How do we identify good ideas?
Nick WoodsA new study from the Netherlands’ Radbound University asks an interesting question: How does one select the best idea? Or more specifically, how does one excel at rejection and self-criticism? Subjects were asked to write down a list of ideas for making a wait in line at a grocery store easier to bear. Once finished, one group was told to select their most creative ideas from the list, while the other group was tasked with playing a videogame for two minutes before doing the same. Those in the former group selected their most innovative concept about 20 percent of the time. The latter? 55 percent – A significant difference.
The lesson here is kind of a no-brainer – It’s easier to separate the wheat from the chaff when you haven’t been staring at both for a long period of time. Allow your customers to do the same: Your product is the best fit, and pushing an “impulse buy” isn’t always necessary.
