Is it me, or has 2013 been an extraordinary year for stories from the forefront of social business, leadership and organizational culture? For every new book I finish, it seems that 3-4 more find their way to my “must read” list. There never seems to be enough time to take it all in.
Among the books I’ve had time to complete, several have made a lasting impression. One of them is Ekaterina Walter’s Think Like Zuck: Five Business Secrets of Facebook’s Improbably Brilliant CEO. Of course, we all know another book that speaks to Mark Zuckerberg’s success. What more is there to say, right? Wrong.
Diversity of Thought: Rocket Fuel For Business?
Ekaterina looks beneath the surface of Facebook’s founder in an engaging assessment of why his company is so successful. Along the way, she uncovers something that many other leadership books seem to miss — the power of diversity in innovation.
I’m not just talking about demographic diversity. Don’t get me wrong — demographic diversity is absolutely vital to innovation, and organizations still have a long way to go in that regard. But since we know that diversity is strength, it makes sense to expand the classic business understanding of workforce “diversity.” This isn’t a counterpoint to the demographic meaning, but an extension of it. A flourish. An embellishment. In the same way that jazz performers rely upon flourishes to add unique depth and character to their music, diversity has the potential to elevate the business innovation process in unique and valuable ways.
How can leaders put this insight into practice? Here are three factors to consider:
1) Yin Needs Yang
In Think Like Zuck, Walter defines five “musts” for business success: passion, purpose, people, product, partnership. It was her thought-provoking chapters on people and partnerships that made me really sit up and start thinking about diversity, and why it’s vital.
Because of Zuckerberg’s passion and smarts, Facebook did well nearly from the start. But it didn’t go into orbit until Zuckerberg picked Sheryl Sandberg as his COO. Walter writes:
She had a completely different style from his. I think their differences are what make the Zuckerberg-Sandberg duo such an extraordinary team. They complement each other very well. What Mark lacks in experience, Sheryl brings to the table in abundance. When he doesn’t feel like stepping into the limelight, she steps in for him masterfully. The difference in age, as well as gender, contributes various perspectives and capabilities.
“Yeah,” I thought, “that makes a lot of sense. So why don’t more companies get this? Isn’t it obvious?” Nailing the point, Walter quotes Leslie Bradshaw of JESS3 (a social media firm that serves world-class companies like Nike, MTV, Samsung, NASA, Twitter, ESPN and Google):
In our partnership, Jesse Thomas is the yang, and…I have enough yin to balance it out. If you look beyond our personalities, the fact that our genders are different also adds diversity. The perspective I bring as a woman is very different from what he brings as a man, and that helps balance out the way we hire, the way we treat our employees, and the way we approach strategies when we execute for clients.
“Of course!” I shouted. (Luckily, I was alone. HA). Of course diversity allows you to do more — to think more, think differently, think better! It seems self-evident, really. Yet it can be incredibly hard to convince CEOs and managers to hire or involve people who are different from them. People who do things differently, who think differently. It’s a perceived risk. And it’s wrong. “Everyone needs to be talking about this” I insisted. I was pretty fired up — but with good cause, don’t you think?
2) It’s Proven: Two Brains (and Personalities) Are Better Than One
Inspired by Walter’s book, I dove into Hutch Carpenter’s article “Diversity and Innovation: Improve the Person, Improve the Idea.” Pacing back and forth, I searched for past threads that would push my current thought process forward:
A key aspect of the next generation of innovation is the ability to tap a much larger set of minds in pursuit of valuable ideas. The historic method of innovation relied exclusively on a designated few. (“So true!”) Diversity is the key element here. That is, engaging a broad set of different perspectives to generate something better than one could do individually. Cognitive and heuristics diversity — that’s what benefits innovation. People who see things in a different way, and bring a different practice to solving problems.
“Good, good, yes,” I thought, still talking to myself. “Of course — put people together, you get more ideas. Like one plus one, right?”
Not quite. Instead, we need to think one of this kind, plus one of another kind. Carpenter cites a study by Ron Burt of The University of Chicago, finding that “people with more diverse sources of information generated consistently better ideas.”
So. It’s not just about more sources. It’s about more more diverse sources.
3) E Pluribus Unum (Out of Many, One?)
Then I found out something totally cool. Are you ready for this? Group diversity leads to better innovation than a genius inventor working alone (or a group working in isolation) — even when that solo entity gets input from others. Although the “lone inventor” may come up with great innovations (okay, we’re all thinking Alexander Graham Bell) it’s less likely that will happen than with communities of diverse thinkers who freely explore ideas together.
It’s true: Zuckerberg didn’t work alone. And neither did Alexander Graham Bell. Facebook and the telephone may have been visions of “lone inventors,” but those visions became world-changing products only because Zuckerberg and Bell worked well with others who thought differently from them.
As Ekaterina Walter makes abundantly clear, Mark Zuckerberg, along with many others, has created a platform more powerful for letting our voices be heard than anything since the invention of the printing press. It’s the basis for social community on a grand scale.
Social Networks and Innovation: The Bigger Business Picture
Okay, then. So the tools are there to connect our diverse dots. Why not use social networks to create a new world of work? All of us, together, representing a spectrum of talents, personalities, styles, backgrounds, brains, ideas, experience. All of us focused on contributing to a common purpose. A diverse community — an orchestra, of sorts.
We could be riffing together like jazz musicians to create organizational cultures that are more responsive, resilient, energized, engaging and innovative. Diversity playing in unison isn’t only music. It can, in fact, inform the future of work.
What are your thoughts about the power of diverse thinking in the workplace? What’s the best business book you’ve read this year? And what did it teach you?
(Editor’s Note: To discuss World of Work topics like this with others in the TalentCulture community, join our online #TChat Events every Wednesday, from 6:30-8pm ET. Everyone is welcome at events, or join our ongoing Twitter conversation anytime. Learn more…)
(Also Note: This post is adapted from Forbes.com, with permission.)
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