KF #19. Cultivates Innovation Archives - How to be Awesome at Your Job

Pete Mockaitis
Duncan, welcome.

Duncan Wardle
Thank you. Thanks for having me.

Pete Mockaitis
I am so excited to talk creativity and The Imagination Emporium. And, first, I’d love it if you could kick us off, no pressure, but I’d love to hear a super riveting high-stakes story that’s also instructive and behind the scenes related to a Disney classic masterpiece that we’re all familiar with. Just no problem.

Duncan Wardle
Any particular masterpiece you had in mind?

Pete Mockaitis
Oh, boy, it’s not hard enough. Let’s make it more specific. I’ll keep it open. I’ll keep it open. I mean, I’m thinking my kids love Moana, but we can go anywhere you think there’s a juicy story.

Duncan Wardle
So, I started, I finished as Head of Innovation and Creativity at Disney. Didn’t start that way. I started as the coffee boy in the London office. I used to go and get my boss six cappuccinos a day from Bar Italia on Frith Street. And about three weeks into the role, I was told I would be the character coordinator, that’s the person who looks after the walkaround characters, at the Royal Premiere, for “Who Framed Roger Rabbit?” in the presence of the Princess of Wales, Diana.

I was like, “Ooh, what do I do?” They said, “Well, you stand at the bottom of the stairs, the Princess will come in along the receiving line, Roger Rabbit will come down the staircase, the Princess will greet Roger, she’ll move into the auditorium.” How could you possibly screw that up? Well, that’s the day when I found out what a contingency plan was, because I didn’t have one.

But a contingency plan would tell you, if we were going to bring a very tall rabbit with very long feet down a giant staircase towards the Princess of Wales, one might want to measure the width of the steps before the rabbit clips on the top step and is now hurtling like a bullet, head over feet at torpedo speed directly down the stairs towards Diana’s head. Whereupon he was taken out by two Royal Protection officers who just flattened him.

There’s a very famous picture on Reuters of Roger going back to the air like this, two secret service heavies diving towards him, and a 21-year-old PR guy from Disney about going, “Oh, shit. I’m fired.” So, I thought, “You know, there’s no point going to work tomorrow.” So, I got a call from somebody called a CMO. I didn’t even know what that was at the time. I thought, “Oh, he’s going to tell me I’m fired. He goes, “That was great publicity.” I said, “Who knew? I could make a career out of this.”

And so, for the next 20 or 30 years, to be precise, I got to have some of the more mad, audacious, outrageous ideas for Disney, Pixar, LucasFilms, etc. and I was like a kid in a candy store. I always liked the ideas that I had no idea how to pull them off. When I sent my son’s Buzz Lightyear into space, I had to convince NASA to take Buzz Lightyear into space. He’s the world’s longest serving astronaut on the International Space Station.

I built a swimming pool, a full-size Olympic swimming pool down Main Street, USA for Michael Phelps to swim down. I really only ever liked the ideas that I had no idea how I was going to pull them off once they were approved.

Pete Mockaitis
Yeah, that sounds like a ton of fun. I’m just taking it all in. Wow! So, basically, you had nothing to do with the tripping, and had you thought of it, you would have prevented it, and you would not have had this beautiful serendipitous pathway of fun, creative goodness, unfold for you.

Duncan Wardle
So, basically for 20 years, I got to do the more mad, audacious, outrageous ideas, and about, oh, God, 2009, 2010, I got a call from the boss who said, “Listen, you’re the guy with all the mad ideas who seems to get them done inside a very large organization, you’re going to be in charge of innovation and creativity,” to which my response was, “Well, what the hell is that?” He said, “Well, I don’t know. We just want to embed a culture of innovation and creativity into everybody’s DNA.” I said, “Okay.”

So, I tried three or four models, I hired outside consultants, we did accelerator programs, we created innovation team. But what we failed in, actually, our overall goal, which was “How might we embed a culture of innovation and creativity into everybody’s DNA?” So, I set out to create a toolkit, one that has three principles: takes the BS out of innovation and makes it more accessible to normal hard-working people; makes creativity tangible for a 50% of us who are uncomfortable with ambiguity and grey; but far more important, make it fun, give people tools they’ll choose to use when the boss isn’t around. That’s when you know you’re changing a culture.

And we ended up having, I think it was like a three-year waitlist for what was a two-day voluntary training course. So, we must be doing something right.

Pete Mockaitis
That’s really cool. Well, I’m intrigued then, with all this study and practice and teaching and experiencing in the zones of creativity and imagination and innovation, is there a key surprising discovery you’ve made about us humans when we’re trying to do this stuff?

Duncan Wardle
Yes. Close your eyes. Where are you usually and what are you doing when you get your best ideas?

Pete Mockaitis
Oh, I’m often in bed or in the shower.

Duncan Wardle
Okay, there we go, so we’ll go with those. So, you can open your eyes. I’ve done this with up to 50, now 20,000 people in the audience, and used either here, in bed, in the shower, jogging, running, commuting, playing with the children, out walking, and nobody ever says at work. Not one person. Well, that’s a bummer, isn’t it, because we’re paid to have our big ideas at work.

So, close your eyes again. Picture that last verbal argument you were in with somebody. A bit of a shouting match. Your voices are raised. You’re angry. You turn to walk away from that argument. Now you’re five seconds away. You’re 10 seconds, you’re 20 seconds away from the argument. And what just spontaneously pops into your head the second you turned to walk away from that argument? What was it?

Pete Mockaitis
Oh, a smarter thing that I should’ve said.

Duncan Wardle
Yeah, the killer one-liner, the one perfect, beautiful comeback you wish you’d used during the argument but you didn’t, did you? No. Why? Because when we’re in an argument, our brain is moving at a thousand miles an hour. defending ourselves, and when we’re in the office, it’s the same for meetings, emails, presentations, and I hear myself say, “I don’t have time to think.” But the split second you gave yourself time to think, came up with a killer one-liner, came up with a big idea.

But we don’t give ourselves time to think. And how do you get there? By being playful. Why is that important? Because when you are in the argument or at work you, and you hear yourself say, “I don’t have time to think,” you’re in the brain state called beta, where you only have access to your conscious brain. Well, that’s only 13% of your brain; 87% of your brain is subconscious. Every meeting you’ve ever been, every creative problem you’ve ever solved, every innovation you’ve ever seen, it’s back here. It’s unrelated stimulus but you don’t have access to it.

How do I get access to it? By being playful. What do I do? Sixty-second exercises deliberately designed to make you laugh. Why? Because the moment I hear laughter, I know that, metaphorically, I placed you back in the shower where you are when you have your best ideas. When you ask, Pete, I often hear people say, you know, you ask, “What’s the barriers to being more innovative and creative where you work?” People say, “We don’t have the resources, you know.” “Oh, okay. All right. Well, who are the most creative people you’ve ever met?” “Children.” “How much money they got?” “None.”

There is a correlation there. The challenge is this. I believe that the most employable skillsets of the next decade are being killed through Western education. Why do I believe this? Because I was doing some work recently with Google on their DeepMind project, and I asked the engineer, that’s their artificial intelligence program, what she believes will be the most employable skillsets in the next decade. And she said the ones that would be the hardest for her to program, and we agreed on what they were. The ones that which we were born with.

We were all born creative. We were all born with amazing imagination. We’re all born with empathy and intuition, but then we go to school, and the first thing our teacher tells us to do is “Don’t forget to color in between the lines. Well, stop asking why because there’s only one right answer.” So, by the time we’re 18, we identify as not creative and we’re not curious anymore. And yet with AI coming into the marketplace, these will be some of the most employable skillsets for the next decade.

So, I am on a mission. I believe everybody is creative. I don’t believe it’s just some people. I define creativity as the ability to have an idea, and I define innovation as the ability to get it done. That’s the hard part. But here’s the thing, we train our lawyers, train the IT team, train marketing, train sales, but when it comes to innovation, we just tell people to get in a room and have a big idea with no training, no equipment. So, I thought, “Right. I’m going to create a toolkit.”

So, let me ask you a question, actually, before I describe the toolkit. When you’re in your office, or anybody else’s office, for that matter, and you see a business book, where, physically, where is that business book? Where is it in the office?

Pete Mockaitis
On a bookshelf.

Duncan Wardle
Yeah, bingo. Do you ever read it? “No, I’m too busy. My boss needs this by three o’clock. I’ve got a weekly report to do, so I don’t read the books.” I thought, “Okay, what nonfiction book have I ever read, where I could only read one page, don’t have to read the whole book, but I get exactly what I want?” A cookbook. You want Shepherd’s pie? Go to page 67. And so, I’ve designed the book exactly the same way.

So, there’s a contents page for the left-hand side of the brain, and there’s a contents page for the right-hand side of the brain, and it says, “Have you ever been to a brainstorm where nothing ever happened? Go to page 67.” “Fed up with your boss shooting your ideas down? Go to page 12.” “Don’t know how to find an insight for innovation? Go to page 47.” So, I’m trying to make it accessible for people, and then I want it to really make it tangible and fun.

Because the more expertise, the more experience we have, the more reasons we know why the new idea won’t work, so we constantly shoot it down. And I call it our river of thinking. And, basically, in the last four years, we don’t get to think the way we thought four years ago. We’ve got climate change, we got artificial intelligence coming into the marketplace, we’ve got Generation Z that doesn’t want to work for us, and we’ve got global pandemics, so we don’t get to think the same way we always have. So, I want to give people a set of tools that stop you thinking the way you always do and give you permission to think differently.

Pete Mockaitis
All right. Well, it’s a lot of goodness to dig into. We’ve got the creative side, getting ideas, and the innovation side, the hard part, making them happen. So, let’s talk about each of these in succession. On the creative side, you said you want to get us into a playful zone, and you’ve got some 60-second exercises that make us laugh. I would love to be able to laugh within 60 seconds regularly, just in general, as a life skill for joy and happiness. So, how do I pull that off?

Duncan Wardle
Well, let me see. Experts, okay. I’m going to give you an occupation. You’ve worked in this occupation for the last 25 years. Therefore, you are the world’s leading guru on this particular topic. I will play the role of a news reporter and I’ll interview you about how you get your job done. So, Pete, for the last 25 years, you are the world’s leading guru as a designer of parachutes for elephants. I will now interview you about your job.

So, Pete, I’m just curious, is there a difference in how you design the parachute for an Indian elephant versus an African elephant, given that their ears are totally different sizes?

Pete Mockaitis
Sure thing. Given the aerodynamic qualities of the ear, we make sure that the shape of the parachute can accommodate them effectively and slow things down just right, compensated for the fact that we’re getting some ear help along the way.

Duncan Wardle
And the airplane, do they go up to 30,000 feet? Or, do they go up to a thousand feet? Do they have to go to a higher altitude because of the weight of the elephants versus a human?

Pete Mockaitis
No, same height works just fine.

Duncan Wardle
Okay. And are the elephants, the Indian elephants more intimidated than the African elephants? Is one more bold and loves throwing themselves out of planes? Or is it sort of a joint fear factor?

Pete Mockaitis
They both hate it.

Duncan Wardle
And how did you get into this line of business in the first place, I’m curious?

Pete Mockaitis
You know, I met this charming podcast guest and he inspired a whole career journey.

Duncan Wardle
All right. Well, thank you very much. So, I walk into a room and ask people, “Hands up if you think you’re creative,” and less than 3% of the audience will put their hand up. And then I’ll give them this exercise, and you just hear a huge laughter, and they realize that they’re far more creative than they thought they were. And I think that’s important.

The other one that I do, because I think it’s really impactful, is this one. So, you and I are going to brainstorm an idea for a birthday party. We’ve got $100,000 in the budget. And so, would you like it to be a Star Wars party or a Harry Potter party? What would you like?

Pete Mockaitis
Well, it’s funny, I can’t help but going meta, so we only have two choices, huh?

Duncan Wardle
Well, we’ll pick a theme. What do you want?

Pete Mockaitis
I was thinking Superheroes, broadly speaking.

Duncan Wardle
Okay, superheroes. We’ll go superheroes. So, I’m going to come at you with some ideas for a superhero party. I want each and every response, every time you respond, I want the first two words out of your mouth, if you would, to be “No, because” and then you’ll tell me why we shouldn’t be doing that idea. So, I was thinking, right, we’ll get all the superheroes together. We’ll get the DC heroes, we’ll get the Marvel heroes, and we’ll even put Disney characters in there with capes and masks.

Pete Mockaitis
No, because we don’t have the intellectual property rights to do DC. This is Marvel country.

Duncan Wardle
Okay. All right. Okay, I’ll tell you what then, we’ll just do a cosplay party using all the…wait, no. Actually, superheroes, we could do a crossover party between Star Wars and Marvel, and all the tall people could come as like Darth Vader, and all the little people can come as Ewoks.

Pete Mockaitis
No, because that’s offensive to people who suffer from disabilities.

Duncan Wardle
No, a fair point. So, what if we do a Guardians of the Galaxy party because that’s got superheroes from all different, a very diverse background, and we just show the movies back-to-back-to-back, and we’ll have a playlist where we can actually all set ourselves back into, oh, LP 1970s. We’ll look good in the ‘70s.

Pete Mockaitis
No, I want people to really connect and engage with each other as opposed to seated and watching films.

Duncan Wardle
Oh, well, okay. So, we’ll stop there. So, let me ask you a question. When you’re throwing out ideas and somebody’s constantly “No, because-ing” you, how does that make you feel?

Pete Mockaitis
Oh, it’s really deflating. It’s just like, “Oh, no, no.” I was like, “I regret starting this conversation. Hmm.”

Duncan Wardle
And do you think our idea, where we were going there, do you think we were heading in a much bigger direction or were we getting smaller? Which direction were we heading?

Pete Mockaitis
Smaller.

Duncan Wardle
So, let’s try it again. Pick another theme.

Pete Mockaitis
Another party theme?

Duncan Wardle
Yeah.

Pete Mockaitis
Okay, sure thing. Let’s go with the ‘90s.

Duncan Wardle
The ‘90s, okay. Man, what do I remember about the ‘90s? Not much, but that’s okay. Who cares? So, I’m going to come at you with some ideas for a ‘90s party. Unlike our colleague, the other Pete, who started with the words “No, because,” I’d like you to start with the words “Yes, and” in each response, and we’ll just kind of build it together.

So, I was thinking we could, oh, yeah, a David Hasselhoff lookalike party. It’d be great.

Pete Mockaitis
Yes, and we’ll have cars that are like KITT.

Duncan Wardle
Ooh, yes, and we could have Transformers and the cars could actually turn themselves into Transformers, and everyone gets to take one home, and it could be sponsored by Ferrari.

Pete Mockaitis
Yes, and we’ll have ChatGPT in the cars so they could actually talk back and forth to us.

Duncan Wardle
Ooh, yes, and we’ll have ChatGPT in all different languages around the world. And then we’ll bring in holograms of ABBA from the ABBA Live Show in London. And then we could actually all be holograms, so we’re not actually in the party at all, but that we are.

Pete Mockaitis
Yes, and we’ll have 3D headsets to make it a more immersive experience for the people who are there remotely.

Duncan Wardle
Oh, yes, Apple Vision Pro, so people could actually join us from around the world. So, we’ll stop there. So, a lot more laughter, a lot more energy. This time around, if you were to describe that exercise in one word, what one word would you choose?

Pete Mockaitis
That’s fun.

Duncan Wardle
Fun. By the way, why shouldn’t work be fun? This time around, bigger or smaller?

Pete Mockaitis
Bigger.

Duncan Wardle
Okay. Far more importantly, when we work inside big companies, we’ve got bosses and colleagues and constituents to bring on board with our ideas. When we just finished building that idea together, whose idea was it by the time we finished?

Pete Mockaitis
Oh, it’s a team. It’s both of ours.

Duncan Wardle
It’s ours. So, just using “Yes, and” has amazing powers to turn a small idea into a big one really, really quickly, but far more importantly, allows us to transfer the power from my idea, which we know never goes anywhere inside a large organization, to our idea and accelerate its opportunity to get done. But the more experience, the more expertise we have, the more reasons we know why the new idea won’t work.

So, we start, “No, because we tried that last year,” “No, because that won’t hit our KPIs,” “No, because that’s not the way we do it here.” Just remind yourselves and the colleagues who tend to start with the words “No, because,” “Look, we’re not green lighting this project for execution today. We’re merely just greenhousing it together using yes and.” You can change your culture overnight with “Yes, and.”

Pete Mockaitis
Greenhousing, that’s fun. And even just imagining a greenhouse puts you in a good mood, with the water mists and the sunshine and the plants and the flowers.

Duncan Wardle
Actually, whilst I’ve got you, I’m going to grab a pen and a piece of paper. Have you got one? I know I should have probably mentioned that in advance. I want to talk about the power of diversity in innovation, because everybody talks diversity and then nobody does anything about it. So, I want to prove to people how diversity drives innovation.

We’ve been designing a new retail dining and entertainment complex for the Hong Kong Disney Resort, in the room that day were, the Disney Imagineering team, a team you would expect to be there, but on that particular day, I was faced with 12 white male American engineers, all over 50. That’s called groupthink.

So, I invited in a naive expert. Well, what’s a naive expert? A naive expert is there because they don’t work in the industry in which you work. Well, how can they help you solve the challenge? Well, they can’t but that’s not why they’re there. They’re there because they will say or do something to stop you thinking the way you always do and give you permission to think differently.

So, I brought in a young chef from China, a female. Why? She wasn’t male, she was female. She wasn’t American, she was Chinese. She wasn’t over 50, she was under 20. And far more importantly, she wasn’t an architect or an engineer, she was a chef, and I knew she would say or do something to get us out of our river of thinking and thinking differently.

So, I gave them the same challenge that I should give you now, pen and paper. I’m going to name an object. You have seven seconds to draw it, and then I want you to hold it up. Are you ready?

Pete Mockaitis
Okay.

Duncan Wardle
Okay. Please, would you draw a house? Seven, six, five, four, three, two, one. Share your genius, if you would, please. Let’s take a look. Let’s take a look. And, ooh, can’t see, it’s fading in and out there a bit. Okay, so hands up if you drew one door.

Pete Mockaitis
Yeah, one door, yep.

Duncan Wardle
How many windows?

Pete Mockaitis
I have one window, but I ran out of time. I would have had two.

Duncan Wardle
Did you draw bars over the windows?

Pete Mockaitis
Yes.

Duncan Wardle
Okay. And what shape is the roof?

Pete Mockaitis
A triangle.

Duncan Wardle
Shocker. So, all of the Disney Imagineers drew exactly what you did because they were constrained by their river of thinking. But the young female Chinese chef, she drew, hang on let’s just see if I can’t sketch this in 10 seconds, she drew a dim sum house with some dim sum on the top of it, a chimney. And so, it never occurred to her to draw the house the same way we would because she wasn’t stuck in our river of thinking.

And on the way out the door, a Disney Imagineer slapped a Post-it note over her dim sum house, and said, “Distinctly Disney. Authentically Chinese.” Seven years later, the strategic brand position that guided the entire design of the Shanghai Disney Resort, “Distinctly Disney. Authentically Chinese.” The point is this, diversity is innovation.

If somebody doesn’t look like you, they don’t think like you. And if they don’t think like you, they can help you think differently. And so, the next time you have a leadership meeting, the one person that you could do within that meeting room is not a leader, “Oh, we can’t do that.” Well, why not? Have some young 25-year-old superstar in the meeting. They’re not there to solve the challenge for you. That’s not why they’re there. They are there to challenge the way you think and to help you think differently.

Pete Mockaitis
Oh, Duncan, I’m loving this so much. And this reminds me when I was consulting at Bain, we had a giant department store client and I was new to the case, I was naïve. And the partner was talking about size packs, which is something I was not familiar with, but, apparently, there are garments that are sent to department stores, at least at that time, that you don’t get. You don’t say to the supplier, “I want three smalls, five mediums, ten larges.” No, you buy different size packs which have a certain preset number in there.

And I said, “Why do we have size packs? Like, aren’t we a big deal retailer who could ask for and receive from our suppliers the exact sizes that we wanted, and they would need to play ball, and would nicely meet the inventory needs and demands of how many different people of different sizes are in different stores?”

And it was funny because the partner looked at me, he’s like, “Are you kidding?” He genuinely was not sure. He wasn’t trying to be offensive or dismissive, but he was not sure if I was joking about the size pack question, because size packs are just part and parcel with what he’s been dealing with and thinking about, an industry norm forever. And so, so for me to say this is just, like, shocking.

And I don’t know, it may or may not be a wise idea with logistical efficiencies to have size packs in department stores. But I think that just by shaking it up, we are at least able to consider some new ideas and the implications of, “What if we didn’t have size packs? Maybe smaller players could work with us and we could have more fresh interesting offers in our stores. Hmm.”

Duncan Wardle
“What if” is a great tool. It was designed by Walt Disney for Fantasia. He was very frustrated that he couldn’t pump mist into the theatre or heat into the theatre during the movie. So, the theatre owners, so step one, you list the rules of your challenge. Do not think about them. If you start thinking about them, you’ll think of all the reasons you can’t break them.

So, Walt simply listed down the rules of going to a movie theatre, “I must sit down. It is dark. I must go at a set time. I can’t take in my food and beverage. I must pay to get in. I can’t control the environment.” Just list the rules. Don’t think about them. Then pick one and ask the most audacious, provocative, outrageous “What if.”

So, Walt chose the environment, he said, “Well, what if I could control the environment?” Well, he couldn’t, he didn’t own the movie theatres. Besides, that wasn’t provocative enough. So, he said, “Well, okay, if I can’t control the environment, what if I may take my movies out of the theatre?” If you know how to do it, you’re iterating. If it scares you, you’re innovating.

So, somebody said, “Well, how are you going to do that, Walt? They’ll be two-dimensional, they’ll fall over. People won’t be able to see them.” “Well, what if I made them three-dimensional?” “Well, how are you going to do that, Walt?” “Well, what if I just put people in costumes like in princesses and cowboys and pirates?” “Yeah, but, Walt, you can’t have Cinderella standing next to Jack Sparrow. People wouldn’t be immersed in her story.”

“Hey, what if I put each of them in a different themed land?” Boom, it’s called Disneyland, and that’s how he came up with the idea.

Pete Mockaitis
Beautiful.

Duncan Wardle
So, let me ask you a question. Did you used to go to Blockbuster Video?

Pete Mockaitis
I did.

Duncan Wardle
Did you used to pay late fees?

Pete Mockaitis
Not much, because I was broke, and I really tried to be on time.

Duncan Wardle
Well, you were one of these people who took them back on time? Wow, okay. Well, clearly, you didn’t. Okay.

Pete Mockaitis
Yeah, but, occasionally, I did.

Duncan Wardle
Okay. So, Reed Hastings, founder of Netflix, very fed up of paying late fees, walked into a Blockbuster Video, sat down, observed the process for a day, and wrote down the rules. “I must drive to a physical store. I must go during opening hours. They have a very limited stock. I can only take out three at a time. I must return it. I must rewind it. And if I take it back later, I must pay a late fee.” Listed the rules.

So, he took one in 2005, he took store, he said, “Well, what if there was no physical store?” What a stupid idea in 2005, or was it? YouTube was already seven months old. YouTube was only streaming professional content. So, he said, “Well, hang on a minute. What if I just did a deal with a major movie studio? I’ll stream professional content. Huh. Nobody would have to drive to a physical store. I’ll be open 24 hours a day, 7 days a week. Everybody gets the one they want. I’ll have unlimited stock. Nobody would have to return it or rewind it. I’ll cut the rental off at 24 hours. Nobody pays a late fee. I’ll call it Netflix. I’ll take my ideas to Blockbuster five times. They’ll turn me down five times. I’ll take them out of business in less than five years.”

Now, a lot of your listeners are going to be sitting there saying, “Oh, but we don’t have the resources.” Uh-uh, that’s not fair. This tool works for everybody. There was a very small company in Great Britain in the late ‘60s. They used to make glasses that we drink out of, and they found too much breakage and not enough production as the glasses were being packaged and shipped.

So, they went down to the shop floor and they watched the production, and they broke down the rules. “Twenty-six employees convey about 12 glasses to a box, six on the top, six on the bottom. Glasses separated by corrugated cardboard. Glasses wrapped individually in newspaper. Employees were reading the newspaper.”

So, somebody took that one and said, “What if we poke their eyes out?” Well, that’s against the law and it’s not very nice. But because they had the courage to ask the most provocative what-if question of all, the lady sitting next to him immediately said, “Well, wait a minute, what if we just hire blind people?” So, they did. Production up 26%, breakage down 42%, and the British government gave him a 50% salary subsidy for hiring people with disabilities.

So, list the rules of your challenge. Don’t think about them, just list them. Pick one and ask the most audacious what-if question. You’ll be amazed how it gets you out of your river of thinking.

Pete Mockaitis
That’s cool. All right, Duncan, so we’ve hit a few guidelines for the creative, getting ideas part of things. Now let’s talk about innovation, implementing them. It’s funny, sometimes I think I have so much curiosity and love playing in the world of ideas and brainstorming and imagining and what-if and how might this work, that it’s actually a little bit tricky for me, personally, at times to hunker down. It’s like, “Okay, let’s do the things to get this going.”

Duncan Wardle
Yeah, very true. Analysis paralysis. Welcome to corporate America. So, let’s say, hang on, I’m just drawing something out here. Strategic brand fit, consumer truth, bucket load of money. Can we get it in the marketplace in the next 18 to 24 months? And is it socially engaging? I just made that up. So, this is called Stargazer. It looks like a starfish, right? And so, as you’re evaluating, let’s say, to your point, we’ve got 47 ideas up on the wall. Well, how do you know which is the right one for the consumer, for the business, etc.?

Well, so I’ve just created this and people can create their own criteria but, let’s say for today, criteria number one, “Is this embedded in our strategic brand fit? Is this aligned with what we stand for as a company? Is this embedded in consumer truth? Is the product or service relevant to the target market we want to go after? Can we actually get this into the marketplace in the next 18 to 24 months? Is it socially engaging? Will it get everybody sharing it on social media? And will it make us a bucket load of money? Obviously, you’ll have a fiscal goal.

And what you do is – I don’t have colors with me today – but you just go around each of the little criteria has three little marks on it. Does it do a poor job of meeting this criteria, a good job of meeting the criteria, or does it knock it out of the park? And all you do is you go around, let’s say it’s now idea number 13, and I’m just going to score it here on the notepad, and then I’m going to join, literally just like we were when we were kids, I’m going to join the dots.

There’s idea number 13, so it’s not really aligned with our brand, not really embedded in consumer truth but, yeah, we can get it in the market in the next 18 to 24 months, yes, it’s very socially engaging and we think it’ll make us a bucket load of money. And so, then you go around with idea number 47, I’m making it up, and you do exactly the same exercise. And very quickly, one idea rises to the top as to meeting your criteria the best, not the idea you like the most. And that’s the problem.

Ideas are very subjective, and this tool allows you, very quickly, to make an objective decision. When we were doing an event for Disneyland Paris, the CMO at the time decided it would be a really good idea to do a cowboy festival for the 25th Anniversary of Disneyland Paris. Well, if you look at consumer truth, our average consumer was a mum with toddlers who was aged 32.

And when he got to that criteria, he realized that mums didn’t know how to spell the word cowboy, let alone knew what they looked like, so he himself had to kill his own idea. So, again, make the tools simple, make them powerful, make them fun, and people will use them.

Pete Mockaitis
Now, there, it seems like a lot of that you can do just right there, moments after you have your ideas, and other pieces, you might really need to do some extra research and to figure out, “Well, will consumers love it and share it? Well, I don’t know. I guess we’ve got to go talk to them.”

Duncan Wardle
Well, bingo, see, focus groups. We’ve stopped doing focus groups. It’s in a meeting room with no windows and no doors, and the consumer knows you’re on the other side of the window, and so it’s not a very relaxed environment for getting true insights for innovation. And our market segmentation teams tell us, “Well, we need to get in 14 different individuals.” No! Individuals don’t tell the truth.

If you ask a bloke, “Hey, what do you do when you go to Disney?” “Oh, I’m a manly man. I ride the thrill rides.” But if he’s sitting next to his husband or his wife and they go, “No, no, dear, actually, you did Small World 17 times about last year. You really loved it,” you get insights out of couples that you don’t get out of individuals. And the real insight comes from looking where your competition isn’t looking. It’s in their living rooms.

When was the last time anybody listening to this podcast actually spent a day in the living room of one of your consumers? So, we were tasked by Disneyland Paris to get more people to come more often, spend more money. The classic. Data told us who could afford the brand, who had an affinity to the brand, who’d been shopping online, who’s a 10 out of 10 every year around coming this year. Well, they hadn’t come, so my intuition told me these people were liars or procrastinators. Let’s go find out.

So, we went to go. And our going, in hypotheses, was the classic “If we build it, they will come.” Why? Well, because that’s the way we’ve always done it. We just build a new attraction, people will come. Our data tells us that. So, we went off to live with a consumer for a day, each of us. Now, I’m curious, do you have children, by any chance?

Pete Mockaitis
I do, yes. Three.

Duncan Wardle
Okay. Could you close your eyes for me, if you would? And I want you to picture a favorite photograph of your children, the one that you can already see in your mind’s eye, because you can see it. It’s a physical one. It’s somewhere in your house or your apartment. Tell me which room is that one in that you can see right now?

Pete Mockaitis
Where is the photo? It’s taken in the backyard.

Duncan Wardle
So, the picture was taken in your backyard. And can you describe the photograph to us?

Pete Mockaitis
Oh, sure, yeah. We’re wearing white shirts, and we’re in the backyard and looking happy.

Duncan Wardle
And who’s the we part?

Pete Mockaitis
Oh, the whole family.

Duncan Wardle
Oh, and can we name them or is that…?

Pete Mockaitis
Oh, sure. Myself, Katie, Johnny, Mary, Joey.

Duncan Wardle
Okay. And which ones are the children?

Pete Mockaitis
Johnny, Mary, and Joey.

Duncan Wardle
And how old were they the day that photograph was taken?

Pete Mockaitis
About five, four, and a half, years old.

Duncan Wardle
Okay. And how old are they today?

Pete Mockaitis
They are now approaching seven, six and two.

Duncan Wardle
So, that photograph is, give or take, three years old. Give or take.

Pete Mockaitis
In the ballpark, yeah.

Duncan Wardle
Okay. All right. So, you can open your eyes. And here’s what we found in each of the houses we went into, I saw this photograph above the mantelpiece, and I asked the mum, I said, “Oh, how old are your children, love? Four or five?” She goes, “No, love, 14 or 15.” I said, “Oh, okay. Well, write it down. It’s one individual observation. It doesn’t mean anything.”

When we got back together, we all had the same insight. When we asked the mum how old the children were in reality versus the photograph in her living room, they were anywhere from three years older to 25 years older. Well, does that mean we don’t print photographs of our children anymore? Yeah, of course, we do. Graduations, promotions, etc. And so, why did you pick one that was three years old?

Actually, let me just try another one because your children are quite young. So, close your eyes again. Picture your parents’ house and that really dorky photograph of you from 15 or 20, 25 years ago, where you looked like a complete dickhead. Tell me which room is that photograph in?

Pete Mockaitis
Oh, that’s in a downstairs bedroom.

Duncan Wardle
Bingo. So, it’s still there, isn’t it?

Pete Mockaitis
Mm-hmm.

Duncan Wardle
You wish they burned it 25 years ago, but it’s still there. Right, so you can open your eyes. So, I was like, “Why is the photograph still…why do all the mums have photographs of their children from 20 to 25 years ago? Why don’t they have more recent ones? Why did she pick that one?” And so, we dug a bit deeper, asking why, why, why, why, why, because the insight for innovation comes on the fourth or fifth why, not the first way. And, by the way, our data only goes to the first why today.

And each of the mums told me about three moments in time, I label them bittersweet transitions, that take place between a parent and a child through which you must cross. And, Pete, I’m sorry, I’m going to have to break your heart now because you haven’t gone through any of these but you will. I remember where I was when my son was 10 years of age, he came around the corner, Christmas Eve, and his eyes were half full of tears, he says, “Papa,” I said, “Why?” He goes, “Are you Santa Claus?” Boom. Imagination, gone. Spider-man, history.

But what hurt was so much was behind what he had said, was, “I’m not your little boy anymore, Daddy. I’m grown up.” Now, do you have a daughter, Pete?

Pete Mockaitis
Yeah.

Duncan Wardle
Okay. How old is she?

Pete Mockaitis
Six.

Duncan Wardle
Six. So, you probably got about another six or seven years left, and one day you’re going to be walking down a high street, and I was outside Panera, Adriana was on my left-hand side, I was in Kissimmee, Florida. It was a Tuesday morning. It was my left hand she dropped in public for the first time because she didn’t want to hold Daddy’s hand in public. Every time you put your hand back now, you know she’s going to grab it, but, well, in one day, she won’t, and it’ll hurt.

And then, the last one was the day where we sent her off to college for the first time, and we put her in her dorm, made the beds, made friends with the roommates. Then it was time to turn around and say goodbye for the very first time. And we hugged and laughed and cheered and told her how much we loved her, and then we walked out to the car park and cried our eyes out like everybody else. And our mums described each of the same three moments in time.

So, what we realized, despite what our data hoped has told us, which was, “If we build it, they will come,” there isn’t a mum alive today who wakes up in the morning, wondering about whether or not Disney is going to build a new attraction this year. But there are, every mum, wakes up every morning, as your wife does today, worried about how quickly her children are growing up and how she wants to make special memories for them “While they still believe, while they still hold my hand, while they’re still here.”

That’s a segmented communication campaign, another capital investment strategy, one that drove the doors down to Disneyland Paris and turned a very product-centric culture into a genuinely consumer-centric culture. It’s now mandatory for every Disney executive to spend at least one day a year cleaning the streets of Disneyland, Walt Disney World, or Disneyland Paris, or serving popcorn, and one day every two years in one of the living rooms of one of our consumers. It’s about looking for insights for innovation where your competition isn’t looking.

Pete Mockaitis
Okay. Lovely. And so, then the focus groups aren’t doing the trick. You really got to get kind of intimate and up close and personal in the natural environment, and seeing what’s going on.

Duncan Wardle
Look, I don’t discard focus groups, but I just think there are more insights to be found in people’s living rooms than there are in a room with no windows and no doors, because it’s not just what they tell you. It’s what you see and notice in those living rooms that will confirm or deny your data, or you may just find an insight for innovation your competition couldn’t find because they weren’t looking there.

Pete Mockaitis
Lovely. Well, Duncan, tell me anything else you really want to make sure to mention before we hear about some of your favorite things.

Duncan Wardle
I genuinely believe everybody is creative. I just think education is killing you, and I’m on a mission to prove it. It’s as simple as that, and make it fun, why not?

Pete Mockaitis
All right. Well, now could you share a favorite quote, something you find inspiring?

Duncan Wardle
“If you’re going through hell, keep going,” Winston Churchill.

Pete Mockaitis
Okay. And favorite book?

Duncan Wardle
Virgin by Design by Richard Branson, or Creativity, Inc. by Ed Catmull, or The Imagination Emporium, that’s coming out on December 10.

Pete Mockaitis
All right. And is there a key nugget you share that really seems to connect and resonate with folks; they quote it back to you often?

Duncan Wardle
“If you do what you love, you’ll be good at it.” It’s amazing how many people fail to recognize it. When I was at school, I did eight subjects. I failed at seven. I got an A in one. Why? Because I loved it. If you apply that principle to life, if you do what you love, you’ll be successful. It doesn’t matter what it is. I don’t care what your job is. And so many people, I see them so miserable in their jobs and they’re not successful at them. But, particularly young people, my advice is do what you love. You’ll be really good at it.

Pete Mockaitis
All right. And if folks want to learn more or get in touch, where would you point them?

Duncan Wardle
DuncanWardle.com would be the easiest place, I think.

Pete Mockaitis
Okay. And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Duncan Wardle
Think about some of the tools we talked about today, what-if. List the rules. Pick one and ask the most audacious what-if? Or, naive expert, having a naive expert in the room. Think about some of the things we’ve talked about or how why playfulness is so important. And write down three “I wills.” Three things you say you’re going to do in the next 30 days as a result of what you may have heard today, and just put it away in a drawer and take it out 30 days from now. And, hopefully, you’ll have done all three. And if you haven’t, hopefully, it’ll remind you of some of the things you’ve heard and you can go use them now.

Pete Mockaitis
All right. Duncan, thank you. This is fun. I wish you many delightful imaginations.

Duncan Wardle
Cool. Thank you very much, indeed. Lovely to meet you.

Pete Mockaitis
Paul, welcome to How to be Awesome at Your Job.

Paul Sloane
Peter, I’m delighted to be on the show.

Pete Mockaitis
Well, I’m delighted to be chatting and I am excited to hear about some of your wisdom you’ve collected over a whole career with 17 books, talking lateral thinking, being more brilliant. So much good stuff. But first, can you tell us the tale of how you met Mick Jagger and Paul McCartney?

Paul Sloane
Well, no great tale to tell, really. I took my granddaughter to school one day, to primary school, and it was a private primary school in Sussex in England. And as I was walking through the carpark, a man said hello to me, and I said hello back to Sir Paul McCartney, whose daughter went to that same school as well. So, that was good.

And then a friend of mine, he sponsored The Rolling Stones. He worked as a managing director of a big mobile phone company, T-Mobile, and they sponsored The Rolling Stones on some of their major concerts. And we got to meet them, and I shook hands with Mick Jagger. He’s really quite tiny and frail. I thought he’ll never last the concert. And then he came out and he performed, and he was just brilliant. I’ve seen Paul McCartney perform, too. And they’re two of my great heroes.

Pete Mockaitis
Oh, that’s cool. All right. Just right place, right time.

Paul Sloane
Yes.

Pete Mockaitis
That’s cool. Well, now I’m intrigued here. You share some of your best thinking and about thinking. Have you made any particularly striking, surprising discoveries about us humans and how we do our thinking and problem-solving over the course of researching this in your career?

Paul Sloane
Well, I wouldn’t claim anything innovative or profound, actually, but I think that the most important thing I’ve found is that people think in very predictable ways, and they think in grooves, and they tend to use the same kind of thinking, the thinking that has served them well up till then. And I think it’s like a tennis player who’s got a very good forehand but they don’t have a very good backhand or they don’t volley very well. But if they play every shot with a forehand, they can be competitive.

And we’re a bit like that. We might use critical thinking, or we might use logical thinking, but not use creative thinking, or lateral thinking, or emotional thinking. But because we go through life making decisions based on the thinking style which has suited us, we get through it. It’s competent. But if you want to be outstanding, if you want to be an outstanding tennis player, you have to develop drop shots, you have to develop your backhand, you have to go to the net, you have to volley, you have to smash. And you need every shot in the book.

And to be a great thinker, to be a great, really, effective person at work, you need a variety of styles which suit different situations and different challenges. And that’s what I address in my book How to be a Brilliant Thinker. And what I’m really saying is you need to develop your skill at visual thinking, at mathematical thinking, at logical thinking, at creative thinking, at lateral thinking. A whole range of different thinking styles will make you much more competent and effective.

Pete Mockaitis
Okay. Well, could you share with us, perhaps, any interesting studies or data or cases you’ve seen, inspiring tales of folks who have upgraded, transformed their thinking capabilities and seen cool results from it?

Paul Sloane
Well, I’ve got some personal experiences of my own where I’ve changed style, and I deliberately try to enhance that. So, I worked for IBM, I went through IBM’s sales training and management training, and had a successful career in sales and management. And then I got headhunted and joined a software company as marketing director, and I was in charge of a team of bright, enthusiastic, young people but they were chaotic. They were charging all over the place, doing all sorts of undisciplined things. And I thought it was my job to manage that and to bring IBM discipline to the place.

And one day, on a car journey, a managing director who was a very experienced guy, said to me, he said, “Paul, you’re too tough on your people.” I said, “What do you mean?” He said, “Well, you’re telling them what to do all the time.” And I said, “Isn’t that my job?” And he said, “No.” And he was right, and I was being too prescriptive in my approach, and not really empowering people and challenging them to come up with their own solutions.

Whenever somebody came to me with a problem, I’d say, I’d come up with my idea, which was often a good idea, I’d say, “Try this. Do it this way,” and telling them how to do their jobs and, in a sense, micromanaging them, and it wasn’t a good style. You don’t develop people with that sort of leadership management style. And I’d like to think that I changed, and it was like St. Paul on the road to Damascus moment for me, that I realized that I was being too prescriptive, and I needed to be more empowering and trust people.

And if somebody comes to you with a problem, instead of saying, “Here’s what you should do,” the right way to handle it, I think, is to say, “What ideas have you got?” and challenge them to come up with ideas first, and prompt them to think about different approaches and explore possibilities with them. And maybe, eventually, they’ll go with your approach, maybe they’ll come up with a better approach themselves, but that will help develop them.

Pete Mockaitis
Okay. And in sort of the language that you’re using with different styles of thinking, how would you articulate what was your previous thinking approach in those exchanges versus your new approach?

Paul Sloane
I’d say my previous thinking approach was command and control as a style, which is a management style which is effective if you’re running a junior team, an inexperienced team, an ineffective team, people weren’t doing very well, command and control is sometimes necessary. But I think, what I would call lateral leadership is where you don’t lead from the from the front, you lead from the side as a collegial leader, and as a colleague, you empower people and trust them. And if you trust people to succeed, you have to trust them to fail as well, and you have to let go. And that’s a different thinking style and a different management style.

Pete Mockaitis
Okay. Well, could you share with us then what’s the big idea, the core thesis, behind your book How to be a Brilliant Thinker?

Paul Sloane
It’s about that. It’s about adopting different styles, deliberately developing different styles of thinking, and choosing a style which is appropriate for you and for the moment. And to be really successful at work, to get promoted, you need to be good at managing people. And if you’re a very good data analyst, or a very good programmer, you might be using a lot of logical skills, a lot of rational skills, but you’re not using emotional skills to relate to people, and understand them, and persuade them, and motivate them.

And you’ll never get promoted unless you learn those emotional-thinking skills, emotional intelligence, as well as logical intelligence. And if you want to be a successful marketer, you have to use creative intelligence and lateral thinking, to be able to think of innovative radical ideas. So, you need this whole range of skills to develop your thinking, and that’s the basis of the book.

Pete Mockaitis
All right. Well, could you lay out for us this menu? You’ve used a number of different categories or types of thinking: the emotional, the lateral, the creative, the logical. Can you lay out what are the different types of thinking in your typology? And how do you define them? And how do you improve them?

Paul Sloane
So, just to read some of the titles of the chapters, “Consider the opposite,” “Confront assumptions,” “Analyze problems.” So, I built quite a bit of problem analysis, and formal problem analysis, critical thinking, asking questions, thinking in combinations, parallel thinking such as de Bono’s Six Thinking Hats, so parallel thinking technique.

Thinking creatively, thinking laterally, how to think what nobody else thinks, how to evaluate ideas, how to make difficult decisions, how to develop your verbal thinking so you can express yourself clearly, how to develop your mathematical thinking so that you can actually use mathematics as a tool, gets with probability, think visually, develop your emotional intelligence, how to be a brilliant conversationalist is one of the chapters in the book, how to win arguments, how to ponder, how to maximize your memory, how to improve your memory, how to tell stories, how to think humorously.

So, these are some of the chapters in the book I talk about common thinking errors and ways to boost your brain, and games to help you think better.

Pete Mockaitis
Okay. Well, could you share with us perhaps what are the most common and destructive errors in thinking that you see professionals make? And how could we go about preventing that from occurring?

Paul Sloane
Well, there are a lot of errors or a lot of cognitive biases and errors, but I think one of the big things that hold us back is making assumptions. And the lateral thinker challenges assumptions all the time, and the command-and-control leader, the conventional leader, the conventional person makes a lot of assumptions. And the older you are, the more experienced you are, maybe the more intelligent you are, the more assumptions you make every day. And we see it time and time again of people being taken.

Literally, thousands of people lost billions of dollars to Bernie Madoff because they assumed he was a genius, and they assumed that he could give higher than average returns to investors year after year after year, and they made the wrong assumption. People assumed that Elizabeth Holmes was telling the truth when she said at Theranos that she’s got a much better method of analyzing blood, and it was a fraud.

Collin Powell, and the USA, and lots of other countries assumed that Saddam Hussein had weapons of mass destruction, but he didn’t. Wrong assumptions lead us down wrong paths all the time. And lateral thinkers, creative thinkers, endlessly curious and always prepared to ask a question, and to analyze the evidence, and they believe in evidence, they believe in experiments, they believe in real-world data.

They don’t believe in conspiracy theories. They don’t believe in models. They believe in experiments and finding out and challenging assumptions by asking fundamental questions, basic questions, is one of the central tenets of lateral thinking and of my books.

Pete Mockaitis
All right. Could you share with us perhaps a professional example in the workplace where you think this is happening all the time, folks failing to challenge assumptions, and some assumptions that might well need to get challenged?

Paul Sloane
Well, you see it all the time with, and it’s so easy to see in hindsight but when you’re involved in a business meeting, there are all sorts of assumptions going on, and those assumptions frame the whole view of what’s possible and what’s not possible. I want you to imagine that you work for Encyclopedia Britannica and it’s 1990, and you’re in a meeting, and they’re talking about how they can increase sales.

And you said, “Just a minute, let’s look at the assumptions we’re making here. We’re assuming that people want to buy books, and that these books contain curated knowledge, which is provided by experts and edited by experts, teams and teams of experts, and that they’re expensive, and that we go out and sell those books. And we assume that that’s the best model.”

“What if we could create a model which is completely different where we didn’t pay experts at all. We got people to contribute to the encyclopedia themselves, and we got volunteers to edit it, and we gave it away virtually for free?” And if you’d made that suggestion, it would’ve been a career-ending suggestion, I think, with the company because people would’ve been horrified that you even thought that because it challenged all the basic assumptions on which the business was built.

And yet Wikipedia is that model. They don’t use paid experts. They use volunteers to write the articles, and edit, and manage, and curate all of that knowledge and expand it all the time. And it works, and they give it away for free. And that model, a completely different business model, totally destroyed Encyclopedia Britannica’s previously highly successful business model.

If you were working for a taxi company, and thinking, “How can we do things better?” you would never have thought of what Travis Kalanick thought when he said, “Let’s create a taxi company without a single taxi.” It’s an app. And it all does is it puts people together, those who want a taxi ride and those who are prepared to give somebody a ride in their personal car for a small fee. He created Uber which became worth $60 billion, and it’s a taxi company without a single taxi, and it challenged all of the assumptions that taxi companies are based on.

Same with Airbnb. They’re a hotel company that doesn’t own a single hotel room. So, lateral thinkers, creative thinkers, are prepared to challenge the basic assumptions that everyone else in the room takes for granted and assumes is a given and must be obeyed.

Pete Mockaitis
That’s intriguing. In each of these examples, we had an established entrenched player, or system, and then there was an external disruptive force that operated without those fundamental assumptions. And I guess I’m curious, in terms of cognitive biases or whatever the word is at play here, in each of those instances, the folks at the hotel chain, a taxi company, at the Encyclopedia Britannica, have a deeply invested interest in continuing to do things the way they are, “Hey, I have a fleet of taxis,” “I’ve got a beautiful set of many large, expensive, gorgeous hotel buildings,” “I’ve got decades of sales that I’m beholding in my Encyclopedia Britannica.”

And so, in some ways, if they disrupted themselves, maybe they would be in a better position and sort of leading the charge. But how do you recommend when we are entrenched in our ways? And it’s almost like, I think, in many ways, we believe what we want to believe, and we want to believe, at Encyclopedia Britannica, if we’re there at that time, that we can continue doing the cool thing we’ve been doing and keep this gravy train rolling and growing.

And so, how do you think about that, that notion of we tend to believe what we want to believe as opposed to what is true?

Paul Sloane
Well, you’re actually right. We tend to believe what we want to believe, but it’s more insidious than that because the customers mislead you. One of my favorite books is by Clayton Christensen, it’s called The Innovator’s Dilemma. I don’t know if you’re read it, but in there, he says, “What stymies great companies is that they make the mistake of listening to their customers,” and I nearly fell off my chair when I read that because I was always taught that you have to listen to customers, and you have to please customers, and that’s your purpose in business is to find solutions that customers like.

But he gives countless examples, particularly from computer disk drives where the leader at each generation was misled by customers who said, “We like your product. Give us more of what you’re doing, only better, faster, cheaper in green, or in German,” or whatever. Customers always want incremental innovations because they don’t understand radical innovations. A customer will never indicate a radical solution to you.

And if somebody else who comes along with a radical solution, and, initially, the customers rebuff it, and the next time they rebuff it, and then they rebuff it, and then, eventually, they all move over to it. There are some early adopters and then the late majority, and then everyone moves over. And the previous incumbent gets wiped out. But they were doing a single right thing, they were listening to their customers, they were following their customers.

An example I give is this. Say, you were making spectacles in the 1950s, and you said to your customers, “How can we make our service better to you?” They might’ve said, “Well, a scratch-proof lens would be good,” or, “A plastic frame would be good,” or, “A flexible frame,” “A different type of glass,” “A shaded glass.” What would they not have asked for? Not one customer in 10,000 would’ve said, “I want you to create a piece of glass that I stick on my eyeball every morning.” Contact lenses.

Not one customer in 10,000 would’ve said, “I want you to cut through my eyeball with laser beams to change the geometry of my eyeball.” Laser eye surgery. And because you’re thinking spectacles, you’re thinking physical things. The companies that are selling spectacles weren’t selling spectacles, they were selling better sight. And another way of getting better sight is with contact lenses or with laser eye surgery. But no spectacle manufacturer would ever have conceived of those ideas, and no customer would’ve indicated that.

And so, it’s very difficult, and very often it’s the outsider who comes up with a radical innovation. And I’ve written about this many times in my blogs and books that it’s the outsider that tells that.

Pete Mockaitis
Well, that says a lot in terms of, it’s sort of backing up, zooming out, and getting to the fundamentals can help open up a lot of this stuff. In the Encyclopedia, it’s like, “What are we really trying to do here? We’re trying to give people a broad set of knowledge about a broad set of things. Okay. Well, there’s a lot of ways we can pull that off.” Or, “We’re trying to get people from point A to point B.”

Paul Sloane
As you say, you’ve got this inventory, you’ve got all this stock, you’ve got this history, you’ve got momentum, and the question they should ask is, “What is the problem that we are solving for customers? What is the customer problem that we solve? And is there a better way to solve that problem?”

The taxi driver, they’re providing a journey for the customer. That’s what they’re providing. The hotel chain Marriott is providing accommodation for a night. And Encyclopedia Britannica was selling access to knowledge. And in each case, if they thought about that in terms of “What is the fundamental product or service we’re providing? What’s the problem we’re solving for customers?” they might’ve stood a chance, though still unlikely, of conceiving an entirely different way of solving that problem.

Pete Mockaitis
That’s beautiful. Thank you. All right. So, a common thing we got to do is challenge assumptions. One way to do that is to ask big questions about the fundamentals that we’re delivering. What’s another major thinking error that is rampant in professional environments that we should tackle next?

Paul Sloane
Well, another big problem is confirmation bias where we look for evidence that supports our hypothesis, what we believe, and we discount evidence which contradicts what we believe. And we see this time and time again. We saw it with COVID, we saw it with the people who believed in vaccines and don’t believe in vaccines, and the people who believed in lockdowns and don’t believe in lockdowns, and they would find selective evidence that supported their viewpoint.

Occasionally, the people that didn’t believe in vaccines would say, “I heard about a chap, and he took the vaccines, and then he fell very ill, and that shows they’re not suitable.” And it’s one example out of thousands and thousands. So, confirmation bias where we look for evidence that confirms our beliefs, and we don’t allow our beliefs to be challenged. The question I often ask people is, “When was the last time you changed your mind on a really serious issue?” And most people don’t change their minds ever.

They might change their mind as they say, “What meal are we going to have tonight?” but they don’t change their mind on a big issue, “Are we supporting the Democrats or the Republicans?” They’re tribal. And once you get into one of those groups, then they go to websites and media sources which support a certain viewpoint, and they don’t absorb information from other websites or media sources, which would challenge their viewpoint. And that is a great enemy of thinking, and of diversity, and of innovation.

Pete Mockaitis
Okay. So, confirmation bias is all over the place, it’s problematic. How do you recommend we combat it?

Paul Sloane
By asking questions, by deliberately being open minded, and force yourself to be open minded. I gave a TEDx Talk on “Are You Open Minded?” And if you go on YouTube and search for Paul Sloane TEDx, you can see it. It’s only 13, 14 minutes but it’s had a tremendous number of views. And in it I talk about this whole concept of everyone thinks they’re open minded but most people aren’t. Nearly every one of us has blinkers, to some extent. And I talk about ways to tackle it.

And one way to tackle it is to deliberately go to the opposite end of the spectrum. If you normally watch CNN, watch Al Jazeera instead. If you normally take The Times in England, take The Guardian. So, deliberately go to channels and speak to people who will give you a different perspective. So, that’s one of the approaches.

And another is to just do something different every day to deliberately break the routine, whatever routine you’re in, whether it’s the way you go to work, or where you sit, or whatever you do, deliberately do something different. Introduce the random deliberately into your life. If you go on Wikipedia, and you look on the left, there’s a random article of the day. If you go there, you’ll learn something new that you didn’t know, and it will give you a slightly different view of the world.

So, there are these techniques that you can use in terms of deliberately displacing yourself. You tend to mix with people who are like you. I said to my wife the other day, I said, “I met an interesting new chap at the golf club.” And she said, “Let me guess, is he white?” “Yes.” “Is he your age?” “Yes.” “Is he a golfer?” “Yes.” “Is he middle class?” “Yes.” “He’s not new. He’s exactly like you.”

And she’s right. I’m mixing with people who are like me. And you’ve got to deliberately step outside that comfort zone sometimes and mix with people who aren’t like you in order to understand their perspective of the world.

Pete Mockaitis
Okay. One of your chapters, you talk about thinking humorously. What’s the value in that? And how is it done other than just, well, laugh?

Paul Sloane
Well, humor breaks barriers, and humor is very useful. In my talks, I do a lot of serious talks, but I very often start with a joke or I put some humor into the talk in order to leaven it, in order to lighten it, in order to have some light and shade. Because if you just concentrate on the heavy serious stuff all the time, it’s oppressive for the audience. And if you can mix in a little bit of humor, it makes you relatable.

And as a person in the office, it makes you more popular. As a manager, if you use humor, but not sarcasm, not cynicism, but if you use gentle humor, it makes you more interesting and approachable, and I think humor is a very useful thing in life, and it can diffuse tension in a lot of situations as well.

Pete Mockaitis
Okay. And any pro tips on how we go about thinking more humorously?

Paul Sloane
Some people say, “I can’t tell a joke.” But everyone can tell a joke, and everyone can learn some funny things, and everyone can read humorous articles and humorous writers, and learn some of the techniques that they use in order to just put a little bit in there. And the people you follow on Twitter or Facebook, there are some people who are witty and write funny things, and some people who don’t and write very dull things.

So, focus on the people who are interesting and witty, and sometimes repeat some of the things they say, but give acknowledgements, say, “I read this today, and so and so said this,” and then repeat a witty from someone else. You don’t have to be original. You don’t have to come up with all the jokes yourself in order to be a funny person.

Pete Mockaitis
All right. And one of the ways you mentioned thinking was visually? How is that done?

Paul Sloane
Well, some people are visual thinkers. They think in terms of pictures. And one of the exercises I do in my workshops where I run a brainstorm is the random word. And you have a challenge, whatever the challenge is, “How can we improve productivity? How can we cut the project lead times? How can we save costs in terms of our recruitment?” whatever it is, and then you take a word at random from the dictionary, and then you get some associations of the word. And then you try and force an idea based on the word which would solve the problem.

And you’ll come up with a stupid idea, a stupid idea, a stupid idea, and then, occasionally, you come up with a really creative idea. And people don’t believe that until they see it and it works. And I demonstrate it in my TEDx Talks, so that’s another reason to watch that on YouTube. But you take the dictionary, you open it at random, and you just take that random noun, and off you go. And if the one word doesn’t work, you just go on and find another one, and you’ll never run out of words in the dictionary.

Now, that method works but sometimes I do it with pictures instead. I take random pictures: a picture of a cathedral, a picture of a candle, a picture of a dog, a picture of a polar bear, a picture of an iceberg, a picture of fun fare, anything, and I got a whole range of random pictures. And then you put the random picture up, and you say, “Right. What ideas does that picture give you in terms of this challenge?” And some of it works much better with a picture than with a word. Some people work verbally and some people work visually.

And I think if you choose those different styles, and you try thinking in pictures, thinking in cartoons, thinking in storyboard in terms of something written, it can sometimes be much more powerful and a much better way. If you’re trying to communicate ideas, then words are fine and PowerPoint is fine, but images can be so much more powerful. And images, people like video, they like image, and it can be a much more effective way of getting a message across. So, if you’re not using visuals at the moment, visual thinking, then you’re missing a trick.

Pete Mockaitis
That’s clever and I like the random prompt, like a dictionary word or previously the Wikipedia random article. I’m thinking about if you want images, I guess you could go to Google and I’m Feeling Lucky, and then images, and you’ll get any number of things.

Paul Sloane
Exactly right. You will.

Pete Mockaitis
All right. Well, you’ve got one of your final chapters, Games for Brilliant Thinkers. I like games. What do you recommend?

Paul Sloane
Oh, I love all sorts of games, and some games are very logical. I play chess very seriously. I like chess, that’s very analytical and logical but I like lateral thinking games. There’s a game called Codenames where you have to find connections between words to suggest links to your partner in that game. That’s very good.

I like Sudoku. I like Monopoly. I like Cluedo. I like all of those, but a whole range of games. Poker is a great game too, though it’s a dangerous game because you can lose a lot of money at it. But all of those things are great, I think. Let me see, what did I say in terms of games for thinkers? I said Chess, Scrabble, Monopoly, Bridge, Cluedo, Backgammon, Poker, Dingbats, or Rebuses, as they’re called. Riddles are visual word puzzles. Articulate!, Trivial Pursuit, all of these are good. Pictionary, Charades is a lateral thinking game. We have to think of strange connections to get your message across.

And, of course, lateral thinking puzzles of which I’ve written several books, of lateral thinking puzzles, and they are things where you get strange situations, and then you have to ask questions, and you get yes or no answers from somebody who knows the answer. And that forces you to think laterally because, typically, you get stuck and, typically, you make the wrong assumptions. And it’s those wrong assumptions that hold you back so you have to test all your assumptions with the questions you ask in a lateral thinking puzzle.

Pete Mockaitis
All right. And you also have a chapter called Maximize Your Memory. Tell us, how is memory still important nowadays with all of our technology, and resources, and AI, and Google Searches, and Wikipedias?

Paul Sloane
Well, you’ve got access to all those things but when you meet somebody, an employee at work, you need to remember their name, and you need to remember their wife’s name, if they work for you, or their partner’s name, and maybe their children’s names, and some issues, things that are important to them, and you can’t just go to your phone and look it up. So, remembering people’s names, have you read How to Win Friends and Influence People by Dale Carnegie?

Pete Mockaitis
Yup.

Paul Sloane
It’s a classic book in 1930s. And one of the things he said is, “Use people’s names.” And what I would recommend to you, Peter, is that you use people’s names, and people like to hear their name. And that’s an example of something memory is really important, and you need to work on memory. There’s lots of minor things you can write down but there’s some important things you have to remember, and the techniques,

You’re driving along, suddenly you think of something, an urgent job you’ve got to do when you get to the office, you need a way of remembering those, and that’s one of the techniques I teach in my memory course, which I do, where you make a huge visual story about the things you’re trying to remember, and you exaggerate them, and you make them very vivid and very colorful and very dramatic. And then you can remember that story when you get home, and you can remember to do those things, which would otherwise just go straight out of your mind.

So, memory is important and everyone wants a better memory, and people always complain, as they get older, their memory is going and all the rest, but we can all memorize a lot more and remember a lot more things, and I show people different ways to do this with memory pegging and the virtual journey. So, when I give a talk, I’ll stand up and speak for 40 minutes at a conference without notes but I’m doing it with a virtual journey where I go through a particular route.

And in each place on the route, I’ve posted a picture, or a person, or an image of something which I want then to talk about. And I take that journey and I remember the items. The virtual journey is one of the techniques which I describe in the book and on my workshops.

Pete Mockaitis
All right. Well, Paul, tell me, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Paul Sloane
Well, there’s a couple piece of advice I would give to people, to your listeners, and a powerful piece of advice which I wish I’d known sooner. Here’s one, and this is a phrase which you can use to get people to like you, and it works. It works with any person at any level in the organization. You’ll get your boss to like you, you’ll get your coworkers to like you, you’ll get your kids to like you, you get your partner to like you. And this is the magic phrase. Are you ready?

Pete Mockaitis
Yes.

Paul Sloane
What you say is, “What I really like about you is…” Now, even if there’s 10 things you don’t like about your boss, there’s something about him or her that you like. You have to admit they’re really good at this. So, you say, “What I really like about you, Peter, is you’re always clear and to the point,” or whatever it is.

People like to be praised, and you can always find something good about anybody. So, if you say that, it’s demonstrated that people’s opinion of you goes up. They like you more. They’re softened to you. They’re warm to you. So, the next time you’re with somebody and you want to just improve your relationship, say honestly, and you can always do this sincerely because there’s always something about somebody, no matter how strange or odd they are, there’s always something about them that they’re good at.

And say, “What I really like about you is X.” So, that’s one tip I would give you. Another tip I would give, if you’re a manager, and this is so powerful, it’s wonderful, I was taught this on at one stage and it made a big difference, and it works for a manager, in particular, but it will also work for anybody. If you’re manager, you take your staff one by one, and you sit down with them, and you say, “I’m going to ask you two questions and I want you to give me honest answers here.” And they say, “Yes, fine. I’ll do that, boss.”

And you say, “Here’s the first question. What am I good at?” And, typically, they’ll tell you what you’re good at, “You’re very clear and you’re very decisive, and so, and so, and so.” And then the follow-up question, which is the key question, you say, “Where could I improve?” and then you shut up and listen. And you can’t disagree with them. You can’t say, “No, you’re wrong.” You could say, “Give me an example. Give me a for instance,” but you listen and you say thank you.

And because you’ve asked them the first question, what you’re good at, then it enables to answer the second question. If you start with the second question, it doesn’t work because they’re inhibited from giving you any criticism. People don’t like criticism. But because you’ve asked the first, they can balance it by saying, “Well, an area you could improve is X, Y, Z.” If you it with all your people and they come up with similar areas you can improve, you’ve learned something very, very valuable because you’ve seen something about yourself that, otherwise, you would never see.

Pete Mockaitis
All right. Well, now could you share a favorite quote, something you find inspiring?

Paul Sloane
Peter Drucker said this, and I sometimes open my talks with this. He said, “Every organization must prepare for the abandonment of everything it does.” And he said this way back in the 1960s or ‘70s, and he didn’t say every organization has to improve or have to change a bit. He said, “Every organization must be prepared to abandon everything it does.” And that is so powerful, I think, and so challenging for many people to take that on board, that I think that’s a very, very powerful quote.

Pete Mockaitis
All right. And could you share a favorite study or experiment or bit of research?

Paul Sloane
Well, I would say Clayton Christensen’s The Innovator’s Dilemma, and the research he did there is very powerful, which shows how leading companies miss innovation because they are so committed to their existing methods and their existing customers. And he brings forth a lot of evidence to support that in his book.

Pete Mockaitis
All right. And a favorite tool, something you use to be awesome at your job?

Paul Sloane
I would say de Bono’s Six Thinking Hats is one of my favorite management tools because it forces you to consider a proposition from several different perspectives, six different perspectives, it’s with the six hats. And it overcomes the big problem we have in meetings, which is “I like my idea. I don’t like your idea,” and the “I am right, you are wrong” thinking.

And with de Bono’s “Six Thinking Hats,” everyone is forced to look at the thing, the proposition, from six different perspectives, including the yellow hat where everyone has to say what’s good about the idea. Even if you think it’s a lousy idea and it comes from your worst enemy in the whole organization, you have to say, “Well, it would do this. I have to admit, this is a benefit we’d get from it.”

And then the black hat, where even if it’s your idea and you love it, and you think it’s a great idea, you have to find fault with it, and you say, “Well, one drawback or one danger would be this,” and everyone has to wear the same hat at the same time. And as a thinking tool and a management tool, and a tool for improving decisions in meetings, it’s immensely powerful.

Pete Mockaitis
Okay. And is there a key nugget that you share that really seems to connect and resonate with readers and listeners, they quote it back to you often?

Paul Sloane
One of my favorites is “Implementing best practice is copying yesterday. Innovation is inventing tomorrow.” That’s one of mine. “Beware of successes. It’s a terrible teacher” is another one. I would say, “Ideas are the lifeblood of the organization. Don’t be the clot who blocks the flow of ideas.” And there are many people who block ideas and say no to ideas very quickly because most really clever original ideas sound crazy when they’re first articulated. So, there you are, three.

Pete Mockaitis
All right. And if folks want to learn more or get in touch, where would you point them?

Paul Sloane
Well, I’m on Twitter @PaulSloane. I’m on LinkedIn, you can find me, Paul Sloane. My website is DestinationInnovation.com. And if you just type in DestinationInnovation.com or Paul Sloane TEDx, you’ll see my TEDx Talk, and I’m on Amazon as well, of course, so you can find my books on Amazon.com or any other Amazon.

Pete Mockaitis
All right. And do you have a final challenge or call to action for folks seeking to be awesome at their jobs?

Paul Sloane
Well, I would share with you the best piece of leadership advice I ever got, and this is so powerful. This is worth the price of admission on its own. This is just seven words and it’s really, really important for leaders but it also applies at other levels of the organization but particularly for leaders. And it goes like this, “Only do what only you can do.”

There are certain things that only the leader can do. Only the leader can praise people in the group, only the leader can hire new people, only the leader can work on strategy and direction. And there’s lots of other things which, as a leader, I was spending time on – firefighting and fixing problems, and things I should’ve delegated, and things I should’ve just ignored, and focus on the leadership tasks only.

And if you focus on the things that only you can do, then they’re the most important things that you should be focused on. So, only do what only you can do. And that applies whether you’re an artist, a musician, a creator, anything else, but particularly if you’re a leader.

Pete Mockaitis
All right. Paul, thank you for this. I wish you much fun and brilliant thoughts.

Paul Sloane
Pete, I’ve enjoyed it, and we could go chatting forever but, yeah, I really enjoyed it.

Pete Mockaitis
Charles, welcome to How to be Awesome at Your Job.

Charles Conn
It’s great to be here, Pete. Thanks for having me.

Pete Mockaitis
Well, I’m excited to dig into your wisdom and the book, The Imperfectionists: Strategic Mindsets for Uncertain Times and general problem-solving wisdom you have to share with us but, first, I’m curious, so you’re the board chair of Patagonia. I’m imagining that you’re an outdoorsy person then. Is this fair to say?

Charles Conn
Yeah, my big passion is to spend time outside.

Pete Mockaitis
Are there any particularly memorable tales of outdoor adventures that leap to mind?

Charles Conn
Yeah, I have explored on several occasions the very upper regions of the Skeena River in British Columbia which runs almost the entire length of the province, and goes from these incredibly beautiful mountains, all the way down to the sea. That one is deep in my heart.

Pete Mockaitis
That’s beautiful. And have you ever had any brushes, close encounters with death in your adventures?

Charles Conn
Yes, on several occasions, once involving a landslide and also, in northern Canada, this time on a lake called Mistassini in northern Quebec, and a couple times in boats.

Pete Mockaitis
Hotdog. And what does that do for you, like, internally and how you view the world and your priorities?

Charles Conn
That’s a good question. I think it sharpens you up on what’s important and makes you focus on not all the little things that are the day-to-day but on the bigger things that actually matter.

Pete Mockaitis
Well, I think we’re talking about something that matters a whole heck of a lot in terms of strategic mindsets and problem-solving. Could you kick us off by sharing a particularly surprising or counterintuitive discovery you’ve made about mindsets and problem-solving and such while putting together The Imperfectionists?

Charles Conn
I think perhaps the one that’s hardest for people to get their own heads around is to be comfortable with the idea of collective intelligence or outsourcing wisdom, whether that’s outsourcing it to ancient wisdom, or outsourcing it to artificial intelligence swarms. It’s very hard for people to think that they don’t have everything inside themselves. But, of course, we don’t and we can’t.

Pete Mockaitis
Well, now, what I find counterintuitive is that people find that counterintuitive, that’s so meta. Maybe I’m humble or just a dummy but I’m thinking, “Of course, I don’t have the answers.” And, in a way, that’s kind of a relief. I’m not on the hook, on the spot, expected to. Can you dig into this mindset a little bit?

Charles Conn
Yeah, I think what happens in big organizations, and you’ve worked for fancy consulting organizations, people, over time, sort of overcome that natural humility that you just described and begin to think that their organizations can do remarkable things. And it’s that idea that… you remember Enron, they thought they were the smartest guys in the room.

And that kind of idea, like the arrogance of thinking, “We’re the smartest guys in the room, and, therefore, all of the pieces of the solutions to the problems that we’re trying to solve can be found here,” is a fundamental delusion that especially talented people tell themselves.

Pete Mockaitis
Okay. Well, good to know that that is widespread. And I guess that kind of hits me interestingly because I’m thinking about, boy, there was a quote. I got to get this guy on the show. I think he was in the Bush cabinet, he said, “Some people are more certain of everything than I am of anything.” That is exactly how I feel all the time because people will say things with such definitive language and tone of voice and use the word obviously, it’s like, “Oh, it’s obvious.”

And I was like, “I don’t know. I’m not so sure that that’s the case.” And, occasionally, they’re just dead wrong. And so, I’ve sort of had to, in my mind, mentally attach a disclaimer to all things being shared in general casual conversation.

Charles Conn
And don’t you find, as we get older, that instinct to humility should get stronger and often it doesn’t?

Pete Mockaitis
Well, I think so.

Charles Conn
And that’s what makes someone boring, right, that they’re confident that they know everything there is to know and they’re not open to new mindsets and new ways of seeing things, new lenses.

Pete Mockaitis
Certainly. And I think about just how many times I’ve been dead wrong about things, so it’s, like, I have evidence to suggest that it’s quite probable that I may be mistaken about something, especially with my first impressions pre-research.

Charles Conn
When we’re young, we often have that kind of confidence, never in doubt, occasionally correct. Hopefully, the world gives us the evidence that you just described. Usually, it does.

Pete Mockaitis
All right. Okay, so there’s something surprising that popped up. Could we maybe zoom out and hear kind of the big picture or the thesis behind the book The Imperfectionists: Strategic Mindsets for Uncertain Times?

Charles Conn
Yes. So, here’s 30,000 feet on it. There’s always this sense that the world’s getting faster and faster, and now it really is. There’s objective evidence with the amount of new data that’s being produced every day, the impact of artificial intelligence, computational biology, robotics. It’s a blur. And no young people today can look at their parents or their grandparents’ careers and think, “I will have something like that.”

This idea that you could gather a body of knowledge, in high school or university, and then put that to work over 40 years, if it ever really did hold, certainly doesn’t hold now. And that creates a feeling of anxiety and anomie, and you see this a lot in young people. There’s an epidemic of anxiety and also depression because of that sense that we’re unmoored.

And my sense is that, instead of looking for perfection so that we know all of the moving parts and we can confidently solve the problems in our lives, that we should actually let go of that idea, and we should lean into the risk and uncertainty that the world is delivering up to us by using some mindsets that actually tame that or make sense of it for us. So, that’s the 30,000 feet of what the book is about.

Pete Mockaitis
Okay. Well, there’s so much great stuff to dig into here. So, let’s hear about the anxiety and depression coming from a sense of being unmoored. Can you expand on that?

Charles Conn
Yeah, I think the way we’re all taught to think about our lives, and companies are taught to think about strategies, to think that there’s a structure out there that you can understand, markets have structures, lives have structures, and that there are agents that operate within this structure. And if you do some thinking about what their incentives are, you can actually deduce what the right strategy for you is. That’s a very standard model of strategy sometimes called structure conduct.

And I think the world that we operate in now, that structure is changing so quickly that understanding the rules or dynamics of how agents will behave in those fluid structures has diminished or gone out the window. And that leaves many people who are looking for structure conduct rules feeling anomie. And in the businesses that we all operate in today, compared to the past, you don’t even know who the disruptive entrant is going to be to your nonprofit or to your business. Maybe one of these super competitors like an Apple or an Amazon who you don’t even think of as operating in your sphere.

And I think that creates a kind of a feeling of uncertainty in a world that’s changing quickly that makes many people freeze, paralyzed, or makes other people leap before they look, both of which are pathological responses to uncertainty.

Pete Mockaitis
Okay. And just a definition check for anomie. What does this word mean?

Charles Conn
So, anomie is this sister to entropy, the idea that we’re lost in a world where there’s no meaning and no touchpoints or milestones.

Pete Mockaitis
And so, I can see how depression or anxiety, might be in the sense of, ‘Oh, this is solvable but I just can’t so I guess I’m no good” is one direction versus anxiety, like, “Ahh, there’s nothing to hold on to.”

Charles Conn
“I don’t know what to do.”

Pete Mockaitis
And it’s freaky. Okay.

Charles Conn
Exactly.

Pete Mockaitis
And so then, you say if we let go of this notion and that there are structures, this is solvable, etc., that we can feel liberated from that.

Charles Conn
That’s right. It doesn’t mean we just sort of lean into anomie. It means we actually have some tools that are well within our capabilities to make sense of this faster-moving world. The fact that we don’t have simple structure in conduct doesn’t mean there isn’t structure in content. We can actually learn the game that’s being played. It’s just the rules are changing and it’s unfolding quickly so we need an orientation toward uncertainty and change, which helps us gather information to make good decisions and to be successful even when things are changing quickly.

Pete Mockaitis
Okay. Well, so this sounds super beneficial, we can let go of some of that anxiety and depression. And what are some of the other benefits associated with mastering these skills and mindsets?

Charles Conn
So, I think you said mastery, and I think a feeling of mastery, even in a world when things are changing, a feeling, a quiet confidence that even when things are changing, you can actually chart a course that makes sense, not a course without mistakes because mistakes and learning from mistakes are a critical part of this framework for getting comfortable operating in this world of change.

Pete Mockaitis
Okay. And could you share a cool maybe case study of someone who felt some of these challenges and adopted some new approaches and saw cool results?

Charles Conn
So, I think the very most important mindset will sound incredibly obvious but I think it’s actually really profound, which is curiosity. Humans are pattern recognizers when we’re young. We look for patterns that help us make sense of the world. And then, as we get older, we become pattern imposers so that we can make sense of confusing things.

The problem with pattern imposition is we often get it wrong. This is what Daniel Kahneman wrote about when he wrote about all the cognitive errors that humans do in Thinking, Fast and Slow. If we can stay curious even as we get older, we can actually be open to learning in this world that’s going faster and faster. And I’ll give you two little case studies.

One is Nespresso. So, everybody knows what Nespresso is. It was created by Nestle, which is one of the world’s biggest food companies, the biggest producers of coffee. Nestle had a young engineer, his name was Eric Favre, and he happened to be with his wife visiting Rome. And he was standing there thinking he wanted a coffee, and he noticed that there were a whole bunch of coffee shops in Rome, and only one of them had a queue out the door.

And instead of thinking, “Well, I don’t want to stand in that queue. I got to go with this one,” he said, “I wonder what’s going on here? Why are people queueing outside the door?” And the name of the coffee shop was Sant’Eustachio, so he waited in the queue, and he went inside. And there was this whole barista in there called Eugenio. And he thought the machine was broken so he was pumping the espresso machine and putting extra bars of pressure into everybody’s coffee.

And the result was this incredible thick crema on the top of everybody’s coffee, and that’s why people were waiting. And Favre’s curiosity didn’t stop there. He obviously enjoyed the coffee, but he went away and he thought, “I wonder how we can make that, give people that experience, that actual experience of being in a Roman coffee shop in their home?”

And he tinkered and experimented, he was actually a rocket scientist, and he figured out how to create pressure via the machine, what we now think of as a Nespresso machine and a Nespresso capsule, so that you can produce that wonderful thick crema in your coffee at home. It took eight years to do it. Nestle gave him the time and the space to do it, and he created a business that does about 10 billion a year in revenue, all from curiosity.

Pete Mockaitis
Absolutely. And I think that line, that really is where the rubber meets the road when it comes to curiosity. It’s like, “Are you impatient, in a rush, need to do what’s latest and loudest and now, now, now? Or are you like, ‘Hmm, what’s that about? It’s going to take more time and maybe be kind of annoying but let’s go with it, see what happens here’?”

Charles Conn
Right. And in this world, this feeling of anxiety that we’ve got to just to keep our nose at the coal phase, we often let those experiences pass by, and those are the experiences that give us insights that actually give us that feeling of mastery and confidence when things are changing quickly.

Pete Mockaitis
Okay. And so then, when it comes to the mindset of curiosity, what do we do with that sort of actionably, “Just be more curious”?

Charles Conn
Well, yeah, so that doesn’t sound right but the truth is we can put it into practice by stopping to notice. And that thing, as kids, we always ask the question “Why?” In fact, there’s all this research, kids ask something like a hundred questions an hour. It’s incredible. And what they’re doing is trying to find patterns that make sense.

And when they eventually learn how to tie a shoelace with a double bow, that problem is solved and they become a pattern imposer after that, “This is how we tie a shoe,” they learned an experiment of how to tie their shoe. How can you leave open that childlike way of asking why. Eric Favre stood there on the cobblestones of Rome, and asked, “Why?” And I do think curiosity can be as encouraging, or spurring curiosity can start with putting questions when we see phenomenon that we don’t immediately impose a pattern on.

Pete Mockaitis
And so, we just ask why about anything and everything that pops on up.

Charles Conn
Everything, especially stuff that’s anomalous. So, we tend to look at things that are anomalous, and we put them into the bucket of not an important datapoint because it doesn’t confirm something that we wanted to confirm or that’s natural to confirm. Or, we bucket it very quickly into, “I guess they’re short a barista there, and that’s why there’s a queue.” We use the wrong framing because, and you said it, we’re impatient creatures.

Pete Mockaitis
And so, once we ask why, I guess then the next step is to try to see what’s going on.

Charles Conn
Yeah. Another great case study, which I wouldn’t go into in detail, is how instant photography was invented. Edwin Land, now a famous chemist, was walking around Sante Fe, New Mexico, with his daughter, and he was taking pictures with his conventional film camera. And his little daughter, Jennifer, pulled on his sleeve, and said, “Let me see the picture, daddy.” And he knelt down and he said, “Oh, well, that doesn’t work because we’re exposing a film emulsion to light, then we send that to the drugstore.”

And he stopped himself, and he realized, like, “No, why can’t we see the picture?” And it was his curiosity, instead of just brushing his daughter off, that led him to spend the rest of the day walking around Santa Fe, thinking, “I wonder if I could make the pictures appear instantly.” And he was working with a patent attorney that night, that very night, to develop what we think of as the Polaroid instamatic camera.

Pete Mockaitis
That’s cool. Okay. So, we got curiosity. What’s next?

Charles Conn
So, the next one, I think, is really important. It’s kind of a sister idea is one we call occurrent behavior. Occurrent behavior means what actually happens in the world as opposed to what you wish would happen or think will happen, and for us it means an experimentalist approach. You can see why that’s a cousin to curiosity.

It means instead of accepting existing datasets, you actually create your own data. When you were a Bain consultant, and I was a BCG consultant, one of the first things that they tell you when you started a new piece of work or study or a case, it’s called different things in different places, is you’d look out for the existing datasets that you could purchase or rent so that you can begin to immediately draw insights, but everybody has access to those purchasable datasets, and they don’t represent whatever current reality is because they were collected before.

And an experimentalist or a current behavior mindset says, “I wonder if we can test or taste the market ourselves,” and you can do this in any part of your life, rather than accepting what exists to see if you can generate your own perspective. So, occurrent behavior is trying it. And I think we think of that a lot when we think of internet companies.

So, in internet companies, we think, “Oh, you can just try interface B or interface A, and you can see which one generates more traffic or more revenue.” But you can do this kind of thinking in any business. One of my favorite crazy examples is SpaceX. Whether you’re a fan of Elon Musk or not, what he’s done in only 15 or 20 years with SpaceX is incredible. You had NASA for 60 years sending parcels into space, including people, and during that entire time, they didn’t drive down the cost curve.

In a period of only 15 years, because he was willing to relentlessly experiment, going from sending three or four missions into space a year, which is what NASA was doing, to sending 15 or 20 missions into space a year, which is what SpaceX has been doing, and each time trying something new, including using technologies from the automotive industry, like heat shielding, using innovations like using a basket or a net to catch the nose cone, which is an expensive part that you might otherwise lose, they’ve been able to drive down the cost curve by about 95%, so cutting the cost of sending a kilogram into space from 50,000 to just over 2,000.

It’s remarkable. And it shows that even in the ultimate of heavy industries, experimentation can lead remarkable results.

Pete Mockaitis
That’s good. And when you say experimentation, I’m thinking SpaceX, they’ve had a number of things explode, and I guess that’s part of it.

Charles Conn
Right. And I think this is part of imperfection. Obviously, unplanned disassembly, which I think was the term that they used in a hundred-million-dollar mission is an extreme example of what sometimes comes at a cost. Experiments come with a cost. But there were 20 different things, according to the commentary by SpaceX at the time, that they were trying to experiment with in that launch, and that they learned from, and that they’ll improve from.

In any of human enterprise with relative low cost, in this case, it was relatively high cost, we can generate new data that gives us a better sense for how the world is actually unfolding.

Pete Mockaitis
Well, this is sparking some cool connections. We had Suneel Gupta on the show talking about being backable, and he said one thing that makes you phenomenally persuasive is you have an earned secret. It’s, like, you know something that other folks don’t know, and one of the best ways to do it is just do those experiments.

And then it speaks to fundamental problem-solving process, whether we’re in uncertain times or not so uncertain environments, just that hypothesis-driven thinking approach that we’re into in consulting, is so huge. It’s like, “What must be true for this to be a good move or workout? And then how do we test that?”

And so, just for funsies, could you share with us a couple really cool examples of means of experimenting and testing that are accessible to the typical professional in the midst of problems they bump into?

Charles Conn
So, one is an old story from some friends of mine in McKinsey, which is another firm that I worked at, who were trying to solve a really difficult problem when they were working with the Federal Reserve, which is, “How do you count money?” And this is in the days before counting machines, so in the late ‘70s, they were actually counting money by hand, and they would double and triple count the big bundles of hundred-dollar bills and twenty-dollar bills, if you can believe it, and they thought that that was a far more accurate approach than any other approach.

And one of these clever consultants said, “Hmm, seems like a slow and error-prone approach,” because they would often do tests and find that the counts were off, “Why don’t we weigh the money?” which was a crazy idea. But with a very accurate scale and money at a particular humidity, so specific gravity, weighing is much more accurate than counting, and they were able to demonstrate that.

And I think that’s just one of those really cool little examples, which is exploring your curiosity by doing a mini experiment, in this case, weighing the money, led to kind of a breakthrough how the Federal Reserve thought about counting money. Later on, that was bypassed by great counting machines, but I just think that’s one beautiful example.

Pete Mockaitis
That’s fun and it reminds me of my favorite TV show ever, Breaking Bad, in which they all have to weigh the money, the stacks of it in the storage facility.

Charles Conn
Oh, dear, yes.

Pete Mockaitis
That is a good one. I’d also love your take on experiments about if we have to predict the future. And so, for example, one of my favorite encounters of one of my failures in using good hypothesis-driven thinking was I was exploring making an investment – this was back in the day – in a magazine that went to producers of TV and radio shows, because I wanted to sell a book and associated speaking services, but the price tag for that ad was sort of substantial for me at the time, and I was like, “Oh, is this going to work out?”

“At the end of the day, am I going to recoup more money than I invested in this thing?” And that’s all based on the responsiveness, both of the producers and the consumers listening or watching? I was like, “How can I even know?” And so, I went in the wrong direction, as a consultant, I was like, “Well, let’s just assume this, and this, and this, and this, and this, and make a spreadsheet.” I’m just making up numbers, and I was like, “Well, those numbers seem reasonable. Let’s go for it.”

And it was a total bust, I very much regret that investment. And then months later, I got a phone call from someone, who said, “Hey, Pete, I noticed your ad in this publication. Can you tell me how that worked out for you?” I was like, “Oh, not well, but what I should’ve done is what you’re doing. I had a whole content info of all these people who bought the ad and I could’ve just given them a ring, and say, ‘Hey, how did this work out for you?’ and then I would’ve known and saved some money.”

Charles Conn
And that’s one of those great problem-solving techniques, which is called Occam’s razor, which is a 15th century idea, which is the best solution to the problem is usually one that requires the least assumptions. And you could’ve started with that approach, which is the simplest one right in front of our nose.

And we often, especially clever people, and I think that’s what’s amazing here, is that these techniques are not to help ordinary people behave like clever people. These are techniques that help clever people even more because we’re the worst pattern imposers, the people who are very confident about their abilities.

Pete Mockaitis
Yeah, Occam’s razor or with this book, I think it was called Obvious Adams, the idea was, “Hey, just do the obvious thing in business and it will take you really far,” which, in some ways, is I think is best about AI. And there was a Wall Street Journal article about AI coming up with creative business ideas more so than ten MBAs.

I’m a little skeptical but, either way, I’ve heard elsewhere, it said that AI tends to give you the most obvious answer because it’s like picking the words that are next to other words around this thing, large language models. But that in of itself is super helpful, it’s like, “Oh, yeah, let’s do that obvious thing. That’s pretty handy. Let’s go ahead and do that.”

Charles Conn
I think that’s right. Basic large language models that are trained on the internet, which is the junkyard of HTML that is the internet, are likely to give pretty obvious and not creative solutions. I do think AI trained on better databases, and particularly the kind of underlying databases, can actually generate surprising and sometimes creative outcomes because it isn’t looking to impose a particular pattern. It isn’t working with a set of assumptions the way you and I often do.

Pete Mockaitis
All right. Okay. Charles, well, we talked about curiosity, occurrent behavior, experiments. Is there another key mindset or piece we should dig into?

Charles Conn
So, the other mindset that we think is really powerful, we call dragonfly eye. And the analogy of the dragonfly eye is because they have these incredible compound eyes that have all these different lenses, more than 30,000 lenses, and a couple of different types of receptors that allow them to see almost 360, and also allow them to see spectra of light that no human can see.

We don’t really know how that insect experiences the world but we like this idea, when you’re problem-solving, of making sure to test different perspectives than your own. And sometimes people will call that perspective-taking, so maybe that would be a simpler way of putting it. When you’re solving a problem, remember to step out of your shoes because your shoes are the shoes of the organization that you’re working in, and your particular set of beliefs about how your organization competes in the world.

So, what we’d encourage people to do is see the problem through the eyes of others. So, that might be your suppliers, it might be your employees, it might be from one of your existing competitors, or it might be a perspective like an incipient or potential competitor, and we think that’s a particularly useful lens. So, trying your problem on through the perspective of others, which is a relatively straightforward thing to do, you can workshop this, gives you insights that other people just don’t have. And I’ll give you an example, this one that I love, and done by a friend of mine, is Invisalign.

So, you’re familiar with Invisalign, which are these clear braces that have just taken the orthodontic world by storm over the last 20 years or so. Were those invented by an orthodontist?

Pete Mockaitis
I’m guessing not, but I don’t actually know. Lay it on us, Charles.

Charles Conn
You got it. So, why not? There had been various forms of braces around since actually the time of the pharaohs but the kind of metal tracks that we have today have been around for something like 70 or 80 years. Why is it that orthodontists who get paid so much money to put those tracks on didn’t think of these clear progressive teeth corrections that Invisalign thought of?

It was thought of by two students at Stanford Business School. One of them was a kid who didn’t have the money to get braces until he was in his mid-20s, actually at business school. He was noticing how awkward it felt to have braces as a mid-20s person. He also noticed that, when he got his braces off, that if he forgot to put his retainer in for a couple of days, when he put it in, it hurt, and then it stopped hurting.

And what he noticed, therefore, was that his retainers were also moving his teeth, and he and his colleague, who’s called Kelsey Wirth, thought, “Huh, I wonder if you could do 3D printing, using a hard clear plastic like this retainer, that would move people’s teeth just like the ugly braces do.” They were taking the perspective of a brace patient, or braces user, not the perspective of an orthodontist who was just looking for the technical teeth correction.

With a different lens, they ended up creating a business, a very difficult to do because no one wanted to support them in dentistry, but eventually they got a school of dentistry to help them do the engineering. They got some engineers at Stanford to help them do the 3D printing, and they created a business that’s worth $20 billion market capitalization today, and have totally democratized orthodontics. It used to be just a small group of people who made that money. Now, any dentist can fit it.

So, I think it’s an incredible insight. It came from seeing things through a different perspective that other people didn’t think, and it’s one of the most powerful ways that you can improve your own life, which is to stop and see things through a different perspective.

Pete Mockaitis
So, I get with the Invisalign story that it was an atypical perspective that we wouldn’t expect it to come from. And so, in practice, if we’re trying to take other’s perspectives, how do you recommend we do it? We just ask, “Hey, any ideas for how to correct teeth?” Or what’s the process?

Charles Conn
I love workshops and maybe you do, too. I love getting people in a room. One of the most powerful things you can ever do is get your customers in a room. Never understand why people don’t do that, and whether you work in a nonprofit or for-profit organization, you can bring the people into the room who you’re trying to provide services to, and ask them, “How do you see my product?” and listen to what they’re saying.

Now, sometimes that doesn’t work when the products super breakthrough. In this case, they wouldn’t have told you that they wanted Invisalign. What they would’ve told you is how awkward they felt getting braces, how painful it was getting braces, how they couldn’t wait to get their braces off. So, imagine the original Sony Walkman. A focused group wouldn’t have created the Sony Walkman, they didn’t have it in their minds to do so.

But asking people how they wanted to consume their music, which was increasingly mobile, actually could’ve created the Sony Walkman. And I think that’s the kind of insight that comes from stepping outside your own pattern imposition framework, and thinking about whatever the problem is from the eyes of others.

Pete Mockaitis
I think that’s well said there. What is the Henry Ford quote – “If we ask the customers what they wanted, they’d say they wanted faster carriages,” or something like that. And so, some would say, “Oh, well, customers don’t know. You’ve got to figure it out for them.” But I think that what you’re saying is, within that, it’s like, “Well, you’re getting at something. If the customers say that, then, well, that can spark some things to go forth and innovate.”

Charles Conn
Customers know their pain points and customers know their druthers even if they couldn’t conceptualize the Walkman or Invisalign. So, I’ll give you one more example. The biggest player in cloud computing isn’t IBM, and it’s not Microsoft. Why? Because they didn’t get the idea first. Someone else got it first. And the people who got it first was Andy Jassy at Amazon, and he got it first because he saw something they were doing internally for their own computing power.

And he realized, “What if we could offer this by the minute or by the byte instead of having people have to create their own server farms? What if we rent this capacity?” And, of course, that’s where the idea of cloud computing came from. He saw things through a different perspective. They developed something internally, and then he thought, “Huh, I wonder if there’s a business here?”

Pete Mockaitis
And that’s exactly what happened with me, as well with podcast production. So, that’s cool. All right. Well, then can you give us some views on when it comes to the notion of being an imperfectionist, or embracing imperfectionism? Can you talk to us maybe a bit about the emotional hang ups? Or how do we make that journey, so it’s like, “Oh, yeah, now I’m just totally cool making lots of mistakes, and being totally imperfect”? That could be quite a leap for some.

Charles Conn
Yes. So, I think the overarching mindset is imperfection or imperfectionism, and that really brings together all of the mindsets, two we haven’t talked about, or we talked about briefly, collective intelligence and show and tell, together with the ones that we have talked about. The overarching idea is to go ahead and lean into risks, and I think this is the emotional thing that causes people either to freeze, “I better wait till things are more stable,” or to just like, “Ahh, jump,” and you could look at Elon Musk’s purchase of Twitter, and think, “Hmm, he probably should’ve thought about that a little harder.”

I think the way to get over the emotional either paralysis or impetuousness is to think about what things you can do – so curiosity, dragonfly perspective-taking, or experimentation – that you can do that are relatively quick, relatively low cost, and relatively low consequence when it goes wrong.

So, if you had those three things, “I can get feedback quickly, it doesn’t cost me too much to make this experiment, and the consequences of it going wrong are relatively modest, I can lean in and learn more about the game that’s being played, see the structure,” and, again, we can’t count on some historical structure, “see the structure that’s in the current game, and look at the behavior of the players that’s in the current game. That gives me information and allows me to be more confident about my next step even if what I did originally has some failures in it.”

I’ll give you an example because it’s always better to bring things to life, and it’s another Amazon example. So, Amazon is now a big player in what we call consumer financial services. They have something like a 24% share of all the transactions that occur online because people use Amazon Pay even when they’re not on the Amazon site. How did that happen?

Well, did Amazon use its giant balance sheet to buy a huge bank or consumer finance company? Nope, they didn’t. Well, why? So, what they did instead is, starting around 2008, they made a couple of little investments in fintech companies, they hired a team from a failed fintech company, they tried to build their own version of what was then called Square, which was a little payment device, which is now called Cube, and they bought some IP.

Almost all of those specific steps that I’ve just described ended in failure, meaning they no longer exist today, but each of those things built their understanding, built their skillset because they brought in people, and built their capabilities, ultimately, to become a competitor. And that allowed them to climb kind of an invisible staircase to be competent enough to begin to do the things in consumer financial services that they’re now known for, ultimately including an Amazon credit card and Amazon Pay. They did small low-consequence steps that, when apparently failed, actually helped build their capabilities and their confidence to become a real competitor in the space.

Pete Mockaitis
That’s great. Well, Charles, I really geek out at all the stuff. I love problem-solving and decision-making stuff. I think it’s just massively leveraged powerful skill that makes a world of difference in terms of if there’s a thing to learn, or to really invest in, it’s probably this and several organizations said, it’s like, the top skill for the decade or century that we’re in.

What I find interesting and intriguing is that sometimes in episodes where we’ve covered this, I see the data that my dear listeners aren’t as jazzed about this as I am, or so it seems, in terms of, “Huh, I thought this was one of the most killer episodes ever,” and then the download and engagement numbers are, like, modest, like, “Oh, yeah, it’s all right.”

And so, I scratch my head a little bit, but my leading hypothesis is that people say, “Well, yeah, I know I got tons of problems solved. I got lots of answers, and it doesn’t seem to go anywhere when I share them with my collaborators and colleagues in the organization.” So, I’d love to hear, you got Chapter 6: Show and Tell, Storytelling to Compel Action, what are your pro tips for when we’ve got a great solution ready to pop into the world, make its debut? How do we lead other people on board with that?

Charles Conn
What a great segue and setup. Yeah, no matter how good a problem-solver you are, on your own, you won’t make any change in the world. And I think it’s almost an icon, the brilliant person laboring by themselves without recognition or understanding, and I think that exists for a reason, which is the independence that allows some people to come up with brilliant ideas and solutions that are out of the norm doesn’t necessarily make them compelling to others.

And we love to go back to this very simple concept you did as a kid, probably in kindergarten or first grade, which is show and tell. And the way to bring people on board with your idea is to, literally, think about, “How would I show and tell this?” And sometimes smart people think, “Well, I’m going to give them the data. I’m going to give them a graph that tells them what the output is.”

What we’ve learned is, in a world where there’s more and more data produced every day, in a world of polarization that we live in today, that people don’t trust information the way they used to anymore. So, to break through with your idea, is actually much more difficult than it’s ever been before. And the critical insight here is to speak to people’s hearts, not just their minds. So, when you construct your stories, think about what people’s values are.

And I’ll give you an example here, which is if you’re in the nature conservancy, you want people to change their behavior about how they interact with the natural world. You could do that just by pointing out that we’re destroying the world, the temperature is going up, and species are dying. But people often don’t pull their Subarus over to the side of the road and change their behavior unless you talk about something they really do care about, which is, for example, their kids.

And even people who have very different political perspectives love their kids, and you can use something like that as a common ground to begin to build the story for change, which people will actually sign up for. And one of the reasons The Nature Conservancy has been quite a successful conservation organization is that it has incentives when it comes to telling stories that speak not only to the facts but also to the values that people care about.

Pete Mockaitis
So, that story can sound like, “Don’t you want your children to be able to enjoy these beautiful spaces? Or you want them to not live shorter lives because of pollution?” like that sort of thing?

Charles Conn
Better yet a demonstration. Sure, what you just said makes sense but what about a demonstration? So, I’ll give you a physical demonstration done by The Nature Conservancy. They were trying to convince wealthy donors that they should invest in building shellfish reefs in estuary areas because estuaries are where fresh water comes out, but there’s often pollution in that fresh water. And when it gets mixed with the saltwater, this is where a lot of creatures grow up in estuaries. This is where we create some of the biggest environmental crises.

If you put in oyster reefs, for example, or rather shellfish reefs, those tiny creatures that are inside the shells actually are filter feeders, and they filter out a lot of the toxins and pollution that comes out of estuaries. What the Conservancy did in one famous presentation in Australia is they put 17 10-liter buckets at the back of the room stacked in a beautiful pyramid.

So, everyone came into the room, and the first thing they noticed is these 17 beautiful green buckets stacked in a pyramid. Even before they said anything, they had the audience’s attention, the philanthropists’ attention, “What’s going on here?” And they said, “Do you know that each oyster filters 170 liters of water a day and cleans that as much as those 17 10-liter buckets holds each day?”

And by using that physical demonstration and tying it in, again, with values that people cared about, clean water for their kids, that demonstration opened up people’s wallets in a way that a PowerPoint presentation never could.

Pete Mockaitis
And it’s fun, as I imagine the philanthropists, which I’ve done on a very tiny scale, is you get excited, like, “Wait, one oyster and all that water? Well, that sounds just like a kill on return on investment. Where do I write the check?”

Charles Conn
Exactly. So, here’s another example. Richard Feynman, he’s speaking before the Space Shuttle Disaster panel, and he thinks that the problem is with the O-rings because the launch was done at a low temperature. And he could’ve presented a table of data showing that O-rings fail at lower temperatures, which is true. What did he do? He had a glass of ice water on the desk in front of him, and an O-ring in his pocket.

He took out the O-ring, held it in the water with a little clamp that he purchased at the hardware store next door, and then he twisted the O-ring to show that it deformed and then cracked at that lower temperature, the temperature of ice water. Well, no one will ever forget his testimony. Even though he had a Nobel Prize and could’ve used all kinds of data, what he did was a short demonstration that grabbed people.

And if you want your ideas, after you’ve done your clever problem-solving, if you want your ideas to have currency, if you want your ideas to break through in the world that’s a blizzard of ideas, think about how you would do show and tell.

Pete Mockaitis
I love it. Well, if you could just give us a few rapid-fire bullets of examples. So, we’ve got the ice water O-rings. We’ve got the big buckets of water. What are some other ways that we show stuff visually that’s powerful?

Charles Conn
Well, there are some famous graphics in history that I always go back to. So, you know that there’s a famous nurse called Nightingale, Florence Nightingale. Very few people realize that Nightingale was also one of the best statisticians of her day, and she drew this thing that’s now sometimes called a rose crescent diagram to show the impact of, basically, the filthy conditions during the Crimean War in the middle 1800s.

And she showed that way more soldiers were dying from the bacterial infection of their wounds, or bad water, than were actually dying from bullets. And she did that by showing this amazing graphic that’s famous to this day, that grabbed everybody’s attention. She could’ve written 150-page or 250-page finding but that single graph convinced the British military that they needed to upgrade the public health facilities that were in the hospitals in Crimea, which eventually led, by the way, to a public health revolution back in the home country, Britain, because Queen Victoria paid attention to what was going on in Crimea.

And we don’t know this for sure, but apparently met Florence Nightingale. That’s a person who figured out show and tell, and she changed the world. That’s how we get public health. Not just a nurse, someone who changed everything.

Pete Mockaitis
Beautiful. Well, Charles, tell me, anything else you really want to make sure to mention before we shift gears and hear about some of your favorite things?

Charles Conn
Yes. So, I’ll give you one more, which I think, in the world we live in today, we talked about it very briefly at the beginning, but think about collective intelligence whenever you’re trying to solve a problem, and where you can outsource incredibly great ideas that will help you solve your problem. There are platforms like Kaggle which allow you to bring in other people’s ideas for a small amount of price money, maybe an AI algorithm, maybe an AI swarm.

The Nature Conservancy used that very effectively to create a program called FishFace that allows computer recognition aboard boats to identify which fish are endangered species and should be put back in the water, and which fish are okay to eat. They didn’t have that capability internally at The Nature Conservancy so they outsourced it for $150,000 price via Kaggle.

That’s just one of thousands of good ideas that come from bringing other people’s expertise inside your organization even when you’re full of clever people. And so, that would round out the six mindsets that I think will give people confidence that despite the pace of change, and all the terrible things that are happening in the world, that we can step into that risk and confidently navigate our way.

Pete Mockaitis
Beautiful. Thank you. Well, now could you share a favorite quote, something you find inspiring?

Charles Conn
Einstein is famous for saying if he had an hour to spend solving a problem, he’d spend 55 minutes thinking about the nature of the problem, and five minutes solving it. So, he was a predictably clever guy, I think we can all agree, but there’s so much benefit that comes from thinking through your problem from different perspectives before you run off and try your favorite technique. So, that’s one of my favorite quotes.

Pete Mockaitis
All right. And a favorite study or experiment or piece of research?

Charles Conn
Yeah, I think the research behind the book called The Selfish Gene, which was a book published by Richard Dawkins in the late ‘70s, is the most concise encapsulation of how evolution works, which is this powerful engine that’s behind everything in the world today, including how humans compete with each other.

Pete Mockaitis
All right. And a favorite book?

Charles Conn
I think my favorite book is probably E.O. Wilson’s Biodiversity which sort of naturally flows from the Dawkins book. Biodiversity comes from the impact of how evolution works.

Pete Mockaitis
And a favorite tool, something you use to be awesome at your job?

Charles Conn
I actually love old-school woodworking tools. So, my personal favorite tool would be a woodworking plane. I think it’s amazing. They’ve been around for 3,000 years.

Pete Mockaitis
And a favorite habit, something you do that helps you be awesome at your job?

Charles Conn
Climb the stairs.

Pete Mockaitis
All right. And is there a key nugget you share that really seems to connect and resonate with folks; they quote it back to you, they retweet it, they Kindle book highlight it?

Charles Conn
Yeah, I think the thing that I’m hearing back now is around curiosity, which is people are thanking me for awakening them to their own curiosity and to the wellspring that comes from asking the question why.

Pete Mockaitis
And if folks want to learn more or get in touch, where would you point them?

Charles Conn
Yeah, so you can find me on LinkedIn, or you can find both the books I’ve published on LinkedIn, or you can find them on Amazon, or any other great booksellers. We also have a website which is called TheImperfectionist.org, or BulletproofProblemSolving.com.

Pete Mockaitis
Alrighty. And do you have a final challenge or call to action for folks seeking to be awesome at their jobs?

Charles Conn
Yeah. So, don’t be afraid to lean into risks using relatively low cost, relatively reversible moves. You may make some mistakes but you’ll learn tons.

Pete Mockaitis
All right. Charles, thank you. This has been so fun. I wish you lots of fun problem-solving and imperfection results, and, yeah, thanks for taking the time.

Charles Conn
It’s been terrific. Thanks so much for having me, Pete.

Pete Mockaitis
Mark, welcome to How to be Awesome at Your Job.

Mark Rickmeier
Thank you. I hope I can be awesome today.

Pete Mockaitis
Well, I hope you can, too. I have high hopes and I think the odds are great.

Mark Rickmeier
Starting off strong with optimism. I like it.

Pete Mockaitis
Yeah. Well, we have passed over, well, I guess 50 other people in order to select you, so I think there’s a product innovation lesson in there somewhere.

Mark Rickmeier
Now, I’m feeling all kinds of awesome pressure. Yeah, exactly. I love it.

Pete Mockaitis
So, I’m excited to talk about innovation, creativity, great listening. And could you kick us off by sharing maybe an extra-exciting fun story about a eureka moment, an aha breakthrough, an exciting creative experience that’s just a very fond memory for you that lights you up?

Mark Rickmeier
Yeah. All right, so this is timely because it’s also one of my most poorly timed decisions of all time but still, I think, really important in my life. So, go back a couple of years, I was the COO at the time, and I’d just been asked by our founder, who, he was doing his own self-reflection on his career and his journey. He was recognizing that he was a zero-to-one type person. Loves starting things, being entrepreneurial, but as we were growing the business and expanding it, it was a lot more appealing to me to think about how to grow and scale the business, whereas, he wanted to go back to his entrepreneurial founding roots.

And so, he asked if I would be…if I’d step into the CEO role and help to grow and keep running the business. And, at the time, I was like, “I don’t know,” because I was like already a dad, on school board, and doing some philanthropic work, and this idea of taking on this additional role was both very exciting but also a little intimidating at the time.

And so, I told him, “Give me a minute,” and I took a week off to think about this prospect. And what I often do, I turn to the community to get input from outside my little bubble. And so, I invited nine other CEO-type people to go with me. I found a walking trail in the middle of nowhere in Scotland, and said, “I’m going to take a week away without having Slack, or Twitter, or email, or my family, or my coworkers. It’s just some time to think.”

And I wanted to pick the brains of other people who had done this job, this really crazy stressful job before. And said, “I wanted to ask them about their advice and how to be successful in that role. And rather than calling it a workshop, like we always do in most of our facilitation sessions, we called it a walk shop, because we’re gonna be walking the entire time.

And so, five men, five women go to Scotland to talk about, “What is the job of a CEO? How do you handle that? How do you think about the pressures of the job? And how does that affect your other work-life balance concepts?” It was funny, when we came back, each of us were taking pictures of the trail, and when the trail was really wide, we have good group conversations. When the trail got narrow, we paired off more one on one.

And everyone was talking about this experience that we had. And so, when we came back, on LinkedIn, people were hitting us off with, “That’s a really odd idea, going into the woods for five days. Like, what was that all about?” And people started asking me when the next one was, and I had to tell them, like, “Well, there’s no next one. I got a whole company to run now. What are you talking about? Like, I have a thing, a job I just said yes to.”

And everyone kept asking, so I was like, “All right. Well, I’ll organize another one. I got so much out of it, let’s try the Black Forest of Germany.” And now 18 people said they wanted to go on this to unplug for a week, and have this time to think and to process with other people. And we did a hike for the Black Forest, and, again, when we came back, and everyone was posting stories in that, two people ended up going into business together after that hike. And I got an idea for a thing that became a kickstarter concept, and then that got backed.

And all this creative energy came out of the walk shop that people kept asking when the next one was. So, we did a third, and by that point, when it sold out almost instantly, I was like, “Okay, this is something I want to do and find a way to do more regularly.” So, I’m also the genius that started a travel company during the 2020, brilliant timing, before all that happened.

But as far as a fun, creative experience, one of the best things I do as a gift for myself is, at least once a year, try to shut down away from the day-to-day kind of experience, and get away from what otherwise a very sedentary job, and be on my feet. Quite literally thinking on my feet. This year we’re going to the Algarve in Portugal.

So, 12 of us are going to be hiking, talking about this year, “How do you lead organizations in remote situations? Like, how do you really involve yourself in remote leadership?” Since a lot of us are coming from a place, not that long ago, of running organizations are being involved in a lot of co-located scenarios with team members all side by side, and now we’re living in much more distributed and remote kind of worlds.

And so, there’ll be 12 executives are going to go hiking through Portugal with no distractions and technological interruptions to have those dedicated time together to dig into this kind of stuff.

Pete Mockaitis
That’s great. And can you orient us a bit to what is TXI and Product innovation?

Mark Rickmeier
Yeah, TXI, so it stands for technology, experience, and innovation. So, the three things we care about most. And when we talk about product innovation, it is being able to help our clients think about new ideas for their business that will drive them forward, and then having the designers and engineers that can take those ideas off of a slide deck and make them into reality. So, building a chatbot, or a mobile application, or a web app, or wearable products, like some kind of digital application that can then provide business value.

So, half of our brains are thinking about, “How do we build something right?” which is all the agile background and technological background to build something that scales well on a good tech platform. But beyond that, also, “How do you build the right thing?” which is where we get into some of the design thinking and product innovation, helping clients unlock some value in their business by coming up with new concepts that can then become a digital product.

Pete Mockaitis
And a core skill to doing that well is listening a little better than the average professional, I dare say. Could you make the case for how listening makes the difference and how you listen differently?

Mark Rickmeier
I think it’s two things. I think it’s both finding how you, like the actual skills of active listening, very, very important, but also what you’re listening for. And so, I can give a story here to maybe provide a concept. So, a client came to us, this is in maybe 2015, 2016, just as I was learning the difference, I would say, between custom development and product innovation.

This is a research university in Texas, and they said, “We want to build a mobile app.” And, honestly, up until that point, I would’ve said something silly, like, “Great, we’re really good at building mobile apps. We call them, these products, like MVPs, our minimum viable products.” So, you’re going to give us requirements, we call them stories in agile, and in a few short months, we’ll knock that out, we’ll build you a mobile app.

And, thankfully, we had, at that point, been working with a number of designers that are required to design team in building out more of this design-thinking framework. And the team said, “We hear that you have this idea for this mobile app, which is wonderful, but back up a second. Don’t tell us about the solution. Rather, tell us about the problem you’re trying to solve. Let’s start there.” And that was confusing because, at the time, they’ve talked to a lot of other companies and everyone was doing the same thing, “Tell us about your mobile app, we’ll write a proposal and then you’ll pick the cheapest one.”

And the team said, “Really, just humor us. Who are your users? Let’s start there. Let’s better understand that.” And the case they were making is that “Custom technology is really expensive. To build a custom mobile app could be a quarter to half a million dollars, and before we go do that, let’s just make sure we’re doing the right thing.”

And in their case, their users were their students. They were trying to figure out how to navigate the four years at the university, how to pick a major, how to build trust with an adviser on the administration side, and the team said, “Great. Let’s go talk to some students before we assume that the mobile app, which could cost half a million dollars. That’s an awful lot of money. Let’s just make sure this is the right path.”

So, we spent a few short design sprints, talking to them, getting a better sense of their challenges, what their goals were, doing some rapid prototyping and validation, and came back, after only two weeks, and said, “I don’t think this is what you want to do. Think about if you were student, it’s been a week-long of frustration and anxiety, it’s Friday afternoon, you don’t know who to turn to, what to do, so the first you’re going to do is go to the App Store. Doesn’t make a whole lot of sense.”

“Like, you probably want to talk to a human as soon as possible. And while we could build you a mobile app, and it’ll go live on time and cost half a million dollars, and we don’t think anyone is going to use it, or something that acts more like a chatbot, where if you ask and answer a few certain questions, we can partner you with the right person. That probably we can do in about four to six weeks.”

And so, in this case, it wasn’t just listening to what they were saying, because, again, if we had listened to what they said they wanted, we would’ve built them a mobile app, which would’ve gone live on time but not actually met the need. It was listening for what the real need was and helping them to understand the desire of, like, fall in love with the right problem before you get too attached to a solution.

In this case, they came in with a solution because they really thought mobile app would be the best way to engage students. And, in this case, helping them to listen better was getting them to step away from the, I guess, the solution they were already kind of excited about, and go talk to some students, and go talk to them about what their issues are, and what really will help, and really try to identify the right problem first.

So, the beginning of design thinking, the beginning of product innovation is always seeking to understand and trying to do as much of that before you get too attached to a potential idea. There are lots of ways this is going to scatter. There are lots of apps you could build, or digital products you could build. In this case, it was helping them to realize there was maybe a better problem to focus on, and a cheaper solution to build that would give them a better outcome.

Pete Mockaitis
And when it comes to this active listening and doing it better, do you have sort of a step-by-step or a few key principles? It seems like one is just getting oriented to, “What are you really trying to achieve here? What is success look like?” And taking a step back, zoom out, getting that broader view as oppose to just getting off to the races.

Another principle is engaging with the folks who are actually affected, impacted, going to be using the thing, and to see what their scoop is. What are some of the other favorite principles, or steps, or tips that you find make a world of difference to upgrade your active listening?

Mark Rickmeier
So, some of it is mindset things. So, when you’re working with an organization, I mean, a lot of people come in with already pre-baked ideas of, “This is what’s going to work. This is what’s going to be successful for us.” And to some degrees, especially if you’re looking to do something rather innovative, you have to be willing to invest in a little bit of what we call unlearning. So, yeah, there are things that may have gotten you at this point, but you may need to let go of some of those to be able to make space for a new way or working, or a new approach you might take.

And so, there’s a concept, there’s a mindset of unlearning, of getting rid of maybe old patterns and old ways of doing things to be able to be open to new concepts, and that’s very important. Also, as we said, going in with the mindset of you really want to be open, and so this is where you follow a framework called the double diamond. But if you think about the ways a diamond is drawn, the very first thing is you go wide, and it’s called diversion thinking. You’re trying to get as much exposure to new ideas and outside perspectives as you can.

And then from there, you consolidate down to a point which is identifying what the core problem is. And it’s from there that you can explore and go wide again, and say, “Well, now I know what the real problem we want to solve is. Now, let’s get really creative. Let’s come up with lots of ideas of how we could solve that problem. There are tons of ways to solve problems.”

And then from there, we consolidate down the ones we think are best. And so, it’s important, as we go through that process, to be able to explore different ideas. And then, and this is the hard one, I think, to make sure you’re listening to the best idea, which is not always the most loudest voice or the most executive voice. It’s really helping the best idea to win.

And so, part of the challenge, I’ve always been encouraging that unlearning aspect of letting people to let go of old ways of doing things, but also making sure that, like a single part owner, or a single executive, doesn’t be like, “And this is what we’re going to do,” that you really want the data and the insights to be able to guide the product.

Pete Mockaitis
Well, it’s so funny, as you walked through that double diamond, I’m thinking I was involved in a club in high school called Future Problem-Solvers, and we did exactly this, and I had to pull it up. Step one, identify challenges. You listed like a bunch of challenges. Step two, select the underlying problem. Step three, produce solution ideas. Step four, generate and select criteria. Step five, apply criteria. Step six, develop an action plan.

So, indeed, we’re diverging and converging, and then diverging and then converging. It’s like, “Whoa, okay.”

Mark Rickmeier
“I’ve heard this before.” What’s funny though, how many people think about this jump in at the second one, they’re like, “Okay, let’s start brainstorming. Let’s get some ideas going.” And it’s really hard, you got to back up, they’re like, “We hear you.” And there’s a lot of enthusiasm for generating ideas but are we solving the right problem? Like, let’s back up.

Like, identifying the right problem, way more valuable. Asking the right question, way more valuable than generating a ton of ideas. Like, in this case, how do we brainstorm a whole bunch of great mobile app concepts? It would’ve been fun to do but it wouldn’t have solved the problem what they were looking to solve with the student engagement, so it is hard.

Especially, when people are really jazzed and you’ve got stakeholders really excited about, “Let’s get to the whiteboard and start sketching out apps.” You’ve got to find a way to back them up a bit, and say, “We will get there but, first, let’s talk to some users and make sure we’re identifying the right problems to solve.”

Pete Mockaitis
And so, that’s the broad overview framework perspective for how you’re proceeding. I’m curious, once you get into some of the steps, are there any key things that help you generate more ideas, or key questions that help get to the root of things super effectively?

Mark Rickmeier
Yeah. So, one of the things we’ll do, let’s say we have identified that right problem, and now we all are thinking about the same thing, we like trying to find ways of, again, diverging to get new ideas without being too heavily influenced or kind of biased by a single concept. So, one of the things we might do is ask everyone, it’s a really easy exercise, take a sheet of paper, A4 paper, and fold it in half, and then fold in half, and fold it in half again till you get like a series of creases on the paper that looks like a series of eight squares on a normal paper.

And then within each one, we ask people to draw out concepts. They don’t have to be high-fidelity graphic design. Just draw concepts of what you’re thinking might be a good solution to this problem. And people go about doing that independently, so we don’t have people influencing each other’s ideas or stealing each other’s creative thoughts. We just go diverge there.

And then we do a series of dot-voting where people can go through, they’re walking through, and say, “I like this concept. I like that concept.” And dot-voting is where you put a dot on the idea that you think is most valuable, most interesting. And we found that to be…those two practices to be very effective because, one, everyone can sketch. Sometimes there’s this misconception of, like, only designers can come up with ideas. We like everyone being involved in the ideation side. So, developers, designers, product people all doing some high-level sketching.

And then we also really encourage this practice of dot-voting because what often happens is sometimes, like we said, the most expensive paid person in the room, which is called the HiPPO vote, the highest paid person, or you have an executive will come in, like, “Ooh, this is the right thing,” and then everyone says that. Dot-voting is a nice way for everyone to independently say, “This one really caught my eye. This could be really valuable.”

So, there are techniques that we use in our facilitation to try to get everyone to be part of the generative process, but also find a way to eliminate bias from some of the discussion is kicking around ideas, so that the best idea is not the most executive voice wins out.

Pete Mockaitis
Okay. So, dot-voting is one mechanism by which you’re doing some narrowing and selecting. Do you have any other favorite approaches or criteria?

Mark Rickmeier
One of the things I’ve done, actually, this goes back on the generative side, is getting people to think about like a new way of working. And sometimes, as we say, like, unlearning is very difficult. You have to think about a new way of approaching something. And so, have you ever heard of escape thinking?

Pete Mockaitis
Do tell us.

Mark Rickmeier
So, imagine you have a process, and it’s a process that you assume everyone follows, so everyone does it the same way, and we just assume this is the way it’s done. So, if I were to ask you, like, “How do you go about a typical restaurant experience?” Most people would say, “Well, you get met by the greeter, and then you’re brought to a table, and the waiter brings you a menu, and you order. The waiter brings you your food, you eat. The waiter brings you your receipt, you pay, and you leave.”

And escape thinking is you map out a process that everyone understands, everyone assumes to be true, “This is what it looks like to go to a restaurant,” and you say, “Okay. Table one, we’re going to take this one core component that everyone assumes has to be true. Remove it, and you have to have the exact same outcome.”

So, table one, you have no menu, how do you handle that? Table two, you have the exact same process but you have no waiter. How would that happen? And then you start getting some really creative new ways of thinking, like, “How would I go about doing that if I didn’t have a waiter? Well, I probably would have to have some kind of kiosk at the table or some kind of mobile menu option. Or, if I didn’t have any, if I just walked out of the restaurant, I never paid anything, like with an Uber, you just walk out the cab, how do I still pay for things? How do I organize this?”

Escape thinking for us is an interesting way to facilitate a new kind of ideation to get people to think about new ways of engaging in a process, especially if they’ve been doing it for a long time, and they’ve been following a process that’s, “This is always how it’s been done.” We find that things like that will allow people to try new ways of working and thinking about things in a slightly different way. So, it’s a way of thinking about a process to encourage creativity and allow them to go wide and think of new ways of doing things. And so, it’s a kind of facilitation pattern we can use.

Pete Mockaitis
Okay. And any other perspectives on the convergent, the narrowing down and selecting?

Mark Rickmeier
One of the things, and this is where we get into listening. I find this really interesting. I was trying to experiment with this, especially as we had more remote team members. Obviously, there are tools like Miro. Like, Miro, you can use for facilitation and for things like dot-voting. But I was trying to think about a new way of hearing from people when you don’t have everyone all co-located, and to make sure that there wasn’t more, I guess, influence and bias.

And so, there’s a new facilitation technique I learned about during the pandemic, which I’ve really fallen in love with. It’s a tool called ThoughtExchange. I don’t know if you’re familiar with it. But it’s an interesting way of being able to get to specificity around the concept when you’re trying to hear from lots of different people.

So, an example, when I would run our all-company meetings, I might ask a question, like an AMA, “Ask me anything. What do you want to know about next week?” And then I would assume, when we’re all together, I’d just bump into people in the kitchen, or I could ask them in the hallway, “What do you want to talk about?” Well, I no longer have that as an option during 2020. I did what I thought was next best, which was to do a survey, and say, “What do you all want to talk about next week?”

And then I would assume that the most-frequently mentioned things were the highest priority ones. And so, I would say, “Okay, five people, ten people all mentioned office space. Let’s talk about office space.” A different way of doing prioritization is doing a thing called a ThoughtExchange, which was something I’ve never heard of before.

But the basic concept is that you ask an opening question like this again, “What should we talk about next week?” And then everyone anonymously answers that question. Afterward though, they also then get to see everyone else’s anonymous responses and can up-vote or down-vote, and be like, “Ooh, I didn’t think of that but that’s a five-star idea. This other one, meh, one-star idea. Much rather agree with that.” And you get to all interact in each other’s suggestions.

The reason why that’s really important when you come into prioritization is that if you’re doing a survey, like I would’ve done in my old world, again, I would assume that the most frequently mentioned things, the highest responded are the most important because they kept getting mentioned over and over again.

And so, when we did this, for example, all kinds of responses of like, “Do we need an office space?” “Are we going to renew our lease?” “Are we going to get a new office space?” All these questions about space, and only two people, probably very brave people, were saying things like, “God, I’m going through a lot right now. I wish we could talk more about mental health and anxiety. Like, that’s where I just am feeling really burned out. I wish we could talk more about that.”

But when I saw frequency of mentions, I was like, “Oh, only two people said this. Ten, fifteen people said space, ‘We should talk about space.’” When we did a ThoughtExchange or whatever happened, was that people saw each other’s responses, and everyone anonymously say, “Ooh, you know what, I didn’t think of that, or maybe I wasn’t willing to put myself out there and say that. But now that I see that, I’d much rather talk about burnout and mental health than I would about physical space. That could be in email. Let’s use our precious to give our time to talk about this thing instead.”

And so, we changed the access to say, “Don’t show me frequently mentioned. Show me highest voted,” and that totally changed the prioritization matrix. And now we look at that mental health went from only being mentioned by two people and being like second to the bottom to being second from the top, like one of the most highest voted concepts. Even though it wasn’t frequently mentioned, when people saw it, they’re like, “That’s the thing we should spend our time on.” And it became a much higher priority for our company for discussion.

And so, this idea of a ThoughtExchange where people can interact with each other’s ideas and up-vote them and engage with them allowed us, in six minutes, to get over a hundred interactions on each other’s ideas and stickies, and allow other ideas to bubble up at the top, which would not have happened had we just done with a survey-type approach.

Pete Mockaitis
And when you’re engaged in conversation, maybe you’re doing some one-on-one user research and interviews, etc., are there some key questions you found that just tend to yield cool insights over and over?

Mark Rickmeier
It depends on the nature of the problem we’re trying to solve. I always like, for open-ended things, I like ideas, if we’re talking about the company experience, ideas of what keeps you up at night. Or, if you’re working with someone, what advice would you have to work with me? If someone was working with me for the very first time, what advice would you give a new person for working with me? Like, there’s interesting ideas can always come up from those kinds of questions.

And if it’s very product-focused, then I think it depends on the nature of the problem you’re trying to solve. But I think one of the best questions I like thinking of is, “What is the worst way you could solve this problem?” because that always gets interesting fun answers. And you try to get to the worst possible scenario, and that generates a whole bunch of new creativity. You can say, “All right. If we didn’t do that, what would be a way we could fix that? Or, what will the one small way to tweak that?”

But, generally speaking, if you ask that question, “What’s the worst possible way we could solve this problem?” ultimately, what people do when they answer that is they will bring up some of their latent fears or maybe like things they’re nervous about. Everyone has some concern about maybe a direction a product might go, or a direction an organization might go. And when you ask that silly question, it’ll give them freedom to be like, “Oh, man, I could see it going really horribly down this path if we’re not careful.” It allows them to maybe say the thing they would otherwise be unwilling to say or nervous about saying.

So, I like exploring both, like, the positive direction as well as the kind of the anti-pattern, “What’s the worst thing that could happen?” because even though, hopefully, you’d never pick that path, it gives people the flexibility and the freedom to talk about what would otherwise maybe be unspoken concerns.

Pete Mockaitis
Okay. Cool. And I like that question with regard to what would be the worst way. Could you share with us what are some worst ways to approach innovation, problem-solving, listening, or common mistakes people end up making when they are taking things the double-diamond way?

Mark Rickmeier
Well, the worst thing we’ve seen is that people jump right into the brainstorming, “Let’s get some ideas on the table of the thing we’re going to build,” and we really have to bring them back, to be like, “Let’s talk about the problem we want to solve first.” Like, that’s the first critical mistake, is that people jump in on the wrong foot, on the wrong diamond.

Or, when they actually get to identify what the problem is, that they don’t actually involve the users who will be impacted by the product to be influential in the ideation process. And so, again, you have a top-down product design or executive-driven ideation session. Those are frustrating. When we’ve asked questions, like, “What’s the worst way that this will be solved?” or, “What’s the worst way that this might be rolled out?”

It’s really funny when people would be like, “Oh, we’ll build out a product and we won’t do any training whatsoever.” And then you start thinking about, “Well, how will we solve that?” And you start thinking about, “Well, how do we design something that’s so intuitive, it doesn’t require a lot of training? Maybe we don’t need a product that comes with weeks and weeks of training for people to understand how to use it. What would be the best way to solve that? Maybe it isn’t having more training time. It’s more intuition, like a better intuitive unique way of experience, so we should talk and validate and do more testing on the experience we’re designing.”

So, anyway, as you’re going through and thinking about ideas, you can keep asking that question over and over again about ways you could optimize something. I just like when you are able to take a little bit of levity and humor to it, because humor can often bring out other things people might not be willing to say.

Pete Mockaitis
And when you’re listening to folks, and they are saying stuff, are there any key signals or things you look out for that often surfaces gold?

Mark Rickmeier
I look for, I think, making…so, if we’re doing a good workshop, I like looking for everyone participating, making sure you get input from everyone. We mentioned that, we kind of glossed over it, but when you’re doing this kind of discovery, it’s valuable to have insight from the users, from designers, from developers.

Like, from example, even though an engineer is not a designer, they might say like, “There’s this API we can use. There’s a dataset that we could leverage that’ll make this faster, or maybe a cheaper way of building this. And it’s valuable to get technical info even at that early design stage.” And so, I think one of the things we’re looking for is making sure that no one is too quiet, that everyone has an opportunity to participate.

Even when we’re doing those sketching sessions, because we’re sketching, it’s such a low-fidelity way, I think a lot of people, when they hear that, they’ll bow out, they’re like, “Ah, this is the designer’s job. I’ll step out of the room now.” We really try to encourage that level of participation from everyone to make sure that we get those well-rounded ideas and input.

So, one of the things we’re looking for is just participation, and that people are willing to jump in and be part of that ideation side. I feel like that’s really helpful when we’re doing discovery work to get input from not just a single source.

Pete Mockaitis
Okay. Well, tell me, Mark, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Mark Rickmeier
I think, at the risk of beating a dead horse, I think how you facilitate a room and getting them to really explore the problem set before they get too attached to a solution is the difficult thing to do. And thinking about the group dynamics within the room, also very challenging. I mentioned earlier, when we’re on that hike together through Germany, we had an idea that ended up becoming a kickstarter.

It was thinking about a game we could play within workshops to be able to encourage the right level of discussion. And from that game became a kickstarter which actually became a product that people started playing around, “How do you facilitate really inclusive meetings so that the best ideas are heard?”

And you know like when you’re playing soccer and you hold up a yellow card when someone does the wrong thing? We started looking out for patterns of, like, “This person is interrupting this person, or speaking over someone,” so there are like interaction patterns we wanted to call out as negative interactions in the session.

There were different kinds of penalties we’d hold up a card for. If someone was beating a dead horse, or saying the same thing for the 15th time, or getting so technical they were losing their audience. And then we started thinking about new facilitation techniques, like escape thinking, that could encourage people to try a new way of engaging.

Anyway, we made these series of cards around facilitation patterns and anti-patterns people could follow in discovery and, on a whim, put it out for a kickstarter, and it got backed, which cracked me up. So, in addition to building digital applications, we also built a very analog card game. But it’s been fun to think about when you’re working with a group of humans in a room, how do you get the best out of them? And what are the kind of common patterns to look for or things to think about when facilitating a group?

And I think it’s harder when you’re distributed because you can’t read body language, but all the more important that you’re thinking about, “Who’s interrupting each other? Who’s really being open to ideas? Who hasn’t spoken in a while?” just to make sure that everyone really is participating in a healthy way.

Pete Mockaitis
Okay. Well, now, could you share with us a favorite quote, something you find inspiring?

Mark Rickmeier
Yeah, “Not all who wander are lost,” is a favorite quote of mine from JRR Tolkien. I think a lot about the value I’ve gotten from being able to step away from my desk. Doing that long hike, like I said, at least once a year, I try to give myself like gifts of time, of dedicated time away, but even if you can’t do a five-day hike through Scotland, just an opportunity to step away from your desk, go for a walk.

So much of what we do is sitting down at a desk and typing, and I find that not only is it beneficial for your physical health, but the mental health of getting a break. Doing more walking one-on-ones, doing more walking breaks is particularly something we have to think about in Chicago where it’s freezing and cold outside right now but I think always worth it, so I’ve always loved that quote. “Not all who wander are lost.” That wandering time, let your minds and your leg wander. Both valuable.

Pete Mockaitis
And could you share a favorite study or experiment or bit of research?

Mark Rickmeier
I think some of the best research we’ve done recently, this goes back in the last couple of years, we’ve been thinking about for even our own company, we often ask our customers about how we’re doing, and we found that sometimes customers are more willing to talk to a third party than they are to you directly.

And so, we did a thing called brand insights. We brought in a third-party firm to talk to us about our own experience. They also talked to some of our longest customers, and then talked to people that we did not work with but maybe talked with us early on and chose to go in a different direction, to get a kind of unique perspective on what the customer and employee experience of TXI really is.

And I feel like that third-party insight is really, really valuable, something that sometimes we don’t always think about doing as having someone else help you see yourself. And so, I highly recommend that kind of opportunity to talk to your own customers, but also talk to people who did not work with you, and get insight around your business and your own experience of how that can be shaped. So, that kind of what we call brand insights has been really, really valuable for us. We do it every couple of years.

Pete Mockaitis
All right. And a favorite book?

Mark Rickmeier
There are two. One is really boring. One is really fun. Which one do you want?

Pete Mockaitis
Let’s hear both.

Mark Rickmeier
Okay, the boring one. Well, I should say impactful but dry. It’s a book called Traction. It talks about EOS, or the entrepreneurial operating system, if you’re familiar with that. It’s, basically, if there are books out there that tell you how to run agile projects, how to help you run a project or a program at work, EOS is about, “How do you help run a good company?”

And it has a lot of borrowings from things like Good to Great. Just taking a lot of good principles around running a healthy business that has, well, traction, and that’s why the traction the book is called. So, Traction is all about, “How do you set up a leadership team to have good accountability, good traction in your business, and run a more resilient organization?” It’s dry but I found it to be very, very helpful.

The other book that I really like is a book called Rituals for Work, and it is this pattern of maybe like 50 different rituals you can use within teams, within the entire company, or for individuals. And they talk a lot about how to get the best out of your teams in, like, moments of conflict, which has been a topic on this podcast in the past, moments of ideation and creativity, recognition and reward.

They have all these really interesting rituals you can adopt within your company, within teams, or just for individuals. So, different kinds of rituals and different kinds of levels, and they also just rewrote a new version of the book for what rituals you can adopt within hybrid or remote teams. So, a fun read and a very different kind of book. One is very workshop and practically focused.

Pete Mockaitis
All right. And a favorite tool, something you use to be awesome at your job?

Mark Rickmeier
Well, we talked a little bit about it. I like to cite this tool called ThoughtExchange that allows me to see different kinds of data that I won’t otherwise see in a survey. If I’m trying to get input from a large number of folks and have them interact with each other’s ideas, it’s one of the most innovative things I’ve seen that I’ve been able to use. In addition to the tools we use, like Miro, to get good facilitation exercises, ThoughtExchange provides unique set of insights I wouldn’t have otherwise. So, I’m a big fan.

Pete Mockaitis
And a favorite habit?

Mark Rickmeier
Walking. I try to do it all the time. I try to spend at least an hour a day where I’m away from my desk. There was a great quote, someone was doing interview with Bill Gates and Warren Buffett, and they were asking them about, these two captains of industry, “How do you spend your time? What does your week look like?”

And Bill Gates held up his weekly planner, it’s full of all these things he was doing, his fingers on all these different parts of the business. And then Warren Buffett had like half hour on Tuesday and a half hour on Friday, and the rest was just time for him to consider to read and to think. And his famous quote from that little interview was, “Busy is the new stupid.”

You can spend so much time doing so many things, you’re not giving yourself the time to really think, and giving yourself that space. It’s very hard when you’re jumping between meetings and invoices and emails to be really productive and have meaningful thought about the direction of your product or the direction of your company.

So, the habit I’m trying to instill, especially in the new year, despite the cold, despite the dark, is to get time out of doors and to do those walks where I can really think about where I want to be going, what I want to be doing, and using my time as productively as I can. So, I take it to extremes by doing these long hikes together with other execs. I really find that to be valuable.

But even in a one-hour a day thing, I feel like that habit, and reminding yourself of that, “Busy is the new stupid” mantra, it’s really productive to give yourself that space to think.

Pete Mockaitis
Okay. And is there a key nugget you share that seems to really connect and resonate with folks; they quote it back to you often?

Mark Rickmeier
I think that one, I think “Busy is the new stupid.” It gets quoted back to me quite a lot. I talk about it quite a bit. I even tried to put a block on my time on my calendar that says, “Busy is the new stupid” so people know not to block that time when I’m just thinking and giving myself that carte blanche time as a valuable use of time on my calendar, that I should not be interrupted. So, that one gets quoted back to me quite a lot.

Pete Mockaitis
And if folks are looking to learn more or get in touch with you, where would you point them?

Mark Rickmeier
Certainly, the TXI site, TXIDigital.com. I’m pretty active on LinkedIn and talk about the work that we do, also about this upcoming trip we’re going to be planning to Portugal. That experience is called Walkshop. you can find that on walkshop.io. But, also, I’d say I’m mostly active on LinkedIn these days.

Pete Mockaitis
All right. And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Mark Rickmeier
I think too often people are in a rhythm, I’m certainly guilty of this myself, where you have all the stuff to do. And I think when you fall into that rhythm, you fall into a cadence, not unlike when we’re talking about on the product innovation side. There’s a way that you’re operating and to step back and to unlearn old ways of doing things, to give yourself the flexibility and time to consider a new way of working.

It’s hard and super, super valuable. My career has changed dramatically since I took that first long hike with other execs to get ideas from. And I think that’s why I’ve intentionally been carving out that space every year to be doing that kind of experience. So, I think people who are looking to really be awesome in their job and thinking about what they’re doing, give yourself that gift of time to step away from your day to day and think about what part of your job you really enjoy, what part of the job you would want to change.

And I think there’s a great book called Prototyping Your Life. It talks a lot about how you can take the similar design-thinking concept, this double-diamond process, to your day to day, and think about, “What problems I really enjoy solving? How do I want to solve them? How do I want to be working?”

And I would say you can’t figure that out in between meetings. You can’t figure that out when you’re running around doing all bunch of emails. You really need to take that dedicated time to consider where you want to go. So, get out, go for a walk, and think about what you want to be doing. Give yourself that time and precious time to consider where you want to be this year.

Pete Mockaitis
All right. Mark, this has been a treat. I wish you much fun and innovation.

Mark Rickmeier
Thank you very much, sir. Appreciate it.

Pete Mockaitis
Josh, thanks so much for joining us here on the How to be Awesome at Your Job podcast.

Josh Linkner
Truly appreciate it. Excited for our conversation.

Pete Mockaitis
Oh, me, too. Me, too. Now you’ve had a lot of cool innovative moments across your career. I’d love it if you could share with us one of your favorite eureka aha moments that have happened to you.

Josh Linkner
Well, one aha moment is that I realized that human creativity is not born as much as it’s developed, and the research bears this out. In fact, Harvard came out with a study that shows that human creativity is as much as 80% learned behavior. And many of us think that you’re either creative or you’re not, you’re born that way or you have to suffer. And the truth is that it’s more like, I would say it’s more like your weight than your height. Try as I may, I’m not going to be a foot taller by next month but my weight I can control. And creativity is very much the same. That was the big moment for me.

Pete Mockaitis
That’s cool. That’s cool. And so, I want to talk a lot about exactly how one learns to become more creative. But, first, if we could make the case for creativity, innovation, particularly for listeners who are like, “Hey, you know, I’m in the middle of the organization, and my job isn’t creative per se in terms of I’m not doing design or new product stuff. I’m a program manager, maybe.” And so, can we make the case for those professionals? What do they have to gain, personally and professionally, by sharpening their creative skills?

Josh Linkner
Yeah, awesome question. The truth is that the way that we get ahead in organizations has really changed in the last few years. In the past, maybe it was your knowledge of hard skills or whatever, but nowadays, those would become outsourced, commoditized, and automated. And what allows us to really soar in our professions, to be awesome at our job, if you will, is to bring inventive thinking and creative problem-solving to the game. When you really unpack, “Why does somebody get promoted? Why does somebody achieve more in their career?”

Most often these days, it’s tied to their ability to use, get inventive thinking and solve problems in fresh ways. So, I think it’s really become mission critical, in fact, and especially as automation and robotics and artificial intelligence, that’s the one thing that’s uniquely human about us all.

The other thing I’ll just quickly say is that, too often, unfortunately, we attribute job title with creative needs. Like, for example, people in marketing should be creative and people in accounting should not. But the truth is that there’s room for creativity in every single aspect in an organization, every single box in an org chart. We can be creative in our own ways whether you’re selling or running a customer service team or, yeah, doing finance. So, I think it really applies to us all, and I think that’s the one thing that we can truly harness to get ahead in our careers.

Pete Mockaitis
I dig it. Thank you. Okay, I’m sold. So, then let’s hear it, with your book Big Little Breakthroughs, what’s the big idea here? And, particularly, what are micro-innovations and why do they matter?

Josh Linkner
Yeah, so the book Big Little Breakthroughs: How Small, Everyday Innovations Drive Oversized Results so the big little idea is that it sort of flips innovation upside down. And, too often, we think of innovation, it’s got to be a billion-dollar idea, it’s got to change the world, and it feels risky and out of reach, and just inaccessible for most normal people.

And this really flips it upside down in that it’s cultivating small daily acts of creativity as opposed to these wild swing-for-the-fences things. It’s taking the small bites of creativity, which are way less risky, way more within the grasp of us all, they build critical skills, and they add up to big things. So, that’s the premise of the book.

I like to think about it as innovation for the rest of us. It’s kind of helping everyday people become everyday innovators. And a micro-innovation is just what you might think of. If a big innovation is inventing penicillin or the assembly line or something, that’s awesome. Nothing wrong with that. But, again, most of us won’t do that. Those happen once every generation.

On the other hand, all of us can generate micro-innovations on a regular basis everything in our personal lives. An example would be you can chill a glass of white wine by using a frozen grape in that way you don’t dilute the wine with an ice cube. So, that’s a micro-innovation. It doesn’t change the world but it’s helpful.

In a professional sense, a micro-innovation might be something as simple as how you greet a customer, or how you prospect for a new client, or how you interact with the boss, or how you conduct a job interview. And so, these are things that don’t change the world in and of themselves but they add up to big things and they do create meaningful outcomes.

Pete Mockaitis
And I’m not one to get too nitpicky over definitions here, but it’s interesting with that white grape example in white wine. It’s interesting. Well, now I’m going to try it. And, in a way, that’s an innovation in that I wasn’t doing it before but I didn’t invent that. I just heard it from you and thought it was pretty cool, and I’m going to try it, and it might just enhance my life that little bit. But it feels like innovation is happening in my world as a result of trying it. Can you noodle on that with me?

Josh Linkner
Sure. Well, first of all, you don’t have to invent something to take advantage of it. I love borrowing and sharing ideas that’s awesome. How great is that? Every time I get to learn a new way to do something that’s better, that’s an aha moment that can be savored. But when we’re taking advantage and noticing them around us, it actually encourages us to come up with them ourselves.

And so, it’s funny, the best way to get creative is just the same way that I learned to play a guitar. I’ve been playing guitar for 40 plus years. I put myself through college as a working musician. I still play today. The way you don’t play a guitar is one day you wake up and say, “Eureka! I’ve got a lightning bolt from the heavens and, all of a sudden, I’m a master musician.” Of course not. The way you play a guitar is you practice day in and day out. And the more you practice the better you get.

Same thing is true with creativity. So, when we think about we want to create our Mona Lisa’s in our lives, or things that we want to be remembered by, you don’t start there. I mean, Da Vinci’s first painting wasn’t the Mona Lisa. First, Da Vinci had to learn to paint, and he had to paint bad stuff, and he painted every day. And, over time, his Mona Lisa was revealed. So, for us, even cultivating small ideas like putting frozen grapes in wine is a wonderful step along the process of unlocking your full creative potential.

Pete Mockaitis
Well, what’s so funny is that that can just sort of take you down a path in terms, “Oh, I can do the same thing for Gatorade. I have a frozen chunk…” or just insert beverage. Or, then you can extract is a little farther in terms of, “Oh, if I put a modified version of the like something on a something, it can be enhanced in some way.” I don’t know. Like, “I could extend my Post-it note by taking the same color sheet, I don’t know, and put it to the top of where the adhesive is,” whatever. I think there are some bad ideas along the way to good ideas, right?

Josh Linkner
Well, really, to go with that, I really like because you’re doing pattern recognition. You’re saying, “If this applies here, can I apply it there?” And that’s actually a wonderful technique to come up with creative ideas. We don’t need to be imbued by the gods with some original thought every 10 seconds. We can borrow from all these things around us. A lot of times innovation comes from borrowing from one part of life and applying it to another. So, that’s not a cheat. That’s actually a really productive approach.

Pete Mockaitis
Cool. All right. Well, I dig it. Well, so then you talk about a number of particular simple habits that some creative folks like, Lady Gaga, Banksy, Lin-Manuel Miranda, have adopted that helped paved the way for their creative success. What are some of these habits?

Josh Linkner
Well, so you focused on helping people become awesome at their jobs, and if you want to be awesome at anything, I feel like you got to examine the mindsets, the habits, and the tactics of people who are awesome at something, and then you can replicate and follow their lead. So, that’s what I tried to do in the book.

I covered the eight core mindsets of everyday innovators, I covered a lot of tactics, which I’m happy to talk about with you, but I did, also, really examined, “What are the habits? What are the daily habits of people like Lady Gaga all the way down to normal people like you and me?” And what I really examined was a few different things.

First of all, people do work at it on a regular basis. There’s a real sense of habitual repetitiveness to it. And people are always changing those habits. It’s not like you just have to adopt one habit forever. It’s always in flux. What I do actually, I keep tweaking my own. I have a five-minute a day creativity habit that I do. It’s sort of like taking a shot of espresso for your creativity and it lasts me for the rest of the day. But even that, like since I wrote the book, I’d modified it a little bit and that’s kind of healthy. But I’m happy to give some, a really beginning entry. I know we’re not talking about tactical things on your show, but try this.

First of all, do an experiment 14 days. Instead of worrying about, “I’m going to do this forever for the rest of my life,” don’t over-commit. Try to for 14 days. Try this – two minutes a day. Two minutes, 14 days. Here’s how it goes. Minute number one, I call it guzzle inputs. In software engineering, they always say, “If you want to change the outputs of something, you got to change the inputs.” So, take one minute a day and just absorb the creativity of others. Maybe watch a YouTube video of a concert. Maybe you stare at a painting. Maybe you read a poem out loud. Nothing to do with you or your work, just guzzle creativity of others. And it’s sort of like priming the pump.

The second minute of your two-minute a day routine is try riffing on an unrelated problem. Pick up any problem. Look at a news source and just find any problem that has nothing to do with you, your life, or your career. So, maybe you see plastics pollution in oceans. So, okay, that’s nothing to do with you. And here’s what you do. Spend one minute, seeing how many small ideas you could think of that won’t cure it but will help it.

When we try to cure a problem all at once, it has to be so perfect that we just get all caught up and it’s hard to be creative. Don’t do that. Instead, say, “Can I come up with five little ideas that might help plastic in oceans? Can I come up with 13 little teeny baby things that might make a teeny little difference?” And so, here’s what happens. That’s like Jumping Jacks for your creativity. It’s getting your mind going on something that you’re not responsible for, it’s not going to impact your life. So, again, two minutes a day, one minute of inputs, one minute of outputs on an unrelated problem. Do that for 14 days and people will text me how crazy creative they feel.

Pete Mockaitis
That’s interesting. And just to be clear, like it’s okay if your idea happens to be big, right? You shouldn’t be like, “Oops, no, that’s too big. Never mind. I did it wrong,” because as I’m thinking about plastics, I was saying, “Well, what are the plastics that actually dissolve over time into something that was healthy for the oceans? Or what if we had ships that already trans-oceanically moving have some nets and it gets some governmental subsidies?” So, those are kind of big but that’s okay. That’s not what we’re shooting for but if that’s what we land on, I mean, count it, it’s all good. Or, how do we think about that?

Josh Linkner
Fantastic. It’s great. By the way, I love those ideas. There’s creativity in action right there. Yeah, you don’t have to restrict yourself at all but here’s what happens. The risk is when we try to solve something that big all at once, we freeze up. If our goal is getting a Nobel Prize, or becoming a 10X billionaire, or something, it’s too complex and our mind is just locked, it’s deer-in-the-headlights. Whereas, if you start with little ideas, then, all of a sudden, you’re right, big ones come.

And just really quickly, since we’re talking about that, plan that question. So, here’s a perfect example from the book that I just love. There’s a problem in oceans that’s actually bigger than plastics. And the problem is cigarette butts. So, cigarette butts, I guess, is the bigger issue in ocean than plastics, and it also is a big problem in major cities. It’s a terrible environmental challenge when people discard their cigarette butts on the ground, and most major cities spend millions of dollars a year, no luck cleaning it up.

So, enter a guy, who I interviewed for the book, named Trewin Restorick. Trewin lives in Central London, he’s not a famous guy, he’s not a celebrity billionaire. He’s like a normal dude. Anyway, he was faced looking at this problem of cigarette butts, and none of the solutions had worked so far. So, he invents something called a Ballot Bin. A normal guy just had an idea. And a Ballot Bin works like this.

Let’s say you and I were having fish and chips at a London pub. We walk out into the street, we’re about to throw our cigarette butts on the ground but, instead, we see a glowing metal yellow box 10 feet away, maybe mounted on a pole. So, you walk a little closer and realize that this metal yellow box, the front of it is glass, and at the top, there’s a two-part question, like, “Which is your favorite food? Pizza or hamburger?”

And underneath each of those is a little slit where you can vote with your butts. In other words, you drop your cigarette butt in there and it falls in. There’s a divider so it’s almost like two bar charts, and you can instantly see which of these two selections is in the lead. And the thing is totally low-tech and it didn’t require a billion dollars, and it didn’t require six PhDs or regulatory approval, but the Ballot Bins work. And when these Ballot Bins were installed, Trewin told me, they reduced cigarette litter by up to 80%.

So, this guy, who just had an idea was like a normal guy, starts a company, now has 55 employees, and these Ballot Bins are in 27 countries, reducing cigarette litter. So, you’re exactly right, man. He came up with an idea. He just started riffing on small ideas, and that small idea actually became a really cool big idea, changed his life, changed his career.

Pete Mockaitis
And what’s so fascinating is that gets me thinking, like, huh, what was so darn appealing about the Ballot Bin, I guess, it’s sort of like there’s maybe a bit of fun in terms of, “Ooh, I have an opportunity to cast a vote with this thing and I’m not going to let it go to waste.” I don’t know what’s going on in the psychology of the smoker.

Josh Linkner
Part of it is you’re not shaming the person into compliance. You’re involving them, it’s an optional thing, and everyone likes to express themselves and so they sort of capitalize, you’re right, on this human psychology of things, but it’s this really fun simple thing that any one of us could have come up with.

And it’s funny, like to me, that is the perfect example of what the book is all about and what a big little breakthrough is all about. Again, most of us look at SpaceX, and like, “Yeah, that’s pretty awesome. But who’s going to do that?” Most of us cannot. But most of us can come up with the Ballot Bins in our lives.

Pete Mockaitis
That’s cool. Okay. So, you mentioned we got mindsets, we got habits, we got tactics. When it comes to mindsets, you’ve got eight of them and you also call them obsessions. Can you tell us why the word obsession? And can you give us a quick overview of what are those eight?

Josh Linkner
Sure. So, just to give you a little backdrop. This is borne out of utterly 20 plus years of research on my own but in practical experience but, for the book, I interviewed people all over the globe. Some were people like Trewin that you’ve never heard of. I also interviewed billionaires, and celebrity entrepreneurs, and Grammy Award-winning musicians, and people from all walks of life.

And I tried to extract from these amazing people what are the commonalities, how do they think and act on a daily basis. And I kind of discovered these eight core mindsets. I call them obsessions because a mindset is sort of like, yeah, you think about it when you think about it. But an obsession is sort of like it’s ever-present. It’s a stronger word. And that’s how these people sort of live. These are ever-present guidelines as they think and act and perceive.

Pete Mockaitis
Okay. Well, what are they?

Josh Linkner
Well, I’m happy to share as many as you like but I’ll share a couple to start. And, by the way, most of these are counterintuitive. They’re the opposite of what we’ve been taught. So, one of them is called start before you’re ready. And, truthfully, most of us, we see an opportunity or a problem, and we wait, and we wait until we have a directive from the boss, or till we have a bullet-proof gameplan, or till we have ideal conditions, and the risk is that we just miss the opportunity altogether.

So, innovators of all shapes and sizes do the opposite. They just say, “Okay, I’m going to get started,” recognizing full well they don’t have all the answers. They recognize full well they need to pivot and adapt and adjust to changing conditions, and figure it out as they go but they don’t wait. They just get started and find their way.

Another one, again, most of these are counterintuitive, fall in love with the problem. A lot of times we’re all solution-oriented. We see a problem, and we’re like, “Okay, what’s the fastest idea that I could think of to solve the problem?” But then we become fixated on our solution rather than the problem itself and it may or may not be the best way to solve it.

The best innovators do the opposite. They become fixated on the problem they’re trying to solve. They bathe in it. They study it from all different angles. They look at it from all different lenses, and they are willing to quickly forego one potential solution in favor of a better one. So, they remain committed to solving the problem by whatever means necessary and that allows them to actually discover more innovative routes in doing so.

Pete Mockaitis
Okay. Cool.

Josh Linkner
One of them, there’s a couple fun ones. One of them is called don’t forget the dinner mint. And the idea behind the dinner mint, I’m sure you’ve been to a nice dinner, and at the end there’s, “Oh, here’s something, chocolate. Compliments of the chef.” And if you had ordered it, it would be nice, but because it was unexpected, it made all the difference in the world. And as a proportion of the restaurant’s overall cost structure, it was negligible, but that little dinner mint made a difference for you.

So, the translation for us as innovators, as everyday innovators, is when you ship a piece of work product, when you send an email, when you give a presentation, you say, “Okay, now that I’ve done what’s expected, what can I add? What’s a dinner mint that I could add? Maybe it’s a new fresh idea. Maybe it’s an extra formatting. Maybe it’s an over-delivery or a time saving.” But the idea is plus-ing it up with something unexpected to make it transcendent.

The root issue is that competence is not a competitive advantage with organization or a person. So, if you’re trying to get a promotion, you’re competing with four other people, just doing the job well and doing it on time and being pleasant, that’s table stakes. So, if you really want to get the promotion, you want to beat people to the punch, you have to look for what’s that little extra creative edge that you can add, extra little dose of creativity that can make you separated from the competitive pack.

And one other fun one, while we’re talking about fun ones, it’s called reach for weird. Most of us tend to gravitate toward the obvious tried and true approaches. Reach for weird is challenging us to find that bizarre, unexpected, unorthodox approach because sometimes those make all the difference in the world.

There’s a really fun example of that. There’s a little town in Iceland, and they were facing a problem in that traffic incidents involving pedestrians had risen 41% over a 10-year period. That’s people getting hit by cars. And so, how do you normally solve that? Well, you install more traffic lights, you hire more police officers, you issue bigger fines. The reach for weird approach, instead, is here’s what they did. They painted the crosswalks as an optical illusion.

So, as people are driving their car up, it looks like there’s slabs floating in thin air. And so, it completely encourages people to slam on the brakes instead of barrel through the intersection, solved the traffic problem, and it’s pretty fun for taking selfies. So, the little weird solutions that we may discard at first can ultimately lead to great gains.

Pete Mockaitis
That also reminds me of Katy Milkman. In her book, It’s somewhere in Europe, they wanted more people to take stairs instead of the escalator. And so, they turned the staircase into a piano, so like you’re making notes, and now it becomes just a whole lot of fun. You’re like do, do, do, do to utilize those. And that’s weird, no one had done it before, but it made the impact in terms of folks naturally think it’s now more fun to use those stairs because it’s a piano.

Josh Linkner
That’s a perfect example. I love her book, by the way. It’s a wonderful book. So, the other thing is the minds just interact. So, another one is called use every drop of toothpaste. So, the notion there is around being scrappy and resourceful. Even if we’re in a resource-constrained environment, because most of us don’t have billions of dollars to play around with, we can still be creative. And sometimes being that every drop of toothpaste can combine with being weird.

A quick example of that, you probably had this dilemma, I certainly had. You go to the market. You want to buy bananas. So, what do you do? Do you buy the yellow bananas or the green ones? If you buy the yellow bananas, they’re good today, four days later, the rest of the bunch is all mushy. You buy the green bananas, you have to wait like a month for a decent banana.

So, anyway, if you were in the banana business, what can you do about that? Not much. Well, this is the kind of fun one, it was a reach for weird approach, also using every drop of toothpaste because it cost them zero. They basically took the bananas off of the bunch and put them in a package organized by ripeness. So, imagine seven bananas next to each other, ranging from bright yellow to green. And as each day goes by, they’re perfectly timed, so your banana for that day is ripe.

And so, here’s the deal. First of all, they crushed the competition in terms of sales volume. Second of all, they’re charging three times per ounce of banana compared to the competitive set. So, really, it’s amazing. Weird is fun but weird simply works.

Pete Mockaitis
You know, Josh, what’s so funny is I have actually plucked bananas across multiple bunches to get that same gradation from green to yellow, and never in my wildest dreams did it occur to me that, “Oh, they should just do this for me and charge me more.” I maybe even communicated that instruction to an Instacart shopper, or maybe I censored myself, it’s like, “This poor person already has enough on their mind. I’m not going to make their job any harder with my weird banana preferences,” but I thought about it.

So, okay, cool. So, those are some obsessions, some mindsets. And as you adopt those, and play, and role with those, it seems like you just get more ideas naturally because that’s what’s going on. I think, in particular, fall in love with the problem resonates because if you find that it’s enjoyable to explore and play with, as oppose to get rid of the darn thing as fast as possible, then you get more kind of reps or more minutes on engaged in the thing than kind of hurry up and find the answer and knock it out now, now, now, now.

Josh Linkner
That’s exactly right. And so, if you think about it, again, these three things, you got mindsets, we talked about a few of them; habits, we talked about a couple habits; and then we start to move into tactics. And, for me, I wanted this book to be a very pragmatic guide. It’s not just about your head in the clouds, go do be creative, draw all over the walls with crayons. It’s not that. It’s really saying, “Okay, how can we harness a skillset, human creativity, and deploy it for effective results?” And so, you get into tactics. Most of us, when we get together to come up with ideas, what do we do? What is it called?

Pete Mockaitis
Brainstorming.

Josh Linkner
Brainstorming. Here’s the problem. Brainstorming was invented in 1958, and I’m sorry, a lot has changed since 1958. And so, I kind of view brainstorming as outdated technology, an outdated tactic, because, actually, brainstorming is wildly ineffective. We tend to share our safe ideas; we hold our crazy ones back because we don’t want to look foolish.

So, the whole dynamic of brainstorming, where you’re spitting out ideas and everybody else judges them simultaneously and shoots you down and tells you, like everybody else becomes the idea police, and then you’re responsible if an idea doesn’t work out. It really, at best, yields mediocre ideas.

So, over the last many years, and I’ve interviewed people all over the world, I’ve developed a toolkit of 13 way-better techniques to generate ideas. I call them idea jamming because I don’t like brainstorming. And I’d be happy to share a couple of them. They’re actually really fun and they’re way more effective.

Pete Mockaitis
Alrighty.

Josh Linkner
Here’s one that works beautifully. It’s called role storming. So, role storming is brainstorming but in character. In other words, you’re pretending that you’re somebody else. Here’s a thing, if I’m in a normal brainstorming session and I’m brainstorming as me, and everybody else is judging me, again, I’ll share my safe ideas, hold my crazy ones back out of fear. But if I’m role storming, in other words I’m pretending I’m somebody else, I’m free.

Here’s an example. Let’s say I’m playing the role of Steve Jobs. No one’s going to laugh at Steve for coming up with a big idea. They might laugh at Steve for coming up with a small one. So, now I’m liberated. I’m playing Steve Jobs, I’m not responsible, I can say anything I want.

And it’s funny, man, I did this with a group of executives one time at Sony Japan. I met this guy. He was the stiffest human being I’ve ever met – dark suit, white shirt, his tie is strangling him. Anyway, we got him role storming as Yoda.

Pete Mockaitis
All right.

Josh Linkner
I’ve never seen personal transformation like this. This guy’s jacket is off, his tie is undone, he’s like leaping around the room, and the whiteboards were filled with ideas. And I didn’t teach him to be creative. He had that inside him but we needed to liberate him. He was in a role that forbid it.

So, the technique is actually really simple. Everybody in the room gets to choose anyone they want. You can be a hero. You can be a villain. You can be a movie star or a supermodel. You can be a sports legend or a literary figure. Anyone you want but you got to stay in character. And when you stay in character, attacking a real-world problem or opportunity, you’ll be blown away with the creative results.

Pete Mockaitis
That’s cool. That’s cool. Well, so let’s hear a tactic or two.

Josh Linkner
Sure. Another fun one, I recommend people trying, this is called a bad idea. It’s a bad idea brainstorm. So, presumably, we get together, we got a problem to solve, we’re responsible for coming up with good ideas. But the problem is, again, all this pressure, we get consumed with incrementalism. So, instead, here’s a way you do it. It’s a two-part brainstorm.

Step number one, set a timer for like 10 minutes and everybody in the room starts by coming up with bad ideas. What’s a terrible way to solve the problem? What’s the worst thing you can think of? What’s immoral or illegal or unethical? Again, you’re not going to do them. You’re just coming up with bad ideas.

Now, part two, crucially, is you then stop and examine the bad ideas, and say, “Wait a minute. Is there a little kernel? Is there a nugget in the bad idea that I can flip around to make it a good legitimate idea?” And so, what happens is you push your creativities so far to the limit, way beyond what you would ordinarily think, then, yeah, you need to ratchet it back to reality a bit, but it’s better going all the way and having to ratchet it back than trying to push spaghetti up a hill. So, that’s a fun one.

One that’s really simple, I call it the judo flip. So, let’s say, again, you’re trying to seize an opportunity or solve a problem. Start by taking an inventory. What have you always done before? What does conventional wisdom dictate? What is traditional thinking? How are things have normally been done in our industry on a problem like this?

Then you draw a line down the page, and next to every previous entry you simply ask the question, “What would it look like if I judo flip it? What would it look like if I did the polar opposite?” And what happens is that oppositional thinking can unlock really fresh ideas and help you break free from traditionalism.

Pete Mockaitis
That’s cool. All right. Well, so I’m curious, those are some great things to do. What are some things we should stop doing?

Josh Linkner
One thing we need to stop doing is, really, the ideation process. Again, I call it idea jamming, really needs to be separate from the executional process, and we tend to squish them together. As mentioned, I come up with an idea, and the first thing you say, if you’re in the room, is, “Oh, that’s not going to fit in the PowerPoint slide. And, Jim, the boss, is never going to support it. That’s going to break the budget.” And so, we get so focused on the executional challenges that we extinguish our ideas prematurely.

A better approach would be to send your analytical brain out for Starbucks and let the ideas really fly. One of the things I like to do is I call it idea spewing. So, in other words, if you have an idea almost, or even call it idea sparking sometimes. An idea, it sort of means, “Oh, it’s an idea.” So, that merits scrutiny. But a spark or a spew, that implies that it’s early version. It’s the clay that has yet been molded to perfection.

And so, that helps us prevent the premature extinguishing of a good idea because, often, it’s not the first thing that comes to mind. It’s the idea that leads to the idea that leads to the next idea that’s the killer. And if you extinguish it prematurely, you can really cut yourself short.

Pete Mockaitis
That’s good. Thank you. Well, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Josh Linkner
Sure. The core thing I would really reinforce to people is that every single person on this planet has creative capacity. Period. And, again, I’ve researched every academic journal neuroscience up and down. We all have the ability to be creative. And we can do so in our own ways.

Like, I play jazz guitar pretty well. I can’t draw a stick figure if I try. So, just because, if you’re listening, you can’t paint on canvas, doesn’t mean you’re not a creative person. You might express your creativity in the way you interact with a colleague or the way you solve a problem on a project. But, truthfully, we can all harness and build this.

And I always like to think about it like this. If you’re outside your home had an oil well, like you just learned that, oh, good news, in your backyard, on the property that you own, there’s a billion dollars of oil sitting under there. Pretty sure you wouldn’t be like, “Nah, forget it. I don’t really have time for that.” You’d be like, “Yeah, I’m going to go buy a drill and suck that, get that resource to the surface and use it.”

Well, I would suggest to everybody listening that we have that oil well and it’s inside of us right now. That’s dormant creative capacity. I have it, you have it, we all have it. And so, that’s our oil well. It’s waiting to be tapped. And when we bring it to the surface, we can unlock fresh possibilities which manifest in terms of winning more customers, and getting the promotion that you want, and making more money, and pursuing your calling, and driving impact. All those things that we crave, gaining competitive advantage, etc.

So, I just feel like if that dormant capacity is there, and we know we all have the ability to bring it to the surface, why not learn the mindsets, habits, and tactics to fully deploy it so that we can enjoy the results?

Pete Mockaitis
That’s good. Thank you. All right. Well, now could you share with us a favorite quote, something you find inspiring?

Josh Linkner
One of my favorites is a Chinese proverb, “Man who says it can’t be done, should not interrupt man doing it.” I’ve always loved that. It’s just so impactful.

And I have my own quotes, and I don’t really boast or anything. I say this with humility, but I’ve said this again and again as I was building my own company so much that my people got sick of hearing it, is that, “Someday, a company will come along and put us out of business. It might as well be us.” And that applies to us personally, too. Like, I feel that someday, like the Josh of tomorrow is going to put me out of business. Might as well be me.

And the notion there is that challenging ourselves and our organizations to proactively reinvent, to rethink our approach, to be the one to put ourselves out of business rather than waiting for someone else to do it. And that also ties to another quick quote, “If you don’t like change, you’re probably going to like irrelevance even less.” That’s from General Eric Shinseki.

Pete Mockaitis
All right. And how about a favorite study or experiment or bit of research?

Josh Linkner
One thing that’s so cool to me is that the littlest adjustments can actually unlock the biggest gains. So, there’s one study that I read about out of a university in Italy, where they brought people together, same demographics, age, education levels, divided them in two, and they showed each group a video, and then asked them to take a standardized creativity test.

The only difference was the video they were shown. One group was shown a really boring video, like sheep grazing in a meadow. The other group was shown an awe-inspiring video, majestic, cliffs, and soaring eagles, and all kinds of stuff. That was the only difference. They gave them the same test. The awe-inspired group outperformed the boring group by 80%. And it wasn’t like they learned a new skill in that three-minute video. It’s just that the brains that we have, we are hardwired to be creative, and the slightest adjustments can unlock fresh possibility as evidence in that example.

Pete Mockaitis
You know, that makes me feel better about paying more for the office space with a great view.

Josh Linkner
Totally. I mean, think about that. Artists, musicians, playwrights went to inspiring places for years to do inspiring work, but most of our offices look like a sensory deprivation chamber, and then we wonder why we’re not delivering great creative work. So, yeah, you’re right. Environment matters for sure.

Pete Mockaitis
And a favorite book?

Josh Linkner
Recently, I thought Adam Grant’s new book Think is excellent. Jon Acuff’s new book Soundtracks is excellent. One of my all-time favorites is by Robin Sharma, The Monk Who Sold His Ferrari which is excellent and spiritually inspiring to me. So, it’s always hard to choose one. I guess one that I’ll just add to the list is Grit by Angela Duckworth which is also incredible.

Pete Mockaitis
Okay. And a favorite tool, something you use to be awesome at your job?

Josh Linkner
Yeah, my favorite tool, I think, is really having a guitar in my hand. And I think the nice thing is we all can have our own muse. But the notion is whatever your muse is, whether it’s a painting or music, it’s just like having it nearby. So, when I’m stuck on a problem, I like grab my guitar and start noodling. And, of course, the guitar doesn’t solve the problem but it helps me solve the problem.

Pete Mockaitis
And is there a particular nugget you share, you already did one, that really seems to connect and resonate with readers and they quote it back to you frequently?

Josh Linkner
You know, I hear a lot about this concept of judo flipping, taking the traditional approach and flipping it upside down. I’ve had people come. I’ve been sharing that nugget for years and people come up to me years later, and like, “Hey, I was just in a board meeting and we couldn’t figure out what to do, and we judo flipped it.” So, that’s what I do hear frequently.

I think the other one I talk about often is this concept of option X. The general idea is that when we make decisions, when we’re trying to solve a problem, we very quickly go from unlimited possible ideas to a very short list. I think about it as A, B, and C. Somehow it becomes a multiple choice. And your A, B, and C choices are based on historical reference, they’re generally really safe, and we pursue those.

And I always just say, before you choose A, B, and C, just pause for one second, and say, “Wait a minute. Is there a D? Is there an E?” Or, I say, “Is there an option X?” which is that bold and provocative and unexpected idea that might make all the difference in the world.

One other quick add, I’ve written about this and I’ve gotten a lot of feedback, speaking of letters, reminded me. So, most of us pursue a career, and often it’s pretty safe, like we’re taught to play it safe. And then we build a secondary plan called a plan B, which is what happens if everything goes wrong, then that’s your plan B.

I would encourage people not to discard their plan B but have an extra plan, and it’s not what happens if everything goes wrong. It’s what happens if everything goes right. I call it your plan Z. So, the plan Z is expecting a good outcome instead of a bad one. And it’s like, “What would you do if you couldn’t fail? What would you do if you had a magic wand? What would you do if you’re pursuing your true calling?” And I’m not saying we should throw caution to the wind. Have a plan B. Awesome. But let’s not do that at the expense of also having a plan Z.

Pete Mockaitis
All right. Thank you. And if folks want to learn more or get in touch, where would you point them?

Josh Linkner
I would suggest you check out BigLittleBreakthroughs.com. Certainly, you can learn more about the book. But even if you don’t choose to buy the book, there’s a lot of free resources. There’s a free creativity assessment you can take, there’s a quick start guide, there’s all these downloadable worksheets on habits, mindsets, and tactics. So, it’s a good place. It’s a resource library, really, if you want to get your creativity on and take your game to the next level.

If you want to reach me, I’m on all social channels at my name Josh Linkner, and my personal website is just JoshLinkner.com.

Pete Mockaitis
All right. Josh, this has been a treat. Thank you. And I wish you all the best in your creative adventures.

Josh Linkner
Thank you. You as well. I really appreciate the impact that you’re creating for everybody listening.