We can’t think differently if we’re not exposed to difference. That’s such an obvious statement, but it still holds great potential for individuals and groups.
There are no coffee refills in France. ForAmer- icans visiting France for the first time, this might seem like caffeine heresy: What?Nocarafe of stale coffee sitting atmytable? No. Instead of on-demand consumption, they
offer on-demand creation, bringing you a fresh cup of coffee when you are ready for it. The quality of the product is paramount. What seems wrong to some seems only proper to the French. And it begins to make you think differently
about coffee, customer service, product quality, tim- ing, and more. Thinking differently is one of the core ele-
ments of innovation that Frans Johansson identi- fied in his book TheMedici Effect.Hesuggests that innovation results fromstepping intoThe Intersec- tion, a place where ideas from different fields and cultures meet and collide, igniting an explosion of extraordinary discoveries. In hisnewbook, Where Good IdeasComeFrom: The Natural History of Innovation, Steven Johnson echoes Johansson, stressing that many innovations result from com- bining seemingly disparate ideas or taking an idea or concept from one industry and applying it to the product or service of another. But you can’t think differently if you’re not
exposed to difference. Here are a few simple ways conferences can help jumpstart fresh thinking and fresh perspectives among their participants: Help them connect with different people. It’s great to develop a network of peers from your profession or industry: other people just like you. And while conferences should make it easy for us to connect with like-minded individuals, they also should intentionally create small-group inter- actions among participantswith diverse perspec- tives and experiences. Foster cross-pollination of ideas. When
selecting general-session speakers, we often turn first to individuals specifically connected to our industry or profession. No doubt their strong ties make them welcome and credible contributors from the podium. Balance their insider perspectives with external thought leaders — individuals whose expertise can expose participants to new thinking that complements their own interests in unexpected ways. Other strategies for fostering cross- pollination of ideas include 1) co-locating your meeting with complementary organizations, 2) sponsoring session tracks featuring content from related disciplines not typically explored at your meeting, and 3) offering field trips to interesting local sites and organizations that can challenge participants’ assumptions. Engage them with contrary opinions. Over time, our belief systems can harden into rigid walls that prevent us from considering alternative viewpoints. That’s a problem. Conferences should embrace learning formats that expose participants to diverse perspectives and contrary opinions. Follow general-session speakers with a reactor
panel offering different takes on the same content. Use debates and mock trials for individual work- shops or plenary sessions. Coach all presenters to connect their key content points to specific take- aways for different stakeholders groups (i.e., aca- demics, corporate members, etc.) in attendance. Doing so helps conference participants make
their mental modelsmore permeable and opens them to the fact that what is true for them is often not true for others. This understanding often leads to new insights for some of the critical questions they have been contemplating in their work.
ON_THE_WEB: Learn more about where great ideas come from in this YouTube video, in which Steven Johnson explores the key concepts in his book with a graphic, engaging presentation: http://bit.ly/aiyr9d.
20 pcma convene February 2011 ILLUSTRATION BY JEAN TUTTLE
ExposeThem to Different Resources Anotheravenue for fostering diverse thinking at your meeting is yourcon- ference bookstore. While you naturally would feature publi- cations specific to your industry or pro- fession, you also could offer a curated collection from a variety of media sources on topics related to your community’s inter- ests. Considerspot- lighting a range of lists—“10 Invaluable Sources for ______,” forexample, as well as simple exhibits of your own organiza- tion’s offerings and those from other trusted information sources.
Jeffrey Cufaude is a former higher- education administrator, meeting planner, and association executive. Currently he designs and presents high-impact learning experiences, including engaging conference keynotes and workshops. Learn more abouthis work atwww.idea architects.org or follow him atwww.twitter .com/jcufaude.