Way down in the pits of their stomachs, advertising people harbor a terror that they`ll never have another good idea, according to Maureen Moore, a Chicago ad executive.
That in itself is motivation to keep pressing to hatch ideas at work, but it`s only part of the battle.
Workers and managers in all fields need to figure out how to convey their ideas convincingly, as well as secure recognition for them and, foremost, make sure the organization is open to ideas.
”Particularly as the quality movement has filtered into organizations, people are always looking for ideas to do things better and more
effectively,” says Jim Shields, manager of innovation programs and products for the Center for Creative Leadership in Greensboro, N.C., a research and training institution. ”These days, it`s a survival skill.”
Managers must foster a good atmosphere for mining ideas, he says. Shields cites one company that bestows a ”Golden Giraffe” award to people who stick their necks out with ideas, even though they don`t pan out.
Be open to others` ideas, says Susan Gebelein, vice president of profile products and services at Personnel Decisions Inc. in Minneapolis, a behavioral-science consulting firm.
Always provide some kind of response to avoid discouraging the worker, even if it`s to say, ”Thank you for the idea, but we don`t feel it would work at this time for these reasons,” Shields says.
Once you have an idea, be prepared to back it up. Demonstrate how your idea fits with the organization`s mission or products, Shields says. Link it to your audience, Gebelein says.
”No one has ever walked in and said, `This is a great idea,` ” and had it immediately embraced, says Moore, group creative director at DDB Needham Chicago.
Earlier in her career, a hair-care products client was reluctant to buy her agency`s ad campaign unless it knew what hair stylists thought of it. An account executive at the agency convened a stylists` review board and thus was better armed for the client presentation.
Sometimes we don`t know if our ideas are good, and we can`t necessarily hire a focus group to issue a verdict. Joanne Pfau, senior training consultant for Personnel Decisions Inc., suggests simply bouncing the idea off others in the company, or even outside the company.
If, for example, part of your idea involves computer systems but that`s not your expertise, talk with your neighbor who works for a computer firm, Pfau suggests.
Shields recommends employees liberate their ideas simply by approaching the boss with them.
Provide as much specific information as you can and still be compelling, Gebelein says. Be upbeat and convinced yourself.
Giving credit where credit is due is one of the most important things a manager can do, and bosses who take credit for their workers` ideas ”kill creativity in an organization,” says Marilyn Shook, owner of Life Management Services Inc. in McLean, Va., a management consulting firm.
”In this day and age, it is seen as having value to have the courage and guts to say the team came up with this, and Joe contributed this and Sarah contributed this and I did this,” Gebelein says.
But if that ambience is lacking, be sure you talk with others about what your contributions and ideas are, and word will spread, she says.
Shields suggest workers try to stay ”attached” to their idea as they move through the company`s departments.
”When they say, `Gee, that`s great; why don`t you let so and so in another department work on it,` (you) say, `Let`s work together on it,”` he says.
Among other tips for idea management:
– Remember that you`ll never get an idea without some work.
”There`s no free lunch. You have to do the research, you have to do the thinking, sweat and wake up in the middle of the night thinking about it,”
Moore says.
– Present your ideas clearly and simply, providing examples, and even drawing pictures if you need to, Gebelein says. Avoid memos, unless the recipient strongly prefers to read about rather than hear ideas.
– Be persistent, even if the initial reaction is negative.
”If you get (a good idea), you have to be a pit bull,” Moore says.
LIFELINES
Women`s coalition
Chicago Business Women`s Coalition provides networking and support to black women professionals and business owners. Annual dues: $100. Some services, meetings are available to non-members. Call 312-918-2208.
Labor union group
Coalition of Labor Union Women, Chicago chapter, is an advocacy group that conducts workshops and meetings on issues ranging from hazards in the work place to child care. Annual dues: $25, $12.50 retirees. 312-738-6060.
Design professionals
Women in Design/Chicago offers meetings, networking and a bimonthly newsletter to women in graphic design. Annual dues: $50 professionals, $25 students. For membership details: 312-263-4260.
Financial workers
Financial Women International, for women in financial services (primarily senior managers), offers professional development and meetings. Annual dues:
$85, plus one-time $50 application fee. 312-661-1700.
Worker`s bookshelf
”Motivation in the Real World” by Saul Gellerman (Dutton, $23);
”Workaholics: The Respectable Addicts” by Barbara Killinger (Fireside, $11).
