Become an Explorer: Your Approach for Outside in Thinking
First create a list of companies both small and large that are doing something that looks interesting, different and inspiring to you. There are a number of different resources to find these companies which include LinkedIn, company leaders speaking at conferences, entrepreneurs writing about their work or being talked about in the newspaper or in on-line publications. They can also be found in innovation hubs/incubators in your city. Maybe you’ve got some class mates from school who have done something that is very different from your work.
In preparing, be clear about your objectives, and connect those to something relevant you are working on in your business. Then reach out to those companies for an informal meeting. Our experience has been is you can be honest with them about this idea exchange and discovery meeting. There should be nothing to prepare, and we encourage no PowerPoints or formal presentations, this is an interactive dialogue based on your objectives and your desire to learn, share ideas and experiences. Ideally it becomes a two-way exchange that is no longer than 2 hours long. Finally, try to get to your host’s office. Get out of your environment and experience what it feels like in other spaces where people work. That alone can be eye opening!
Here are some other ways to get outside in:
Have your team go on a ‘retail safari’ to some of your favourite retailers and take notes about what works and may not work about their service offering. What about their attitudes, energy, or approach could be relevant to your business.
Be a silent shopper at your own company.
Go meet your customers and get to know them on their terms (get creative about how you do this).
Take on a customer facing role for the day (Lululemon directors have been known to spend one day a week serving customers)
Be curious about other people in non-work settings (the dog park or waiting in a long line up) and find out what services or products they are loving and why. Find out about what they think about your company if possible.
Always debrief from these experiences by describing your observations and then identifying themes that have emerged with your team. Then take that extra time to determine the important insights and implications for your business.