WINSTON J. BRILL

Your future success depends on the great ideas you generate today. All companies need great ideas that rise to the surface.

As business becomes increasingly competitive, organizations require more great ideas—sparks that drive innovation. How will you stimulate that higher level of creativity? Leaders must continually receive, assess, and follow up on ideas that generate new products, new ways to market, manufacture, package, organize and communicate.

When I ask people, “Do you have the potential to be more creative at work?” everybody says “yes.” Then I ask, “What is limiting that potential?” The two most common responses are: “Too busy” and “Too much bureaucracy.” So, what should you do? Hire more people to relieve work burden and stress? Magically decrease bureaucracy? In most organizations, those aren't viable near-term options.

Common Factors

My advice for enhancing creativity is based on a 10-year study of innovation. Here are a few observations: People who are very busy and work in bureaucratic organizations can still have great ideas. People with supervisors who limit personal freedom and people who work in confined spaces can still have great ideas. People at both the high end and low end of the salary scale can have great ideas. Both people who enjoy working in teams and those who prefer working alone can have great ideas. Both risk takers and conservatives can have great ideas.

I find that very few great ideas surface in meetings; in fact, most great ideas occur when people aren't working on the problem. Few great ideas come from using someone's prescribed thinking method or facilitation technique, even though many companies train people in such creativity approaches.

There is a theme in common to all the great ideas—something managers can capitalize upon: People have great ideas when they are very enthusiastic about goals. With this enthusiasm, employees automatically think of work, even away from the workplace. A connection that results in a great idea can arise at any time; but one has to be primed, through enthusiasm, to make that connection. When people are enthusiastic, they have the energy to overcome barriers. Ideas without follow up will never become great ones, and will never advance innovation.

Managing for Creativity

I find that senior managers are usually enthusiastic about their goals; however, most other staff members have low enthusiasm for organizational goals. Since great ideas can come from anyone, anywhere, at any time, low enthusiasm among staff members suggests a tremendous waste of intellectual capital. All staff members should be making creative contributions and be enthusiastic about their own goals as well as the organization's vision and goals.

There is no tidy seven-step program or nifty reward system for stimulating high enthusiasm toward work goals. Higher salaries have little effect. Each of us is motivated by different things. So, treat each person as unique. Appreciate differences in personalities, experiences, and interests, as these characterize a creative workplace.

I recommend that you ask your people one on one, “What will it take to stimulate your enthusiasm for work goals and for the goals of the organization?” Many of the suggestions you'll receive will be easy to implement, won't cost much, and will stimulate enthusiasm. You can't accommodate all suggestions, but you can explain why a request can't be fulfilled. This simple management practice will result in many more employees thinking of, and following up on, great ideas. The simplest solution is often the one that's most effective.

An essential role of a leader is to increase the enthusiasm of each staff member for the goals of the organization. People like being enthusiastic and creative. By generating great ideas, you'll be preparing for the future. EE

Winston J. Brill is president of Winston J. Brill & Associates, speaking, consulting and publishing on creativity and innovation. 608-231-6766 or wbrill@WinstonBrill.com.

Excellence in Action: Create an atmoshpere of enthusiasm among staff members to generate "great ideas".