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The Best Way to Have a Great Idea… | The Discipline of Innovation

The Best Way to Have a Great Idea…

Dual Nobel Prize winner Linus Pauling famously said “The best way to have a great idea is to have a lot of ideas.”

He was right.

Well, really, he won two Nobel prizes, so my opinion here is relatively unimportant. But anyway, I think he was right.

The quote from Pauling showed up again recently in The Medici Effect by Frans Johansson. The book is very good – it talks about working at the intersections between disciplines in order to come up with radically innovative ideas.

Johansson brings this up to make a couple of important points. The first is that the people that we think of as being innovative often have history of executing a large number of ideas:

Some individuals or creative teams will come up with ten, a hundred, or even a thousand times more ideas than their peers. Not only that, those who have created the most are also the ones who have the most significant innovative impact. This was true in the past; Pablo Picasso, for instance, produced 20,000 pieces of art; Einstein wrote more than 240 papers; Bach wrote a cantata every week; Thomas Edison filed a record 1,039 patents. This holds true today. Prince is said to have over 1,000 songs stored in his secret “vault,” and Richard Branson has started 250 companies.

Obviously, there are also great ideas from people that aren’t so prolific. But Johansson is saying that generating a lot of ideas, and then trying them out is one outstanding way to eventually hit upon a great idea.

This leads to the second point – if you generate and try a lot of ideas, they’re not all going to be great, even if you are a creative genius. To show this, he revisits those examples:

… this explanation ignores the fact that groundbreaking innovators also produce a heap of ideas that never amount to anything. We play only about 35 percent of Mozart’s, Bach’s or Beethoven’s compositions today; we view only a fraction of Picasso’s works; and most of Einstein’s papers were not references by anyone. Many of the world’s celebrated writers have also produced horrible books, innovative movie directors have made truly uncreative duds, megasuccessful entrepreneurs have disappointed investors, and pioneering scientists have published papers with no impact whatsoever on their colleagues.

This ties into a couple of critical points about innovation. One is that it is not enough to have ideas. We have to sort them to figure out which ones work and which ones don’t. We can do this with some sort of selection process, but the best form of selection is to try them out. See what works and what doesn’t. Experimenting is a critical innovation skill.

The second point is that failing is part of the innovation process. Stefan Lindegaard has recently triggered a discussion on this topic, which as usual has elicited mixed responses. Some say that it is better to succeed than fail, and that it is dangerous to encourage failure. While this may be true, it is also true that if some of your ideas aren’t working, you aren’t trying enough ideas. Here’s a good take on this from Bloomberg Weekly:

But intelligent failures — those that happen early and inexpensively and that contribute new insights about your customers — should be more than just tolerable. They should be encouraged. “Figuring out how to master this process of failing fast and failing cheap and fumbling toward success is probably the most important thing companies have to get good at,” says Scott Anthony, the managing director at consulting firm Innosight.

As Stefan says, we need to fail smartly. Experiment, then do more of the things that work, and learn from the things that don’t. One key point here is that in order to learn from our experiments, we have to set them up so that we gather useful data regardless of whether they succeed as we expect them to or not. This is another critical innovation skill.

So I definitely agree with Pauling – the way to get a great idea is to try a lot of them. To do this successfully, we need to develop an experimental approach to innovation.

Note: Here is Johansson explaining some of the key concepts from the book, which is well worth reading:

Frans and The Medici Effect from The Medici Group on Vimeo.

About Tim Kastelle

Student and teacher of innovation - University of Queensland Business School - links to academic papers, twitter, and so on can be found here.

6 Responses to The Best Way to Have a Great Idea…

  1. Martijn Linssen 16 August 2010 at 9:19 pm #

    Fine post Tim!

    All true of course, both sides of the coin.
    I also think this is where my never-coined phrase comes in: “just good is perfect, perfect is just not good” – you should give birth to ideas like ducks: 10-15 at a time, so you won’t panic if one doesn’t make it

    And you shouldn’t want to make each of them perfect, as that just takes way too much time and energy. The ones that survive, those deserve your proper attention. In the duck-analogy, that’s usually one (or less)…

  2. Tim 16 August 2010 at 9:30 pm #

    Thanks for that Martijn. Your duck analogy is like one I’ve used in class, although I’ve pushed it a bit further and said that we should generate ideas like salmon make eggs – hundreds at once!

    That was actually the topic of one of the very first posts on the blog:
    http://timkastelle.org/blog/2009/05/albatrosses-v-salmon/

  3. Martijn Linssen 16 August 2010 at 9:49 pm #

    I actually have quite a few ducks in my garden (http://twitpic.com/1hsleo), hence the analogy ;-)

    They even enter the house sometimes to pillage the dog’s bowl: http://twitpic.com/1bsayn

    Read the albatros and the salmon, liked it.
    Where social media help is with giving exposure and getting attention: where launching an idea used to be a horizontally flipped longtail before (you’d have to pile up a lot of efforts, energy and time before you could finally make it inthere), any idea could now basically become world-famous within a day, maybe two – and that’s just amazing

    Old-fashioned innovators will miss the fun if they keep inventing the old ways, while the rest of the world will be suffering from innovation-fatigue soon as thousands and millions of people launch ideas “at will” like salmons do eggs

    Innovation overload – the next luxury problem?
    :P

  4. Tim 16 August 2010 at 10:16 pm #

    The duck raid on the dog bowl picture is awesome!

    I’m not sure we’ll ever get to innovation overload, but it’s an interesting idea…

Trackbacks/Pingbacks

  1. Tweets that mention The Best Way to Have a Great Idea… « Innovation Leadership Network -- Topsy.com - 16 August 2010

    [...] This post was mentioned on Twitter by Graham Hill, Claire Brooks, Kai Köllen, Ralph-Christian Ohr, Tim Kastelle and others. Tim Kastelle said: New blog post: The Best Way to Have a Great Idea… – thoughts on experimenting, failure & #innovation http://bit.ly/asgYGR [...]

  2. Write Your Own Map « Innovation Leadership Network - 5 September 2010

    [...] of the ways to do this is to read, and to read widely. Read across disciplines. Find the novel ideas by connecting things at the intersection of disciplines (an idea also discussed in The Medici Effect by Frans [...]

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