IF YOU TRULY WANT TO INNOVATE, SEEK DIVERGENT THINKING

In today’s competitive landscape, where success is defined by competitiveness and the speed of change, innovation isn’t merely an aspiration but an imperative necessity. Beyond conventional strategies of adopting new technologies and adapting to market trends, the true engine of innovation lies in exploring less traversed and often overlooked territory: divergent thinking. Divergent thinking challenges the status quo by opening unexplored pathways to creative and disruptive solutions. This article aims to explore how deliberately seeking divergent thoughts not only catalyzes authentic innovation but also transforms bold visions into tangible, impactful achievements. So, shall we diverge?

Expansion and Growth Strategies

When considering expansion and growth strategies, it’s crucial to carefully weigh the risks and benefits involved. Global growth may seem appealing but doesn’t always yield superior returns compared to a focus on domestic markets. The key lies in finding a balance, adapting to the specific realities of each market.

Reflecting on how to integrate diverse perspectives into problem-solving is essential for any organization aiming for sustainable long-term innovation. Imagine the impact of seeking innovative ideas beyond the traditional boundaries of your specialization. Research shows that technology professionals often provide surprising insights when challenged to improve customer service processes, compared to direct sales experts. This conceptual distance often leads to truly innovative solutions. For instance, when consulted on enhancements to technical support systems, mental health professionals frequently propose approaches that significantly improve accessibility and efficiency, surpassing solutions traditionally developed by IT specialists.

As I delved into this topic, I encountered several examples that truly made me rethink the relevance of “Seeking Divergent Thoughts” and indeed the importance of exploring knowledge from “analogous fields” — areas that, despite often appearing vastly different, share deep structural similarities. This approach, aligned with the concept of crowdsourcing and distributed problem-solving, has proven to be a significant source of innovation for companies. For example, during one of my consultations in Organizational Behavioral Development, I used insights from sports training methods to revamp their leadership programs, enhancing leader effectiveness and team cohesion.

In a different context, I followed a tech startup that applied principles of environmental social psychology through interior design to create more intuitive user interfaces in their business management software, resulting in greater usability and customer satisfaction. Furthermore, in my research, I came across a major bioengineering firm that drew inspiration from ecosystem conservation techniques to develop new sustainability strategies in their production processes, reducing environmental impacts and increasing operational efficiency.

These examples illustrate how exploring analogous fields not only stimulates creativity and innovation but also allows for the application of solutions originally developed in one context to new business challenges. By integrating diverse perspectives and methodologies from different areas, companies not only solve existing problems more effectively but also identify market opportunities and promote a more adaptable, resilient organizational culture.

This reminds me of a pivotal moment in my academic journey when I was writing my thesis and a colleague challenged me to strive for excellence by suggesting, “To make your thesis a perfect 10, try to prove it wrong.” This maxim relates to the epistemological principle known as “falsifiability,” often associated with the philosopher of science Karl Popper. According to this principle, a scientific theory should be formulated in a way that it can be refuted by empirical evidence. In other words, a theory must be testable and confrontable through observation or experimentation.

This approach contrasts sharply with simply confirming theories by seeking only favorable evidence. Instead, it emphasizes that the true test of a theory’s robustness lies in actively seeking evidence that can challenge it. When a theory can withstand these tests of “falsification,” it not only gains scientific credibility but also reveals its ability to adapt and evolve in the face of constructive criticism.

Applying this principle in contexts such as proposing and developing innovative projects, arguing against one’s own premises can demonstrate a deep understanding of the weaknesses or limitations of the proposed theory. This is the essence of divergent thinking. This process not only strengthens argumentation by anticipating and addressing potential criticisms but also promotes a rigorous and critical approach in the research and analysis process. Thus, it’s not just about defending an idea but constantly challenging it to ensure its ongoing validity and relevance in the dynamic and competitive business environment.

Of course, this is not an isolated phenomenon. Neuroscience explains this dynamic through the concept of neural plasticity, where exposure to new stimuli and cognitive challenges stimulates areas involved in emotion, language, pleasure, as well as subcortical areas housing explicit and implicit memories. This expands our imaginative capacity and promotes the creation of new neural connections, often leading to that “Eureka!” moment. By exploring analogous fields, individuals and organizations are exposed to new perspectives and approaches, fostering more creative and adaptive thinking. Psychologically, this relates to the theory of cognitive fluidity, which suggests that mental flexibility and the ability to think outside the usual context are crucial for creativity and innovation.

Beyond the obvious benefits of expanding the knowledge horizon, studies indicate that diversity of experiences and sources of information fosters more varied thinking and more creative solutions. Managers who explore analogous fields not only increase the chances of discovering new opportunities and solutions but also strengthen organizational resilience by diversifying sources of learning and innovation.

Marion Poetz from the Copenhagen Business School and Reinhard Prügl from Zeppelin University in Germany investigated the concept of pyramid search, a methodology promoted by Eric von Hippel of MIT and other researchers. This approach begins by identifying experts in a specific field and consulting them about who the key experts are in related areas — essentially, who is at the top of the “knowledge pyramid” in that area. These leaders are often highly curious and well-informed individuals capable of directing to experts in analogous fields. The search continues by identifying leaders in the next pyramid of knowledge, thus forming a diverse group of insightful experts from different areas.

Source: MARION POETZ AND REINHARD PRÜGL; JOURNAL OF PRODUCT INNOVATION MANAGEMENT (Harvard Business Review)

Note: To conduct a strategic search, start by identifying deeply informed experts on a specific subject and ask them who else might have relevant knowledge. These experts, positioned at the top of a specific domain, often have connections or can direct you to other experts in related fields.

This approach not only facilitates the discovery of specialized knowledge in analogous fields but also enables continuous learning as new perspectives and insights are gained. It’s an adaptive process where the initial problem may be adjusted, refined, or even replaced based on feedback received during consultation and collaboration with experts from diverse areas.

Additionally, examples like the Wright Brothers Institute (WBI) in Dayton, Ohio, illustrate how similar approaches are applied to solve innovation problems. WBI uses “divergent collaboration” workshops that bring together participants from diverse knowledge areas, each contributing their unique perspective to solve complex innovation challenges. This functional diversity and interdisciplinarity not only expand the potential to find creative solutions but also strengthen organizational resilience by diversifying sources of learning and innovation.

An example illustrating how interdisciplinary approaches and the pursuit of knowledge from analogous fields can promote innovation and solve complex problems was a two-day workshop held by WBI for a client from the US Armed Forces. The goal was to extract crucial data from a confusing flow of information. Participants were strategically selected to represent various specializations, including a police detective, a fire chief, a stockbroker, a novelist, an air crash investigator, a historian, and a professional baseball league scout responsible for identifying emerging talents. Each contributed innovative methods for data collection and analysis, resulting in a surprising and highly productive exchange of ideas that demonstrated how diversity of perspectives can significantly enrich the problem-solving process.

The Power of Divergent Thinking

It is crucial to understand that divergent thoughts are not just a tool for innovation, but an approach that can profoundly transform both businesses and our professional lives. By exploring unconventional territories and challenging the status quo, we open doors to creative and disruptive solutions that conventional methods cannot achieve. This approach extends beyond developing new products or services; it permeates organizational culture, fostering a work environment where mental flexibility and continuous adaptation are valued.

For businesses, the pursuit of divergent thinking not only enhances innovation capability but also increases resilience in the face of rapid and unforeseen market changes. This translates into a significant competitive advantage by enabling anticipation of trends and capturing new opportunities ahead of competitors. Moreover, it promotes a culture of continuous learning and ongoing improvement, essential to maintaining relevance in an increasingly dynamic and globalized business environment.

Individually, embracing a divergent thinking mindset can propel our careers, opening new professional horizons and fostering the development of more robust creative and analytical skills. This not only makes us more adaptable to changes in the job market but also empowers us to lead with innovation and vision in our respective fields.

Indeed, divergent thoughts are not just a strategy but a mindset that catalyzes innovation and drives progress both at the organizational and individual levels. By exploring new ideas, challenging biases, and integrating diverse perspectives, we are not only preparing ourselves for future challenges but actively shaping the path to long-term success and professional fulfillment.

UTILIZING IDEAS FROM VARIOUS EXPERTS

Now, I offer clear and direct guidance for those seeking to explore a universe of diverse ideas with the aim of building something truly unique and innovative:

1.Exclusion of Non-Essential Details

Before embarking on any study or analysis, it is crucial to eliminate irrelevant details to focus on the fundamental structural elements of the problem. This allows for a clearer understanding of underlying causes and crucial interactions. For example, when tackling a sustainability challenge in a company, it is essential to distinguish between daily operational issues and strategic issues that impact long-term corporate sustainability.

Example: When analyzing the energy efficiency of a factory, the sustainability team can start by eliminating non-essential aspects such as energy consumption in non-critical areas, focusing instead on core industrial processes that consume the most energy.

1.1. Accessible and Interdisciplinary Problem Description

After identifying the structural elements of the problem, it is crucial to describe it in a way that is understandable to people from different fields of knowledge. This facilitates interdisciplinary collaboration and the development of innovative solutions. For example, a complex logistics challenge can be simplified as the need to “efficiently manage the flow of materials in a global supply chain.”

Example: When facing challenges in global product distribution, a company can describe the challenge as the need to optimize international transport to reduce costs and improve delivery speed, involving logistics, economics, and transportation engineering experts to find integrated solutions.

1.2. Clear Definition of Objectives

It is fundamental to establish clear objectives when seeking solutions to specific problems. This guides the process of researching and developing ideas, ensuring that the acquired knowledge is applicable and effective. For example, when planning improvements in a company’s cybersecurity, objectives can range from practical interventions to more disruptive transformations in technological infrastructure.

Example: To enhance cybersecurity, an IT team may initially focus on practical measures such as implementing multi-factor authentication before considering more innovative approaches like adopting blockchain-based security protocols. This sequential approach allows for iterative adjustments and gradual adaptation to the organization’s evolving security needs.

By following these steps, it is possible to articulate the essence of a problem clearly and accessibly, promoting deeper and more collaborative understanding among different disciplines and specializations. This approach not only facilitates the identification of innovative solutions but also strengthens the ability to adapt and respond to changes in the business and technological environment.

2.Cultivate the Selection of the Most Creative Thinkers

2.1. Identify Highly Creative Thinkers

When embarking on the search for innovative solutions, it is crucial to identify individuals known for their exceptional creativity or whose unique experiences enable them to tackle problems in original ways. Whenever possible, include professionals from diverse fields who demonstrate a track record of thinking outside the box and generating new perspectives.

Example: In a product development project, a design team may seek collaboration from an artist recognized for their innovative approach to visual composition and aesthetics, to explore new ways of presenting consumer products with both aesthetic appeal and functionality.

2.2. Advanced Needs as a Driver of Creativity

Often, specific needs within a field or industry drive individuals to find creative solutions to complex challenges. For instance, a writer tasked with unraveling deep and complex motivations of fictional characters can offer valuable insights into nuances of human behavior, applicable to marketing or consumer psychology issues.

Example: During a divergent collaboration workshop, a novelist contributed unique perspectives on interpreting behavioral clues to understand people’s motivations, providing insights that helped redefine communication strategies in an advertising campaign aimed at better understanding consumer emotions.

2.3. Harness Insights from Other Fields for Innovation

Interacting with creative thinkers from diverse fields, including those outside practical contexts, not only enriches understanding of the problem but also paves the way for innovative solutions that transcend traditional boundaries of disciplinary knowledge. This approach can lead to new approaches and insights that would not be possible within the conventional limits of a single field.

Example: Imagine a multidisciplinary team facing challenges in enhancing user experience in health apps. In this context, a visual artist can offer insights into aesthetic design that enhance the attractiveness and usability of the app. Simultaneously, a psychologist can contribute insights into user behavior and motivation patterns, while a software engineer ensures the technical implementation of these ideas. This integrated collaboration can not only improve app usability but also increase user acceptance, creating a more comprehensive and effective solution.

By seeking out creatives and exploring their unique perspectives, organizations can not only solve problems more effectively but also cultivate a culture of continuous innovation that drives growth and competitiveness in the market.

3.Explore the Underlying Complexity

3.1. Exploration of the Foggy Front of the Problem

An essential practice in divergent collaboration is to explore the complexity and initial uncertainty of the problem without prior constraints. This allows participants to freely investigate different angles and interpretations of the challenge at hand, often without initially knowing who the client is or the exact nature of the problem.

Example: During a brainstorming session using divergent collaboration methods, participants are encouraged to freely discuss how to improve the user experience in a food delivery app without initially knowing the main user complaints or the specific goals of the company. This “foggy front” environment allows innovative ideas to emerge from diverse perspectives, without the limitations imposed by prior knowledge.

3.2. Unrestricted Perspectives

The approach values the contribution of all participants, regardless of their prior knowledge of the problem. This encourages a diversity of ideas and solutions, exploring the creative and innovative potential of each individual involved in the collaborative process.

Example: In a divergent collaboration workshop to develop new digital marketing strategies, participants from different fields such as design, data analysis, and behavioral psychology are invited to contribute their unique perspectives without prior knowledge of which marketing campaigns have been less effective. This approach allows innovative solutions to emerge, incorporating diverse insights that can completely transform the company’s marketing strategy.

3.3. Transformation of Ideas into Client Solutions

At the end of the process, it is up to the client to select and transform the generated ideas into practical and applicable solutions. This not only encourages a customer-centric approach but also ensures that the proposed solutions directly meet the needs identified during the exploratory phase.

Example: After a series of divergent collaboration sessions to address logistical challenges in a supply chain, the client — a transportation company — chooses from various proposed ideas to optimize delivery routes. This approach allows solutions to be customized to specifically address the operational demands of the company, transforming innovative concepts into effective practices.

By embracing the ambiguity of the problem and adopting a divergent collaboration approach, organizations can explore new perspectives, generate innovative solutions, and promote a culture of continuous and adaptive creativity.

4.Foster Interaction

4.1. Interaction between Analogous Fields and Target Market

An effective strategy to promote innovation is to facilitate interaction between experts from analogous fields and problem solvers from the target market. This allows external experts to bring unique perspectives while becoming familiar with the specific challenges faced by the target market.

Example: In a project to develop environmental monitoring technologies, remote sensing engineers join forces with marine biologists to discuss how to improve methods for collecting underwater data. The interaction between these analogous fields enables engineers to better understand the nuances of specific environmental monitoring needs in the target market, resulting in more tailored and effective solutions.

4.2. Benefits of Innovation Informed by Specific Knowledge

By combining the expertise of analogous fields with the detailed knowledge of problem solvers from the target market, resulting solutions are enriched with diverse insights and grounded in the specifics of the problem at hand.

Example: A digital health startup invites clinical psychologists and artificial intelligence experts to collaborate on developing an online therapy app. The interaction allows AI experts to better understand the clinical needs of patients, while clinical psychologists learn about the technical capabilities and limitations of AI. This results in an app that combines therapeutic effectiveness with advanced technological usability.

4.3. Promotion of Radical Innovation Based on Diverse Insights

Facilitating interaction between analogous fields and the target market enables organizations to achieve radical innovations that transcend conventional solutions. This approach not only expands creative potential but also reinforces the practical applicability of the solutions developed.

Example: During an innovation conference, renewable energy startups collaborate with urban planners and architects to explore sustainable solutions in urban planning. This interaction between different areas of expertise generates new ideas that integrate long-term environmental sustainability with the immediate viability of urban planning solutions.

By fostering interaction between analogous fields and problem solvers from the target market, organizations can capitalize on diverse perspectives, drive innovation, and create solutions that are both creative and practical.

5.Seek Fields Where Much Is at Stake

5.1. Focus on Technologically Advanced or High-Impact Fields

To drive innovation, it’s strategic to direct efforts towards fields that are technologically advanced or facing high-impact challenges. These fields tend to generate a richer variety of well-tested ideas due to their complexity and importance.

Example: A safety equipment manufacturing company seeks innovative ideas to enhance protection devices for patients with osteogenesis imperfecta. By consulting with specialized doctors treating this rare and complex disease, the company can integrate advanced clinical insights and adapt cutting-edge technologies to offer more effective and safer solutions.

5.2. Advantages of Seeking Ideas in Complex and High-Risk Fields

Fields with high levels of complexity or risk offer a conducive environment for generating innovative and robust ideas. Collaboration with experts in these areas not only enriches the creative process but also increases the likelihood of developing solutions that effectively address significant challenges.

Example: A biotechnology startup developing gene therapies seeks insights from leading researchers in neuroscience to advance the treatment of neurodegenerative diseases. Collaboration with neuroscientists allows the startup to explore new therapeutic approaches based on recent discoveries, leveraging the expertise and deep knowledge of these specialists.

5.3. Benefits of Well-Tested Ideas in Critical Fields

By seeking ideas in fields where much is at stake, organizations can access solutions that have been validated through practical experiences and rigorous testing. This not only accelerates the development of products and services but also enhances confidence in the effectiveness and safety of implemented solutions.

Example: A health technology company developing cardiac monitoring devices collaborates with renowned cardiologists to improve the accuracy and reliability of its devices. Integrating feedback from cardiology experts ensures that the products meet the highest clinical standards, benefiting patients and healthcare professionals with advanced technological innovations.

By seeking collaborations in fields where much is at stake, organizations not only expand their knowledge boundaries but also strengthen their ability to innovate, effectively responding to complex and urgent challenges faced across various sectors and industries.

6. Exploration of Innovative Intersections

Identifying areas of intersection between diverse fields can generate unique insights and innovative solutions. These interactions may arise in seemingly unrelated disciplines that share similar challenges or needs.

Example: A renewable energy company collaborates with materials specialists from the aerospace industry to develop new, lighter, and more efficient materials for wind turbines. The aerospace industry’s expertise in composite materials is applied to address specific challenges of strength and durability in the context of renewable energy.

7. Innovation in Global Collaboration Networks

Harnessing global collaboration networks can significantly expand the pool of ideas and perspectives available. The cultural and intellectual diversity within these networks can lead to innovative solutions that consider different regional contexts and needs.

Example: A digital health startup connects with researchers and healthcare professionals from different countries to adapt its telemedicine platform to local needs and specific regulations in each market. Global collaboration enables the company not only to develop customized solutions but also to expand its impact internationally.

8. Solving Complex Problems with Multidisciplinary Approaches

Multidisciplinary approaches are essential for solving complex problems that require technical, scientific, and humanistic expertise. Integrating different perspectives and skills can result in more holistic and effective solutions.

Example: A university collaborates with technology companies and digital ethics experts to develop ethical guidelines for the use of artificial intelligence in autonomous systems. The combination of technical, legal, and ethical knowledge allows the university and its partners to address complex issues comprehensively and responsibly.

In conclusion,

I have written this article to provoke reflections on how diversified collaboration drives innovation. Throughout this reading, I hope you have understood the meticulousness with which I explored each stage, from clearly articulating problems to celebrating creativity in various disciplines. Each step was designed to open new horizons and challenge the status quo.

We value the complexity of problems, allowing solutions to emerge in unpredictable and deeply transformative ways. The interaction between thinkers from analogous fields and experts from the target market has proven not only enriching but also essential to tempering radical ideas with the pragmatism necessary for successful implementation.

Furthermore, by seeking fields where much is at stake, we have learned to value consolidated experience and valuable insights that transcend their original contexts. These practices are not only important for driving innovation but also underpin a holistic approach to solving complex problems and promoting significant advances in various sectors.

By integrating diverse perspectives and varied experiences, we not only expand our understanding but also strengthen our ability to adapt and respond to future challenges. Therefore, I encourage you to consider how you can apply these principles in your own professional and academic journeys.

May we continue to explore, collaborate, and challenge our own limits, in pursuit not only of solutions but of true transformations. After all, it is in the diversity of thought and the intersection of ideas that we find the fertile ground for true innovation, shaping a more vibrant and promising future for everyone.

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Hello, I’m Marcello de Souza! I started my career in 1997 as a leader and manager of a large company in the IT and Telecom market. Since then, I have been involved in major projects structuring, implementing, and optimizing telecommunications networks in Brazil. Restless and passionate about behavioral and social psychology. In 2008, I decided to delve into the universe of the human mind. Since then, I have become a professional passionate about unraveling the secrets of human behavior and catalyzing positive changes in individuals and organizations. A Ph.D. in Social Psychology, with over 25 years of experience in Cognitive Behavioral Development & Human Organization. With a broad career, I highlight my roles as:

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My solid academic background includes four post-graduate degrees and a Ph.D. in Social Psychology, as well as international certifications in Management, Leadership, and Cognitive Behavioral Development. My contributions in the field are widely recognized in hundreds of classes, training sessions, lectures, and published articles.

Co-author of the book “The Secret of Coaching” and author of “The Map Is Not the Territory, the Territory Is You” and “The Society of Diet” (the first of a trilogy on human behavior in contemporaneity – 09/2023).

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