Part two of our article on lessons learned about innovation from a mathematical genius. Read part one here.
Cedric Villani, the 2010 winner of the Fields Medal for mathematics (the Nobel Prize for Math), is in the innovation business. His goal is to solve ‘unsolvable” mathematical problems and thereby more the collective knowledge of mathematics forward.
In his latest book, Birth of a Theorem, Villani explores the conditions or ingredients that need to be in place to support individuals and groups as they try to advance the current best thinking to solve specific problems.
Whether you are dreaming up a new-to-the-world product or service or trying to find new and compelling ways to connect to your customers, draw some inspiration from someone who spent almost three years on a journey of discovery to provide answers to centuries-old problems and connect important strands of physics, math and economics in the process.
The dynamics of innovation are collective
Existing knowledge – Scientific innovation usually starts with the work of others. The goal is to build on and progress what we already know. Let’s make sure that we know what the best thinking is in our field – let’s educate ourselves on what is currently possible and then find ways to move that forward.
Motivation – This is the most important but most elusive ingredient according to Villani. Some people believe that motivation is born in us as children. One of the greatest innovators of our time, Alan Turing, for example, discovered the concept of scientific explanation when he read Natural Wonders Every Child Should Know as a child. While motivation cannot be manufactured, it is critical to attract some fellow travelers along on your journey who will help keep you motivated during the times when you lose your way.
Environment – Discovery is more likely to happen in an environment that is favorable to innovation. This environment can be influenced by government policies, economics, availability of funding etc. Clearly Seattle, Austin, New York City and Silicon Valley are great examples of environments that foster technology and biotech innovation. Is it possible to create an environment for innovation on a more micro scale? In your own organization, for example.
Collaboration – Very few scientific discoveries are made by individuals in isolation. Instead, scientists tend to leverage collective dynamics within an atmosphere of sharing. They recognize that this collective approach accelerates the innovation process and can produce far superior outcomes. This is a principle that we have embraced at Boost! where our ‘product’ is the collective dynamic that exists between our team of marketers. We recognize that the fruits of our collective labors are much more valuable for our clients than the efforts of a lone wolf.
Constraints – Villani points out that while constraints and creativity sound like an oxymoron, it is constraints that drive you to a solution. The interrelationship between constraint and innovation is also present in arts like poetry where the writer is required to create within a tight structure – rhyming couplets, number of lines etc. Constraints can serve the purpose of removing many of the choices we face and force us to focus.
Hard work combined with intuition – It is often the case that the solution comes after many hours of hard work – just when we turn our attention to something else. Our intuition tells us what the solution is and we must lay the groundwork for it to do its job. But then we also need to know when it’s time to get out of our own way and let the solution come naturally. It’s not a coincidence that many people have their best ideas is the shower!
Luck combined with tenacity – The journey to discovery includes many bumps in the road. But according to Villani, the more we persist, the more opportunities there are for luck. What it luck? It’s the chance meeting with the person who can move your idea forward. It’s the off-hand remark offered by a collaborator that helps you identify flaws in your logic. Luck is everywhere and available to everyone who is willing to see and receive it.
Marketing strategy as a journey of discovery
The opportunity in the idea that developing marketing strategies is a journey of discovery, is to think bigger than simply re-using existing ideas and frameworks to solve problems. Instead, we ask how we can create the conditions to be truly innovative and move current thinking and best practices forward to create competitive advantage.
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