It's
neither Big Data nor innovation, despite all the business books and management
gurus touting the disruptive potential of each.
It's
the simple question, right there on the tip of your tongue.
A new
book demonstrates just how far an inquisitive mind can take you.
Change
usually starts with a question. Inquiry has toppled monarchs and empires
throughout history.
It's
the basis of one of the earliest forms of education - the Socratic
Method - used to train young minds in the rigours of critical thinking.
Yet,
it's a mostly ignored business tool, overlooked by executives trained in the
MBA arts that "tend to place more value on answers, pronouncements, and
promises," according to author Warren Berger.
Questions
also overturn business empires.
Power
Nagging,
unanswered thoughts that start with words such as "why" or "what
if" often ignite processes that will eventually disrupt well-worn business
models, re-jig the balance of power within
an industry, and create new markets for products no one had thought of making.
If you
could map the DNA of successful entrepreneurs, it might reveal a double helix of question marks,
he says.
Mr
Berger, a journalist and innovation expert who has written for 'Wired' and
'BusinessWeek', points out that, as children, we start out questioning
everything. (What parent hasn't been exasperated by the constant
"why" from their kids?)
Mr
Berger's last book was called 'Glimmer'. It delved into the process behind
creative thinking. It was named by 'BusinessWeek' as one of its best innovation
and design books of the year.
Mr
Berger points out that somewhere in our maturation we lose the innate skill of
questioning that we possess as children and become more conformist and - to the
detriment of business and society - less creative.
'A More
Beautiful Question' reminds us that questions drive so many successful
innovations and start-up companies.
The
mobile phone, the internet, digital music players, on-line streaming of movies,
and so on - all these technological and business model breakthroughs, from
Polaroid to Apple, Netflix, and Airbnb, began when someone asked simple
questions: "why, what if, or how?"
Mr
Berger has previously pointed out that the successful entrepreneur is the one
who "steps back" to question what others ignore or take for granted.
Better
The
author explains that the art of inquiry also helps employees work
collaboratively at companies such as Google and IDEO, which both employ the
"How Might We" method of group questioning to build better products
and more cohesive cultures.
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