A Talk on InnovationFor researchers and marketersin the Pharmaceutical IndustrySeptember 8, 2011

By Roy Langmaidwww.langmaidpractice.com

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Part One –

The Origins of Innovation

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You

ARE Innovation!

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“ to a very real degree the seat of our motivations, the unconscious, has the job of keeping us safe.

Routines, repetition & automatic behaviour are its tools!”

Why Doesn’t it

Feel like that?

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MergeSeparate

We live in

creative tension

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PlayLeisure

Discovery, adventure

following impulses without

inhibition

ComfortRetreat

Repair

Recover

Preparatory learning

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We Kick Off with a life that’s about

Comfort & Play

Which becomes more complex

As we grow upPower

Competition for agencyAccess to scarce resources

Move up Status gradient!

Procreation(Re)production, self duplication

-including ideas, values

& legacy

PlayLeisure

Discovery, adventure

following impulses without

inhibition

ComfortRetreat

Repair

Recover

Preparatory learning

Progression (adult)

Regression (child) 7

“ these are cultural tools that existed before we were born. Failure to master them is disabling”

To innovate -

these are the forces we must work with

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Part Two – how?Innovation projects & teams

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Golden Rule 1

See Reality

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What Next?There are four steps in the creative process

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See Reality Express your vision

Own them both

Create from there..

How willing are we to see Reality?

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“ in the history of medicine, there are many examples where the vast majority of physicians did something that turned out to be wrong. The best example is bloodletting, which was the most common medical practice from the first century A.D. until the 19th Century.”

Two Challenges to Current Reality

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“ how attached are you to the idea of ‘magic bullets’?”

“ what if it were not an imbalance in brain chemistry that caused mental illness?”

Golden Rule 2

Create your Primary Task!

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“ your task might be big or small, near or far. If it is a simple development, regular brainstorming can help.

If it is a new vision or breakthrough – creating something that is not possible now – a different approach is needed”

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Brainstorming Virtues & Vices

Virtues

1.Quick

2.Easy

3.Cheap

4.Apparently creative…

5.Produces lots of ‘ideas’

6.Nobody ever got fired for it!

Vices

1.Predictable

2.Norm bound/groupthink

3.Production blocking

4.Social loafing

5.Verbal not visceral/emotional/action

6.Excessively reasonable!

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But what if you dare…to dream?

Link to the video here:

http://www.youtube.com/watch?v=XJy4J1nIzZY

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Creating a

BreakthroughMaking something possible that isn’t possible now

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“ we have found that trying to be extraordinary inside ordinary activities simply doesn’t cut it!

Everything we do/we are is subject to the Persistence & Penetration of Culture

Inside culture, words and actions become inseparable.”“

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“ to create a breakthrough product, service or vision – you need to start by creating a Micro-Culture.

A place where the norms don’t apply!”

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How do you create a

Micro-Culture?

Settings Activities/processesRelationships

Where? How?Who?

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Create Space! (elements of a micro culture)

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Create Space! this is what space looks like

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Create Space! (elements of a micro culture)

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1. Invitation 2 Creating relationships

3. Creating safety

4. Putting the past behind us

5. Creating the future - activities

6. Completion creating a structure for fulfilment

Creating a

micro-culture - steps

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Elements of micro-culture Invitation

Come and help us invent the future of flying.”“

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Name the possibility

Let people know what is expected

Make it as personal as possible

Give examples of the style of work

Be clear that refusal carries no cost

Ingredients of a Powerful Invitation

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Elements of micro-culture Creatingrelationships

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ProfessionalTransaction based agenda – impersonal and emotion free. Competence and qualification are issues. People hide messy feelings

and reactions and repress them in others “let’s keep this professional.”

PublicPopularity and belonging agenda – social face, the one thatwins within desired circle – tends to be about fun, entertainment,

attraction. Light relationship, nothing “heavy”.

PersonalHuman agenda – anything deemed to be important common human experience, shared emotions, likes and

dislikes,matters of importance are exchanged. Dialogue can switch quickly from Public to Personal if safe.

PrivateSecrets attached to bigger emotions - anger, sadness, envy, fear that are not deemed suitable for

public showing. These are usually hidden in pro orsemi-pro exchanges

The 4 primary levels ofrelationships

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“ you need to create relationships that will allow the personal, even private into the innovation space. It is here that our biggest ideas live – often unspoken.

It is also in these realms that

blocks occur. Removing

these lets creativity flow.”

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Elements of micro-culture Creatingsafety

No cutting off other people’s heads to make yourself look taller!”“

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Elements of micro-culture Putting the PastBehind Us

Telling our stories and noticing the past in the future.”“

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Putting the past behind us

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Elements of micro-culture Creatingthe future

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The magic of creation resides in interrupting the routine, the normal: in creating a culture where the usual does not apply.

Here we get to ‘do ourselves differently’ and that leads to new possibilities!

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“ we call this process:

Abnorming!”

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and here are some examples:

Tantrum

Link to the video here:

http://www.youtube.com/watch?v=PeKSczI3-GE

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Blindfold Game

Link to video here:

http://www.youtube.com/watch?v=0Xwn9r9e5nU

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Imagibuilding

Link to video here:

http://www.youtube.com/watch?v=Od9STXjwHrU

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Golden Rule 3

The source of Breakthroughs is unreasonable requests!

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Art-from-within

Tantrum

Two chair work

Gossip Game Yes But,Yes And

ImprovisationSpirit Walk

Creative Visualisation

Social DreamingTherapyMake a Gang

Role play,Role Reversal

Look how far we’ve come!

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1. Everyone has creative potential

2. Change environments and activities, not individuals

Facilitating

creativity

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1. Everyone has creative potential

2. Change environments and activities, not individuals

3. Create surplus energy

Facilitating

creativity

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1. Everyone has creative potential

2. Change environments and activities, not individuals

3. Create surplus energy

4. Build thereceiver

Facilitating

creativity

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Some like to structure creativity into categories to better understand the styles of work:How do you know what exercise to use & when? Here is a simple structure to help

you choose

451 2 3 4

Structuring creativity

Part ThreeMaking it happen

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Invitation Creatingrelation-ships

Creating safety

Putting the past behind us

Creating the future - activities

Completion/creating a structure for fulfilment

Creating a

micro-culture - steps

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““There is no sin punished more implacably by nature than the sin of resistance to change”

the first resistance to change is to say it's not necessary.”

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Practice enrolling your sponsors

from the beginning

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Elements of micro-culture Completion

Creating a structure for fulfilment.Building the receiver”“

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Part FourResults

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The Arrivals Lounge

Link to Video Here:

http://www.youtube.com/watch?v=E5sQmdY2M50

5 The source of breakthroughs is unreasonable requests. Practice ‘abnorming’!

1 See reality & allow yourself to get excited!

2 Create your Primary Task

3 Choose your method – people will resist giving adequate time to innovation - insist!

4 Create a Micro-culture. Diversity helps!

6 There are a series of key preparatory steps: invitation, creating relationships, creating safety, putting the past behind you – before you get to activities.

7 Activities are creative exercises facilitated by people who maintain a level playing field, include everyone & acknowledge participation. No exceptions.

9 Expect resistance – it’s a sign that you’ve got something new. Work with it!

8 You need to enroll your sponsor/client before, during and after the live work

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Roy Langmaid

Nicky Forsythe

MacAndrews

Don’t do this on your own!!! 55

Thank you!

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For more, see:

www.langmaidpractice.com