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Steven Johnson has spent twenty years immersed in creative industries, was active at the dawn of the internet and has a unique perspective that draws on his fluency in fields ranging from neurobiology to new media. ... and the greatest good you can do is to bring back a new idea, because our world is endangered by the absence of good ideas. moments. But they do respect it. experience that gets a company started. Prices don't exist in a vacuum. Where do good ideas come from? That means opening the rest of the process up to them. Recently, he's even been dreaming up ways to encourage his 35-person office staff to act more professionally in the midst of hypergrowth at EnviroCheck, which ranked #268 on the 1997 Inc. 500. Having started nine years ago as a slide-show producer, the company has found itself in one cutthroat industry after another--from systems integration to photo-lab services to Web design, adding hundreds of services in nine different niches. And what do we need to know and do to have more of them? "I was in my own world at that point," he says. From the era of the ancient Greek city-states through contemporary political philosophy, the idea of the common good has pointed toward the possibility that certain goods, In fact, it can be downright demoralizing. CEOs looking to rear a steady brood of well-behaved ideas could do so by popping in at an annual industry trade show or by taking in the occasional customer comment. Explore ideas worth spreading. Updated 9/2/2020. There were family details, and he'd signed the label," Stephenson says, recalling details of that 1988 night as if it were last week. I’m Steven Johnson, author of twelve books, including Enemy of All Mankind, Farsighted, Where Good Ideas Come From, and The Ghost Map. But there's a reason such simple--indeed, civilized--approaches don't work anymore: competition. "We broadened the initiative to increase the awareness that we need new products and that anyone can come across them," he explains. Yes, they make it look easy. The results were more than encouraging: four staffers proved to be so skilled at developing good products that it's become part of their jobs. For starters, three managers now share the job of running the company's operations. In Where Good Ideas Come From, Steven Johnson, one of our most innovative popular thinkers, explores the secrets of inspiration. MYTH 1 'Ideas will just come to me, as they always have'. And everybody knows the type of CEOs who tend to star in such episodes: the tireless searchers who--on top of running their fast-growing companies--never seem to run short of either ideas or new places to scavenge for them. And it's still the company's premium brand. Scott Reeves, president of Jinwoong Inc. USA, a $57-million division of a Korean camping-equipment powerhouse that's turned out more than 2,000 tent models alone, seeks inventors out. could offer more technical services to the home-office market. It takes years to create a great brand, but you can have a creative brand name in seconds. Common good, that which benefits society as a whole, in contrast to the private good of individuals and sections of society. To help us recommend your next book, tell us what you enjoy reading. But to play a more active and consistent role in generating ideas, employees need to be educated. "The market changes so rapidly that at any moment you have to give up what you are for what you could be." What do the printing press and Apple have in common? In Where Good Ideas Come From, Steven Johnson, one of our most innovative popular thinkers, explores the secrets of inspiration. For speaking inquiries contact wesn at leigh bureau dot com. The passion that enabled you to steamroll everyone who said your business wouldn't fly will exhaust you and everyone else if it's always on display. Susan Greco is an articles editor at Inc. It may seem like all of the good business ideas or the best small business ideas have been taken, but they are not. And when they truly die they are unmourned and unremembered. So advises Gary Schroeder, CEO of Oakshire Mushroom Farm Inc., a $5-million grower based in Kennett Square, Pa. Schroeder has for the past two years cleared his calendar so that more than half his time is spent doing what he loves: nurturing new ideas while getting his hands dirty in the greenhouse, and calling impromptu brainstorming sessions. So Schroeder and his team arrived at an unconventional solution: they'd sell their expertise to rival farms. Reeves's 1996 meeting with an Arizona inventor quickly led to the development of the Connection Tent, a two-room tent connected by a tunnel, which accounted for more than $5 million in sales in its first year. Host of the PBS series How We Got To Now and the podcast American Innovations. Even CEOs who see the virtues of face time with customers believe that it's only as useful as the process it's part of. Why have cities historically been such hubs of innovation? He identifies the five key principles to the genesis of great ideas, from the cultivation of hunches to the importance of connectivity and how best to make use of new technologies. It all sounds very validating, but anyone who has mastered the process knows that the most powerful ideas share one other trait: they are resoundingly bad. What he had was too potent to limit to a few people. But with lots of ideas, such a phase doesn't render a simple death sentence; after being rejuvenated and reappearing in a slightly rejiggered state, some ideas return to pass with flying colors. "It was a battle trying to move away from selling on price." I have a great sales team. By recognizing where and how patterns of creativity occur - whether within a school, a software platform or a social movement - he shows how we can make more of our ideas good ones. MYTH 3 'If you listen to customers, they'll tell you what to do', What Cameron Kuhn is about to say would be considered heresy in some quarters, where CEOs have come to believe (much to the annoyance of their salespeople) that tagging along with salespeople is a can't-miss strategy for collecting ideas. And what does this have to do with the creation and evolution of life itself? But every blast leaves a mess in its wake. Like the earth under your feet, a price is supported by the value the customer perceives in the product or service to which the price is attached. "Some of them are pretty crazy, but I listen to them all," he says. "My sales manager got the idea, and so did my plant manager and the production people," he says. Here are some myths about where good ideas come from and ways to stimulate idea-generation at your company. Make yours stand out with a costume requirement or unusual location. The 10-second business name creator. He puts communing with outsiders on his regular to-do list, talking to a dozen or so each year, choosing those whose notions sound the most plausible. On the surface, Cameron Kuhn comes perilously close to the stereotypical image of the eccentric entrepreneur. "I just want to bring them better new products. His fascinating tour takes us from the "liquid networks" of London's coffee houses to Charles Darwin's long, slow hunch to today's high-velocity web. Of course, not every entrepreneur relishes the idea of giving up operational control, but there's also the option of loosening up: you might force yourself to delegate whatever administrative tasks you can't complete in about 20 hours a week. Ultimately, the inspiration that sprang from a message on a bottle triumphed in a new line, christened Signature Seed. So far, two major new services--including self-service computing kiosks in hotels--have resulted from Amos's formal idea-development process, and nine more are in the wings. Johnson presents the answers to these questions and more in his infectious, culturally omnivoracious style, using examples from thinkers in a range of disciplines - from Charles Darwin to Tim Berners-Lee - to provide the complete, exciting, and encouraging story of inspiration.He identifies the five key principles to the genesis of great ideas, from the cultivation of hunches to the importance of connectivity and how best to make use of new technologies. Like “Gods die. Silly Putty, for instance, started as a wartime substitute for rubber. Most countries are not on track to meet their 2030 emissions goals — so they must take swift, decisive and ambitious action to limit global temperature rise and keep the climate crisis from escalating. Available at a price One of the simplest insights that comes from supply and demand is the availability of goods in the marketplace. His rÉsumÉ alone attests to his idea overflow: not only is he the founder of EnviroCheck, a fast-growing $5-million provider of energy-conservation services for building owners in Orlando, Fla., but he has also started or taken over some 22 other small ventures. If the boss or anyone else should proffer an idea that scores a string of 10s on the suck index--hey, it's nothing personal. A person who has everything would not appreciate the beauty of the things he or she already has. As much as Mike Stephenson's story may sound like the proverbial lightbulb-over-the-head experience, what happened after that dinner is much more illuminating. ), or come up with an idea … Steven Johnson Where good ideas come from People often credit their ideas to individual "Eureka!" But Steven Johnson shows how history tells a different story. By recognizing where and how patterns of creativity occur - whether within a school, a software platform or a social movement - he shows how we can make more of our ideas good ones.%%%Where do good ideas come from? For six months the employees spent eight hours a week developing their new-product ideas with the help of mentors. But conceding that there's a mystical component to generating ideas doesn't mean you should assume that the process is out of your hands. (Hey, we said he was eccentric.). "Of course, we weren't in the software business at the time, but we decided on the spot that we could do it.". Within a few years, that project had evolved into a proprietary system that has enabled CIBT to capture more revenues from four big customers. CIBT's Brad Cary writes down every business idea he has--a habit he developed in business school. From there, he ranks each one on a feasibility index and a profit index. "I love my customers, but to meet with them would really muddy the waters," insists Kuhn. It's not his concern. Even Kuhn concedes that he'll consort with a small group of key accounts once an idea has moved into the testing stage. "We listen to our customers but not in a traditional sense," says Brad Cary, president of CIBT Inc., a $12-million provider of visa, passport, and other international-travel services, in McLean, Va. "You have to read between the lines. But whether you armed them with an Etch A Sketch or subjected them to rural retreats, the overall environment needed to be one of blanket acceptance: All ideas are worthy. Hey, he thought, I can do this at my company--we'll sign our names on our bags of seed corn; we'll make a personal statement about our quality. (That helps explain why the gym chain has expanded into clothes, books, and videos.) The result? The invitation to participate is most effective if employees know how they can have an effect. And what does this have to do with the creation and evolution of life itself? Check out this list of best products to sell from home using dropshipping model you will know what to sell. The president of Great Lakes Hybrids Inc., an agricultural seed supplier based in Ovid, Mich., was too intoxicated by the wine's packaging to take a corkscrew to it. The CEO of Crunch, an innovative New York City-based chain of gyms whose offerings include gospel aerobics and coed wrestling, gets his 30-person staff together weekly to discuss the offbeat ideas he gathers from all over: clothing and computer trade shows, restaurants, clubs, and competing gyms. Then there are the ideas for which any screen is beside the point. When figuring out how to come up with a game idea, you can iterate on an already-popular game (take a developed idea and tweak it so it feels new and exciting), incorporate innovative technology into old games (AI, VR, etc. Maybe because the bottle's contents were safely corked inside. "You know that time right before you're about to fall asleep?" Hot products, no matter how unlikely their success (read Beanie Babies), are the most obvious of those endangered species. "Buyers have so much on their plate. What the suck index offers is an early-warning system to catch newborn ideas that aren't likely to thrive. He knows he did his part. But for a CEO (or a salesperson, for that matter) to distill a workable idea from what customers say requires much more than merely nodding attentively; the suggestions must be filtered through an ever-more-detailed screen of knowledge about what ideas suit the company. Though Stephenson provided the original spark, he hardly claims credit for all that followed. Reeves had no hesitation about giving the idea, intended for his company's internal use, a thumbs-up. Not that all of Assal's initiatives have succeeded--there was a disastrous foray into 24-hour photo shops. "Ideas come out of those meetings, if not at them," he says. He developed his own version of a "dash report," a weekly rundown of about six key marketing and finance ratios that tells him how EnviroCheck is faring. Stephenson didn't much notice. What brainstorming meetings can do is send the message that employee input is valuable. "If you have the right product at the right time at the right price, many times a customer will adapt to what you've done." Shopify’s free naming brand generator lets you jump from naming your brand to securing the domain name, to starting your small business - all in a few clicks. "Every company has a collective mind.". It can seem as if such tools take all the fun out of the process, forcing every flight of imagination to crash-land in a mountain of paperwork. "The cycle of growth, of decline and renewal, is so compressed today," notes Jim Amos, CEO and president of franchisor Mail Boxes Etc., which has faced stiff competition. 1. One of Jinwoong's latest creations, an ungainly two-legged sleeping bag, originated when a New Zealand inventor came to Jinwoong with "a rough prototype," says Reeves. At the other end of the spectrum, Mail Boxes Etc. But watch them in action and it becomes clear that they've made explicit trade-offs, with the aim of weaving idea generation into a daily discipline. "Ideas are the raw material for solutions, not the solution," says Arthur VanGundy, a professor of communication at the University of Oklahoma. Furthermore, Amos is also holding monthly two-and-a-half-hour "renewal" meetings for all employees, to provide updates on ideas in development. Dining in a noisy Manhattan steak house with his accountant, a German investor, a New York City investment banker specializing in agriculture, and assorted lawyers, Stephenson actually began reading the label aloud. Find the latest Gladstone Commercial Corporatio (GOOD) stock quote, history, news and other vital information to help you with your stock trading and investing. the space where innovation flourishes. Alternatively, you buy the currency with real money. Until recently, the answer probably wouldn't have provided much insight. The impact of COVID-19 has been widespread and has changed the way many things work. The annals of entrepreneurship are, of course, filled with such crowning moments. As industries consolidate and product cycles shrink, even the best ideas--with patents as their pedigrees--come under assault practically on arrival. Each week, he enters his ideas on a simple form in his computer that allows him to examine target markets, marketing and pricing factors, the estimated start-up capital and time commitment, and the three-year revenue potential. Ask him, and Stephenson heaves a nearly audible shrug. he asks earnestly. The six-member group's mandate is to evaluate, track, and refine the ideas that flood into a centralized database--at a rate averaging six a day--through the company's Web site or intranet, or from phone calls, letters, and E-mail. The good news is, with a little practice, you can come up with ideas whenever you want to. And the CEOs who generate ideas most consistently are mindful of doing whatever they need to--hiring, delegating, reorganizing--to give their minds time to roam. In Where Good Ideas Come From, Steven Johnson, one of our most innovative popular thinkers, explores the secrets of inspiration. "Ten got in, and three to four of them were better than average.". Steven Johnson is the bestselling author of Future Perfect, Where Good Ideas Come From, The Invention of Air, The Ghost Map, and Everything Bad is Good for You, and is the editor of The Innovator's Cookbook. People often credit their ideas to individual "Eureka!" Who came up with the moniker Signature Seed? They have the customer relationships--why would I want to step into the middle of that?". Stephenson and entrepreneurs like him understand that generating ideas in the name of fueling growth is a wholly different task from the "Aha!" The idea is to come up with a '64-digit hexadecimal number' – called a hash – which unlocks access to a hoard of the digital cash. The sheer volume and quality of ideas a growing company consumes means that it's no longer feasible for a CEO to take each one firmly in hand, clutching it tightly through every perilous intersection. “The idea of luxury, even the word "luxury," was important to Arabella. "We kicked around a lot of ideas--franchising, expanding geographically to be more local" to supermarket and restaurant customers, Schroeder explains. "If you stay up, that's when you get very creative." Your employees would be unlikely to doubt you (openly, anyway) if you attributed the idea you cherish most to your fanatical devotion to feng shui, the newly faddish Chinese practice of arranging a room to maximize the flow of energy. That's a backbreaking burden for any CEO. "Coming up with new ideas used to be one of my favorite pastimes," says Warren Schlichting, cofounder of Yucatan Foods, a $3-million company in Santa Monica, Calif. "I simply don't have the energy or the motivation anymore.". Schroeder concedes that he broke the 20-hour rule recently to work on the financing of his next big idea. "But they asked a lot of questions that made me think--they were thinking more about how do we implement this, and why.". As a starting point—before conducting customer research—many companies estimate that 10% to 20% of revenue will come from Good, 25% to 50% from Better, and 30% to 60% from Best. Prices adjust to equate how much people want to buy with how much people want to sell. Amos set about getting that mind working within his first 90 days of taking over as CEO in 1996. Good Nightclub Marketing Ideas to Increase Customers. Johnson presents the answers to these questions and more in his infectious, culturally omnivoracious style, using examples from thinkers in a range of disciplines - from Charles Darwin to Tim Berners-Lee - to provide the complete, exciting, and encouraging story of inspiration. The line helped boost the company's sales from $7 million in 1988 to $18 million by 1992. Both the web and the city has proven to be places of . The branding idea was nothing less than a godsend. "But these other competitors were already there.". The customer's people, he adds, "just knew they needed help." So brimming with ideas are some entrepreneurs that they need to make sure they keep track of the inventory that resides in their own brains. Choose a Saying for Your Shirt Since "The Price is Right" is the longest-running game show on daytime TV, there's a good chance that your ideas have been used before. And what do we need to know and do to have more of them? Innovative ideas are the competitive edge for most entrepreneurial companies. And just try selling anything from batteries to beds over a toll-free line (or the Internet) and you'll find yourself reduced to me-too status. moments. Innovative ideas are the competitive edge for most entrepreneurial companies. Given the program's success, Raap took the only logical leap: he junked it. The company decided to go beyond what the U.S. Department of Agriculture required seed-corn suppliers to provide on their tags, he says. Doug Levine knows where he needs help: figuring out which of his often-oddball ideas actually have promise. "An explosion of ideas," he says. While Kuhn's creativity is driven by the sheer love of starting companies, Ethan Assal believes that if he hadn't pursued hundreds of possible new ideas, his company very well "might have gone out of business." Study the history of good ideas, he urges, and you'll find that the best of them tend to come from the worst "with high frequency." I think its more of a perception than the reality. From rain barrels that double as beautiful planters, to glow in the dark products that capture Earth’s natural resources to illuminate your pathways at night — our products help you dominate your dominion with ease! You want to avoid things like "Carey's Cuties," which was overused back when Drew Carey first took over the show. Crunch CEO Doug Levine assesses all ideas in terms of his endlessly repeated mantra: How will this enhance the brand? What do the printing press and Apple have in common? Most exhilarating is his conclusion: with today's tools and environment, radical innovation is extraordinarily accessible to those who know how to cultivate it. 15 Potential Wholesale Products/Things To Sell From Home . By clicking subscribe, I acknowledge that I have read and agree to Penguin Books Australia’s Terms of Use and Privacy Policy. For the CEO and president of Executive Presentations Inc. (EPI), a $15-million integrated-marketing company based in Rockville, Md., living by his wits has become a necessity. But Steven Johnson shows how history tells a different story. 676 likes. Then came the marketing ideas; the company's product tag got a redesign--as did its brochures, followed by its fleet of trucks. "There was a personalized message. Steven Johnson has spent twenty years immersed in creative industries, was active at the dawn of the internet and has a unique perspective that draws on his fluency in fields ranging from neurobiology to new media. About six months ago Kuhn came up with another idea that helps him stay focused. The choice has paid off: sales increased 45%, to $5 million last year, and Schroeder expects to double sales this year. "A thought came to me last night," he says. Today all 120 employees know the critical target numbers, such as the average gross margin dollar per square inch of catalog space, so those who want to come up with a great new product idea know what their goal should be. As he explained this to his dining companions, they listened but gave no reaction. "When the customer described the problem, we realized the solution would be a specific software program," says Cary. Late last year someone stopped Jim Amos in the hall and stuffed a bunch of papers into his hands. Like the one Jinwoong's Scott Reeves points to as a current favorite, a simple project-management tool he calls a "product-development system," a calendar that enables managers to keep better track of key deadlines as they create multiple new products. (For example, how likely is it that someone will sue if NewMarket creates a site for Howard Stern's fans?) It's not so much that they understand the process. The screen-test phase can vary widely among companies. On the days he comes into the office, he often leaves around 4 and continues to brainstorm at home until he finally falls asleep--with a notebook by his side in case he thinks of something midslumber. But he knew he'd made the emotional leap last year when he voluntarily vacated his office and moved into another building. They give it top priority. "We come up with hundreds of ideas and bring a few to market," says CIBT's Brad Cary. Two years ago Will Raap, CEO of Gardener's Supply Inc., a $26-million mail-order business based in Burlington, Vt., granted a half-dozen employees their dream assignment. Amos, fully aware that following up on the best ideas would be the only way to keep them in circulation, created a new-business-development group. The vineyard owner talked about harvest conditions, this list of things the crop had gone through to bring these grapes along. moments. Read through our list of 20 ideas for competitive fundraising events, and then read The Guide to Technology for Non Profit & Fundraising Events to find out how to maximise your results. It's that kind of incident that convinces Amos that meetings aren't enough. None are stupid. Steven Johnson has spent twenty years immersed in creative industries, was active at the dawn of the internet and has a unique perspective that draws on his fluency in fields ranging from neurobiology to new media. 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