ANNE MILLER THE CREATIVITY PARTNERSHIP
How canan R&Dgroup getothersinterested
Research and development creates value, but only when its ideas are commercialised. However, R&D departments often find it
in its ideas? difficult to get even the best ideas adopted by others, and hence this value is wasted. Anne Miller discusses the reasons for this, and gives examples of techniques used to get buy-in in a variety of organisations. Successful innovation needs
in love with their ideas that they can’t
engage others in support of their ideas.
are clearly creative, but it is frustratingly
and development (R&D) organisation is
Creative personality traits
mavericks, but not yet creative stars.
increase the chance that their ideas will
‘mavericks’ out of this cycle by focusing
creative people: conceptual fluency – in
sensitivity to rejection, and are often very
This ‘group think’ played a major role
plays to people’s strengths and is much
of catastrophic seal failure on the space
Not Invented Here
to encourage ‘group think’ amongst the
syndrome
maximise the licence revenue raised.
innovation, and that this didn’t really
serious barrier. This is not just because
people tend to prefer their own ideas. As
was shown by Katz’s classic study,1 NIH
effectively dampening initiative within the
been together for as little as four years.
included a discussion of the issue at the
In some cases, R&D’s good ideas are
categories. This can result in ideas being
because the R&D group is not valued.
inappropriately rejected on the basis that
‘we tried that years ago and it didn’t
a group feels that it is not valued, group
work’, or being categorised incorrectly
group’s own ideas. The group often only
‘failures’ likely. In cases like this,
things that are genuinely unsatisfactory.
ignored by the rest of the organisation.
thus encouraging more communication.
This growing self-respect resulted in the
portfolio, analogous to the portfolios of
Figure 1 Analyst personality grouping, MBTI Creativity Index Understanding the customers
In the first stage of the selling process,
and of the needs of European drivers.
of the R&D managers found this a very
child-proof pill bottles, the first step for
departments over failed R&D projects. Motivation
experience of the problem. If the idea is
create the motivation to adopt an idea.
This applies in organisational change, in
adoption of technological innovation.
voice dissatisfaction with the status quo,
‘The trouble is, they’re just not creative.’
this first stage difficult, and so this critical
18 months later we were told ‘They’re
first step is often simply left out.
we’re reorganising marketing to cope.’
likely to be commercially successful than
be familiar with the situation of an R&D
at this early stage there is no substitute
from the MD to deliver a critical project,
for direct first-hand contact between the
listening’. It’s not enough just to tell
contribution, in the long run, asking for
permission to say that ‘We played a key
their peers – equivalent project leaders
role in the success of product X’ works
measured by the MBTI creativity index).
their ability to reshape (‘morph’) ideas
instructing that, for a period of time, all
R&D group’s ideas in the future. ■
Further reading
project groups’, R&D Management
difficult for a person to feel relaxed and
12, (1) 1982.
2 For an excellent discussion of the full
reduce their patients’ cholesterol levels,
Transfer
Rocket Ship of Innovation’, Research
relinquish control while helping the idea
Anne Miller is Director of The Creativity Partnership (www.tcp-uk.co.uk) where she focuses
If the recipient doesn’t feel they’ve
on helping organisations realise their innovative potential. Before moving into the learning and development
when a product is transferred from R&D
field, she was a co- Morphing
to production, or between R&D groups. founder of TTP Group, now Europe’s leading
holding fast to the original vision for the
independent technology innovation organisation. She ran their Innovative Engineering sector from 1988 to 2000. She has a degree in Engineering, and numerous patents.
Author: Brian A Martin MSc CTA HPD MBACP Mountains Into Molehills is a free internet book which aims to build understanding of self and others. It integrates relevant theory with practical step by step guides to coping with stressful situations, and handling difficult situations assertively. Chapter One: Emotional Intelligence Self Awareness - Understanding Self And Others 2. Ten p
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ANNE MILLER
This ‘group think’ played a major role
plays to people’s strengths and is much
of catastrophic seal failure on the space
Not Invented Here
Understanding the
contribution, in the long run, asking for
permission to say that ‘We played a key
their peers – equivalent project leaders
role in the success of product X’ works
measured by the MBTI creativity index).