Ranch to Riches: The Surprising Origins of Billion-Dollar Innovations
"Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while."
~ Steve Jobs
21 Photos and a Handful of Notes
A few weeks ago, my wife and I were in the drug store to pick up a few things. We had both let a couple of items run low waiting for the next “20x the points” to maximize our rewards. My shopping list was considerably shorter than hers, one item to be exact. This left me with some idle time while my wife explored the magical kingdom of health and beauty that is Shoppers Drug Mart.
However, I wasn't just there to shop. I had a secondary mission that day. I was gearing up to take on a new client, and I wanted to stay updated with the latest trends in product positioning and merchandising. Armed with my phone, I carefully roamed the cosmetic aisles and "Beauty Boutique," taking pictures and notes to build an album of inspiration. The lady working in the boutique cast a suspicious glance my way as I politely declined her assistance.
By the time my wife had checked off her list, I had collected 21 photos and a host of notes. These resources would serve as valuable discussion points with my client. This process is something I've repeated numerous times throughout my career. Paying attention to how companies, stores, and individuals express themselves creatively or promote ideas can spark innovative thoughts for ourselves. A cosmetic display might inspire a new way to market a power drill. The key is to keep your senses always open, observing what's happening around you.
Creativity is Sparked Through Observation
To kindle creativity, you must remain observant. Applying pattern thinking, connecting thoughts and ideas, and recognizing the relationships between ideas can lead to revolutionary discoveries.
Former Yum Brands CEO, David Novak, shared the story of how Cool Ranch Doritos came into existence. While working on the Frito-Lay account at an ad agency, he took his team to a grocery store to gather ideas. Surprisingly, they spent most of their time in the salad dressing aisle, with ranch dressing emerging as the best-seller. This led them to wonder, "Would ranch dressing work as a chip flavor?" The answer, as history has shown, is a resounding yes. Doritos contributes billions in annual revenue, with Cool Ranch among the most popular flavors. Novak's story exemplifies the power of connecting ideas and patterns to create and sell products.
Safari Time!
If you're struggling to innovate your next product or seeking inspiration to market an idea, here are some strategies to jumpstart your creativity:
Go on an Idea Safari: Visit a large store, like David Novak, and observe how consumers interact with products. Take note of unique merchandising ideas, new innovations, and any gaps in the market.
Rep Ride-Along: If your company has a sales team, spend a day in the field talking to customers. Ask about pain points, feedback, unorthodox product uses, and customer sentiments.
Focus Groups: Use focus groups to test ideas and gather feedback but be mindful of groupthink and biases.
Brainstorming Sessions: Gather a diverse group of people for brainstorming sessions to generate a wide range of ideas.
Daily 5 Ideas: Make it a habit to jot down five new ideas every day, fostering creative thinking and idea generation.
Watch a Movie: Sometimes, inspiration comes from unexpected sources, like movies or TV shows.
Make It Bigger, Better, Bolder: Expand your ideas by making them larger, better, and more audacious to explore their full potential.
Get Silly: Don't be afraid to explore silly or unconventional ideas, as they can unlock creative patterns in your mind.
Closing Thoughts
"Innovation is seeing what everybody has seen and thinking what nobody has thought."
~ Dr. Albert Szent-Györgyi
In my own career, countless ideas have sprung from various sources. Staying open to the world around you is a powerful way to keep the creative juices flowing. One of my proudest achievements was inspired by airline loyalty programs. Though initially met with doubt, the program's success and its global reach today demonstrate the real-world application of innovative thinking.
Stay open, stay aware, and let the world inspire you.
TAKE ACTION THIS WEEK
If you find yourself in a creative rut or lacking inspiration, there are three actionable steps you can take this week to kickstart your creative thinking.
Embark on an "Idea Safari":
Choose a local store and immerse yourself in observation mode. Here are some questions to ponder while you explore:
How do consumers engage with products?
Is it easy for staff to restock and arrange products?
Can you spot unique and innovative merchandising ideas?
Are there any new product innovations catching your eye?
What seems to be missing from the store's offerings?
What promotional challenges do you notice in how people market their products?
Take diligent notes and consider how these observations might apply to your own products or ideas.
Unleash Your Playful Side:
Sometimes, embracing a playful approach can lead to remarkably innovative ideas. Try this exercise: Generate creative names for an existing product you use or that your company sells. Challenge yourself to come up with at least 20 whimsical, zany names for that product. Alternatively, create an "anti-category" for your products – for instance, if you sell air fresheners, brainstorm unique and humorous "air-smeller" scents. Embracing the playful can unlock uncharted territories in your mind and lead you to extraordinary ideas.
Accompany a Sales Rep:
If your company has a sales team, request to join them for a ride-along. Spend a day conversing with customers. Inquire about their pain points, gather feedback on your products, and explore any ideas they might have. Pay attention to what their customers are saying about your products and be on the lookout for unconventional uses of your products in the field.
By taking these actionable steps, you can break free from creative stagnation and unlock fresh perspectives and ideas.
