FINDING GROWTH THROUGH ENTRENCHED INNOVATION - THE DECONSTRUCTION PROCESS
It’s easy to assume that most innovation occurs through genius or crisis, but none of us works with Einstein, few of us work in burning buildings, and yet, somehow, we ALL need to innovate. That means we need a consistent, repeatable way to foster and energize breakthrough thinking, and that’s exactly what Deconstruction is.
Based on product development processes used by leading tech firms, Deconstruction is a systematic process that challenges the beliefs and assumptions we have about who we are, what we’re capable of, and what potential futures we can imagine and make real. It’s a system that combines the lessons Dennis learned as a Navy tactician, flying missions from US aircraft carriers around the world, and as a professional innovator, leading teams that launched new products and services in global markets for most of his career.
Dennis used Deconstruction to survive in the cockpit, to beat his quota for new sales and services, and to turn around a $300m global network business that had been left for dead. For the past five years, he has focused on using that knowledge to develop effective leaders and high-performing teams.
5-STEP PROCESS. UNEARTHED.
Deconstruction begins with a Declaration – it’s like deciding what to put on the neon sign out front. It happens when someone decides we are going to “go there” – we are either going to get to the bottom of an issue, or accomplish something important, or both. As far as you and your organization are concerned, it’s your Purpose, and if there is a sacred duty for any leader, it is to clarify Purpose in their organization, because Purpose Inspires Change, and Change, in turn, Energizes Purpose.
Next up is Dissection. Many people question whether it’s worth the effort, but most companies that are aiming to create value by disrupting the competition begin the process by dissecting the current market, customer needs, suppliers, cost structures, sales channels and more. Dissection reawakens our natural curiosity and puts us in a position of power over the knowledge around us.
Discovery can take many forms, from the solitary inventor to a team driven to find a breakthrough that will change the world. The most important thing is that, whatever the approach, Discovery encourages a pro-active, “is this our best work?” mindset. It rewards experimentation and curiosity, and incents unconventional combinations that add the unexpected or subtract the commonplace. It is all about challenging existing perspectives for the sake of imaging new possibilities.
Many people assume that Delivery is about ensuring that a new technical capability is in place, but in reality, this is when the systems thinking of the team is tested – how will this change affect other systems and processes and people, and how will they react? Think about your last really great customer experience and imagine the care that was taken to ensure you walked away feeling good. That’s what we’re talking about here.
And that takes us to our final step, in which we Zoom back out, Assess how well we have hit the mark, and remind ourselves that this is a Process that that we will be firing up again, soon, based on what we take away as we digest our experience. This step, the ZAP – Zoom out – Assess our results – consider what comes next in the Process – is what makes learning and innovation habitual in elite organizations.
“An original thinker with a deep intuitive understanding of what makes a good leader, D.L. Brouwer does a fabulous job of translating his own life's experience into leadership best practices that cross industry boundaries.”
Ron Allen, Lead Senior Engineer, KBRwyle
"Vast experience in both the military and private sector leadership roles. Truly valuable information that I have shared with my team and my daughter."
Tina Smith, VP, Marketing, CenturyLink Business