INNOVATION TOOLS: une équipe créative?

cretivite

Qui n’a jamais rêvé d’une nouvelle approche business qui révolutionne les marchés? Qui n’a jamais rêvé d’un nouveau produit tellement performant qu’il remet en question la nature même des marchés? Qui n’a jamais rêvé disposer d’une équipe capable de réaliser toute ces prouesses?

J’anime des sessions de créativité depuis plus de 10 ans maintenant. Je ne les ai pas compté précisément mais je dois être aux alentours de la centaine, dans des grands groupes ou des PMEs. Les équipes ont à leur actif de nombreux nouveaux produits, services et de nombreuses nouvelles approches. Je dois être ici honnête, pas de iTunes ou de Spotify dans ma musette mais quelques beaux succès commerciaux.

J’y ai appliqué de nombreuses méthodes de créativité sur des problèmes très variés: process, services, réorganisation, produits… avec des ouvriers ou des execs. Il m’est même arrivé, pour valider l’intérêt de ces méthodes, de traiter un même sujet avec plusieurs méthodes et même sans méthode. Toutes ces expérimentations m’ont convaincues d’un chose un peu triviale je dois l’admettre: l’équipe est primordiale. Sans équipe performante, pas de créativité constructive, pas d’idée détonante, pas de concept prometteur.

Qu’est ce qu’une équipe créative et comment la constituer? Mettons les choses au point dès à présent: il y a une part de chance dans la constitution d’une équipe et dans l’alchimie qui produira de bons résultats. Bien entendu quelques règles s’appliquent mais l’humain étant par définition imprévisible, la manière dont l’équipe s’agrégera en un tout efficace découle d’un savant équilibre qui, je l’avoue encore une fois, m’échappe encore dans sa totalité…

Diversité des talents, des points de vue, des expériences.

Si l’alchimie d’un groupe résulte d’un processus complexe, des facteurs clairs sont permettant de générer plus de créativité ont été depuis longtemps identifiés: la diversité. On prend ainsi en compte l’origine des personnes, leur expérience, leur parcours, leur fonction dans l’entreprise, leurs aspirations etc… tout cela sert bien entendu à maximiser l’étincelle initiale et la fertilisation croisée.

Diversité des caractères

Très important de mon point de vue est de créer une atmosphère d’enrichissement croisé (de fertilisation) en mixant les profils. Les célèbres chapeaux de Bono seront ici appelés à l’aide. Les caractères des différents participants doivent être complémentaires pour permettre à tous d’enrichir les idées initiales à la fois de son savoir-faire mais également et surtout de son savoir-être. Cela limite les dérives et remet aux concepts les plus farfelus, les pieds sur terre. Par contre, s’il est un profil à prévoir de manière automatique dans une groupe de créativité, c’est bien…un créatif. L’étincelle initial doit jaillir de quelque part. Le créatif est la personne qu’il faut absolument embarquer à tout prix.

Des règles strictes

Il est très important d’obtenir un consensus, dès le premier atelier, sur les règles à respecter. Je ne les rappellerai pas ici mais il est clair que les règles du groupe, et éventuellement un signal de dépassement de ces règles (une clochette, une sirène…)permettent à tous de s’exprimer et facilitent ainsi l’enrichissement mutuel.

Et l’animateur dans tout ça?

Ah…. L’animateur. D’ailleurs personnellement je préfère un anglicisme pour les groupe de créativité: le facilitateur. Combien de fois ai-je entendu « on y serait arrivé de toutes façons… » ou bien « il a déroulé sa méthodo c’est la méthodo qui fait tout… »??? Oui, j’avoue, la méthodo fait beaucoup. Dans la créativité, pour libérer les idées et les imagination dans aboutir à des résultats délirants, il faut beaucoup de structure et de quelque part de process. Mais la manière dont tout cela est mené est primordiale. Amener les phases de manière fluide et logique, stimuler à certains moments, calmer à d’autres, identifier les créatifs, les matheux, les sceptiques etc… sont des qualités que la méthodes n’enseignent pas et qui sont primordiales pour les résultats du groupe. Amener le groupe à sortir de sa zone de confort tout en donnant le sens et la confiance nécessaire à ce lâcher-prise, sans poser de limite, c’est toute la plus-value d’un facilitateur de créativité.

Pour avoir une bonne équipe de créativité, il faut une bon groupe, varié, complémentaire et un bon animateur… Bref, il faut des hommes et des femmes qui dans leurs interactions donneront naissance à nos business de demain.

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