Setting Yourself Apart

From the Wall Street Journal | Oct 25, 2009

Standing out in a crowded marketplace isn't always easy. And these
days, people have seen it all, which means you might only get ahead if
you use a compelling and unique approach like Pat Lencioni's to present
your ideas.

Several years ago, Mr. Lencioni, 44 years old, of Lafayette, Calif.,
was a Bain & Co. consultant who loved writing screenplays and
fiction pieces on the side. He didn't move to Hollywood or New York
City to pursue his passion.

Courtesy Alexandra Levit

Instead,
Mr. Lencioni stayed where he was -- in the business world -- and used
his talent to break out of the typical management consultant mold. He
began writing business books that read like novels and featured real
characters to which textbook- and theory-fatigued readers could relate.
In "The Five Dysfunctions of a Team," for example, the fictional
DecisionTech's new CEO, Kathryn, must unite a fractured executive team.

Many say Mr. Lencioni's parables have sold over 2.5 million copies
because they attract people who need to be better managers but don't
want to read a traditional business book to do it. "The plot driven
approach makes people want to read to the end," says Mr. Lencioni.
"Readers are also more comfortable passing the books on to friends
because they personally enjoyed them and were able to learn without a
lot of effort."

The Right Frame of Mind

So, how do you infuse your day with creativity if it's not your natural strong suit?

First, block out some time on your calendar to think about it.

Practice clearing your head of all of your everyday concerns, turn
on some music, and let your mind wander. If you're having trouble
letting go, ask one of your artistic friends what she does to get in
the right frame of mind.

It also helps to look at your life and business from a different
perspective. In providing career advice during this recession, for
instance, I often pretended I was the person I needed to reach -- a
reader who was out of work. I asked myself, "What information do I need
right now, and how would I best like to receive it?" Mr. Lencioni
suggests forcing yourself into an uncomfortable situation to get your
mind going--like doing manual labor if you're a high-ranking executive,
for example. Sometimes just getting out of your comfort zone can spark
creative ideas. "And finally," he says, "You have to be willing to
throw stupid ideas out (there), or ideas that no one believes in but
you."

Flexible Timelines

Recognize that creativity doesn't understand deadlines. Because you
can't depend on a terrific idea to show up at a certain point, you
might try to build in long timelines for projects that require creative
zeal and try not to put a lot of pressure on yourself. "My best
insights don't usually show up when I'm sitting at my computer waiting
for them," agrees Mr. Lencioni. "I'll usually be jogging or in the
shower, or out in the public where my creative mind is stimulated by
watching others."

Write to Alexandra Levit at reinvent@wsj.com