Feminine and masculine energies are both needed for successful innovation
This concludes the series of excerpts from Part one of my book: Venus Genius: The Female Prescription for Innovation.
I propose an over-simplified process for innovation, essentially composed of two phases: the discovery phase (also called front-end) that goes from idea to prototype, and the execution phase (also called back-end) that develops the prototype into a commercial proposition. In reality it’s not linear and includes numerous iterations. This is to fit the purpose of understanding the human traits associated with each phase.
The front-end of innovation goes from ‘nothing’ to a prototype. The back-end develops, validates and scales-up the prototype to finally launch a commercial product. Let’s specify the notion of prototype as definitions vary. A prototype can be physical or virtual, as long as it proves the technical, financial and legal feasibility of the idea. Its execution must include technical specifications, deliver the claimed consumer benefits, and describe the business model. It should also be scalable.
The back-end of the process requires focus, rigor, action-oriented tasks, quick decision making, logical planning, and setting goals and boundaries. Those traits are considered as typically masculine.
The front-end of innovation on the other end calls on our feminine traits. Being emotional, nurturing, supportive, intuitive, accepting, empathetic and relational is absolutely key to successfully perform the front-end actions:
- understand: the consumer, market, environment and key stakeholders
- ideate: from the gathered information, brainstorm ideas and build on them by connectingthe dots
- screen: the ideas to identify those with the best potential
- prototype: develop a physical or virtual representation of the idea(s) that were selected.
There is a fundamental difference in the approach to innovation by men and women.
During our interview, Maiko Kyogoku, owner of Bessou and one of the rare female restaurant owners in New York City, made this revealing statement:
I noticed that men are problem fixers. They see an issue and they need to find a solution right away. There is a certain rigidity in that type of thinking when you always have to be the fixer. In my personal experience, I [as a woman] let my intuition guide me as there isn’t a clear answer or fix for everything or pressure to do it. It’s kind of a sixth sense, a flexibility that helped me make something that has never been done before.
My friend Joe Ross, Chief Strategy Officer, Presentation Director, and Business and Personal Coach at Ideas on Stage, has worked with a lot of executives on their presentations. He noticed that for innovation: “The masculine approach is all about ‘reduction’: okay there’s a problem. I’m going to try to look for a solution. And I’m going to reduce it down to the one or two components and I’m going to try to control it and manipulate it. And at the end, if it doesn’t produce a good solution, I’m just going to hammer until it works. And of course, it doesn’t. You know, that’s absolutely the inverse of creativity. Creativity is about being open. It’s about being able to explore and accept and letting the happy accidents in serendipity. So, I think you’re spot on.”
This masculine attitude of problem-solving can be totally right. We all enjoy it in our daily lives. It also has its place in innovation for incremental growth. When you’re looking for more breakthrough innovation, there is a need to activate other skills. You need to get comfortable with uncertainty, take the time to reflect, listen to your emotions and be extremely persistent as failure is an inherent part of innovation. You need to put yourself at risk and be OK with losing control.
Feminine energy brings innovation to another level
Women are more practical, instinctive and no-nonsense when creating products and services, compared to men who look more for technology, appearance and status.
I will cover in details what feminine traits bring to innovation in the upcoming Article Series that will unveil Part two of the book, but what is totally clear is that both masculine and feminine traits need to be used to successfully innovate.
I have enjoyed writing this first article series about Part one of my book, Venus Genius. If you’d like to get a copy, you can find it on Amazon — here is the link: V. I’d love to connect! You can reach me here via email: contact@innoveve.com or connect with me on social: www.linkedin.com/in/fabienne-jacquet — https://www.facebook.com/innoveveLLC — @innoveveLLC.
