Instead, look for the folks who have already solved them.
Your business has a big problem. You've thought about it, but you can't seem to crack it. So you consult your colleagues -- to no avail. Then you turn to the big guns -- your industry's top experts. They've got nothing. (Well, to be precise, they've got 40 PowerPoint slides worth of nothing, and you've got $225,000 less of something.) Now what?
You might take some inspiration from Pete Foley, associate director of the cognitive science group at Procter & Gamble, who was looking for an inspired solution to challenges faced by P&G's feminine-care business unit. Its R&D staff had pursued several approaches, but none of them offered the breakthrough that Foley craved. So he did the next logical thing: He took his team to the San Diego Zoo.
The zoo is developing a specialty in biomimicry, a discipline that tries...
Your business has a big problem. You've thought about it, but you can't seem to crack it. So you consult your colleagues -- to no avail. Then you turn to the big guns -- your industry's top experts. They've got nothing. (Well, to be precise, they've got 40 PowerPoint slides worth of nothing, and you've got $225,000 less of something.) Now what?
You might take some inspiration from Pete Foley, associate director of the cognitive science group at Procter & Gamble, who was looking for an inspired solution to challenges faced by P&G's feminine-care business unit. Its R&D staff had pursued several approaches, but none of them offered the breakthrough that Foley craved. So he did the next logical thing: He took his team to the San Diego Zoo.
The zoo is developing a specialty in biomimicry, a discipline that tries...
- 10/21/2009
- by Dan Heath & Chip Heath
- Fast Company
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