Part one of our article on lessons learned about innovation from a mathematical genius. Read part two here.
What do solving impossible mathematical equations and marketing strategy have in common? Well, if you squint and turn your head sideways, you’ll realize that both have something to do with innovation and discovery.
What can marketing strategy learn from a mathematical genius?
That was the key takeaway from a recent talk by Cedric Villani, the 2010 Fields Medal winner for his work on Landau damping and the Boltzmann equation. (Don’t feel bad, I didn’t know what those were either, so here’s a link)
While my knowledge of mathematics is severely limited, I am fascinated by what takes place inside the mind of a renowned genius, wrestling with the most important work of his or her career. And this is the topic of Villani’s recently published book, Birth of a Theorem.
In his talk, Villani highlighted his journey of discovery, one he embarked on with fellow researcher, Clément Mouhot. I was struck by the relevance between many scientific research concepts and the development of a marketing strategy to solve customer challenges.
Want innovation? Prepare for surprises…and failure
When you set out to solve a difficult problem, Villani suggests that the only outcome you can predict is ‘that we will get surprising results.’ This requires a level of open-mindedness and a willingness to live with uncertainty.
You also can’t predict what the process looks like. Scientific discovery is usually a zig zag of dead ends, false starts, incorrect assumptions and premature conclusions. The key is to take your time. Don’t rush to a solution. And be prepared: You have to be able to tolerate interim failures.
“The process of mathematical discovery starts when you understand nothing and then, a faint flickering of light and then, all of a sudden, it’s “ah!” – light everywhere and illumination.”
Much has been written about the importance of failure in the creative process. But how do we really embrace this idea when we set out to solve hard marketing problems? It is often too easy for “experts” to sell their clients a set of deliverables—known outcomes based on proven methodologies and frameworks. This may be a red flag for those who are looking for real innovation as a way to separate themselves from the rest of the pack. But then, as Villani suggests, this approach requires a tolerance for ambiguity, experimentation and luck.
Next up: The 7 ingredients for discovery
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