By: LT Dave Nobles
Spoiler alert: They’re books.
In the time that I’ve been a part of The Athena Project, I’ve noticed something about the Navy that’s been pretty inspirational. It’s something that I’ve talked about quite a bit on this blog and something that I’ve seen in my short time as a member of the CNO’s Rapid Innovation Cell (CRIC) as well. There are pockets in this organization that are motivated to spread and cultivate a culture of creativity and innovation. It’s not just the Navy either, it’s a theme across all the services and in many of the places where civilians and government employees support the litany of missions out there.
These little pockets of hope can manifest themselves in the form of organizations like the Defense Entrepreneurship Forum (DEF), the Innovator’s Initiative (I2) at the Naval Academy as well as Athena and CRIC, but they’re also brewing at nearly every command out there. There are groups of innovators, intrapreneurs, disruptive thinkers committed to bringing about a change in culture within our organization. The culture of creativity, where all opinions are valued, where design thinking is king and where failure is not a career-killer.
So, how might we connect those dots and make the culture go viral?
I feel like I’ve been on a bit of a hot streak lately in terms of books, and a few that I’ve read lately and some old classics might hold the key, when we consider the lessons they teach us together. I feel like there’s a sequential order in those lessons, but all three are key to spreading a culture of innovation:
1. Creative Confidence by Tom and David Kelley.
This book is the new bible of innovative thought, by two brothers with a boatload of street cred: Founders of the innovation design firm IDEO as well as the Design School at Stanford University. What the Kelley Brothers teach us in this book is that there’s inherent creativity within each of us, but the decision to harness that is a conscious one that each individual has to make on their own. Further, they speak to the power of design thinking and creativity as a natural process through a series of stories and examples. Some specific examples in the book, at corporations like Intuit and 3M, even have a similar look and feel to The Athena Project!
The book is also full of creativity exercises that zealous creative explorers might use to brew the innovative mindset in their organizations. The exercises are great tools that we can use to spread the culture and identify those who have made that important decision to be creative. Those that choose to strive toward making things better.
Not only does this book help us find out who we are and can be on a personal level, but also what our organizations are and could be at a much higher level. It’s a tremendous read and essential to help shine a light on who the innovation movers are – for those who seek their partnership and to those who seek to find the spirit within themselves.
2. Good To Great by Jim Collins.
By most accounts, this book is a modern classic on how to build organizations that transcend success into greatness, a peak that few companies ever reach. The reason why this book is second on the path to building and spreading the culture of creativity in the Navy is that it preaches identification of the right people before careening toward the goal.
One of the main points that Collins hammers home in the book: First who, then what. It’s important to put the right people in the right seats on the bus often times before setting the final destination. While the corporate examples mentioned have different constraints and capabilities than we do in the military with regard to recruiting and retaining talent, the message and its relation to our cause is clear.
The book does have its criticisms, however. It’s dated, and of the companies referenced throughout the course of the book many have continued to sustain great performance, including Kimberly Clark, Walgreens and Wells Fargo, while others identified, like Circuit City and Fannie Mae have not. Nonetheless, the points regarding harnessing the human capital first and setting a clear vision for the organization are enduring and provide a sound lesson for a culture shift.
First who, then what. Identify the creative explorers, and then spread the culture.
3. Contagious by Jonah Berger.
Which brings us to ideas worth spreading, which is precisely the sermon that Wharton professor Jonah Berger gives throughout the course of his book. Another relatively recent publication, Contagious differs from book-club-favorite, The Tipping Point by Malcolm Gladwell in many respects. While Gladwell focuses primarily on the personality types required to make a message, style or idea spread, Berger focuses on the content of the message or idea and gives a checklist for success. In fact, on his web site, Berger provides worksheets that help the development of the idea that goes viral.
Berger gives us the ingredients that make a viral message In his STEPPS, an acronym for Social Currency, Triggers, Emotion, Public, Practical Value and Story. Now, while each message need not have all of those ingredients in the final dish, the more that are baked in, the better it will taste.
So, I propose this trilogy of books as our roadmap for spreading the innovative culture. We identify and cherish the creative volunteers, put them in the right seats, and build a message that we all want to share. If you’ve read any of these and have feedback to offer to those that want to pursue this vision, please leave it below. Otherwise, I ask that you give these three a try, and leave your thoughts below.
Let’s work together to build the culture that we want. Let’s turn those pockets of innovative thought within our organization into a movement, and make the Navy what we want it to be.
Here’s to the dreamers, the doers, the thinkers and the movers: All engines ahead flank.
LT Dave Nobles is a Surface Warfare Officer assigned as Weapons Officer aboard USS BENFOLD (DDG 65). He is also a member of the CNO’s Rapid Innovation Cell.