Click to watch (09:43) or scroll down to read more
Hey there, innovation champions!
During the depths of the recent COVID-19 pandemic, California suffered from some of the worst fires in history.
We were all on lockdown, stuck inside our homes, while ash rained down from skies that looked like they came straight out of a trailer for Bladerunner.
It was at that moment that my husband and I decided to invest in some air purifiers.
After extensive research, we bit the bullet and forked out a chunk of change on AirDog air purifiers, with washable filters, so we wouldn’t ever have to pay to replace the filters, or send the used ones into the waste stream.
All went great, until our cats decided to investigate.
See, the buttons to control the fan speed are set on the top of the device, and happen to be perfectly shaped to accommodate a cat’s paw.
As our neighbor put it, “The product designers obviously aren’t cat people.”
This might seem like a small thing – just an annoying design flaw in one product. But it perfectly illustrates a much bigger point about innovation that I see playing out in tech companies every day: Different perspectives don’t just enhance innovation – they’re essential for it.
Let me break this down using my Create the Impossible™ framework:
1. Play Hard: Embracing Diverse Perspectives
When we bring different perspectives into the innovation process, it’s like adding new colors to our creative palette. Each unique viewpoint opens up possibilities we might never have considered.
Consider OXO Good Grips. Their entire product line started because Sam Farber watched his wife, who had arthritis, struggling with standard kitchen tools. That different perspective didn’t just solve a problem – it created an entirely new market category.
2. Make Crap: Testing Assumptions
Here’s where diversity really shines. When we bring together people with different experiences and contexts, our assumptions get challenged in the best possible way.
For example, Procter & Gamble’s diverse workforce led to the creation of Pantene’s Gold Series – hair products specifically designed for women with curly hair. This line achieved 20% year-on-year growth in 2019 and won the Allure Best of Beauty Award.
Why? Because they had people on the team who understood the need firsthand.
3. Learn Fast: The Multiplier Effect
When we combine different perspectives, our learning accelerates exponentially. Research from Deloitte shows that companies with inclusive cultures are six times more innovative and agile than their peers.
Think about sidewalk cutouts, for example. Originally designed for wheelchair access, they turned out to make life easier for everyone – parents with strollers, delivery workers with carts, travelers with rolling luggage. One perspective solved multiple problems.
The Science Behind It
This isn’t just feel-good theory. A study of 171 companies in Germany, Austria, and Switzerland found that organizations with diverse management teams brought in significantly more revenue from new products.
The types of diversity that had the highest impact? Industry background, country of origin, career path, and gender.
Real-World Impact
Remember my air purifier story? That’s a perfect example of what Harvard Business Review calls the power of both inherent diversity (traits like gender and ethnicity) and acquired diversity (traits gained from experience).
Consider Wegmans’ success story: In 2014, a meal coach named Jody Wood introduced cauliflower rice as a healthy food option, inspired by her husband’s Type 2 diabetes. Because Wegmans had created a culture that valued input from all employees, this innovation was successfully implemented across their entire chain.
Your Innovation Challenge
So here’s my challenge to you: Look at your current innovation challenges through this lens. Ask yourself:
– Whose perspective are we missing?
– What assumptions are we making based on our own context?
– How could different viewpoints transform our approach?
Remember: Innovation isn’t just about having the smartest people in the room – it’s about having the right mix of perspectives.
Stay curious, stay playful, and keep creating the impossible!
I’d love to hear from you. What’s one unexpected perspective that led to a breakthrough in your organization? Click here to share your story!
Senior Leaders: Ready to unlock the power of diverse perspectives in your innovation process? Let’s explore how the Create the Impossible™ framework can transform your team’s approach to creativity and problem-solving. Book your complimentary Innovation Strategy Session here.
