S7 E43 Moving novel ideas from mind to market is challenging. How to align folks to get the best results with Jeremy Gray

Based on How Collaboration Needs Change from Mind to Marketplace. Jill E Perry-Smith MIT Sloan Management Review ​ Link to article: https://sloanreview.mit.edu/article/how-collaboration-needs-change-from-mind-to-marketplace/

If you are not embarrassed by the first version of your product, you’ve launched too late.” – Reid Garrett Hoffman

It can take a long time from initial concept to final product. Most truly novel ideas either stall out during the development phase or lose their originality along the way.

Product development is rarely a straight line. Development loops back on itself causing delays. Each of these loop backs can result in the more novel aspects of the product being removed, so a more mundane product can move forward.

How can this be prevented? The journey from concept to final product has four stages: Idea generation Concept elaboration Internal promotion Implementation Each stage requires a different set of collaborators Idea Generation Expose creators to a people with a range of perspectives Does not need to in depth, even brief encounters with different opinions can help connect the dots Weaker ties are better than stronger ties. Friends are more likely to agree One on One interactions are better – allowing more ideas to flourish Elaboration Phase – includes activities such as lab testing and prototyping. Now innovators need support and encouragement The novel idea likely has flaw that the creator cannot see but are clear to others Detailed criticism can set the idea back Creator may take them personally May abandon the idea Not share novel ideas in future Creator needs support to have the courage to persist. Close friends can provide this support Listen with an open mind Provide encouraging advice and feedback that can give a project staying power. Managers are not ideal as they tend to look at ideas though the lens of prior experience Seeking promotion – selling the idea internally and getting approval to move forward to producing the final product Creator needs support from an influence or net worker broker Someone who is connected throughout the organization Can secure buy-in and resources from the needed part of the organization. Have the ability to explain the idea in a way that is understandable and resonates with others Streamlining implementation – where the prototype is developed and actions for building the final product are developed. Sourcing of materials, logistics, manufacturing capacity. Requires a shared vision that motivates the team Trust, cooperation, social cohesion. Confident about other’s intentions, committed to the group and its work. Group think can be an issue, but this is implementation – a focus on getting things done. Changing collaborative behaviors We tend to consult the same people regardless of where we are on our product development journey. Create spaces for independent thinking Allow folks to come up with their own ideas – often working alone If a team event, consider silent brainstorming. (Brain writing) Do not rush to conclusions (48-hour delay) Review with strangers – Board of advisors