‘How to translate a brainwave into reality’ by Hanne Kristiansen and Mark Simmonds, Training Journal, May 2010

I must start by admitting a connection here; one of the authors Mark Simmonds is a former star MTP tutor who did much to put our marketing training on the map and left us on good terms; he has since established an excellent reputation in his niche of creativity and idea generation. I therefore started the article with a positive feeling and this did not change as I read it.

The article makes the point that using processes like brainstorming and idea generation will not guarantee successful innovation; it all depends on the make-up of the team. And even the highest calibre team will not come up with creative ideas unless there is the right mix of people. The authors then claim to have developed a sort of Belbin equivalent, an ideal mix of people that will produce the most creative results; there are five types:

• Stimulators who like to explore new things
• Spotters who have vision and make connections
• Sculptors who convert ideas into tangible outcomes
• Selectors who can separate the good from the bad
• Supporters who can facilitate the process

My suspicions were aroused by the fact that each type began with the same letter – though I was relieved that it wasn’t titled the ‘Five S framework’ – but the framework seems to match common sense and experience, except maybe for some overlap between the first two.

The authors named the framework ‘Creative Creatures’ and decided to validate their ideas through a psychometric test. They also took steps to create a brand for the product and carry out a pilot project, the whole process apparently taking four years from conception to full implementation; this made me wonder about the importance of linking project management skills to innovation!

It was impressive that the companies chosen for the pilot were of such high calibre – Kelloggs, News International and Vodafone – and the outcomes have apparently been successful and have provided the basis for a full launch which took place in March. It will be even more impressive if the launch eventually produces some equally high calibre satisfied clients, and the dotted lines at the end of the article seem to tell us to watch this space.

This article is definitely worth reading by anyone who has responsibility for creativity and innovation. The key to success will be how far companies can in practice use the framework to form better teams, for instance, what if all available team members are of one type? Can you change team members from one S to another? If these questions are well answered during the implementation stage, this could turn out to be an innovative contribution to the challenge of creativity.

To read this article go to:
http://www.trainingjournal.com/tj/2876.html