make a Targeting for exactness forces us to make a

real effort of imagination.real effort of imagination.

Exactness and Precision

Efficiency is seen from the perspective of Efficiency is seen from the perspective of

supplysupply

Effectiveness is seen from the perspective of Effectiveness is seen from the perspective of

demand.demand.

Which of the two is more important ?Which of the two is more important ?

The number of houses built or the number of The number of houses built or the number of

people who have a house ?people who have a house ?

The amount of food produced or the number of The amount of food produced or the number of

people who are no longer starving ?people who are no longer starving ?

The number of Tons of garbage collected or how The number of Tons of garbage collected or how

clean the streets are ?clean the streets are ?

Efficiency and Effectiveness

If you need that your assistant learn EnglishIf you need that your assistant learn English

You can use different phrases :You can use different phrases :

““You need to make a serious effort”You need to make a serious effort” - - MeaninglessMeaningless

““Spend two and a half hours a week on English”Spend two and a half hours a week on English” - -

MeasurableMeasurable..

““In six month you should be able to handle calls from In six month you should be able to handle calls from

English speaking callers” - English speaking callers” - CriterionCriterion

Measurement and Criterion

The water on the river might be evaluated by The water on the river might be evaluated by

whether it has fish or not and not by how whether it has fish or not and not by how

many particles per cubic meter it has of a many particles per cubic meter it has of a

particular pollutant.particular pollutant.

You can establish that there is support for a You can establish that there is support for a

group project if each of its members can group project if each of its members can

explain its objectives in public.explain its objectives in public.

You can say that a filing system is good if You can say that a filing system is good if

others can find what they are looking for.others can find what they are looking for.

Criterion examples

Long ago an industrialist dreamed up a wonderful Long ago an industrialist dreamed up a wonderful

criterion for determining the quality of the prototype criterion for determining the quality of the prototype

of a new sound recording system :of a new sound recording system :

His dog had to be able to recognize “His Master’s Voice”His dog had to be able to recognize “His Master’s Voice”

Another Criterion example

Objective

Figures Available No Figures Available

Impracticable Practicable Criterion Blah-Blah

Measuring Goals

Only the two in the middle are relevant

A freshly squeezed orange juice is always

better than a bottled, carton or canned

industrialized product that uses the name of

“orange juice”.

Listening to a melody played in front of you by

a violin virtuoso will always be better than what

you can hear recorded on a CD or a DVD.

Technology cannot do everything

Advantage -Advantage - It allows us to communicate It allows us to communicate

more easily, to pay everywhere in the same more easily, to pay everywhere in the same

currency, to save energy and raw materials.currency, to save energy and raw materials.

DisadvantageDisadvantage – Offering to everybody the – Offering to everybody the

same product is of higher priority than same product is of higher priority than

giving a better quality and diversity. giving a better quality and diversity.

Globalization

Makes you get used to bite an apple which has Makes you get used to bite an apple which has

no taste.no taste.

Limits your vocabulary to 200 words so that Limits your vocabulary to 200 words so that

you can say them in English.you can say them in English.

Limits the supply of clothing, shoes and other Limits the supply of clothing, shoes and other

products in the stores to only the socially products in the stores to only the socially

accepted brands. accepted brands.

You have to fight to be the same but different,You have to fight to be the same but different,

to keep you independent and creativeto keep you independent and creative

Globalization

Uncertainty increases but you still have to Uncertainty increases but you still have to

anticipate.anticipate.

You used to have forecasts, now you have to be You used to have forecasts, now you have to be

preparedprepared

Organizing feedback is the way to do it, even if Organizing feedback is the way to do it, even if

there is a price to pay.there is a price to pay.

Non-stop creativity is required.Non-stop creativity is required.

You need measures even when there are no You need measures even when there are no

figures available.figures available.

Key Ideas

The best way to have a good idea is to The best way to have a good idea is to

have a lot of new ideas.have a lot of new ideas.

Do not worry about having many ideas.Do not worry about having many ideas.

Have you ever heard of somebody Have you ever heard of somebody

complaining about having too much complaining about having too much

money or too many computers or too money or too many computers or too

many trucks ? many trucks ?

How to Manage Creativity

Creativity alone without discipline and Creativity alone without discipline and

judgment is fruitless.judgment is fruitless.

New ideas spring naturally from the toughest New ideas spring naturally from the toughest

situations. Michelangelo himself said :situations. Michelangelo himself said :

““Art is born of constraint and dies from Art is born of constraint and dies from

freedom”freedom”

Or in other words Or in other words

““Hardship is the fertile soil of creativity “Hardship is the fertile soil of creativity “

Rigor and Creativity are good friends

In poetry the most beautiful poems in the In poetry the most beautiful poems in the

literature have arisen from a strict rigor in literature have arisen from a strict rigor in

the metrics of the verses.the metrics of the verses.

Victor Hugo said :Victor Hugo said :

“ “ Form is content risen to the surface ”Form is content risen to the surface ”

The directors of low budget movies can The directors of low budget movies can

tell you how the lack of money can be an tell you how the lack of money can be an

excellent stimulant for the imagination.excellent stimulant for the imagination.

1.1. Express yourself ; do not keep any ideas Express yourself ; do not keep any ideas

cooped inside you.cooped inside you.

2.2. Do not judge or evaluate an idea that has Do not judge or evaluate an idea that has

only just been voiced.only just been voiced.

3.3. Be constructive and positive about Be constructive and positive about

another person’s ideas.another person’s ideas.

4.4. Look for quantity in ideas , not quality.Look for quantity in ideas , not quality.

Brainstorming Rules

5.5. Start on time and finish at the scheduled time.Start on time and finish at the scheduled time.

6.6. Use the services of a trained , neutral facilitator.Use the services of a trained , neutral facilitator.

7.7. Ask the owner of the problem to present it and to Ask the owner of the problem to present it and to

set the boundaries for reflection.set the boundaries for reflection.

8.8. Keep refocusing on the theme of the meeting.Keep refocusing on the theme of the meeting.

9.9. Note everything down and circulate a memo on Note everything down and circulate a memo on

the session.the session.

10.10. Ban mobile phones !Ban mobile phones !

1.1. Creativity is an individual stepCreativity is an individual step..

An idea is born in the head of a person. Yet An idea is born in the head of a person. Yet

creativity works best in groups. It leads creativity works best in groups. It leads

collectively to a change in perception. collectively to a change in perception.

2.2. Innovation is a collective process.Innovation is a collective process.

Yet it depends on everyone involved Yet it depends on everyone involved

contributing individually to change the contributing individually to change the

corporate reality. corporate reality.

Creativity and Innovation Revisited

A person may be called creative and a A person may be called creative and a

company may be called innovative. It is company may be called innovative. It is

inappropriate the other way around.inappropriate the other way around.

To innovate is to make something brand To innovate is to make something brand

new in an existing system, to be creative new in an existing system, to be creative

is to think about a new system.is to think about a new system.

At the heart of any innovative company there At the heart of any innovative company there

has to be a suggestions system.has to be a suggestions system.

This is the catalyst for the staff creativity.This is the catalyst for the staff creativity.

It has to be put in place defining functions It has to be put in place defining functions

and modules that are part of the organization and modules that are part of the organization

without adding new creativity structures.without adding new creativity structures.

Open to Suggestions

1.1. EncouragedEncouraged among those who are required to among those who are required to

participate.participate.

2.2. SubmittedSubmitted, recorded, numbered, , recorded, numbered,

acknowledged.acknowledged.

3.3. Accepted,Accepted, according to a clear criteria set by according to a clear criteria set by

the company.the company.

4.4. SelectedSelected, considered valid and possibly kept , considered valid and possibly kept

for the future. for the future.

The Route of a Suggestion

5.5. Applied,Applied, implemented, made eligible for the implemented, made eligible for the

annual suggestions award.annual suggestions award.

6.6. GeneralizedGeneralized, be applicable to other parts of , be applicable to other parts of

the company.the company.

7.7. Rewarded,Rewarded, the subject of a public recognition. the subject of a public recognition.

8.8. PatentedPatented, the value of the innovation may , the value of the innovation may

deserve this final step.deserve this final step.

1.1. Add to your pay packet with bonus payments.Add to your pay packet with bonus payments.

2.2. Your ideas provide a guarantee for our future.Your ideas provide a guarantee for our future.

3.3. Be part of a winning team.Be part of a winning team.

4.4. Become the hero of the company party.Become the hero of the company party.

5.5. Discover the pleasure of seeing your ideas put Discover the pleasure of seeing your ideas put

into practice. into practice.

Some Ideas for theEncouragement Module

1.1. A small symbolic gift for any idea that is A small symbolic gift for any idea that is

accepted.accepted.

2.2. An idea put into practice would receive a An idea put into practice would receive a

larger reward.larger reward.

3.3. Once a year, an idea is selected as the “Best Once a year, an idea is selected as the “Best

of the year Idea ” and a more substantial of the year Idea ” and a more substantial

reward is awarded. reward is awarded.

Some Ideas for the Reward Module

If everyone has to play the game of If everyone has to play the game of

creativity at some point in the organization, creativity at some point in the organization,

then there is a need to train the trainers.then there is a need to train the trainers.

The trainers have to be clearly identified and The trainers have to be clearly identified and

available and must have been to the available and must have been to the

experience themselves.experience themselves.

Some Ideas for the Training Module

Like any system, all aspects of a suggestions Like any system, all aspects of a suggestions

system need to be constantly evaluated, system need to be constantly evaluated,

guided and enhanced in response to guided and enhanced in response to

recommendations from the participants.recommendations from the participants.

Parameters such as the number of ideas, Parameters such as the number of ideas,

implementation time, savings achieved per implementation time, savings achieved per

idea are constantly evaluated and compared idea are constantly evaluated and compared

with the industry average.with the industry average.

Some Ideas for the Management Module

1.1. Defining an strategic vision is above all an Defining an strategic vision is above all an

intellectual process. It is located in the intellectual process. It is located in the

world of thoughtworld of thought and not in the world of and not in the world of

action. Its objective is to change the way we action. Its objective is to change the way we

see things and not things themselves. It is see things and not things themselves. It is

based in changing perception.based in changing perception.

Defining your Strategic Vision

2.2. All reflections are based on a All reflections are based on a system of system of

valuesvalues, that is a set of ideas that we construct , that is a set of ideas that we construct

from what is desirable.from what is desirable.

3.3. A new vision implies that there is a A new vision implies that there is a breakbreak with with

the old one. What is broken is one or several the old one. What is broken is one or several

stereotypes that supported the previous stereotypes that supported the previous

strategy.strategy.

Strategic Vision

4.4. A strategic vision has to be easy to understand A strategic vision has to be easy to understand

and and coherentcoherent. It must not contain internal . It must not contain internal

contradictions or hidden ambiguitiescontradictions or hidden ambiguities

5.5. It must have It must have credibilitycredibility, everybody must be able , everybody must be able

to see it as feasible, in particular through a clear to see it as feasible, in particular through a clear

demonstration of what the available resources demonstration of what the available resources

are.are.

Strategic Vision

6.6. A strategic vision only exists if it is A strategic vision only exists if it is shareableshareable

among those it concerns. It only exists if among those it concerns. It only exists if

they take ownership of it.they take ownership of it.

7.7. Good Good communicationcommunication is essential. It has to is essential. It has to

appeal to the emotions.appeal to the emotions.

Strategic Vision

8.8. It has to be visible from the outside, to clients, It has to be visible from the outside, to clients,

suppliers and public opinion. It also has to suppliers and public opinion. It also has to

provide information on the provide information on the differencedifference it will it will

make.make.

9.9. The strategic vision is The strategic vision is limitedlimited in space and in space and

time, because it will have to be replaced with time, because it will have to be replaced with

a new break that will bring a new future a new break that will bring a new future

direction to the company.direction to the company.

Strategic Vision

10.10. A new strategic vision contains qualitative A new strategic vision contains qualitative

measuring elements or measuring elements or criteriacriteria that will allow that will allow

permanent comparison between “what is” permanent comparison between “what is”

and “what was supposed to be”.and “what was supposed to be”.

11.11. Growing uncertainty is a fact and so a Growing uncertainty is a fact and so a

strategic vision has to be fitted with strategic vision has to be fitted with correction correction

mechanismsmechanisms that will allow to respond to that will allow to respond to

uncertain changes in customer needs or uncertain changes in customer needs or

disturbances of the economy.disturbances of the economy.

Strategic Vision

12.12. Finally the strategic vision has to be Finally the strategic vision has to be

validated.validated.

Is it ethically acceptable ?Is it ethically acceptable ?

Is it practically feasible ?Is it practically feasible ?

Is it economically sustainable ?Is it economically sustainable ?

Is this the right moment ?Is this the right moment ?

A positive response leads to a decision and the A positive response leads to a decision and the

decision leads to action.decision leads to action.

Strategic Vision

A strategic vision is a representation, an A strategic vision is a representation, an

ambitious image of a future state that is ambitious image of a future state that is

radically preferable to the current state.radically preferable to the current state.

It becomes a reference and in so doing, It becomes a reference and in so doing,

provides a set of concepts that allow every provides a set of concepts that allow every

employee to approach his work thoughtfully employee to approach his work thoughtfully

and effectivelyand effectively

Strategic Vision

E N D

AVM 151006