For innovation in business… “Think
25”
By René Da Costa
It is unfortunate that too many businesses start all planning or problem solving
exercises with the apocryphal greeting of
the Wild West Native American, Hau!
How do I improve profits, how to deliver better service, how can I be more
successful, how to motivate employees?
Whilst it is a question in need of a definite answer, searching in the wrong
place leads to damaging conclusions. Over
time this creates an apathy that not only stifles innovation but also damages
your reputation and bottom line.
The successful questions used by dynamic organizations, the kind that deliver
true innovation are best represented by
what we call “think 25”. This dynamic strategy has its roots in
our common old alphabet. Can you guess what it
might be? Give, up? It refers to the most humble 25th letter of our alphabet,
Y.
Why you, your employees or your customers want something is far more fundamental
to its success that how. If you
start with how you will only arrive at the same conclusions as your competitors
and that means keeping up with the
Jones’ at best. Now that might be all you want. Perhaps you don’t
want to be leading the field? That is your first starter
for 10 ‘why’ question.
Do you want to be a leader in your field? Is it important for you to develop
a reputation for innovation and excellence?
There is no shame in answering no. But consider for a moment why you started
in business, what were your ambitions
and have they faded over the years? Will you just accept the tarnished reality
or would you like a springboard to that
original cherished vision? Think about it, if you could recreate that initial
drive and ambition with your current hard won
business acumen, what would happen?
To those content with the status quo go our best wishes, with a hope that
you might follow one-day. We who have
reignited our passions have an exciting road before us. The first question
for our leading party is where are we going?
What will we find when we get there and what kind of journey can we expect?
Remember it may be a long road and
you must be sure of the benefits each day. So think carefully.
Great, you have some inspired ideas of where you want to go. Time to “think
25”. Why do you want to go there,
what is your compelling reason for the journey and the destination? If you
can’t find that reason, you don’t really need
to go there. Start again, do not pass go and most certainly do not even consider
collecting $200 until you have found a
compelling destination and reason to go there. Without it you are too likely
to give up when the going gets tough.
Forget all thoughts of how you will get there for the moment. How always comes
after why? When you know why, how
is easy. These days with the proliferation of the Internet and easy access
to technical information you can find out how
with relative ease. However, technical information provides instruction, it
does not inspire loyalty, innovation and
motivation.
The first perceived obstacle to your new venture will be the issue of risk;
it always is for some reason. Being risk averse
is apathy disguised as a risk plan. Fair enough, minimising risk is a sensible
strategy, but that is not the same as excluding
risk. Remember innovation is about risk Even so, the good news is that “think
25” is inherently risk conscious. When
you understand the benefits clearly you are more committed to making it work
and you always know how much to
gamble.
Our last reason for using “think 25” is key. Wherever you are
going you won’t get there alone, whether your
companions are vision sharing partners or people hired to carry the bags they
must be committed to the journey. If your
vision is compelling you can persuade others to follow. True, their reasons
for doing so will different to yours but the
excitement generated by a clear vision is contagious and as a convert to “think
25” you will encourage all to discover
their own why. When they do, you will find their vision and drive will feed
your own. The circle is complete. •
© 2004 René Da Costa
About the Author
René Da Costa is an author, consultant and coach. He says, "To
be successful you must understand and apply political
and social innovation to complement core technical skills." Known as the "think
differently" coach he helps you to
invigorate your only renewable resource, your brain.
12/04/04
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