04 Friction

Intentionally designing friction into the process is not about inciting clashing egos. Rather, by challenging existing perspectives and expected approaches, the use of "creative abrasion" can facilitate more effective solutions. From specially designed exercises to outside experts, interjecting new—and oftentimes opposing— perspectives can ultimately be extremely liberating for the ideation process.

Friction in practice:

• Create mini-teams and pairings that avoid similar perspectives, make-up, roles and seniority.
• Develop the ground-rules that encourage free exchange of ideas and preach tolerance.
• Use exercises that intentionally drive "opposing" thinking to conventional wisdoms and best practices. Look beyond your category to challenge traditional solutions.

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