New ideas must be protected, the innovative companies understands that innovation starts with an idea. And idea are somewhat like babies – they are born small, immature and shapeless.” Many companies are filled with well – meaning people who can kill ideas with questions or organizational layers that filter the vitality out of an idea.
The entrepreneurial company collapses management layers, tries a lot of ideas – and lets the consumer decide. It protects ideas until they mature.
Working with a creative product
http://laptop.bundleprofits.com/MakeFortune starts with the principle of tolerance for error. Risk. Outstanding creative work is original in concept and execution. Original means untried, and therefore entails risk. Risk is at the heart of creativity. One measure of originality is its surprise effect. The more original a discovery, the more obvious it seems after the fact. When the French Impressionists first exhibited their paintings in 1874, the public found their work so disconcerting that newspaper cartoons suggested this gentle art would cause pregnant women to miscarry. Beethoven’s Ninth Symphony was booed on first hearing. Matisse and his fellow artists became known as the Fauves, or “wild beasts.”
Freddie Heineken’s colleagues thought it a little mad when he proposed to sell Heineken beer overseas in green – glass bottles instead of the usual brown ones.
The distinctive bottles helped make Heineken one of the global gaiants.
“Don’t be afraid of new ideas merely because they are new,” Ernest St. Elmo Lewis
(in 1923!) in The Power of an Idea, “but be afraid of old ideas because they are old – probably outworn, shoddy with use.” An innovator in advertising, Hal Riney points out, “Almost every new idea brings risk.”
Ideas represent change, so be prepared to be shocked if you genuinely want big ideas.
Hold your fire when new work is presented. Creative people are intuitive and often “get there before the reset of us,” explains most advertising agency executive.
Don’t start by evaluating the idea or expecting it to be perfect. All you want is a germ of something that can grow. Separate the evaluation of ideas from their generation. There’s always time to ask questions later. Look for lots of ideas. The odds of hitting the single big one are low, so it pays to generate many, possibly unconventional, ideas to refine and measure.
The article is brought to you by Tommy Hill at:
OPPA Marketing (Organize Planning Preparation Action)
About the Author: Tommy Hill has been in advertising and
marketing for the last several years. He is a full time Home
Business Professional. For more information please visit
http://laptop.bundleprofits.com/MakeFortune
