The innovation 2 step

2stepOne of the longest standing designers at IDEO, Jim Yurchenco recently retired, and they posted a great video of him sharing some of his career lessons.

Jim Yurchenco : Reflecting on 35 Years at IDEO

The part that grabbed my attention was Jim’s statement that you should “never accept done for good, or good for excellent.” He continues by encouraging us to always ask someone you respect to look at what you are doing and say, “What do you think? What could we do better? Does this make sense?”

Innovation is a team sport, never a solo endeavor

While Jim’s first statement is a pithy, memorable bit of wisdom, the second contains the secret to innovation. Innovation is a team sport, never a solo endeavor. Innovation is a creative, iterative, collaborative process that takes place over time… not a single moment of brilliant insight. Sure, there are many insightful moments punctuating each journey, but without input from others those moments drift away, wither into nothing, or fail to hatch.

Input from multiple perspectives is imperative for innovation

Put simply, input from multiple perspectives is a requirement of innovation. It’s not that “aha moment” you have in the shower that’s the key. It’s how you share that idea with others and allow it to be shaped from an insight into an actionable idea that matters.

But even that secret is not sufficient to produce innovation in a reliable manner. You know the go-and-get-feedback routine… you create a first draft, sketch a concept, or even build a working prototype. Then you run it by a bunch of people to gauge their reactions. Some provide good ideas you hadn’t thought of, some just say “cool” and others give you feedback that just doesn’t seem to fit.

Most people take the good reactions as a sign to move forward, discount the worst comments, and perhaps choose a small improvement to add to their idea so they can get on with their plans. But this process doesn’t really transform the idea––it perhaps rounds off a few rough edges, but mostly serves to keep you in your comfort zone with this new idea. The first round of feedback is like an appetizer that gets the party started, but doesn’t really fulfill your needs.

True innovation develops through sharing information and opinions

After watching hundreds of great designers and entrepreneurs go about their daily routines, I’ve noticed they dance with an idea until it becomes something wholly different than what they started with. Sharing the “thing” you’re working on to get reactions, advice, guidance, etc. is just the first of two steps of sharing. The best innovators share the knowledge they’ve gathered in the first step with another set of people to compare the input and make sense of it. Then they start over with the first step and repeat the cycle many times.

The first step is for reactions and ideas on the thing you are working on. The second step is a meta-level “input on the input” discussion where the innovator gains a much deeper level of critique and synthesis that reshapes and improves the input. Instead of just gathering a bunch of single points and comparing them, the best innovators facilitate a spiraling dialog that might look something like this:

Innovator: Why did you say it should be round, but he said it should be square?

Person A: Well, I hadn’t thought about making it square. That’s an interesting point he’s made.

Person B: Yes, I’m sure it must be square because the technology you need won’t fit otherwise. But I see how round would be more appealing now.

Person C: I see how the technology won’t fit, but I really think the user will appreciate a different form. This feels like a compromise. We had this same problem on another project…

Innovation is the relentless pursuit of solving trade-offs until you reach a breakthrough. It’s not easy, and generally not efficient. It takes time, and most importantly, it takes input from others. Don’t hide your ideas and early concepts—get out there, ask for input and ask again (and again) until you refine and shape your idea into something truly excellent.

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