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Lisa Bodell: Embrace Constructive Feedback With P.P.C.O.
Every great innovation strategy begins with how we handle feedback, nurturing bold ideas instead of shutting them down too soon.
In the mid-1990s, engineers at Nokia unveiled something extraordinary: a prototype that combined touchscreen functionality with internet capabilities. It was a bold, forward-thinking concept that bore an uncanny resemblance to what Apple would later launch as the iPhone. Yet, despite its potential, Nokia’s leadership rejected the idea, dismissing it as too risky. Nokia controlled over 40% of the global mobile phone market in 2007. Fast forward to 2024: below 1%.
This missed opportunity wasn’t just a technological loss; it was a failure of imagination. Every day, organizations make similar decisions, rejecting creative ideas in favor of the familiar or “safe” strategy. While skepticism and pragmatism play critical roles in decision-making, over-relying on them can stifle innovation. The challenge lies in cultivating a mindset where imaginative ideas are nurtured, evaluated, and given a fair shot. That’s where P.P.C.O. comes in.
P.P.C.O., a feedback tool developed by creativity and innovation expert Roger Firestein, provides a structured approach to evaluate and refine ideas. Unlike traditional critique, which can often feel adversarial, P.P.C.O. fosters a collaborative environment where potential flourishes.
The Four Steps of P.P.C.O.
P.P.C.O. stands for Pluses, Potentials, Concerns, and Overcome. Each step encourages constructive engagement with ideas, no matter how unconventional they may initially seem.
- Pluses: Start by identifying the positive aspects of the idea. This shifts the conversation from skepticism to curiosity. Acknowledging what works or excites you about the idea creates a supportive foundation for further exploration.
- Potentials: Next, consider the possibilities. Ask yourself, “What other opportunities could this idea unlock?” This phase expands the scope of the idea, often revealing advantages that weren’t initially obvious.
- Concerns: This is where traditional critique takes a different form. Rather than shutting down the idea with negative statements, frame concerns as questions. Instead of saying, “This is too expensive,” reframe it as, “How might we reduce costs to make this viable?” This subtle shift keeps the discussion solution-focused.
- Overcome: Finally, brainstorm ways to address the top concerns raised. This phase encourages teams to actively solve problems instead of simply pointing them out. It’s about building, not dismantling.
P.P.C.O. in Action: The Case of Vibrant Tires
Imagine a design team proposing colorful tires as an alternative to the traditional black ones. The initial reaction might be skeptical—bright orange tires? Really? But applying P.P.C.O. can transform the idea from improbable to intriguing.
- Pluses: The team identifies that colorful tires would stand out in the market, offering a fresh aesthetic appeal that could attract younger, trend-conscious consumers.
- Potentials: Exploring further, they realize that different tire colors could serve practical purposes, like indicating wear levels or providing better visibility in poor weather conditions.
- Concerns: Questions arise: “How can we ensure durability and performance with different pigments?” “What would the environmental impact of these materials be?”
- Overcome: The team brainstorms solutions, such as developing eco-friendly dyes or partnering with tire manufacturers to create prototypes for testing.
By using P.P.C.O., the idea is not only preserved but strengthened. Even if it doesn’t result in neon tires on every road, the exercise sparks new avenues for innovation.
From Skepticism to Possibility
The genius of P.P.C.O. lies in its ability to shift the dynamic of feedback. Traditional critique often kills ideas prematurely, focusing on what’s wrong rather than what could be. P.P.C.O. flips the script, creating a space where ideas can evolve into something extraordinary.
Think back to Nokia’s touchscreen prototype. What if the leadership team had applied P.P.C.O.? Perhaps they would have recognized its potential to revolutionize the mobile phone market. Instead of dwelling on the risks, they might have addressed concerns like cost and scalability through focused problem-solving.
In today’s fast-paced, competitive landscape, organizations cannot afford to let great ideas fall by the wayside. P.P.C.O. is more than just a technique—it’s a mindset shift. It reminds us that every breakthrough starts as a fragile concept, and it’s up to us to nurture those ideas into reality.
So, the next time someone pitches an unconventional idea in your team meeting, resist the urge to say, “That won’t work.” Instead, grab a pen and paper, write “P.P.C.O.” at the top, and start exploring a new innovation strategy. You might just save your company’s next big opportunity from slipping through the cracks.
Lisa Bodell is a leading expert on innovation, simplifying complexity, and creating impactful organizational change. Her dynamic approach to leadership and efficiency empowers companies to embrace creativity, streamline processes, and foster a culture of innovation. As an author and founder of FutureThink, Bodell’s insights provide actionable strategies for companies to thrive in an ever-evolving business landscape. To bring Lisa Bodell’s expertise to your event, contact WWSG.
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