In a WSJ article on finding the next great idea, experts recommend relaxing if you want to generate great ideas. It mentions star-gazing, washing dishes, and playing ping-pong as ways to free the mind and allow the subconscious to hatch ideas. I totally agree. From my experience, I would add walking and showering to that list. I often bemoan the fact that my voice recorder isn’t waterproof because great ideas can slip back into the subconscious as quickly as they surface.
Jay Walker of Walker Digital disagrees and advocates endless questions and rigorous analysis.
No need to disagree here. Both views make sense but are addressing different steps in the innovation process:
- Letting the subconscious work and spit out random thoughts is one thing.
- Feeding the subconscious with questions (e.g., about customer challenges) and broad inputs from diverse people, ideas, and events is another critical component. NPR did a story recently on innovative periods in history and noted that ideas flourish when you reach a critical mass of people and inputs. Too few people, too little stimulus, and too little knowledge leads to little innovation.
- Fleeting ideas are great, but capturing them is another challenge. I may record my latest idea as soon as I return from a walk or I may forget. The right kind of environment, brainstorming, and questions can help resurface these ideas so they can be captured and cultivated.
- The rigorous analysis comes last. Generating streams of ideas is necessary, but not sufficient, for innovation. Culling those ideas carefully is essential so you can focus and devote resources to the best.
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