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OUR OPENING SALVO

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IN THIS ISSUE:

1. OUR OPENING SALVO

2. QUESTION THOSE ASSUMPTIONS

3. NOTHING ELSE

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QUESTION THOSE ASSUMPTIONS

How do you get a great new idea, or open your mind to new possibilities? First, clear the deck of your old ideas by challenging your assumptions -- everything you "know to be true" about your product, service, or problem du jour. Next, no matter how logical, gotta-be-true, no-doubt-about-it your assumption is, stop -- ask yourself if maybe it "ain't necessarily so." That's how trailblazing innovators do it -- and you can too.

"The problem," says Visa founder Dee Hock, "is never how to get new innovative ideas into your mind -- but how to get the old ones out."

The solution? Question those assumptions!

Assumption: When you sign up for a supermarket discount "club" card you have to tell the truth.

But what about those of us who don't feel like giving out personal information, like our name and address? Question your assumptions and you can get that card without losing your anonymity. My own card is registered to John Doe, who lives at 1 Main Street, Anywhere, USA. John's Zip code? 12345.

Assumption:

In 2001, five architectural firms were asked for their ideas for spending $200 million to unify six seemingly unrelated structures comprising the Los Angeles County Museum of Art (LACMA). Competitor Rem Koolhaas began his presentation by reportedly saying: "Look, anything that begins with the words 'link' or 'unite' is doomed to failure. You are not going to get anything good if you take this approach, so I am throwing it out." Rather than "unite" the buildings, Koolhaas' solution was to destroy four of them and begin anew - without breaking the budget. Not only did Koolhaas ignore the competition rules, he also got the job. (Editor's Update: Due to problems with funding, the project is currently on hold.)

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"Keep the options open in everything you do. You don't learn by drawing a line in the sand and saying these are the limits."

--Bono, U2

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Assumption:

The place to post an Exit sign is above the doorway. Yet on 9/11, many Pentagon workers had trouble seeing those signs as they kept low to the floor to avoid the smoke. Today, there are Exit signs at the Pentagon just six inches from the floor.

Assumption:

Quarterly dividends need to be paid, well, quarterly. True enough. The problem for Disney was how to reduce the cost of mailing those quarterly checks to its 1.7 million shareholders -- many of whom own just a few shares -- resulting in processing and postage costs that were often greater than the dividend payment inside. Disney's 1999 solution? Pay dividends to smaller shareholders on an annual basis instead of quarterly.

Assumption:

In the 1940's, lyricist Doris Fisher, along with her partner, Allan Roberts, worked on a song she wasn't much fond of. "After it was finished," recalled Fisher, "I burst out crying and moaned, 'This is corn. You can have my share for $5.' He gave me the money. Then we sold it, and before I knew what hit me, we had made $25,000. Needless to say, I got my share of the number back in a hurry." The name of the song? "You Always Hurt the One You Love."

Assumption:

If your spouse suffers from chronic back pain and you want him to feel better - as opposed to hurting the one you love -- be solicitous, say comforting things. According to research by neuropsychologist Herta Flor, that assumption, though well-meaning, is entirely wrongheaded. "When people pay too much attention to another's pain," says Flor, "it tends to reinforce that pain." Want your complaining spouse to feel better? 1) Change the subject, or 2) Ignore him.

Assumption:

You're back in the supermarket, now facing a sign that reads:

Deluxe Mixed Nuts 3/$10

Regular Price: $4.79

You Must Buy 3 to Save!

Clearly, there's a significant savings to be had - assuming you're willing to buy three cans. Question your assumptions, however, and you may discover, as I did, that when you purchase just one can you still get the savings, paying just $3.34 - regardless of what the sign says.

That said, there are certain signs better left untested. For example:

Do Not Back Up,

Severe Tire Damage

A woman I know tested this one and soon found out they were telling the truth. Back in the 1960's, this same woman refused to heed her dashboard warning light, convinced it was a conspiracy to sell more oil. While she did save money on oil for a while, she also had to buy a new car when her engine burned out.

The problem with our doubting driver? She questioned certain assumptions, alright, but then took as gospel that just because she thought differently she had to be right.

Remember: No matter how logical, gotta-be-true, no-doubt-about-it your assumption is, stop -- ask yourself if maybe it "ain't necessarily so." 1) It's fun, and 2) it often leads to great solutions.

For a related and more in-depth article -- including How To instructions -- see "What If You're Wrong?" at http://www.shakethatbrain.com/whatifyourewrong.html

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This newsletter has been brought to you by Joel Saltzman.

Joel is a speaker, facilitator, consultant, and creator of the "Shake That Brain!®" system for Business Solutions: for building better teams, increasing sales, and improving the health and vitality of your business and personal life. To learn how Joel can help your organization, click on: http://shakethatbrain.com/wow

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