Tag Archives: ideas

Why your idea didn’t fly — and how you can give it wings

Roseate Spoonbill in FlightRemember that great idea you had at work? You knew it would make a huge difference for the company and its customers, that it would pay dividends long into the future.

You pitched it to your boss, or to the C-suite. You put everything you had into it. But they just yawned. Nobody caught your enthusiasm. Worse, when a different, shiny idea caught their eyes, they forgot all about your idea and backed that one instead.

What happened?

Seth Godin provided some answers in his blog this past Super Bowl Sunday. Seth examined why cities spend hundreds of millions on stadiums while projects with a better return on investment — like building roads, improving education, or investing in technology — go wanting.

Learn the dynamics of corporate decision making

Seth sees 5 dynamics at play in decision making at the city or state level. I’m convinced that they also bear on your situation at work.

  • The project is now. It’s yes or no. There are no subtle nuances, no debating the pros and cons for years. We either build the stadium, or our team moves to Vegas.
  • The project is specific, easy to visualize — in contrast with, say, “investing in technology,” which each person is likely to visualize differently.
  • The end is in sight. When you build a stadium, the stadium opens and games are played. With other projects, it’s often harder to visualize the end state.
  • People in power and people with power will benefit. Enough said.
  • There’s a tribal patriotism at work. “What do you mean you don’t support our city?”

So what was your idea? Were you proposing that the writing team embrace structured authoring? Did you want the company to adopt a content strategy?

Why did your bosses toss your idea aside? Maybe you didn’t frame it in a way that took the 5 dynamics into account.

Make your idea fly

How can you improve your odds when it’s time to sell your next idea? Ask yourself these questions.

  • Is it clear cut? Can I create an unambiguous, shared vision in everyone’s mind of what will happen if my idea is adopted — versus what will happen if it isn’t?
  • Can they visualize the results? It might help to tell a story: meet Joe, who just bought our product. Here’s how my idea will improve his life and turn him into a more loyal customer. Or here’s Sally in Tech Pubs, and here’s how she’ll be able to create better content for Joe and others like him.
  • Is the end in sight? Can I describe what the results will look like in a year, or in 2 years? Or am I trying to sell something that brings only gradual improvement? Similarly, can I describe the win criteria: what specific things need to happen for this project to be measured as successful?
  • What’s in it for the executives? This might go against my altruistic nature, but the bosses won’t really listen (although they might pretend to) unless they see some benefit, tangible or intangible, for them.
  • Am I appealing to company spirit? Can I paint a picture of customers waving banners with the company logo, or of the CEO on a stage talking up this idea before a cheering audience?

Try framing your next idea around these dynamics, and you might see a better result. Because people are people, whether they’re a city council or the C-suite at a corporation.

Don’t give up

anoseate Spoonbill, Birding Center, Port Aransas, TexasYou’re probably thinking: my idea can’t score on all of these criteria. By necessity, it’s a long-term solution with no clear-cut success criteria. Or it addresses issues that are internal, “under the hood” — nothing that the CEO would ever talk about onstage.

In that case, go ahead and pitch your idea anyway. Just be aware of the forces that are at work, and be willing to address them. “I know this isn’t something we’ll be able to tout to our customers. But you (Mr. or Ms. CEO) will have the satisfaction of knowing that you’ve made your employees happier.”

Seth, unfortunately, used the word losers in the title of his post. He was saying, I think, that basing decisions on those 5 dynamics is a losing proposition — that cities would see better outcomes (better infrastructure, better education, better quality of life) if they could get past the limitations imposed by the 5 dynamics.

I look at it differently. I prefer to say that Seth has shed light on some basic aspects of human nature. Rather than simply abandoning our less-than-shiny ideas, we can succeed when we understand those aspects and turn them to our advantage.

What do you think? Has Seth given you a way to bring your ideas to fruition, or has he convinced you that your ideas will never gain traction?

Can you share a story of when you got an idea approved by appealing to these aspects of human nature?

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Reaching your audience through empathy

On Tuesday, January 23, I’ll give an online talk — along with my colleague Christina Mayr — about empathy and how you can use it to connect technical documentation with its audience. Our talk is part of the “Writing Well” conference.

I hope you’ll consider joining us.

Our talk

man-in-the-mirror

In the mirror exercise, you and another actor (think: your reader) follow each other’s moves (credit: whatshihsaid.com)

Audience analysis is at the heart of what technical writers do. But what makes an audience analysis truly successful? Empathy. Customer empathy spans more than customer service; in fact, it’s most needed long before a user even calls for help. By employing empathetic techniques – for example, monitoring customer support cases to find pain points and improve documentation to address them – you help your users  trust your documentation and seek it out before calling customer support.

Our talk, Improve Documentation Usage with Customer Empathy, will show you how to acquire user empathy and effectively create empathetic technical information. It will discuss several empathetic techniques you can use in your organization to start writing with a better understanding of your users’ pain. We’ll also discuss the case studies, collaboration, and user outreach Extreme Networks performed and the results of these activities.

The event

IDEAS conference logo
The “Writing Well” conference is a two-day, online event that’s put on by CIDM, the Center for Information–Development Management. CIDM brings together managers in the field of information development to share information and new ideas.

The “Writing Well” conference invites you back to basics as we explore what defines good documentation in today’s structured, topic-based environment. What does it mean to write well? What characteristics predict whether or not content will be usable and understandable? Where should we be spending our time? What strategies help authors produce content that users willingly turn to first?

I look forward to connecting with you there.

Two ideas a month?

Today I learned that, in the view of one pundit on Kinja, all newspaper columnists stink at their jobs. First, because they’re trained to report and not persuade. Second, because no one can come up with a fresh, original idea more than twice in a month. Maybe three times in a good month. Yet the columnist is expected to produce two columns a week.

Waterfall at the Japanese Garden in Portland

Google “image idea” and you get a lot of light bulbs. So instead, here’s a photo of Portland’s Japanese Garden — a good place to get fresh ideas.

The article offered a solution to idea-lorn columnists: use the same ideas again and again. After all, no one except your closest friends reads every column you write. So who’s going to know?

I’m highly suspicious of the finding (that all columnists stink), the explanation (two ideas a month), and the advice (recycle your ideas). Yet I’m prompted to ask, would that apply to bloggers too?

If the likes of George Will, Thomas Friedman, and Dana Milbank are good for only two, maybe three, fresh ideas a month, then surely a blogger like me — even though I try
to publish at least one original post each week — can’t hope to do better.

That would take the pressure off, wouldn’t it? When I struggle to find new ideas, I can just warm up some leftovers, as it were, and dress up an old post as something new. You, dear reader, won’t even notice.

(Insert eyeroll emoji.) If only that were true.

I don’t think columnists are that hard up for new ideas. Bloggers either. Reading Tom Johnson’s blog, for example, I suspect that he has at least two fresh ideas every day before breakfast.

I agree with the pundit about one thing, though: ideas are sometimes hard to come by. But we can still train ourselves to increase the likelihood of having fresh ideas. How? Try these techniques.

Seek other points of view

You’re used to seeing things as you see them. What would they look like from another vantage point? What if you could see them in a larger context?

What would you learn? Would your feelings or your opinions change?

There. Now you have fresh ideas to write about.

To get a different vantage point, maybe you just need to go someplace new, like the Japanese Garden. I like to follow people on social media who aren’t from my family, who aren’t from my home town, who don’t share my religious and political views.

I’m not saying you have to change your mind about anything (although that could be a side benefit). But you’ll get fresh ideas.

Read something new

If I were in my 20s or 30s I might say do something you’ve never done before. And, yes, that’s a good way to get fresh ideas. But when you reach a certain age you already know whether you’re willing to jump out of an airplane (I’m not) or take a trip around the world (love to, but can’t afford it).

I can read, though, and so can you. Those folks on social media who don’t share your comfort zone? They can point you to articles and books that’ll spark fresh ideas. Be careful what you click on, of course. But it’s possible to broaden your horizons without getting mired in internet quicksand.

Read books and articles about topics that are new to you. One of the best history books I ever read was Steven Pressfield’s The Lion’s Gate, about the 1967 Six Day War — a subject about which I’d known virtually nothing.

I also recommend anything by John McPhee for new insights about culture, technology, and environmentalism.

Tell a story

You probably know that I believe in storytelling in all kinds of writing — including business and technical writing.

If you want fresh ideas, start telling a story. You might not know how the story will end. You probably don’t know what insights you’ll draw from it. Start telling the story and see where it takes you.

Fellow technical writer Neal Kaplan recently broke a blogging silence with an appealing story about taking a hike and then taking it again. I think it’s fair to say that the experience rejuvenated his creative thinking process. So be like Neal: go ahead and tell your story.

What are your techniques for increasing the flow of fresh ideas?