Business Greatest Hits by Kevin Duncan

Author:Kevin Duncan
Language: eng
Format: epub
Tags: ebook
ISBN: 9781408134375
Publisher: Bloomsbury Publishing
Published: 2019-11-23T00:00:00+00:00

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The one-sentence summary

Instinct is a powerful tool so long as it is

preceded by high quality observation of, and

empathy with, the issue in question.

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In essence, this is probably one of the oldest conceptual models in business, or indeed life. That is to say, observe what someone is experiencing, then use your empathy and intuition, honed by years of experience, to understand the problem and improve something. And whilst the process provides a framework, in this respect it isn’t that remarkable. Arguably, good business people should be doing this instinctively anyway. However, there is a catch, and it lies in the phrase ‘honed by years of experience’. Those of us who have been around a while may well have this in our armoury. Less experienced colleagues may not. This is compounded by the research effect. As Charles Dunstone of Carphone Warehouse points out, ‘most research is generally inconclusive.’ All of which means that if you do not have deep experience, or if you rely solely on research, you may have no directional instinct to fall back on.

The only way to overcome this may be to push even harder with the See Feel Think Do technique. The sub questions already mentioned go some way to helping, but there’s more. When seeing, try using ‘soft focus’ to soak it all up, but not too scientifically. When feeling, remember you are human too, and don’t be afraid to express yourself – it’s what normal, ‘non-business’ people do all the time. When thinking, look at cause and effect, and try adding ‘Why not?’ alongside ‘Why?’ as a searching question. When doing, get highly specific about nuts and bolts, and be honest if the great new idea isn’t working.

So, with the odd caveat, anyone can have a bash at ‘being creative’. Almost all great thinkers will tell you that a great idea is no good if it remains just that – an idea. So it is perhaps not surprising that any proposed method always finishes in the execution or doing phase, because without it, nothing happens. We’ll look at this more in the final chapter.

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