I read an article called “The Weird Rules of Creativity,” by Robert I. Sutton, professor of management science and engineering at Stanford. It may be my favorite article I have ever read. Have you ever considered deliberately hiring someone who annoys you? Someone who makes you uncomfortable, or who is not good at following instructions? Or how about someone who doesn’t have experience related to the job, who hasn’t solved the exact problem you face? Apparently, if you want to cultivate innovation at your organization, that is exactly what you should do, according to Sutton. He shares example after example of companies who have succeeded in innovation by taking traditional management practices and doing a 180 with them. It begins with hiring: pick the people who make you uncomfortable and reject the organizational code. If your company does innovative work, you have got to have some people who are slow to learn the organizational code. Hiring novices is one way to accomplish this because novices do not have preconceived mindsets about the way things are “supposed to get done.”
After hiring, you have got to manage for creativity. This means encouraging people to ignore and defy superiors and peers. Wait…that does not really make sense. What rational manager would ever want employees to defy him or her? Does any organization actually do that? I doubt it. However, some companies have managers who sometimes allow their employees to work on what they want and don’t ask for all the details. Also, employees who get stuck in routines, however productive they may be, should be assigned to something new.
Further, he really emphasizes the need to punish only inaction, and to reward both success and failure, because the number of successes is a function of the quantity of work performed, and the ratio between successes and failures has been found to be relatively constant. So I guess that means the more I fail, the more I succeed! One of the reasons to reward both success and failure, Sutton asserts, is that we aren’t really that good at predicting what ideas will work beforehand. We’ve gotta try ‘em out, and if they don’t work, get on with the next idea. Yet, managers may be able to substantially increase the likelihood of the success of a risky project by simply convincing themselves and everyone around them that success is certain. I’ve heard this miracle of positive thinking referred to as the self-fulfilling prophecy. By fully committing myself to something, and believing in it wholeheartedly, it’s pretty likely I can make it happen. Steve Jobs creates a “reality distortion field” and convinces those around him that an idea or project will surely succeed.
Of course, these weird management ideas will not work in those areas of business that need routine, repetitive work done. However, if innovation is a big part of a company, it should adopt these “weird ideas.”
