Baked In

One of the keys to tapping untapped resources is to realize that the community around your products is bigger than your company. There are many passionate people who would love to help you improve your products and spread your marketing. It’s important to remember that this community thrives on open dialogue. Hence, the walls of your company have to become porous. Think about how you relate to people outside your company. Is your organization litigious or inviting? Can people at all levels of your organization dialogue with outsiders? Invite people to participate by communicating openly; write a blog, publish articles, give speeches, and publish information about projects on resources like InnoCentive. Focus on connecting and building community. Instead of dictating your vision, try listening and responding to what others think. When you invite dialogue, you’ll be amazed by the kind of fresh perspective you’ll gain and the kind of creative momentum you’ll build.