Let's take a look at an example leveraging the problem statement, "What might be all the ways in which I can meet the deadline?" My observations of the image are (1) the dog looks very distinguished; (2) the dog is wearing clothes, which is unexpected; (3) the red in the plant really pops and (4) the setting is natural. Using these observations, some ideas I have to solve the problem are:
- Distinguished: Work with key stakeholders to understand the impact and tradeoffs associated with the deadline. Negotiate a mutually beneficial solution.
- Unexpected: Offer something of value, something unexpected that could be used as a trade for the date.
- Pops: Find a partner -- a group that is renowned for its work and that can help us get the remaining work done more quickly.
- Natural: Let things take their natural course. Set expectations and do the best we can to achieve them.
Developing forced connections between seemingly unconnected concepts helps to broaden perspective. The picture of the dog introduces a new universe of potential cues from which to associate and generate ideas that were not on the table before. While there are many variations on this strategy, forced connections are all based on the brain's ability to link two disparate items, such as words, objects, images, feelings and ideas, and then use the new language to think through the problem.
For HumanaOne, it was one participant's experience buying skis that helped to define the actual behavior of the PlanPointer tool. Her observation was that she was "sold" on the experience of purchasing skis by the helpfulness, knowledge and reassurance of the sales assistant. Leveraging the ski example, the team incorporated the same emotional cues of helpfulness, knowledge and reassurance into PlanPointer.
For example, when a user answers a question, he can actually see the system working and helping him find the right healthcare plan for his needs based on his input. By connecting a user's specific input to how it affects the plans, they can understand the effect of their choices on plan options and costs. Finally, by making behind-the-scenes calculations apparent, users are reassured that they are being heard.
Tip 3: Change your physical environment
Changing your physical environment can change the way you look and feel about a situation. Research has shown that being in a natural environment helps stimulate creativity. If it is not feasible to go outdoors, a meeting room with wood flooring, natural fibers and windows is a good substitute. If you’re up for a field trip, visit a local museum. Museum exhibits can provide great stimulus for the forced connections discussed above.
For example, when a leading company wanted to rethink their online strategy, they conducted an offsite at the MIT Museum in Cambridge, Mass. While at the museum, a hologram exhibit was used to generate ideas.
Since what you see in a hologram changes depending on your angle, the exhibit produced good discussion on how the company viewed their customers and led to conversations on how to bring different perspective, such as dimension and emotion, into the company website's features and functionality.
Conclusion
Relying on yesterday's ideas and assumptions can spell failure to your company -- and your career. The next time you think about how to leapfrog the competition in the digital space, try these tips to jumpstart creativity and spark innovative thinking. Practice asking open-ended questions, creating forced connections and changing your physical environment to gain new perspective.
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Alicia Arnold is vice president, account management at Molecular.
