In the past, the perception of genius was counter-productive to the collaborative working environment so crucial for most of us today. Yet we’re still enamored with this classic sense of the genius as the steadfast individual that toils on his own towards a huge breakthrough that revolutionizes art or science. Ayn Rand’s hero in “the Fountainhead” embodied this concept, as does the perennial Albert Einstein who has been representing this “genius brand” for the past 30 years.
As defined by Wikipedia a genius is a person of great intelligence, who shows an exceptional natural capacity of intellect, especially as shown in creative and original work. But how applicable is this to our everyday? The idea of the solitary genius working in a vacuum producing breakthrough work on his or her own is swiftly going the way of the VHS players, walkmans, & Cd’s. The notion that some are “born with it” and others are not may be true but at the end it’s those that best pursue the “it” through perseverance and collaboration that will most likely snag the genius title.
Communication and technological advancements have flattened the earth and made information more widely available. With all these tools at our disposal, critical examination and a creative use of the knowledge at hand becomes the crucial part to forecast what will be the next big or genius breakthrough.
How does this get applied to how we work and play? In older more traditional companies, management set the rulebook for the way business was done, with a focus on tools and processes for compliance. But the world has become faster and more connected. Business today is expected to constantly revolutionize in order to survive. This more challenging world creates opportunities for those that can think big and fast. So what is the secret recipe?
It starts with a team culture that fosters and drives on innovation and creativity. At the corporate setting, good management teams must aspire to stimulate, guide, energize employees, many of them young but many others that are young at heart and mind. These eager adopters will make sure to find new, better, bigger and faster ways to improve on the “genius” model.
In advertising we are constantly challenged to summon innovation and creativity in order to be transformative in our work. After all, we have been handed the inspirational yet daunting task of coming up with big ideas that impact business. Our industry more than anyone else must address how to best create innovation. In my experience as a chief creative officer, I’ve come to terms with the fact that my greatest contribution to the creative process lies in seeding the turf for genius results. In doing so, I find the following principles helpful.
- Sacrificing the ego for the principle of genuine search, and convincing others to do the same.
- Scaling up the principle of two heads are better than one to two hundred heads or more are better than one.
- Recognizing potential and capitalizing on it, be it human or business.
- Asking the right questions and letting those who should know find the answers.
- Seeking the right balance of perception & perseverance, especially when the road is cloudy.
At the end, the biggest lesson I’ve learned is that the most important element is to pick the right teams and to craft the right conditions that multiply the “genius result” by seeking genius not in the individual but in the collective.