I have been going over Doug Hall‘s insightful book, Jump Start Your Business Brain: The Scientific Way to Make More Money, and cannot seem to put it down. Doug is a brilliant innovator and teacher and every CEO/inventor/innovator/practitioner should DEFINITELY read this book! The sheer thoughtfulness that goes not only into measuring ideas, but also into helping businesses win more and lose less in their efforts to create ideas with a high probability of success, is a gem too precious to ignore.
Peter L. Bernstein once said that “we simply do not know what the future holds.” Market uncertainties frighten all business: small and large alike and the question has always been: How do we thrive in uncertainty and chaos? You will have to read Doug’s book to answer this nagging question, but let’s brood over some of his findings based on a separate set of research experiments to discover what variables drove success:
The Three Laws of Capitalist Creativity
- Explore Stimuli: Stimuli are the fuel that feeds business-growth thinking – or any creative thinking, for the matter. Feed your brain with multi-sensory stimuli that are both related and unrelated to your challenge.
- Leverage Diversity: Stimuli are the catalysts that spark the reaction that creates ideas. Diversity is the fuel that turns the spark into a chain of continuous idea creation. The greater the diversity of opinions and perspectives you gather, the more effective you will be in creating ideas that can truly grow your business.
- Face Fears: The depth of stimuli and the breadth of diversity fuel your ability to imagine new ideas. But they come alive only in proportion to the extent that you are able to face your fears. Fear directly destroys your ability to create and craft new ideas.
So, if you are stumped for an idea, you have three distinct options. He writes:
- Use some stimuli as a catalyst for your cranium.
- Look at stimuli from different viewpoints, shifting your perspective or borrowing perspectives from others.
- Challenge the fears that would keep you from saying what you really believe and really know should be done.
The creative process has long been shrouded in near mysticism. Quantitative research shows this isn’t the case. Indeed, the mind can be managed like a factory. Creative productivity can be measured and systems put in place to improve quality.
You have the power to control your destiny.