The value of an absurd idea

The convention wisdom is that building a culture of innovation originates with embracing The 3 Cs: critical thinking, curiosity, and customer-centric design.

 Critical thinking prevents unintended biases like stereotyping, jumping to conclusions, only seeing what we want to see, and falling in love with our own idea. It expands our perspective and allows us to see solutions in a new light. Creativity alone generates ideas. Creativity combined with critical thinking generates innovation. Curiosity lies at the heart of all innovation. It prompts us to ask ‘why’ and ‘what if’ even when we think we know the answer.  Successful innovations, the ones that generate a long-term competitive advantage, provide value to their customer by making their lives easier and more fun. 

Here's an example to how to practice systems thinking in solving complex problems.

Here is a well know creative problem solving model

Here's an absurd idea-maybe organizational innovation models don't work. After all, the large majority of new product ideas and change efforts fail. At least that was my conclusion after attending an all day seminar on the subject. This does not bode well for sick care as corporatization bloats the beast.

Here are some other takeaways:

1. Brainstorming, depending on how you define it, usually does not result in transformative ideas or many A-ha moments. Post-it notes work better.
2. The secret sauce is usually made up of leadership/people, culture, structure and process. However, many innovative ideas or models are the result of serendipity, dumb luck or the quirky vision of the founder.
3. You can break down the process of complex decision making into as many steps as you want creating lots of models that make lots of money for consultants.
4. There are two basic models of innovation-forgiveness and permission.
5. Most people, will solve complex problems the way they always do, contaminated with unconscious biases, blind spots and false assumptions. Some brave souls, though , are trying to teach kids how to find value in really bad ideas.
6. Innovation starts with an entrepreneurial mindset. Few have it or are interested in developing it or teaching it. It's just too hard and it takes courage. If you just talk about innovation and label incremental improvements as innovation, it's a lot easier and costs less.
7. In the end, you can listen to customers and give them what they want and are willing to pay for, or, you can take the riskier path and give them what they didn't know they needed until you sell it to them.
8. Divergent thinking expands the realm of possible solutions. Unfortunately, our educational system discourages it and tests you on getting the one right answer, despite the fact that, in most instances, there is none. Even in science, the answer is right until it is proven wrong.
9. CEOs and direct reports don't get bonuses for killing the cash cow
10. Want to spend a fun day? Get 10 people in a room and ask them to define improvement, value, innovation, and disruption. Then, ask them to write a document describing their conclusions. Plan to order take-out pizza and beer because, most likely, you will be there for a while. You might also want to bring something sharp to stick in your eye.

Like clinical medicine, the corporate innovation elixer you prescribe will depend on the diagnosis and one drug won't cure everything. Picking your poison will depend on whether you work in a non-profit or for profit, a turnaround a startup or a scaling company, and how the people you involve do things and see the world. Absurd indeed.

Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs