Parts of this post originally appeared in a feature that I wrote for the PUSH Institute. A new iteration of that piece appears below. 

Pre-Ramble:  A recent WSJ headline notes that at 3M, “Innovation Comes in Tweaks and Snips.”  3M CEO George Buckley charged staffers to find cheaper ways to make products like respirator masks as a way to improve products and cut costs, suggesting that in hard economic times like these, innovations can be found “at the bottom of the pyramid” rather than in pursuit of a single “grandiose invention.” 

Huh? Certainly, innovation can come in many shapes and sizes, but the brand of iterative chicken scratching suggested in this charge raises serious questions about the definition of “innovation.” For example, can any/every iterative maneuver, be it cost cutting, process improvement, or otherwise tweaking and snipping, be considered “innovation”? Where are the lines drawn around an “ah-hah moment” born of the elusive “creative spark,” and simple problem-solving?  Are we wrong to lump the concepts of innovation, invention and creativity into the same category?  Is being “skillful” the same as being “innovative”? What about resourcefulness?  And, where does novelty come into play?

With operations in more than 65 countries, 75,000 employees, and global sales of over $23 billion, 3M leadership must remain engaged on all levels of the innovation pyramid in these tough economic times. No stranger to innovation, Buckley’s training as an electrical engineer combined with a broad knowledge of physics and thermodynamics led to many patented, industry-changing inventions including early prototypes of the front-loading washing machine. In his role as CEO of 3M (current tagline, “Innovative Technology for a Changing World”), Buckley is both an idealist and a realist when it comes to innovation. The cost-cutting exercise around the respirator masks belies the true depth of Mr. Buckley’s creative nature. 

Part genius, part maverick. In 2007, I had an opportunity to sit down with Mr. Buckley to talk about the dynamic of creativity. An intensely curious and widely read man, he described himself as a life-long-learner, engaging in regular inquiry into a wide variety of topics including ancient history, biographies, classical music and the arts. Buckley is comfortable talking in both broad abstract terms and in the vernacular of the pragmatic, Fortune 500 business leader that he is. Introverted and thoughtful, driven to a state of near constant scanning, observation, processing and critiquing, Buckley believes that the creative process occurs at the intersection of intuitive vision, specialized “deep” knowledge and opportunity. He believes that creative discovery is something other than linear processing that “comes on another level of awareness … part genius, part maverick … a willingness to risk, to go out into an unknown realm.”

Whether it’s intensive, intentional brainstorming or pie-in-the-sky day-dreaming, innovation can come at any time in any place.  If the classic anecdotes are true, it would seem that innovations are more likely to come to those who are sitting at a bar doodling on a cocktail napkin. Seems to me that the flash of insight in the “ah-hah” moment is a much sexier way to go than the plodding, nose-to-the-grindstone approach, … some thoughts:

• Value-add.  The nature of the innovation and its value to society is a factor in assessing the innovative quotient of a product or process. Resourcefulness, for example, can be a component of innovative behavior, however it does not necessarily deliver social value. If you’re lost on a deserted island, there will be great personal value in being able to forage for food, fashion shelter out of palm fronds, and create an imaginary friend out of found objects …. But, beyond that immediate situation, what is the enduring or replicable outcome?  What is the value-add for mankind? Does there need to be one?
• Novelty.  Toys and games, can claim some real estate in the sphere of creativity, innovation and invention as well. Think Nerf ball. Invented by journalist-turned-toy-mogul, Reynolds Guyer, the Nerf was a literal game-changer, challenging the once unbreakable rule that “you can’t throw a ball in the house.”  The invention of the Nerf spawned an industry of fun, neon-colored, foam-based weaponry and continues to score millions in revenue every year.
• Context.  One man’s failure is another man’s innovation. Take the ubiquitous, highly innovative 3M product, the Post-it note. In the context of the 3M research department, inventor Spencer Sliver’s attempt to formulate a new super-sticky adhesive was a failure. Years later, however, colleague Arthur Fry conceived the application for Sliver’s easily removable glue compound that we celebrate today. 

The Take-Away: At the end of the day, innovation is as innovation does. If this week’s pull-out in The Economist, “The world turned upside down: A special report on innovation in emerging markets,” is any indication, we have not begun to exhaust the possibilities here, and, as it turns out, Mr. Buckley’s “tweak and snip” approach is spot on with global innovation trends. Woot!

NOTE: In recent efforts to “make the Post-it brand more relevant and ‘cool and hip’ with members of Gen X and Y, 3M marketers have released “Project Things We Forget” into the social media marketplace.  The project website has attracted 770,000 visitors; has 13,000 fans and 700 friends on Facebook; 1,500 followers on Twitter; 700 devotees on Stumbleupon (a website where you can collect and share neat stuff that you find online); reviews and features on over 674,000 sites; and a review on Singapore’s largest radio station.

Post-Note:  As for the challenge to 3M respirator researchers – consumers can breathe a sigh of relief; an ultra-low-cost respirator mask will be released into the marketplace this month.

Trackback URI | Comments RSS