Tim Brown, Caroline Fairchild, Heather Hartnett discussed on Hello Monday by LinkedIn
Get your super awesome kit, but podcasts. All right back to my conversation with Tim Brown soils just want to go back to the idea of me as a we as as the as the team me, the idea that in the future all have some sort of a technological assistance or a series of suspense in that world that you in to it are do the ideas ever come from the technology or do they always come from the human? I suppose in theory, if the technology reaches a level of consciousness that it can understand the relevance of something going from nothing to something then. Yes, the ideas could come from the today that's not possible because the technology isn't capable of that level of consciousness because it's not so much having the idea is realizing you'll having an idea that's the important piece right in that requires a high level of consciousness about what they should doing about realizing how it's new where it's new wise new wide applies to the problem that you're trying to solve it's hard for me to imagine that being done through something that's purely algorithm. Make so it sort of like an idea is not about the creator. But about the editor, and that you need to be your own editor. Well, I I've I've always believed that is why the world of you'll willed and my world is pretty close together, actually because the creating the woods and editing the woods, and you'll will a part of the ultimately the same act, right? And that's true in design that creating the idea and then. Editing the idea refining, the idea making the idea makes sense of the people is all part of having the idea. Well, it's interesting to me that we've been talking about ideas. And we haven't labeled and good ideas are bad ideas. And as I just note, my fear around this, and I do have the sort of Israel fairs. You're talking it's yeah, I might have ideas, but they might be bad ideas for good news about ideas as the will tells you whether they go bad. You don't have to decide what good about it's why we test things where we built prototypes. So we'll tell us whether we go to good here about idea. Sure. So your job is just is to create ideas. And the the better you get at being designer the better, you get this process. We we loosely call design thinking, the more often, your ideas will be ones that the world will decide we'll be good and worthwhile. That is the satisfaction of mastering the art of design is that more and more of your ideas will be good ones at the beginning. Most of them will be terrible. Just like when you start learning to play piano. Most of those notes. Awful at the beginning even worse. Right. But eventually more of them will will will sound good. And eventually all of them, Los and good, you know, earlier in the season we had Seth Meyers on the show. And it strikes me that we are saying is actually so similar to his discussion in writing. And he says, you know, I read all these jokes. We write all these jokes. And we go through them, all and not all the jokes. I read are good. He says a lot of the jokes. I right. Don't land a lot of them. Don't fall you just keep working just keep doing it. And you depend on the people around you to hone it in and help you find what lens old credit processes have some social component to them in that way. Right. I mean, some people take a long time before they expose their ideas to to others. But it sounds like theft. Does that very early? We do I do very earliest I-. I'd rather expose my ideas early a know that they're bad before I've invested too much evidence from the white too long for them to be so precious that I'm frightened really of what people think about the idea at that point. I don't. Not want to be frightened about what people think about my ideas ideas. Also feel generative to me if you get them going. It's like a spigot of water they keep going. But if you go for a while without one, or if you get very attached to one, it's also how you make least my will design a team sport. Right. If you tighten that have that mindset, then it then it absolutely can be a collaborative act if instead you want to hone the idea to make it perfect becomes an individual act. And there's nothing wrong with either version except that when it's a team, you can think about bigger more complex ideas. That was Tim Brown CEO of Idaho a decade ago. He wrote the de facto handbook for using design and business, and it has just been released. It's called change by design. There was some solid advice wrapped up in Tim's musings. I really connected to his thoughts on creative confidence. Having an idea is not enough. You have to believe in it enough to act on it. And if you're feeling just dry out of ideas, you know, it's probably because you aren't exposing yourself to enough new people and experiences ideas, beget ideas, he are just us not to get lost in the spiral of thinking. But just to start making things just get out there and test ideas as early as possible there are growing number of businesses that have sprung up to help people do just this. They go by different names accelerators incubators some call themselves startup studios this week. Caroline took a look at one of them. Hey, caroline. Hey, Jesse after hearing from Tim and understanding more where good ideas. Come from. I wanted to speak with someone who turns ideas into companies, but good ideas something start from. I think it will never end up being what you thought it was originally that was Heather Hartnett. She's the founder of human ventures, which both invests in companies and works with founders who want to build them. Her success depends on recognizing good ideas before other people do and then she helps them flourish. The we actually have a term the myth of the big idea because I think people put a lot of a lot of emphasis on ideas, when it's really a lot about understanding the market and being where the opportunity is testing how you're approaching that market, and then listening to the customer and and building accordingly. And so I think it's a match of having an insight and then knowing how to listen at human. She will often start with the person who has an idea, and then she tested out when we say we wanna work with the founder, we put them through what we call our workshop process. For just about one hundred days testing that angle going into the strat, you know, into that market seeing what the customers want by putting up landing pages, putting some marketing and messaging around it and seeing you know, what is gaining traction. Now at the end of the hundred days give or take we then will either green life that company to really start incorporate and go full speed ahead with it and put them capital behind it. Or we we scrap it when we start back from the drawing board. So I asked Heather to tell me about a time that this process really worked. She told me about the startup which makes baby food. But when the founders I came to her their idea it had nothing to do with baby food at all they had a company idea in the parenting space around creating a memory book for new parents the digital version, but they ended up, you know, the company now is called tiny organic it's a brand around baby food, and creating baby led weaning food in the early stages of babies life, and their brand is really. Taking off in their creating products that are going to be synonymous with their vision. They saw the white face which was organic food. And so that's what they ended up launching with. But finding the white space is in everything so much of this is about timing. I think some of the ideas that are really innovative are quite simple and the ones that really make an entire market shift. You couldn't hear them in this state of mind and understand them for where the market was going. So an example of that what I mean by that is something like Airbnb before Airbnb existed, you heard of that concept in in you weren't in the right mindset to be able to think that could be a big idea because it was unheard of that you would have the trust in order to have somebody come into your home. And and that sharing economy didn't even exist yet as a generation went through of a mind shift. Right. The entire generation that had went through the recession. Their mindset shifted. And then you can feed that opportunity. Pretty clearly Heather shows us that ideas. Whether they're big like Airbnb or smaller like tiny organics. They all have one thing in common. They probably weren't what they are today when they first started. Thanks caroline. So last week, I asked you to send voice memos about where you're most creative ideas come from. And I learned that a lot of you like me tend to get in the shower when you're feeling stuck. Why do our best ideas come to us in the shower? I don't know. But I heard a lot of other great stories to like this one from authors, Melissa and Jonathan Nightingale who are also married. You asked about daily creative practices when we were writing. How fucked up is your management one of the things that we found really worked was we were working in our day jobs as tech exacts and we've come home at the end of the day. We'd like eat dinner put the kids to bed, and then we just talk about the shit that tech kept getting wrong or your and over again, and we get really pissed off about it. So anger anger at night after dinner at your boss. That's a source of creative inspiration. I hadn't considered next week. I'm talking to me not to so she's a professional influence or a convener of conversations. It's a line of work that is specific to our time. Not something my parents set out to do in the same way. At all the seasonal featuring interviews with a number of people who have jobs of the future. They're doing things that just didn't exist before autonomous car trainers. For example, if you have ideas for types of jobs, he'd like to hear about or if you have one of these jobs, send me a voice memo at Hello, Monday at Lincoln dot com. That's hello. Monday at Lincoln dot com. I'd love to feature some on the show. If you enjoyed listening subscribe and write a son, I tunes it helps new listeners find the show. Hello Monday is a production of linked in the show was produced by Dave pond. And Loris sim with reporting by Caroline Fairchild. The show was mixed by Joe de Giorgi put on Eddie Endo is head of editor's video. Dave pond is our technical director this week the flu is Hello Mondays arch. Nemesis music was by putting to bear impact. Derm? Dan rock is the editor in chief of Lincoln. I'm Jesse Hempel. Thanks for listening.