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In this issue:
Marketing Article: Save Money, Save Time: How to Control Your Mailings - Part 3 of 3
Marketing Article: Unleashing The Inner Innovator - Part 3 of 3

"It's a good initial first step to let people know that I'm out there," says Danler. He says direct mail gives him name recognition.

So we know that direct mail works. But the fact is you have to have control over your mailings. You can't just mail out a ton of letters and wait for your leads. It doesn't work that way.

Before you do your next mailing, plan it out. Get the best list available. Prepare the finest DM literature money can buy. Plan each step and chart your success. Direct mail can make you successful. But first, you have to become a successful mailer. When you do, your returns will increase and so will your income.

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Susanna K. Hutcheson is a professional advertising and direct mail copywriter. She was the first copywriter to utilize the Internet as a place to market this type of service. Susanna has clients all over the world. She writes everything from Web site content to direct mail and radio spots. Visit her Web site at http://www.powerwriting.com . Her email address is powerwriter@powerwriting.com . Telephone: (316) 684-0457.

One of the most effective ways of setting yourself apart professionally in these turbulent times is by unleashing your "inner innovator". Learning to do this will differentiate you by making you the person who knows how to add value to your organization. How can you increase your innovative capacity and that of your enterprise? In my first article, I introduced the concept of "The Four Thinking Lenses". The second article described the first two of those lenses: thinking like a Pack Rat and a Matchmaker. In this article I describe the last two lenses: thinking like a Kid and a Contrarian.

THINK LIKE A KID
Children love to play. To them, everything is a game. And if you watch them play, one of their favorite games is "Yes, and..." This is a game where kids fully use their imagination. The game starts with the first kid concocting a scenario. Let's say, making your fingers into a gun, pointing it at another person and saying, "I'm zapping you with my laser beam." The next person then says, "Yes, and..." and builds on what the previous person said. So, the second child may say, "yes, and... I am wearing my mirror suit so that it bounces back at you." And the game continues going back and forth between two or more children. Very simple, and the game can go on for hours. Interestingly, if you watch adults play this game, they are more likely to respond with "yeah, but" rather than "yes, and." Instead of contributing back, they shoot down the previous idea. So, if the first adult makes his fingers into a gun, points it at his friend, and says, "I'm zapping you with my laser beam," the next adult would probably fall over and say, "I'm dead". Not much of a contribution, and the game would end quite quickly. Adults often see all of the reasons why things won't work. They put the "NO" in innovation. So, be a kid, and keep the play alive. Therefore, the next time you have a problem to solve, like inventing the next hot design for a toilet, try this game. Have one person throw out the first idea, and then continue with, "Yes, and...", building on the previous idea. The key is to answer quickly and avoid thinking too much. Top-of-head answers tend to tap into a part of the brain we don't use during our normal thinking process. And be sure that your answer is a contribution. It should build on what the previous person said rather than invalidate it. You will develop many new ideas over the course of play. Many of the ideas will be duds. But don't worry. Play with it. Have fun. You never know when a real gem will be found. After all, it is only a game. And over time, this will become a normal mode of operating. You will become the master at breakthrough thinking on a regular basis by building on the ideas of others.

THINK LIKE A CONTRARIAN
Think like a contrarian. Turn everything upside down. Here are some techniques to get you started.

Bring those hidden assumptions to the surface by asking the "who, what, where, when, how, how much, and why" questions. I applied this method in challenging some models of consulting. For example, in determining the fees, typically the consultant (who) sets the rate (how much) before (when) the work is done. I have introduced a billing concept where the client (who) determines how much to pay me after (when) my work is done. The amount is solely at their discretion.

Another way of coming up with new ideas is to force illogical combinations. Select some or all of the "who, what, where, when, how, and how much" attributes. Next, come up with various answers for each attribute to solve your problem. Then randomly mix and match various combinations. For example, if redesigning the supermarket checkout process, we might look at "who", "where", and "when". The typical combination for checkout is that it is done by the cashier (who), at the cash register (where), after all of the purchases are made (when). But customers could also enter purchases on a handheld device as they go, and some supermarkets have such trials under way. Some of the most creative ideas come from the most illogical combinations.

THINK LIKE A WHOLE BRAINED TEAM
It is human nature to surround ourselves with people we get along with. Recruiting processes tend to focus on human chemistry as much as competencies. Unfortunately, this perpetuates the culture of the past. Instead, choose people with different analytical, creative, and personality styles. Welcome the creative tension. New ideas are bound to emerge, and so long as you are open to them, your whole-brained team will create new ideas never previously conceived.

If you try these techniques, you will build the brainpower necessary to stimulate your inner innovator. Not only will you have more fun, but you'll be able to add more value to your organization...and to your life.

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Stephen Shapiro is the author of 24/7 Innovation and founder of The 24/7 Innovation Group. He has advised many of the world's leading organizations, from BMW WilliamsF1, ABB and UPS to Lucent and Xerox. For more information, go to: http://www.24-7Innovation.com.