What Makes Great Ideas Stick? Three Insights from Hip Hop & Jazz.

New ideas are a lot like great new songs. You feel them first, make sense of them later.

When a recent trip to the Aspen Ideas Festival sparked the question in my mind, “What makes a big world-changing idea stick?,” I found my answers in the music of jazz and hip hop. It is often said that Jazz and Hip Hop are the only two truly original American art forms. What made them breakthrough? And what made them stick?

Coming up with ideas is not hard. We get creative “aha” moments all the time in the business world. The big challenge is keeping the spark of the idea alive above the din: doubt, time, conflicting interests and limited resources can all be obstacles. Without, the right support and environment, new ideas can devolve into discord.

After an idea is born, it needs healthy tension and rigorous debate with the right people to make it better. It takes courage, energy and openness to see this through, and the arts have often inspired me in these areas. As the daughter of a New Orleanian, I was raised to the rhythms of jazz standards, bebop, Dixieland, and even a bit of the 1970s and 80s jazz fusion. My coming-of-age journey happened in parallel with the birth of hip hop in America. So, these quintessentially American art forms are a soundtrack for my mind. And they have a lot to teach us about building ideas that stick:

1. Diversity and disruption are key. In business, we are all experts of our own instruments. You might be a brilliant soloist, a specialist in a field. But, think-tank events like Aspen Ideas encourage us to become part of a messy ensemble of different—often-conflicting—perspectives. And, we’re reminded that bold new ideas are most resilient when they emerge from a disruptive cacophony of voices.

In my work, I lead one of the newest portfolios within one of America’s oldest companies (General Mills was founded in 1866). And dissonance is frequent. The portfolio is composed of entirely trend-forward, emerging brands that were launched as disruptors to conventional food brands. Cascadian Farm was created to disrupt Cheerios. Annie’s was born to disrupt Goldfish crackers and Kraft’s “blue box” macaroni and cheese. And, Epic was made to disrupt the world of grain-based energy bars. But, eventually the disruptor joined the disrupted. And in doing so, a new thing was created. Every day, my team and I work to create the optimal blend of the old and the new. Each brand has its own unique tone and tempo. So, bringing these businesses and cultures together within General Mills can be fraught with moments of discord. But, more importantly, we also experience moments of breathtaking harmony when we our team hits just the right groove.

Trumpeter and composer Edward Anderson with his New Orleans jazz ensemble.

2. The ear is as important as the mic. Or, in other words, listening is as important as playing—and it can be tricky work. A hip-hop MC or improvising jazz soloist may look to be claiming the spotlight, but really, they are collaborating with the other performers on the stage. The soloist must listen constantly and acutely for when to add impact, and when to pass the focus back to the others. Even hip-hop diss-style messages, built upon the old-school art of insult called ‘the dozens,’ only work when they showcase multiple points of view

In the same way, nurturing ideas requires that we don’t play over others. Sometimes we think we’re listening but we’re not. For instance, have you ever had someone ask you a question, only to realize it was just a statement or assertion masquerading as a question? Instead, we must be like artists in a jam session. Our ears must be open when someone is explaining a different viewpoint. That makes productive collaboration and, as a result, rich harmony.

3. It takes time to create a masterpiece, and it’s ever-evolving. Jazz and hip hop are exciting forms of art because they’re constantly morphing from—yet maintaining—their organic nature. Freedom of expression demands the constant ability to improvise, refine and evolve. 

Often the leader of a team plays the role of conductor or arranger. Sometimes leaders must give their teams tools and direction to move through change. I often reassure my team that change comes at the perfect time—always. In our work as business-builders, just as in music, the ideas are never finished and perfected. They remain in a constant state of creation and making. 

In the more than 75 years since Cheerios were first introduced as Cheeri Oats, the brand has changed to remain relevant. Similarly, a Latin boogaloo hit from 1967 originally called “I Like It Like That” was subsequently remixed, re-recorded and re-released in 1994 as a dance club banger by The Blackout All Stars and again in 1996 as a tune in a Burger King commercial. And most recently, nearly 50 years after its original release, “I Like It” it is a contender for the top bop of the summer as a reimagined version performed by Cardi B. And if history is our teacher, the world still isn’t finished delivering fresh new approaches to that same material.

Just as jazz eventually gave birth to soul music, it also laid the foundation for hip hop. We must foster similar conditions to allow ideas to gain energy, amplitude and stickiness. We must protect them while they are still developing, under-appreciated, and often misunderstood. And we must allow them to morph and change. Because, in the hands of the right idea-builders, even your abuela’s favorite 1960s boogaloo, can spring up 50 years later as the hot hit of the summer.

General Mills CEO Jeff Harmening attends the 2018 Aspen Ideas Festival with Carla and fellow members of his executive team.

Carla Vernón is the President of the Natural and Organic business and a Corporate Officer at General Mills. She loves sparking inspiration and optimism within Corporate America. She is @CarlaInspired on twitter and your other favorite social media hot spots.