We recently launched a new idea-sharing function on Compuware’s internal employee communications portal. The purpose is to provide employees with an easy and convenient way to post their own ideas … about anything, really … and to comment on ideas posted by others. I call this commenting process “piling on.” Let me explain what I mean by that.
Employee A posts an idea. Employee B piles on by posting a comment. Employee C piles on with a comment on Employee A’s idea and Employee B’s comment. And so on. Every time someone piles on, the original idea morphs into something different. It grows. It takes twists and turns. The idea can get better … or crazier … or more creative … or whatever. By the time the piling on process ends, the final idea has often become radically different from what was originally posted. And that’s okay. In fact, that’s what’s supposed to happen.
When all is said and done, if the process has worked the way it should, it’s virtually impossible for any single participant to dial back and say, “Hey, that part was mine!” In this process, there is no such thing as “my,” there is only “our.”
Let me walk you through an actual example of a piling-on process from my previous life. This one resulted in one of the most iconic automotive press events ever. As I recall, this took place over the course of one weekend – using good, old-fashioned email – with the participants checking in and piling on whenever they felt like it. People added comments and ideas at all times of the day and night. There were about eight or nine folks taking part. It went something like this:
Okay, we’ve got to come up with an idea to reveal the new Jeep Wrangler at the Detroit Auto Show. This is a really big deal for them, and the clients are looking for a “big idea.” Never heard that one before! The only thought I have is their ad slogan: “Go anywhere. Do Anything.” Pile on! **** Does the reveal vehicle drive? **** Yep. It’s fully functional. I should have told you that. Plus, it’s bright red – if that helps. **** Even though it drives, how far can we drive it? From off-stage to on-stage is, what, about 20 feet? That’s not very impressive. **** Okay, I don’t know where to go with this, but “go anywhere” really can’t be demonstrated in a convention center. It can barely go anyplace! **** So … what if we held the press event outside? **** Cool idea! Literally. It could be like ten below! Does that matter? **** Maybe the media wouldn’t have to be outside. Maybe they could watch from inside the hall … on video. **** That sounds pretty passive. They might think it was just a pre-taped segment. **** Unless, the journalists in the hall actually watched it go outside. **** Go with that. What do you mean “watched?” **** I mean watched – like live. **** So it starts inside … and goes outside? I’m getting confused! **** Okay, set that aside for a minute. It’s hanging us up. Try this: Why would the Jeep go outside? **** Easy. Because it’s a Jeep, that’s why! **** Right! It doesn’t belong inside! **** It doesn’t like being inside! **** Vehicles can’t “like.” **** Yeah, but what if this one could? What if we pretended that it had emotions and feelings and stuff? **** Wait – hold on! It’s cooped up inside Cobo Hall. It doesn’t like it. And it ESCAPES! **** Escape is a Ford. **** Okay – it breaks free! Better? **** It drives right off the stage … **** And up the main aisle to … where? **** The Cobo Hall lobby? How’s it get outside? Through the doors? **** Are they wide enough? **** WAIT! IT DOESN’T DRIVE THROUGH THE DOORS – THAT’S FOR SISSY CARS. THIS IS A FREAKIN’ JEEP! IT CRASHES RIGHT THROUGH THE GLASS! **** Then what does it do? **** It keeps on driving … **** Across the street out front … **** Up the steps to the plaza beside The Ponch … where it … what? **** Where it climbs a mountain! **** There aren’t any mountains beside The Ponch. **** I know – we’ll build one! **** And all of this happens live? **** Sure! The media watch the vehicle roar off stage and up the aisle. Then we cut to video in the lobby as it crashes through the glass … goes across the street … and climbs up the mountain! **** Right – we station some electronic media in the lobby so that they can cover that part live. **** And this all happens by remote control? There’s no driver? **** Of course there’s a driver. He just can’t seem to control the Jeep. It’s like it has a mind of its own! **** Is anyone else in the vehicle? **** Here’s a wacky thought. What if XXXXX is in the passenger’s seat? **** Are you crazy? We’re going to put the freakin’ president of the company in the Jeep and have it crash through plate-glass windows? **** Why not? He’ll love it! It’s a great photo … and an even better video sequence for TV. **** It’ll run on every newscast – no question … **** Yeah – up next, the president of Chrysler decapitated in press event gone awry! **** He’s not going to get decapitated! It’s a stunt. We’ll use Hollywood special effects guys. They do stuff like this all the time. **** Okay, let me see if I have this straight. The Jeep is trapped inside Cobo Hall … **** All tied up with chains or vines or something – like King Kong in that theater before he breaks free and trashes New York! **** Exactly! Think King Kong! The Jeep breaks the vines or chains … drives right off stage … up the aisle … into the lobby … through the glass … across the street … and up a mountain? **** How many people will we kill driving up the aisle? **** Zero. We’ll stanchion it off. **** Wow. This is pretty damned cool! You think XXXX (the client) will buy it? **** He’ll love it. Guaranteed. We’ll pitch it to him tomorrow. **** Nice work, everyone! Take the rest of the weekend off!That’s pretty much how this particular idea was hatched. And that’s how “piling on” works. You’ll note that no one trashed anyone else. No one was made to feel at all foolish. That’s one of my ground rules, remember? No sharks in the pond!
One last thing …
Coming up with the idea was fun … pitching it to the client was fun … figuring out how to make it happen was fun … and the thousands of journalists from all around the world who were there for it had a blast. Best of all, it got the new Jeep Wrangler tons of media coverage – and that was the whole idea.
And now you know what I mean when I urge you to pile on!
Until next time …
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