Interacting directly and consistently with customers

Tapping customer creativity is a tool to help negotiate new products with customers. It is the kind of process that reinvents the future. For instance, customers were not even aware of the possibility of a Walkman. Only an intense negotiation between top management, manufacturing and customers could have created it. Proctor and Gamble has a Connect and Develop hub (C&D hub), which helps to harness the creativity of consumers, employees, trade partners and others. Customer interaction can be induced by the following: • Management by Walking Around (MBWA) is the most appropriate way to ensure that the customer’s voice is built into products and processes. • Advisory committees of opinion leaders can be an effective method of keeping one’s finger on the pulse of public opinion. Focus group interviews enable customers to explore ideas with skilled facilitators, trained to go below the surface of suggestions and complaints.

Invest in Happiness

You can buy happiness by spending your money using these seven principles: 1. Spend on experiences instead of things: holidays instead of jewels, movies instead of curios 2. Spend on small every day pleasures, instead of saving till you are blue in the face, to buy the one, huge, dream house. Do not ignore the roses and the chocolates. Drink that great cup of coffee and wear great clothes. 3. Don’t spend a lot on long term warranties. 4. Pay now and consume later. Anticipation helps you enjoy the pleasure twice. Waiting for a time share holiday, planning your monthly movie or weekend getaway, adds to the joy. 5. Look into details before making big investments. A house on the beach, sounds good on paper. But if the traffic jams are terrible, you have to drive there, pay for the security and the caretaker and then think again. 6. Avoid comparison shopping and keeping up with the Joneses. 7. Spend on others. It will make you happier.

Exploring New Alternatives

Many management teams are involved in fire fighting and solving urgent matters that have developed into critical situations. Time needs to be set apart to study alternative solutions for the problems that lie under the surface of a running organization. ‘Don’t fix it if it ain’t broke,’ say the Americans, meaning, do not change something that is working well. This is disastrous advice in the present context of rapid change. Status quo is the gateway to overnight obsolescence. Innovation should be planned when things are going well. When things are going badly, when survival itself is an issue, no one has the time or energy to look for alternatives. Ashok Leyland has a YES program to harvest new ideas from young executives.

Energy and resources spent on creativity

Creativity needs time and energy. The 6Ms (Men, Materials. Machines, Methods, Markets and Money) should be made available to the initiative over the long-term. Sustained innovation requires that resources are set apart for practice of the innovation process. Innovation spirals should meet. A manager comments: “I m not sure I want my people to be more creative; they have trouble getting their work done on time and within the budget as it is.”