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Posted by Uncle Sha
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Ideas are thoughts, or more specifically a collection of thoughts. Thoughts are stimulate by observations or experience. Therefore, ideas are essentially a combination of observations or experience. At the core of ideation is the volume and variety of observations and experience that can be accessed and the relational model(s) used to organize or explore the intersection of these observations.
One of my favorite strategic paradigms is the concept of “Shi” taken from the classic book “The Art of War” by Sun Tzu. Roughly translated, Shi is the preparation or context established prior to action that can insure success. One of the examples given in the book is the power of rushing water created by the strategic placement of stones.
The first step in Ideation is developing your “Shi of Ideas”. If the core components of ideation are the volume and variety of observations and the relational model, then these components need to be established before ideation is likely to be successful.
Observational Obsession
An individual or group’s observations can come from a variety of sources. As expected, where you look for observations will determine which observations you have to play with. Peter Drucker famously lists seven areas where ideas emerge.
1. The unexpected 2. Incongruities 3. Process needs 4. Industry market and structures 5. Demographic changes 6. Changes in public perception 7. New technology and scientific findings
In addition to considering these classic sources of ideas, an individual or group should also consider their larger strategic direction or personal interest. Identify those categories of observation that appeal to your discrete needs, abilities, previous experience or interests. The key takeaway here though is that you need to be a rabid observer of life. The broader you can throw your net, the better. Don’t start out with “brainstorming”. Identify high quality sources of observation, and consume. (or establish a team of people who can bring this resource to the table)
Relationally Radical
Once the tank is full of varied observations, the next component of an idea is the discovery of relationships between those ideas. We all do this on a regular basis. For example, we may observe that we are hungry and then we may observe a nearby McDonalds and we get the idea that we should go get one of those supersized value meals. (This may not be a good idea, but we will save idea valuation for another article).
The challenge with our typical cognitive relational models is that they tend to operate within a standard paradigm. We are subject to a scary psychology concept called “Confirmation Bias” or “Paradigm Paralysis”. In layman’s terms, we tend to bundle observations into pre-existing groups in our mind so that we can store them better. It’s a bit like putting observations in a folder system for your brain.
Most of the tools or strategies for ideation aim at breaking this cognitive folder system so that we can first capture and then organize the observations in different ways, and potentially discover new ideas. This is “out of the box” thinking, or in more technical terms, lateral thinking. Because lateral thinking does not usually come naturally, we often need to use tools to assist us in the switch to lateral thinking.
Other than combination and reorganization, the other major approach is to consider relationships with strong, established systems, the most popular of those being nature. This type of systems analogy approach has emerged as bio-mimicry and eco-mimicry. These are both efforts to use the concept of analogy within the context of nature (a presumably admirable system).
Another popular approach is to question our underlying assumptions with the constant question of…Why? Taking a concept that is assumed and tossing out the assumption. Usually this is applied to strongly entrenched beliefs. Say for example the assumption that education is a good thing, or that people should live indoors. Questioning these concepts might be considered ridiculous, but it also may open our minds to new ways of looking at things.
The key takeaway here is that you need to establish the habit of being relationally radical. Don’t start out looking for synergy, but start out in the areas where synergy does not seem to exist. This will be the space that others avoided, and where the true opportunity lies.
In Summary
To be an idea machine, you need to establish the Shi of Ideas, which is more about preparation than action. Prepare by being obsessed with observing life, and interacting with others who do the same, and then use some of the many tools available on lateral thinking or mind mapping to train your mind to switch from the relationally reasonable to relationally radical mindset.
This is a Startup Consulting article by Brian Goodman.
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25th Nov 2009
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Category: Entrepreneur
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