The Context
The idea inside our head, and the tangible output of that idea in the world, are two very different things. Sometimes our creativity seems brilliant in the shower, but then we dry off and run down the stairs naked to tell our spouse about our innovative concept, and they look at us like we have two heads. Are you crazy? What part of you thought that was a good idea? Man, just when you think you’re onto something, you get hit with the reality stick. The point is, we are not always the best judges of our own ideas. We need honest market feedback. Just because you have an inert mental event that you enjoy having and feeling, doesn’t mean customers will line up around the block to pay for it.
The Tool
Biofeedback
BIOFEEDBACK — Filtering the quality of your ideas through physical reactions, not subjective opinions
If generating new ideas is part of your work, here are several insights you might consider before shouting them from the rooftops. First, when people are first exposed to your idea, their physiology changes. You’re not looking for an opinion, but a reaction. Big difference. One is their subjective response, the other is their unconscious, biological reaction. Many years ago, when people first heard that they could now rent my brain as a legitimate consulting service, almost all of them smiled or laughed. Or their face and body moves. Sometimes they punch me and joke that it’s such a cool idea. Does your intellectual capital cause physical change? Second, when people are first exposed to your idea, they develop innovation regret. Meaning, missing your idea in their past. Kicking themselves for not having it. This is a commonality among the feedback many of my ideas have received. People joke that they thought of that idea years ago, wish they did think of it years ago, or flat out confess that they are going to steal that very idea when they get home. What a lovely compliment. We should all be so lucky to be plagiarized. Who’s stealing from you? Third, when people are exposed to your idea, they get it immediately. No asking for clarification. No deer in the headline stare. No explaining why the joke is funny. Your idea either clicks in people’s brains or it doesn’t. Either you hang your idea next to some other concept people already have in their brains, or you hear crickets.
The Rest
At the risk of introducing a binary around something as human as the creative process, the black and white element of instant understanding is a powerful determinant of a great idea. How many of your jokes do you have to explain? Remember, the moment that idea inside your head becomes a tangible output in the world, you will know very quickly whether it has legs. The reality stick hurts, but it’s also a powerful fortifier of creativity. Are you looking for opinions or reactions?
The Benefits
Fortify your intellectual capital in the crucible of reality
Gain an accurate account of your idea’s potential
Build early stage confidence in your new project
Sharpen your eyes and ears for helpful creative feedback