Photo by sushi♥ina
Another great quote from Bob Sutton’s book Weird Ideas That Work: How to Build a Creative Company, this time, dealing with the face design firm IDEO:
I am also sometimes asked to talk to reports and executives from other firms about IDEO, and the question they ask most is, “Why are the people there so creative?” The short answer is the IDEO understands that, especially in the early stages of product development process, management oversight can drive out creativity.
In a world depending more and more on creativity, the fact that management oversight can drive out creativity puts a question mark around the idea of management oversight (or, as I like to call it, rules).
The more I think about it, the more I get convinced that the business world, generally speaking, is divided into two distinct parts. Productivity driven – where the focus is efficiency – and creativity driven – where the focus is effectiveness. While one is focused on the short-term – making the most out of what we have now – the other is long-term focused – making sure we have more later. As the quote suggests and as I have written before, they operate under very different assumptions and thus convey very different concepts for effective management. And while you need to have elements of both no matter what your business is doing, the overall balance between them is important.
In the past, you could have succeeded with 80 percent productivity focus and 20 percent creativity focus. (or even less than that). Now, the world has changed. In many areas, the rate of creativity can’t keep up with the real world. When a cell-phone model becomes obsolete in six months, you can’t spend 80 percent of your time making it better. You have to spend 80 percent of your time coming up with the next model. So while focusing on making your products, cheaper, better, faster, is important and your business can’t survive without it, the important word here is survive. In order to really excel, to make breakthroughs, you not only need ti improve on what you have, you need to reinvent.
And if that is the case, then 80 percent of you management structure should be a structures that supports innovation and creativity. And guess what? The traditional hierarchical structures not only do not give the support for innovation, they actually, as Sutton points out, suppress it.
Two questions to ask:
- In my organization how much focus is given to productivity and how much to creativity?
- Is my management style in line with the main focus of my team/department?
The answers to this questions not only helps you better understand where you are, they will also help you understand what it is you need to do. I am not saying that efficiency is not important anymore. Organizations still need to focus on it and some departments probably should focus mostly on it. It is just that we need to stop treating it like the only answer.
Sutton’s book is called Weird Ideas That Work: How to Build a Creative Company. But if you think about it, the ideas he talks about in his book, are not really weird at all. They are only weird if you assume a productivity-efficiency focused business. And this is what we had for the last 100 years. But for creativity-effectiveness focused organizations, these ideas are not weird, they are just different.
In his famous TED talk, Malcolm Gladwell tells the story of Howard Moskowitz, who is most famous for reinventing spaghetti sauce. The greatest insight Moskowitz produced was that there isn’t one perfect way to make spaghetti sauce like everybody else thought. There are actually a few peaks of needs for different groups of people. A lot of the discussion in the world of management is based on the assumption that there is one way to manage. I know I have sometimes made this mistake. But the more I think and read about it, I understand that just like with spaghetti sauce, management has a few good recipes. You just need to understand the needs before choosing the right sauce.