Page 64 - Free the Idea Monkey

Hmm... Mental powers start to dwindle at 27,
marking the start of old age. This sure
argues for doing something today with
that big idea you have.

YOU ARE NOW FRUSTRATED AND CONSIDERING
PUTTING DOWN THE BOOK. PLEASE DON’T.

Many leaders become frustrated at this point because they have
been trained to believe that big ideas are readily apparent, so when
they can’t figure out precisely what is wrong with their innovation
engine—“why isn’t the world beating a path to our door?”—they
throw up their hands in disgust.

Thank you, God, this is usually about the time people call
Maddock Douglas. So we have the benefit of hearing about the
symptoms of innovation dysfunction when leaders like you are
most frustrated. Chances are, you will find some of the following
extremely familiar. (We’ll go into this in much greater detail—going
step-by-step—in the second half of the book. But for now, let’s just
hit the highlights.)

SIGNS OF INNOVATION DYSFUNCTION
(PREPARE TO HEAR YOURSELF WHINE)

1. The Challenge: No big ideas
The way the complaint is usually presented: “We’ve been innovat-
ing for years and have hit the wall. What we’re really looking for are
a couple of revolutionary ideas for our incredibly mature category.”
Solution: Revolutionary ideas most often come from outside your
category. Therefore, you must look at parallel industries and rely
heavily on thinkers who don’t walk your halls every day (see Chapter 4).
Extra Credit: Are you really looking for revolutionary ideas?
Really and truly? Or are you just saying it because that’s what lead-
ers are supposed to say? If you really (truly) mean it, you won’t accept
business as usual.

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