ALIEN Thinking

Creativity isn't a gift for the chosen few; it's a skill you can develop using the right tools and mindset.

1. Fresh perspectives lead to innovative solutions

Approaching challenges from a traditional viewpoint often limits creativity. By shaking off routine patterns of thought, new and surprising solutions can emerge. This approach requires examining problems as if for the first time and questioning entrenched assumptions.

For example, Narayana Peesapaty, tackling India’s groundwater depletion crisis, realized overuse stemmed from rice farming driven by cheap electricity. Instead of banning water-intensive farming, he created a new market by turning millet—a less water-intensive crop—into edible cutlery. This fresh way of tackling the issue offered both environmental and economic benefits.

Organizations can also learn from innovative customers. Furniture giant IKEA, for instance, gains valuable ideas by interacting with creative customers who “hack” its furniture. These interactions inspire new designs that continue to refresh IKEA's offerings.

Examples

• Narayana Peesapaty’s millet-based edible cutlery
• IKEA’s customer-focused furniture hackathons
• Viewing problems from multiple community or consumer angles to address deeper needs

2. Distance can bring clarity

Stepping away from a problem can spark fresh ideas and perspectives. Sometimes, immersion in routines makes people resistant to new ideas, but a change of environment can loosen these mental constraints.

Dr. Mathias Döpfner, CEO of Axel Springer, embodied this when he sought to transform the company’s revenue focus toward digital media. Instead of imposing this shift directly, he sent executives to Silicon Valley. By engaging with innovative startups there, managers adopted a more flexible, forward-thinking mindset. Within a decade, digital revenue grew to 60% of the company’s earnings.

Even small interruptions, like reflecting during a commute, can shake up mental stagnation. A fresh environment often activates creative thinking by resetting habitual perspectives.

Examples

• Axel Springer executives' trips to Silicon Valley
• Reflective thinking during quiet commutes for lateral problem-solving
• Group brainstorming outside office premises to encourage fresh perspectives

3. Imagination leads to reinvention

Imagination, while often underused as we grow, remains crucial for envisioning what’s possible. Rekindling this dormant skill can lead to breakthroughs.

This was proven when Stora Enso, a paper company losing relevance in the digital age, needed fresh ideas. They formed the Pathfinder team, an eclectic mix of employees, and sent them abroad to observe innovative practices. Their findings led the firm to refocus on sustainability, transforming it into a leader in renewable materials.

This approach mirrors the Renaissance-era Medici family, whose support of diverse, creative minds catalyzed astounding innovation.

Examples

• Stora Enso’s transformation into a renewable materials leader
• Diverse Pathfinder teams inspiring companies to break old molds
• The Medici family fostering vibrant Renaissance creativity

4. Experimentation drives breakthroughs

Ideas need testing through experimentation. Too often, fear of failure stifles attempts to think differently. Experimentation provides a safe space for ideas to flourish or fail—both outcomes valuable.

SNCF, the French railway company, faced declining ridership as new transport options emerged. To regain competitiveness, SNCF encouraged top managers to explore experimental ideas. One result was “TGV Max,” an innovative subscription-based rail travel pass targeting younger customers, which proved highly successful.

Experimentation isn’t about perfection but about encouraging a culture where ideas are regularly turned into action, refined, or reshaped based on feedback.

Examples

• SNCF’s “TGV Max” travel subscription plan
• Two-day experimental workshops for corporate teams
• Companies piloting services with select audiences before wider rollouts

5. Protect ideas from premature rejection

Ideas are fragile and need nurturing to thrive. Without support, even the best concepts risk being dismissed too soon.

Logitech’s CEO, Bracken Darrell, battled “organizational gravity”—the resistance to innovation within large companies. By dividing the business into smaller, agile units and creating a culture where ideas were genuinely heard, he reinvigorated innovation. Employees saw their input valued, fueling creativity across the company.

Linking new ideas to existing company values can also reduce resistance, framing innovation as a continuation of past traditions rather than a disruptive change.

Examples

• Logitech’s agile, start-up-like business units
• Safe spaces for idea-sharing within companies
• Positioning new approaches as natural extensions of company history or goals

6. Use data to challenge assumptions

Relying purely on instinct can lead to blind spots. Data and technology help objectively test ideas and confirm or refine them.

For instance, a company testing a product prototype could use customer feedback and sales forecasts to gauge potential success before a full market launch. Data provides a filter, ensuring only the most viable concepts proceed. It also helps pinpoint where biases might be skewing decision-making.

By treating data as an ally, teams can reduce ego-driven decision-making and focus on evidence-based solutions.

Examples

• Using customer surveys to tweak product prototypes
• Analyzing sales trends before expanding product lines
• Overcoming bias with objective data comparisons

7. Diversity fosters creative collisions

Diverse teams offer distinct perspectives that often lead to new ideas. When different approaches collide, fresh possibilities emerge.

The Pathfinder team at Stora Enso paired diverse employees—from varying departments and regions—to brainstorm and develop revolutionary strategies. This diversity helped them identify opportunities others had overlooked.

Similarly, companies that bring together employees with different cultural, educational, and professional backgrounds tend to come up with richer, more dynamic solutions to problems.

Examples

• Stora Enso’s diverse Pathfinder team sparking sustainable innovations
• Corporations hiring employees from non-traditional sectors for unique viewpoints
• Varied brainstorming teams blending expertise for unconventional solutions

8. Break routine to spark innovation

Routine often locks us into fixed habits, stifling creativity. Breaking these patterns—even briefly—often spurs new, unexpected ideas.

For example, regularly changing meeting locations, inviting guest speakers, or introducing unusual activities during workshops can disrupt standard thinking. At IKEA’s "furniture hackathons," employees dismantle and reassemble familiar products, discovering novel uses and sparking product redesigns.

By fostering spontaneity and overcoming predictable workflows, organizations and individuals open themselves up to creative insights.

Examples

• Furniture hackathons sparking IKEA innovations
• Rotating workplace arrangements to disrupt monotony
• Spontaneous brainstorming during company retreats

9. Fear can hone ideas rather than hinder them

Fear of failure is natural, but it doesn’t have to be paralyzing. Instead, it can drive refinement and a sharper focus on what might succeed.

When creating something new, consider worst-case scenarios. How can these be avoided? What risks emerge, and how can they be mitigated? This method transforms fear into a constructive tool.

For example, innovators often beta-test prototypes to identify weaknesses before final launches—a process that refines ideas while addressing any anxiety around potential shortcomings.

Examples

• Beta-testing apps to identify bugs before official releases
• Focusing group feedback sessions to troubleshoot flaws
• Anticipating objections during pitches and preemptively addressing them

Takeaways

1. Dedicate time to exploring problems from a new angle, whether by observing customers or examining external solutions.
2. Foster an experimental mindset—initiate small tests for big ideas and refine them based on results.
3. Build diverse teams to regularly work on creative problem-solving. Fresh perspectives often yield the best results.