Many products are invented accidentally. Serendipity led to the microwave oven, corn flakes, Teflon®, penicillin, fireworks, Viagra®, chocolate chip cookies, and the most famous of all accidents…the Post-it® note. The problem with serendipity is it’s not predictable. It is not an innovation method one would count on for corporate growth. But there is value in serendipity if you can unlock its hidden secrets. How?
In 1891, a physical education teacher named James Naismith invented the game of basketball by nailing two peach baskets to the gymnasium walls. After the ball was thrown into a basket, someone climbed a ladder to get it out. This was annoying, so the bottom of the basket was altered to allow a stick to poke through and knock the ball out. After many games and many successful shots, the bottom fell out…literally. The peach basket bottom weakened and broke loose allowing a ball to fall completely through after a shot. The result? This simple, serendipitous invention allowed the game to be played continuously without the interruption of retrieving the ball. Basketball advanced to the worldwide game that it is today.
It seems obvious now, so why was it hard to see that cutting the bottom of the peach basket would yield such an important feature? The answer lies in a condition called Structural Fixedness – the tendency of people to see things as a whole, a gestalt, not as a collection of individual components. Fixedness blocks us from seeing non-obvious innovations in virtually any product or service. Traditional “Voice of the Customer” market research methods attempt to discover these opportunities but fail due to fixedness.
What if we could tap into the “Voice of Serendipity” instead? What
would it tell us? Roger Martin, dean of Rotman School of Management, describes the process of design thinking in three steps he calls the knowledge funnel:
1. Mystery – At the top of the funnel, humans stare into a mystery – which contains the random and chaotic ‘situation’ in which we find ourselves much of the time – and is of course where opportunity lies.
2. Heuristic – In the middle of the narrowing funnel, humans come up with a heuristic, or rule of thumb, that allows us to address the mystery and manage it in some way
3. Algorithm – And at the thinnest point of the funnel – the most codified part of the continuum – systematizing and automating the solution – The Algorithm.
Here is the key message: Every serendipitous invention can be reduced to a heuristic and ultimately to an algorithm or pattern. If we listen to the Voice of Serendipity over and over, we will hear certain patterns repeat themselves. If we capture these patterns and codify them into a set of templates, we have an effective way to innovate to achieve growth, on demand.
Innovation is a skill, not a gift. Top organizations drive growth by nurturing and investing…
Are you in the world of problem solving? Is problem solving a skillset you have…
5 Data-Driven, Customer-Centric trends we’ve identified This is not just another conventional forecast. Over nearly…
Imagine a chef, who only uses a spoon. Imagine a dentist, who only uses a…
In investing and business strategy, we often speak in terms of moats. Warren Edward Buffett…
This year, P&G’s Febreze celebrates its silver anniversary as a brand. But not all 25…
View Comments
Your article helped me a lot, is there any more related content? Thanks!