Many years ago, there was a story doing the rounds that verified that people in all areas and levels within a business can make a significant contribution to the success of that business. This story was about Canon. Apparently, there was a high level meeting in Canon regarding a problem with one of their printers. Users of this particular model were experiencing constant paper jams and so the reputation of Canon was suffering as a result. The meeting was about finding a solution to ensure that Canon printers were not incapacitated by such problems. In addition to the high level executives attending the meeting, there was a work-experience student shadowing one of the executives.
During the discussion, about how to solve the problem, the student had apparently given consideration to other things that get blocked and how they continue (or not) to function. He then piped up that the executive team should consider the problem of noses. Naturally, the executives thought that he was crazy but the student explained that a nostril can block but that nature solved the problem by giving us two nostrils therefore ensuring that we still functioned. He then reasoned that if the printers had two feeders, that if one jammed, the other could still continue.
I tried to find the finer details of this story on Google to no avail – it’s probably an urban myth. The point is, however, that creative thinking can solve business problems and therefore create competitive advantage.
Jack Welch, the famed former CEO of GE said, “An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.”
Therefore, by fostering a such a culture and ensuring that all employees feel enabled to share their ideas knowing that they will not be shouted down or laughed at, is crucial to creating competitive advantage.