Virtues of Smaller Thinking Vol. 03: Ingenuity

Things happen for a reason. A common enough sentiment, but one that also holds much truth. In every endeavor we have a reason. In an ideal world, this reason is consistently tied to creating better ways of doing something whether it's growing an herb garden, serving inner-city youth or constructing a research methodology. In a not so ideal world (the one we live in), our raison d'être is the effort of at least looking for needed improvements in our world. In this, the third installment of our Virtues of Smaller Thinking, we will explore ingenuity and how it impacts our reaching the goals we've set.

We've established that ingenuity is the act of finding better ways of doing stuff. But how? What's the impact for ourselves? For others?

You might expect me to say that ingenuity begins with innovation or inspiration, but this is where ingenuity eventually points us. Ingenuity is harder, and is first about honesty. An altogether honest assessment of the condition of our being or the quality of an object under consideration. This is not the honesty of family reunions -- this is the brutal honesty of credit reports and blood pressure tests. In Shift, Peter Arnell tells us of his own reluctance to see himself as a 400 lb. man in favor of a more benign self-identification as merely a creative person, without all the baggage. He got past this with an unsettling realization -- his reality -- which led to a better way of living and his losing 250 pounds. Like Peter, only after we assess the subject at hand can we focus on how best to improve upon it and truly move into wider worlds of possibility. Without this candid conversation, we're probably having the wrong conversations as we move forward.

So how does this impact our work? Our processes? This is what we'll explore in more depth over the next few weeks, but know there's a good chance it might not always be pretty. We have to trust ourselves. Ingenuity can sometimes be found in fundamental changes in how we perceive ourselves and our outputs. In other words, something like epiphanies and bolts of lightning. A lot of the time, though, ingenuity manifests itself in lots of tiny revolutions as we constantly refine the way we do things. Constantly. These incremental improvements do add up and they do improve our lives. So keep your mind open to possibilities no matter where they lie. And never suppress the little voice that cries out "What if?" before hearing it out.

As for the impact of ingenuity, let's travel back in time for a moment. All the way back to the 15th century. The world is awakening from what we now call the Dark Ages. Feudal life is not a charmed one. There is no internet and no Facebook. Hell, there are hardly even any books -- and even these aren't available en masse. Along comes Johannes Gutenberg and his magical mechanical moving type. He found a better, faster way of printing books, most famously his 42-line Bible. Before his ingenuity took root, books took months or even years to transcribe by hand. Turns out, even though he changed the world, Gutenberg never became a Renaissance rock star because of his Bibles and Latin texts. He had to borrow money to keep his operations going and was even taken to court. But he persevered. And if we look closer his ingenuity produced a radical contribution to the world that continues to give.

Many folks trace everything in our modern world right back to Gutenberg's dingy workshop. Skyscrapers, VoIP, Gatorade and the combustion engine. Indeed, Mark Twain wrote, "What the world is today, good and bad, it owes to Gutenberg."

Movable type fed the awakening of Europe and subsequently the entire world. It helped bring about the Renaissance because texts were suddenly easier to distribute. Learning took off. On second thought, it was more like learning blasted off. Martin Luther's 95 Theses were printed and circulated widely due to Gutenberg's advancements and then eventually issued as broadsheets which led to the development of the newspaper. And now everything we know is doubled every 900 days. So while ingenuity spawned an original contribution in this instance it inspired many more to come, both directly and indirectly. Another way of saying ingenuity doesn't sleep.

PGP.Virtue.DeviceIngenuity01.jpg

DOWNLOAD THE SET HERE.

Includes: 1024 x 768 1280 x 800 1280 x 1024 1440 x 900 1680 x 1050 1920 x 1080 1920 x 1200 2560 x 1440

PGP.Virtues.DeviceIngenuity02.jpg

DOWNLOAD THE SET HERE.

Includes: 640 x 960 (iPhone) 1024 x 1024 (iPad)

Establishing a gifting program.

Ever since Denny’s free breakfast give away, it seems like restaurant chains like McDonald's and KFC are falling all over themselves to give out freebies. Let’s be honest. All these freebies are just glorified sampling. And samples are free. So I shouldn’t have a problem with them. But I kind of do.

Sampling is a negotiation. The proposition: you give me your time and consideration and I’ll give you a treat. All I expect in return is that you spend your money with me. Please? (You kind of owe me.)

Is tacitly guilting a person into doing business with you a sustainable model?

Time’s up.

Whether working on personal projects or for clients, I sometimes catch myself negotiating more time in order for the “creative juices” to flow. The ones with myself are the funniest and most depressing. But that's how things work, right? One can’t really rush creativity. My recollection of agency life reinforces this -- always a conflict over timing between creative and account folks. Creatives want more time and account people need magic made yesterday. “Television spots aren’t made in 2 weeks. My friends, client expectations have been set.” Who makes these rules?

I’ve come to loathe more time. The more of it alloted to a project, the more interference incurred along the way. Whether it’s second-guessing a great idea, the client’s wife hating the color or someone beating you to the punch, time isn’t always on your side. I wouldn’t presume time can never be a blessing, though. Even a few extra hours can make a world of difference from time to time. What I’m getting at is longer timelines shouldn’t exist by default. There’s real beauty in gesture drawings and something profound can come off the top of your head if allowed.

It’s more about doing and less about waiting for the thought of what to do. In fact, many creative-types force themselves into daily exercises -- quick ones, mind you -- with the specific intent to spur on creativity. (skulls / purchases / collages) The same philosophy is applied in many cases through “shallow holes.” But sometimes we dig so many shallow holes, we find ourselves a few weeks in the hole with nothing to show for it. I’m rambling a bit, but I guess I have this idea of making stuff that’s inspired rather than well-thought-out. Does that make sense?

Gotta run -- till next time.

Are you looking for consensus or inspiration?

Over the past couple decades it seems we’ve evolved our market research practices to weed out respondents with extreme biases.   We don’t want to include anyone in our research who rejects our product or uses too much of it. We don’t want anyone who is too shy or too talkative. Too young or too old. Too savvy or too inexperienced. We go to extreme lengths to capture the opinions of the “average” customer. However, now more than ever, it’s the biased customer - not the average customer - that is driving our businesses.

Morgan Spurlock was biased. He would have never met the focus group criteria. But his film perhaps changed how McDonald’s does business moreso than any other piece of consumer research that company conducted over the past 50 years.

Marketers who try to eliminate biases from their research are sacrificing inspiration for consensus.

Each marketer has to ask themselves this key question: Would I rather hear one uniform opinion from eight identical people or eight different opinions from eight different types of people?

To truly come up with innovative solutions and ideas, we need to find mechanisms for harvesting diverse viewpoints.