Synthesis versus Brainstorming
Brainstorming techniques attempt to short-circuit the creative
process by encouraging plays on perception to create novel
combinations. The notion is that these techniques supposedly help
teams generate more ideas faster. But there may be more at play
for breakthrough innovation than novelty and the sheer quantity of
ideas.
We likely need more prep work and greater periods of incubation
to synthesize more significant ideas. This also needs deeper
dives into problems and customer insights, as well as time for
synthesizing new ideas. Time matters. I like to think of these as the
organic ideas – they might take longer to grow, but ultimately may
be better for you.
The time factor
So how can we manage organizations to encourage this kind of
organic ideation? Innovative organizations like 3M and Google
have recognized that time is a necessary factor for innovation. In
his book Imagine – How Creativity Works – Jonah Lehrer cites 3M
as having invented the 15 Percent Rule. This is “a concept that
allows every researcher to spend 15 percent of his or her workday
pursuing speculative new ideas. People at 3M refer to this time as
the bootlegging hour.” 2
Lehrer also explains that Google uses a similar concept known
as Innovation Time Off. “The program has led directly to the
development of Gmail, Google’s successful e-mail program, and
AdSense,