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Startup PR Tip: To Get Press, Don’t Pitch Your Product

Reprinted from the OnStartup blog. Original article written by Dharmesh Shah can be found here.

I get pitches every day from entrepreneurs, PR agencies and book authors who hope to get an article about them written on my blog, OnStartups (300,000 readers) — or on HubSpot’s marketing blog (over 1.5 million visits a month).

It’s sad that most of those pitches fall flat and are likely to be completely ignored. A waste of time and money for everyone.

For example, here’s a pitch from a PR professional. I’ve changed it slightly to avoid embarrassing anyone:

“I’m working with a wonderful new business… The owners grew up together and decided to go into business… it’s a story I’m sure your readers will care a lot about!”

Uh, no. I don’t really care about their story. No one else probably will either — except maybe their moms.

Don’t get me wrong. I’m sure the entrepreneurs are great people, but many entrepreneurs can tell a tale of struggle and euphoria and heartbreak and someday, against all odds, turning their dreams into reality and making their business a success. While occasionally we might be inspired or motivated, for the most part we’re just not that interested in other people’s stories. Unless those stories are particularly remarkable we’re more apt to just keep living our own dreams and writing our own stories. So, the things we’re interested in is not other people’s stories, but information that helps us write our own.

So what should you do if you’re trying to spread the word about new products and services, landing new customers, bringing investors onboard… all the stuff you hire PR agencies to do for you or, more likely, try to do on your own?

If you’re looking for press, forget the formulaic, cookbook approach to crafting a winning media pitch. That approach may result in coverage in a few outlets… but not the ones you really want.

Quick rule of thumb: Any media outlet that will do a story based on a crappy pitch is a media outlet that will get you crappy exposure.

Let’s pretend you’re thinking about pitching me. (You can apply the following to any media outlet or blog, though.)

Here’s what to do and not to do:

Don’t tell me your story is unique.

No offense, but it really isn’t. There are thousands of Ramen noodle stories. There are thousands of 3 am “Eureka!” stories. There are thousands of maxed-out credit cards, relatives won’t return your calls, last-minute financing savior stories.

Your story is deservedly fascinating to you because you lived it, but to the average reader your story sounds a lot like every other entrepreneur’s story. Claiming your story is unique creates an expectation that, if not met, negatively impacts the rest of your pitch.

And if your story truly is unique, I’ll know. You won’t have to tell me.

Don’t tell me how much a little publicity will help you.

Never waste time by explaining how this could be a win-win relationship or, worse, by claiming you want to share your wisdom because you simply want to help others.

I know you want publicity, and I know why. I get it. We’re cool.

Know what I’ve done recently.

It’s easy to think, “Hey, he recently wrote about choosing a co-founder, so I should pitch a story about how I help people find co-founders”.

Um, probably not. If I just wrote about co-founders, I’m probably good for a little bit on that topic. Never assume one article indicates an abiding fascination with a particular topic.

But do feel free to pitch if you aren’t a member of the choir I just preached to. Different points of view catch my attention; same thing, different day does not.

Know my interests.

You certainly don’t need to know I enjoy late-night walks on the beach. (Hey, who doesn’t?) But skim a few posts and you’ll know I have a soft spot for company culture, startup funding, and startup marketing.

So if you really want to get my attention, don’t use the tried-but-in-no-way-true “mention you really enjoyed something recent the writer wrote” approach.

Instead put your effort into finding an angle that may appeal to my interests. If you can’t be bothered to do that you’ll never get the publicity you want.

Forget a profile piece.

Straight profile pieces that tell the story of a business are boring. (At least I think so, which is why I don’t post those)

The best articles let readers learn from your experience, your mistakes, and your knowledge. Always focus on benefiting readers: When you do, your company gets to bask in the reflected PR glow.

So, I don’t want to know what you do; I want to know what you know. If you started a company, share five things you learned about landing financing. If you developed a product, share four mistakes you made early on. If you entered a new market, share three strategies you used to steal market share from competitors.

And while you may think the “5 steps to” or “4 ways to” approach is overdone, keep in mind readers love them… and even if I decide not to frame the story that way, developing mental bullet points ahead of time is a great way to organize your information (which helps me) and ensure you have great talking points (which definitely helps you.)

Realize that the more you feel you need to say… the less you really have to say.

Some people think bloggers are lazy and look for stories that write themselves. I can’t argue with the lazy part, but I really don’t want to read a 1,000-word pitch with a comprehensive overview of the topic and a list of semi-relevant statistics. The best products can be described in a few sentences, and so can the best pitches:

So now let’s get specific. Pretend you’re crafting your pitch:

Remember: forget what you want.

Many people think, “Wow, it would be awesome if OnStartups.com ran a story about our new product—think of the exposure! So many VCs would read it! We’re looking for funding!”

Maybe so, but unless you focus on how readers can benefit from the story (learning about your new product isn’t a benefit to readers), that’s not going to happen.

Then, think about what I want.

I want to inform and occasionally – hopefully – entertain readers; the more you can help me accomplish that goal, the more interested I am in what you have to say.

Then craft your pitch with publicity as a secondary goal.

In the example above, the PR pro didn’t offer readers anything. His only focus was on getting publicity to benefit his clients.

Flip it around and focus solely on how you can benefit readers. When you do, your company will benefit by extension.

For example, if you want to spread the word about:

· New products or services: Share four lessons learned during the product development process; describe three ways you listened to customers and determined how to better meet their needs; explain the steps involved in manufacturing products overseas, especially including what you did wrong.

· Landing a major customer: Describe how you changed your sales process to allow you to compete with heavy hitters in your industry; share three stories about major sales that got away and what you learned from failing to reel them in; detail the steps you took to quickly ramp up capacity while ensuring current customers needs were still met.

· Bringing in key investors: Explain how you helped investors embrace your vision for the company; describe four key provisions that create the foundation for a solid partnership agreement; share the stories of three pitches to VCs that went horribly wrong and how those experiences helped you shape a winning pitch.

Sound like a lot of work? It is, but it’s worth it. When you offer to help people solve problems and learn from your mistakes, bloggers and writers will be a lot more interested.

More importantly, readers will be more interested in the news you want to share because first you helped them—and that gives them a great reason to be interested in your business.

 

Linda Rottenberg’s Day 1 Speech

Linda Rottenberg, CEO and Co-founder of Endeavor, delivered a speech in Rio de Janeiro at the Global Entrepreneur Congress (GEC) hosted by Endeavor Brazil. The speech was part of Endeavor Brazil’s “Day 1” series, where entrepreneurs talk about days that forever changed their entrepreneurial journeys.

Linda spoke before a packed audience about her “Day Ones,” including the day when, as an Ashoka fellow in Argentina in the late 90s, she had her “eureka moment” and first thought up the Endeavor model; the day when Argentina business tycoon Eduardo Elsztain agreed to fund the launch of Endeavor’s first office in Buenos Aires; the day when Endeavor Global Board Chairman Edgar Bronfman, Jr. pushed Linda to ratchet Endeavor’s global presence up to 25 countries by 2015; and finally, the day when she realized that in order for Endeavor to lead a global high-impact entrepreneurship movement, she needed to hire senior leaders, thereby  transforming her team from a rock star into a rock band.

Other Day 1 speakers included Brad Feld, Managing Director of Foundry Group, Luciano Huck, Brazilian TV star (and the first Brazilian to garner one million twitter followers), and Edivan Costa, Brazilian Endeavor Entrepreneur and Founder of business registration company, SEDI.

 

 

New York Times’ Thomas Friedman Cites Endeavor Mexico Companies As Part of “Just Do It” Generation

During a recent visit to Mexico, New York Times’ columnist Thomas Friedman spent time visiting with Endeavor Mexico MD Pilar Aguilar and a number of Endeavor Entrepreneurs. These visits strongly influenced a column he went on to publish about the positive side of things in Mexico. Friedman writes that the country continues to have many challenges but that there is great hope in “what Mexico is doing right.” Friedman turned to examples of innovative entrepreneurs he met in Monterey and explained that these individuals have chosen to pursue their dreams and build successful companies despite a seemingly difficult environment. Among them were Arturo Galvan of Naranya, Patricio Zambrano of Alivio (a spin-off company of Imagen Dental) and Raul Maldonado of Enova.

The complete column is available on the New York Times’ website here.

 

Linda Rottenberg discusses “scale-ups” with WOBI

Endeavor CEO and Co-Founder, Linda Rottenberg, spoke with the World of Business Ideas (WOBI) on the inflection points entrepreneurs face.

Is it okay to fire a friend? Should your company take capital? Do you want to franchise? “All of these strategic questions are the decision making points that we find at endeavor,” Rottenberg says. “ [These] are the moments of inflection when companies either stay flat or have that hockey stick effect.”

She discusses in the interview that not everyone is going to be a high-impact entrepreneur. “Entrepreneurship at the end is about the stomach. Do you have the stomach to make those tough decisions and to try to mitigate risk?”

Rottenberg finds that most entrepreneurs are not fearless risk takers. They want to be responsible and make smart choices. But where can they go for help?

“I think mentorship is really key,” she tells WOBI. Rottenberg believes that learning from the successes and failures of others can help entrepreneurs get past these points and properly scale their businesses.

The founders of WOBI, Nelson Duboscq and Eduardo Bruchou are two of Endeavor’s earliest entrepreneurs who have benefited from such mentorship. Since joining Endeavor’s network in 1999, their company HSM Group, which provides executive management education, has grown in revenues by 397%. HSM launched WOBI last year, providing another multimedia platform for sharing innovative business ideas from experts like Rottenberg.

Watch the video, “Linda Rottenberg: When Real Entrepreneurs Come to Life” on WOBI here.

For Rottenberg’s previous video, “Five Lessons for Aspiring Entrepreneurs”, see here.

eMBA Alumni Gather Over Wine and Cheese for Reunion in NYC

Alumni of Endeavor’s eMBA Program – which places business school students at Endeavor companies worldwide – mingled at Moore Bros. Wine Co. to network and exchange stories of their educational experiences overseas. Here are short interviews of some of the attendees:

 

 

Greek Endeavor Entrepreneurs from Hellas Direct give insight on the wonderful world of fundraising

Hellas Direct

Reprinted from the Hellas Direct blog. Original article here.

Raising capital is one of the hardest things you will ever have to do as an entrepreneur. Whether you are seeking your first few thousand euros or looking for tens of millions, pitching to an investor is a test of both character and tenacity.

In setting up Hellas Direct we raised EUR 8.5m in angel financing. We approached more than 2,500 investors and we met up with 300 of them. This was a long rollercoaster ride, which spread over 14 different countries and lasted approximately 18 months. It was a humbling experience, but one that we would not change for the world. It was a journey, which taught us a number of lessons and gifted us tons of entertaining stories to share with friends in gin-and-tonic sessions to come. How else could one have met a Russian oligarch, drink afternoon tea at the House of Lords and find himself bodysearched in a Tel Aviv restaurant, all within two weeks?!

We were lucky enough to have a pretty unique proposition to share with the investment community. At the time that we began our fundraising there were few people looking to set up a new business in Greece, let alone in a sector as highly specialised (and blatantly boring) as car insurance. This helped us differentiate our message and it enabled us to suss out quickly whether a particular investor would be of relevance. Hellas Direct – or ‘Project Dias’ as it was then mystically called – was coined as  «the ultimate contrarian play», and we were often referred to as «those Goldman guys» or «the Greek chaps», alongside different adjectives that in one way or another questioned our sanity. This, in its own right, was helpful. In the goldfish-memory world of international investing we became relevant, we marked our own territory and we made a lasting impression.

If there is one piece of advice that we would like to pass on to all entrepreneurs venturing out to find investors is to make themselves memorable. Find a niche, own it and make sure that everyone appreciates that this is your domain. Become the go-to person in your industry, a knowledge hub. In order to do that, you will need to be 100% consistent in your messaging. One of the greatest mistakes we made at the beginning of our journey was to try and change our tune according to what we thought investors wanted to hear. This is a dangerous game to find yourself playing and it can do much more harm in the long-run than losing out on some immediate investor leads. The investment community is a surprisingly small place, with a lot of interconnected communication channels. In order to build long-term credibility, it is important to be yourself, to stick to your story and to share the same information across the board. Few investors would back a venture without calling some people first to check you out – any ambiguity or mixed feedback there could jeopardise your chances of getting funded.

“In the goldfish-memory world of international investing we became relevant, we marked our own territory and we made a lasting impression.”

So, how does one get started? Is there a magic formula, a plan, a recommended course of action? What we have discovered along the way is that different things work for different people. Most of our successes came from cold-calling. A number of our current shareholders we had never come across before pitching them our idea. Other entrepreneurs have done fantastically well by just relying on their own network and adopting a much more clinical approach. There is no right answer as such.

We thought we’d share with you five quick pointers to help get you motivated and set you off on your fundraising. The below definitely helped us keep sight of our end goal. We hope you find them useful!

 

A.    Get in the ring

• It is not a shame to be asking for money. Most investors have been there before and they respect you for doing so. Whatever your educational or corporate background may be, let your fears subside and start emailing!

• Plan well. It is easy to fall into the trap where you think you are making progress but you end up spinning wheels. Remember the 80-20 rule and seek results not perfection. We put together dozens of target investor lists which proved themselves useless, despite their impeccable formatting and colours.

• Break down the run into smaller, easier to complete, sprints. The aim of an email is to get you a face-to-face meeting. The target of that meeting is to get you a second meeting. The goal of that second meeting is … you get the drill! We had to meet some of our investors close to twenty times before they actually committed. Be patient and keep track of everything.

 

B.    Know your audience

• Reaching out to someone you do not know is never easy. Try to educate yourself about them as much as you can. Ask common friends, google them, flick through newspaper archives. You can never research someone too much.

• Stalk people! By following people’s tweets, checking them out on facebook and tracking them on linkedin can help you get a much better idea as to what these people are like, what drives them and how they express themselves. Think of this as the social media checks you’d do on someone before going on a date.

• Don’t assume that a social media contact is a credible introducer. From our experience, it is often better to approach someone ‘cold’ than getting a ‘lukewarm’ introduction.

 

“It is important to understand that investors do not need you – the only reason they would respond to you is because you managed to attract their attention somehow.”

 

C.    Personalise your approach

• The investors you are reaching out to have been approached by hundreds if not thousands of different entrepreneurs through time. They have probably seen your exact same plan a couple of times before too. It is important to understand that investors do not need you – the only reason they would respond to you is because you managed to attract their attention somehow. We were told by an internet billionaire’s family office that the only reason why they decided to see us out of 700 business plans submitted on that day was because of the title of our email!

• Find a hook. Each investor has a soft-spot. It could be their alma matter, a charity they are involved in, a cause that they believe in. Try to figure the best approach via their social media interactions and use such a ‘hook’ as a means to engage in a more meaningful communication. In all likelihood, the investor will know exactly what you are doing, but they will respect you for the effort and for sticking to the protocol.

• Keep your emails long enough to cover the bare essentials but short enough to keep things interesting. Don’t try to overload people with information. Remember that the goal here is to get any sort of response – even negative – on which you can work on.

 

D.    Follow up

• It shocks us seeing entrepreneurs who don’t follow up on meetings they had requested in the first place. You would be surprised how many people get this wrong. Sending a polite thank-you note via email is the very least one should do – preferably straight after finishing the meeting.

• Following up on topics specifically discussed during a meeting is always a winner with investors. Books generally come across as a thoughtful approach. We were probably the largest Amazon buyers of Brett King’s «Bank 2.0» when it came out in 2009.

• Following up is particularly important in the case of a negative answer too. Remember that these people may serve as points of reference to future investors you may need. The last thing you would want is for them to express a negative opinion on your manners and etiquette!

 

«if you are going through hell, keep going»…

 

E.    Keep calm and carry on

• You will need to kiss a lot of frogs before you get to your prince.

• You will often think of quitting but don’t let that get you down.

• As Churchill said: «if you are going through hell, keep going»…

 

Endeavor cited in Harvard Business Review: Focus entrepreneurship policy on scale-up, not start-up


Reprinted from Harvard Business Review. Original article here.

By Daniel Isenberg

Would you allocate more of society’s resources to giving birth to more babies or to raising children well? Now, think about enterprise creation and the challenge of economic growth. Societies’ leaders need to rebalance entrepreneurship policy towards scale, not start.

In recent years, we have been witnessing a significant global shift in attitudes towards entrepreneurship in countries around the globe. This is reflected in the dramatic proliferation of start-up programs: Start-up America, Start-up Chile, Start-up Russia, Start-up Britain, Start-up Weekend, and dozens of others. “Start-up” has replaced “Silicon” as the reigning entrepreneurship buzzword: There is hardly a country or city that is lacking a start-up program.

Unfortunately, this is being guided almost exclusively by a narrow conception of entrepreneurship as consisting primarily in the starting-up of an enterprise. Equating entrepreneurship with start-up is not wrong; it is just very incomplete. It is also problematic because of two flawed implied messages: The first is that the most difficult and important task of the entrepreneur is launching his or her venture. The second is a notion we might call “the more the merrier” — i.e., the more start-ups, the more successful the program. Quantity of start implicitly trumps quality of scale.

Both of these messages are doubtful. If we look at entrepreneurship in terms of extraordinary value creation and capture, which I do, then it is clear that value can be created and captured in a large variety of ways, and there is no a priori reason to think doing this from scratch via a start-up is the only or even the best way. Extraordinary value creation may involve acquiring, re-purposing, spinning off, or recombining underutilized or undervalued assets, or what my Stanford colleague George Foster calls “re-starts.” The Kaspersky’s, for example, founded their leading anti-virus company by spinning it out from a struggling Russian institute they worked for. Over the past decade or so, search funds have become an effective vehicle for acquiring undervalued companies to infuse with capital, management and growth. Family businesses, large corporations, R&D centers and universities — any of these can be essential in creating or freeing up assets rich with untapped potential. And yet:

Extraordinary value creation cannot occur without growth, and entrepreneurial growth post start-up has numerous challenges which can be an order of magnitude more difficult than simply starting a venture. Growth entails developing a powerful sales and marketing machine, building an organization by hiring and managing diverse groups of people, and knowing how to acquire strategic inputs such as the right kinds of capital and suppliers. Growth requires amazing amounts of energy and dedication, not to mention smarts. Forward-looking policy, as well as culture and the private sector, must support all these skills and resources more than it does at present.

Indeed, when I dig into examples of start-up programs, ranging from Scandinavia to the Middle East to both North and South America, scale-up is the far bigger challenge: After two years and $12 million, Start-up Chile’s largest resident start-up employs three people, according to Horacio Melo, the CEO. A comprehensive set of start-up programs and policy reforms in Denmark in the early 2000s led to a dramatic increase in the numbers of ventures formed, but when analyzed five years later, the vast majority had plateaued at a few employees, and fewer than 1% met the fairly modest criteria set to be considered “growth” ventures.

Chile and Denmark’s policies are not “wrong” (in fact, in Denmark this finding has provided policy makers additional impetus to strengthen efforts to crack the code of scale). The lesson is: scale-up is so much harder than start-up entrepreneurs (and policy leaders) realize. As one of my successful entrepreneur friends warns, “This is tough bloody s[***].” We need to turn the focus on growth-after-start: growth will not somehow take care of itself. To return to the imperfect analogy of my lede above, anyone who has been a parent knows that the long and complicated job of growing a healthy, educated and moral child is vastly more challenging than giving birth. I vividly remember how our first birthing class spent hours on breathing and epidurals, yet I had no clue about how to change a diaper or deal with a rash let alone be a father of teenagers! And societal resources required to formally and informally prepare parents for and support them in parenthood are immeasurably greater than for the birth process itself.

So it is just now dawning on many in business and government that when these start-up programs are successful in stimulating venture birth rather than venture scale, the tremendous challenges of growth may paradoxically become worse, not better, and can leave many stagnant or overvalued ventures that may have little real prospect of growth.

We can refocus policy on scale-up in a number of ways. One is structural: stop treating venture survival as an indicator of policy success and start looking at those that grow. It is also necessary for policy to facilitate extremely high levels of venture death and recycling in order to avoid a plethora of valueless start-ups. Focus much more attention on enriching the local labor pool, an essential aspect of an effective ecosystem. Entrepreneurs I meet with from Boston to Bangalore to Barcelona who have succeeded in obtaining market traction almost universally complain about the paucity of appropriately skilled people and managers to hire. Entrepreneurial ventures can never grow without talent, and the two basic types of talent needed — new employers and new employees — must evolve together.

Furthermore (and here is where the parenting analogy breaks down), experience and the existing data suggest that a very small number of high-growth ventures may be sufficient to generate almost all of the social and economic benefits of entrepreneurship. One venture which grows to 100 people in five years is probably more beneficial (to entrepreneurs, shareholders, employees, and governments alike) than 50 which stagnate at two. Endeavor has recently shown that just two or three unusually scaling ventures can have an utterly disproportionate impact on dozens of successors, and impact the entrepreneurship culture in a region.

Which is more important, giving birth or raising children? Obviously, birth is necessary, but it is greatly insufficient. In focusing entrepreneurship policy almost exclusively on start-ups we are favoring quantity of start-up at the expense of quality of scale-up.

A chat with Endeavor network member Fadi Ghandour: how to encourage entrepreneurship in the Arab world [Wamda TV]

Reprinted from Wamda. Original article here.

By Nina Curley

At the Abu Dhabi Media Summit last month, Fadi Ghandour discussed opportunities and challenges for entrepreneurs in the Arab world, in an hour-long talk, which you can watch here.

Afterwards, we had a frank chat with him where he explained that “the knowledge economy is the future,” noting that it is important for startups in the Arab world, especially in the tech sector, to realize that copying and pasting a model may be ok, but you have to innovate to make your startup relevant to the region.

By observing trends in developed economies, Ghandour explains that we can get a sense for what will happen in the Middle East and North Africa as the ecosystem develops. “What happens there will happen here,” he says, “but with a twist.”

He also stresses the importance of local innovations; “We don’t want to be only a consumer society, because a lot of the knowledge industry needs to be generated here.”

“Entrepreneurs are the creators of future jobs, and there is a high unemployment rate among all youth in the Arab, and that’s the biggest danger for stability in the Arab world – bigger than any other danger. But we’re not doing enough about it,” he explains. It is thus incumbent upon governments to enable entrepreneurship through easier business regulations, stronger broadband infrastructure, free trade in the region, and a freer movement of peoples between countries.

Ghandour adds that governments need to foster competition instead of protectionism to release entrepreneurs to innovate and build better products and services for consumers. “Small and medium-sized enterprises need to be encouraged,” he says, “Access to capital, access to knowledge, access to networks is where the future lies.”

How to find a good mentor (by an Endeavor Entrepreneur mentee)

Reprinted from Wamda. Original article here.

by Abdullah Alshalabi

Starting a new business is like having a baby. I’m no expert in raising kids, yet I know that when your first baby is born you’ll always seek your parent’s advice. The same thing applies when you have your first startup, you should find your parents (mentors) for your newly born baby (startup). Yes, your mentors will be your new parents.

You’ll need mentors that have gone through the ups and downs of an entrepreneur’s life. The mentors should be experienced entrepreneurs that previously built two to three startups and can advise you against making the same mistakes they did. Ideally, they will guide you when you are lost, support you when everyone is laughing at you, and will be honest with you when everyone else is just being nice. Good mentors are usually nice people too, and tend to follow the “Give before you get” mantra.

Unfortunately, good mentors are rare! I’m super lucky to have two great mentors helping us with our startup, fishfishme.com: [Endeavor Entrepreneur] Omar Koudsi, the co-founder of Jeeran.com, and Migeul Angel Ferrero, the co-founder of quehotels.com. They have opened our eyes to great opportunities and have saved us from doing crazy things.

Now, the question is “how do you get access to great mentors?”

Good question: first you need to do your homework. You need to find out who you want to be your mentor, and why. Don’t be limited by geography or nationality. Next, follow them on twitter and get to know a bit more about them. Let them know who you are by retweeting or replying to some of their tweets.

Next, try to find out if they are participating in regional events and try joining these events. Then, you have two options: 1) talk to them directly, in person or over email. 2) Find someone who can introduce you to them (the better option). Don’t mention anything about mentorship yet.

The next step to ask them one or two specific questions about some challenges you are facing at your startup, asking for their advice (over coffee or a Skype call). Do this a couple of times, and then introduce the idea of being a Mentor and a Mentee.

You can’t imagine the value of having a mentor until you have a good one yourself. It’s still uncommon in our region and people still struggle to understand what does the term “Mentor” means. We need to change this, and Wamda is already working on it; last weekend I attended a great event organized by Wamda called Mix N’ Mentor event (which is also coming to Dubai this Thursday). They invite experienced entrepreneurs and VC investors from all over the world to give entrepreneurs some feedback in their startups and to help them find their new parents (mentors).

I never dreamt I would meet Dave McClure of 500Startups in the Middle East, yet that was what exactly happened. I’m glad I got in touch with Omar and the Wamda team and came to this awesome event.

[From the left in the photo above: Omar Koudsi of Jeeran, Mohammed Alzubi of Global Investment House and Sand Hill Angels, and Dave McClure of 500Startups and Geeks on a Plane. ]

Building a culture of creativity: what companies can learn from Ferrari, art, and jazz

Reprinted from Wamda. Original article here.

By Oubai Elkerdi

Dynamic teams made of passionate, curious, and talented self-starters produce exceptional outcomes.

But building a highly dynamic team is easier said than done. It’s crucial to nurture individual curiosity, develop skills, and create opportunities for personal growth, while designing a workspace that fosters collective ideation, experimentation and improvisation.

Few employers are currently willing to really invest in creating thoughtful institution for growth, but smart companies understand that a focus on team culture is essential to sustainability and success. This is why, a few years ago, Ferrari launched a program that is entirely geared toward employee training and development.

In an HBR article, director of human resources and organization Mario Almondo was asked how Ferrari trains its employees to be creative, to which he responded:

“You can’t methodically teach creativity. But you can provide an environment that nurtures it. Several times a year, we run a program called Creativity Club that is designed to get employees’ creative juices flowing. We have six events at which employees meet various types of artists. We’ve had painters, sculptors, a jazz musician, a writer, a radio DJ, a photographer, a chef, an actor, an orchestra conductor, and others. The goal is for our employees to learn about how artists generate ideas and solutions.”

Ferrari isn’t the only company that cares about the personal growth of its employees. At Pixar University, 110 courses on everything from improv to self defense are taught to all employees. The point of this in-house education “is to push Pixar employees to try new things, work together better and test new ideas.”

In his book Innovate the Pixar Way, dean of Pixar University Randy Nelson says “the skills we develop are skills we need everywhere in the organization. Why teach drawing to accountants? Because drawing class doesn’t just teach people to draw. It teaches them to be more observant. There’s no company on earth that wouldn’t benefit from having people become more observant.”

At IDEO, employees are introduced to new ideas on a weekly basis. Tom Kelley writes, “nearly every Thursday evening, a world-class thinker shows up to share their thoughts with us.” This “Know How” speaker series is not only educational; it also stirs all kinds of fresh conversations and insights.

Environments that stimulate and engage problem-solvers in provocative learning experiences are more likely to give birth to innovative solutions.

Jazz as a first step

But how do we create environments that promote vibrant interplay? Especially when building lean startups?

It turns out there is much to learn from jazz, especially when it comes to mastering the art of improvisation.

A jazz improviser assumes that a melody can be molded out of a chaotic rhythm, so he pays close attention to his surroundings and waits for an opportunity to embellish, to “link the familiar with new utterances, and adjust to unanticipated musical cues that reframe previous material.”

Jazz musicians also take advantage of errors. Which is also how the pacemaker was created, recalls Barrett: “A simple mistake – pulling the wrong resistor out of a bag – and a willingness to stick with it long enough to connect the pulse of the oscillator to [an] overheard conversation about irregular heartbeats… led to an invention that has done untold good.”

Errors are the stuff of new discoveries because they disrupt our expectations and throw us into new territories where we have to look for original approaches and ways to combine previous knowledge with the tools at hand.

This is why innovators like Brian Eno like to disorient the members of a band – while they’re rehearsing in the studio – by having them switch instruments. This may result in less refined music, but “it enlarges the envelope of possibility within which they navigate,” says Eno in a conversation with Stephen Johnson.

Lastly, it is important to allow employees to design their own workspaces within a flexible, relaxed structure. Cross-disciplinary dialogue requires vigilance and followership. It also requires minimal, obtrusive, intervention.

What a manager should do is play the role of the anthropologist; keep her distance and make sure she is observing her team in its most natural state. Or just pick up and instrument and join the groove! Join – as in follow, not lead.

Companies and organizations that are excellent at delivering innovative products and services also happen to be platforms of experimentation and learning, and they often empower employees to become proactive agents of change beyond the walls of their organization.

So go ahead, spread those ideas and give them a try!

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