synthesis versus brainstorming Brainstorming techniques attempt to short-circuit the creative process by encouraging plays on perception to create novel combinations . The notion is that these techniques supposedly help teams generate more ideas faster . But there may be more at play for breakthrough innovation than novelty and the sheer quantity of ideas .
We likely need more prep work and greater periods of incubation to synthesize more significant ideas . This also needs deeper dives into problems and customer insights , as well as time for synthesizing new ideas . Time matters . I like to think of these as the organic ideas – they might take longer to grow , but ultimately may be better for you .
the time factor So how can we manage organizations to encourage this kind of organic ideation ? Innovative organizations like 3M and Google have recognized that time is a necessary factor for innovation . In his book Imagine : How Creativity Works – Jonah Lehrer cites 3M as having invented the 15 Percent Rule . This is “ a concept that allows every researcher to spend 15 percent of his or her workday pursuing speculative new ideas . People at 3M refer to this time as the bootlegging hour .” 2
Lehrer also explains that Google uses a similar concept known as Innovation Time Off . “ The program has led directly to the development of Gmail , Google ’ s successful e-mail program , and AdSense , a nine-billion-dollar-a-year platform that allows Internet publishers to run Google ads on their sites . Marissa Mayer , now CEO at Yahoo !, estimated while she was Google ’ s VP of search products and user experience , that at least 50 percent of new Google products begin as Innovation Time Off speculations .” 3
creating the right environment Ideas are , of course , essential to breakthrough innovation . The reality is that it is also very important to create the right environment and provide time that will cultivate creativity and innovation .
This includes education that goes beyond brainstorming to executive learning programs whose objectives are to provide organizations with a deeper understanding of the innovation process . Also needed are work policies that encourage people to make time for what may appear unproductive – from taking a walk across campus to exploring new ideas .
In a future article , we also explore the important role of collaboration in generating ideas .
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Time matters . I like to think of these as the organic ideas .”
references
1 . Creativity – The Flow and Psychology of Discovery and Invention - Mihaly Csikszentmihalyi , Harper Perennial , 1996 2 . Imagine : How Creativity Works - Jonah Lehrer , Penguin Group 2012 3 . Ibid
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