03/ 29/ 2002
Ever think of yourself as a superhero?
When it comes to creativity, you should. "Entrepreneurs are naturally more creative than big business," says Stanley S. Gryskiewicz, executive director of the Center for Creative Leadership. "They call it opportunism or survival, but it's about picking up on anything and everything around you and using it to advance your business. It's a basic skill the larger organizations have forgotten." Whether you own an iron shop or a juice factory, you can tap your creativity simply by taking a look at the different pieces of your business—yourself, your employees, and your customers. Innovation is all around you. It can help you win big by outthinking the competition when you can't outspend or outstaff them.
As the small business owners on the following pages show, innovation doesn't have to be earthshattering. It's more about developing something new to yourself than something new to the world. Look at the Geek Squad. This computer repair firm exploits its computer nerd identity with a simple uniform and logo. At Nantucket Nectars, owners Tom First and Tom Scott have built a juice empire around a low-budget, folksy and fun attitude. Just two examples of how creativity doesn't have to cost big bucks or originate with outside consultants. Instead, it comes down to being yourself, being unique, being fun and being willing to experiment—because you have to try your ideas before they'll move your company forward. So get started now on uncovering the innovation that's already a part of your company. And become your own superhero of innovation.
The Geek Squad
Robert Stephens Geek Squad, Inc. Minneapolis, Minn.
Founded: 1994
Employees: 45
How they're innovative: With a 24/7 "computer support task force," Stephens turned being a computer geek into a brand—and a strong market position. The company's "Dragnet" of skilled computer "special agents" respond immediately to computer glitches and crashes on site, making customers laugh instead of cry. The company's superhero image is carried through in "Geekmobiles" plastered with their logo, nerdy uniforms, an entertaining Web site (http://www.geeksquad.com) and clever promotional materials, like DC Comics-style posters and postcards describing their services. "It's a head start on innovation when you don't have a model to base your business on," Stephens says. "Use your competence to deviate. . .Your weaknesses are your advantages if you just capitalize on them."
The Juice Guys
Tom First and Tom Scott
Nantucket Nectars Cambridge, Mass.
Founded: 1989
Employees: 140
How they're creative: Tom and Tom, otherwise known as the Juice Guys, call their approach to selling 100 percent all-natural juice simple and honest. As idealistic 22 year-olds, the two had graduated from college without career plans. Running their homemade juice via boat to fishermen in Nantucket, Mass., inspired the two to turn their pastime into a business. Nanve and inexperienced, Tom and Tom ignored advice from marketing firms and consultants, and instead created their own low-budget product labels and radio commercials. "How ya doin'. I'm Tom." "And I'm Tom." "And we're the Juice Guys," they say. Ten years later, their juice is in coolers all over the country. At their offices, employees wear flip flops and shorts, and bring their dogs to work. "One of the biggest mistakes entrepreneurs make is they try to manufacture a message," Tom First says. "People complicate things by trying to be amazingly clever. They just have to create a good product and tell the truth. We had a strong reaction to our radio ads. It was refreshing for people to hear the voices of the people that make the product. They're interested in our story, and people like honesty. We're lucky it worked, and we're smart that we tried."
Juice up your creativity
You can't know where specific creative acts will come from, but you can increase the frequency with which new ideas are generated in your business.
Here's how:
- Be sure the interests of all employees are directed toward a company's goals.
- Allow employees to pick a problem they are interested in.
- Give ideas a safe haven by allowing "unofficial activity"; let employees work for a time on things they have not been assigned to do.
- Rotate employees into every job they are qualified for; they might recognize a needed improvement or come up with a needed solution.
- Provide diverse stimuli for yourself and your employees, in and out of work.
- Provide opportunities for employees who don't normally interact to come together and share ideas.
Source: Corporate Creativity, by Alan Robinson and Sam Stern (Berrett-Koehler, $17.95)
The Canine Clipper
Josephine Christopher
Shampooch Mobile Dog Grooming Chicago, Ill.
Founded: 1997
Employees: 1
How she's innovative: Christopher moved from shearing people to shearing pooches when she noticed how stressed her dogs were in traditional grooming shops. The Shampooch van pulls up to the curb in front of a customer's house, inviting both dog and owner in for the one-on-one gentle grooming session. Pet comfort—and owner education—are the main focus of her service. A two-way mirror lets owners see how their dog responds to being brushed, and Christopher demonstrates techniques on the owners, so they understand what the dog feels. Christopher isn't afraid to give away her trade secrets; she knows it benefits the dog in between groomings, and develop relationships that keep her human customers barking for more.
"I wanted to start the dogs right," Christopher says. "I'm picky about clients and only take those who do [ongoing] maintenance . . . it's not about profit, it's about what your dog needs."
The Iron Man
Bill Merry Jr.
Herndon & Merry Inc. Nashville, Tenn.
Founded: 1959
Employees: 25
How they're creative: After 30 years of selling ironwork porch railings, patio covers and security doors, the family-owned firm made a major change in product offerings by branching into decorative architectural antiques (http://www.gardenpark.com), many of which incorporate the shop's ironwork. Today, they combine a traditional ironwork shop with a 4,000-square-foot showroom of interior design gems such as headboards and coffee tables from antique ironwork.
"We've made mistakes in figuring out what is the best way for us to make money in our industry. We tried to do mass produced iron lawn furniture when many around us were doing it, but that didn't work for us," Merry says. "We've realized we're best at the one of a kind items. That's who we are, so that's our focus."
Easy ways to keep employees and yourself feeling active, energized and inspired:
- Invite outside experts to speak at your company.
- Give employees the opportunity to attend conferences and training programs, even conferences outside their area of expertise.
- Suggest off-site meetings at restaurants or other locations for external stimuli.
- Change the location of your meetings frequently to avoid boredom.
- Plan fun company outings during or after work hours.
- Discuss the possibility of flex-time with employees, so they are at their best while at work.
- Keep the lines of communication open with employees. If they feel comfortable coming to you with ideas, they will do so more frequently.
- Engage in non-business reading to keep your mind active.
- Reward bad ideas. Recognize the courage it takes to espouse novel solutions that don't work.
Brainstorm!
Tips to get ideas flowing in a group:
Get wild: Creativity is built on the mundane and bizarre. Exaggeration sparks new ideas. This is not the time to analyze or judge.
Dig deep: Quantity, not quality, is the goal: the chances of discovering a great idea get better the deeper and longer you dig.
Build ideas: Think tennis game. An idea isn't finished until someone lobs it back.
Polish diamonds: Each person and idea has the same value. Encourage everyone to participate, and get the many unique perspectives that spark fresh thinking.
Kick up your creativity
http://www.mindbloom.com - a Web site with some creative games and tools for those looking for inspiration.
http://www.brainstorming.co.uk — Free training site with everything you need to know about brainstorming by yourself or with others.
Applied Creativity, Inc. offers on-site workshops in the Principles of Effective Thinking (POET), Focused Innovation, and Creative Business Teams. For more information, call (727) 391-5080
Low Risk, High Reward, by Bob Reiss (Free Press, $27.50), discusses how to generate ideas, introduce products and manage risk along the way.
Lateral Thinking: Creativity Step-by-Step by Edward de Bono (Harper Perennial, $15.00) de Bono is a pioneer in applied creativity, and this the how-to manual for thinking outside the box.
Collaborative Creativity: Unleashing the Power of Shared Thinking by Jack Ricchiuto (Oakhill Press, $12.95) Practical guidelines and inspiring examples of how to be creative together.
Innovation isn't easy: For every seven new product ideas, one makes it.
This article originally appeared in the January/February 2001 issue of MyBusiness Magazine, NFIB's member magazine.
