Martin Zwilling, founder and CEO of Startup Professionals shares some insights on why some entreprenuers make innovation look easy. He shares Rowan Gibson’s four initiatives to breakthrough thinking and Thomas Edison’s eight-step process….
Why do a few entrepreneurs, like Steve Jobs and Elon Musk, seem to come up with all the real innovations, while the majority of business leaders seem stuck in the rut of linear thinking? I have always wondered if innovation required some rare gene mutation, or whether I might be missing a simple formula for unlocking the ability in any intelligent business person to innovate.
While searching for an answer, I was excited by a new book, “The 4 Lenses of Innovation,” from Rowan Gibson, one of the most recognized thought leaders in business innovation. According to Gibson, you don’t have to be born with magic insights to be innovative. He connects breakthrough thinking to four initiatives, which I believe every entrepreneur should practice:
- Questioning deeply-held beliefs and assumptions. The willingness to challenge accepted approaches and propose non-obvious alternatives is one of the fundamental driving forces for innovation. This is a thinking pattern and a culture which all entrepreneurs needs to instill and nurture in every startup team member.
- Spotting and exploiting emerging trends. Innovative entrepreneurs have to start with a mindset of welcoming change, rather than trying to resist it. They don’t have to be futurists, they just have to be in the current time, not behind the times. Then they have to look for change, and continually hone their skills to turn discontinuity into opportunity.
- Redeploying skills and assets in new ways. Innovators leverage existing skills and assets in new ways, new contexts, and new combinations, rather than assuming that new resources are needed for new opportunities. Strategic partnerships with other companies are a good way to extend the boundaries of your business and recombine resources.
- Paying attention to unmet needs and frustrations. It all starts with a customer perspective to uncover problems and frustrations, and then design solutions from the customer backward. But customers also tend to think linearly, so they don’t always know what they want. It’s up to you to match what is possible with what is needed.