Maybe Copy-Catting is the Answer?

Dan Heath and Chip Heath’s latest from FastCompany.com certainly gets you thinking… In their article, A Problem-Solver’s Guide to Copycatting, they make the point that quite often the answer to a problem is already available, the corporate blinkers (and even ego! heaven forbid) however restrict the sourcing possible solutions… read on…

Your business has a big problem. You’ve thought about it, but you can’t seem to crack it. So you consult your colleagues — to no avail. Then you turn to the big guns — your industry’s top experts. They’ve got nothing. (Well, to be precise, they’ve got 40 PowerPoint slides worth of nothing, and you’ve got $225,000 less of something.) Now what?

You might take some inspiration from Pete Foley, associate director of the cognitive science group at Procter & Gamble, who was looking for an inspired solution to challenges faced by P&G’s feminine-care business unit. Its R&D staff had pursued several approaches, but none of them offered the breakthrough that Foley craved. So he did the next logical thing: He took his team to the San Diego Zoo.

Most of us don’t solve problems this way. We start by tapping the local knowledge, and if it’s insufficient, we go looking for specialists. But what if we’re following the wrong protocol? We should stop looking for experts and start looking for analogues. It’s a big world: Chances are someone has solved your problem already. And she might be an anteater.

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