This document summarizes key points from a talk on innovation in the pharmaceutical industry. It discusses the origins of innovation and how individuals and teams can foster innovation. Some of the main ideas presented include embracing reality while allowing excitement, creating an unusual primary task, and establishing a "micro-culture" through structured steps of invitation, relationship building, safety, and future-oriented activities to drive creative thinking outside normal routines. Unreasonable requests and exercises that disrupt routines can help spark breakthrough ideas. Advance preparation, enrollment of sponsors, and facilitation of a level playing field are also emphasized.

1. A Talk on Innovation For researchers and marketers in the Pharmaceutical Industry September 8, 2011 By Roy Langmaid www.langmaidpractice.com

2. Part One – The Origins of Innovation

3. You ARE Innovation!

4. Why Doesn ’ t it Feel like that? “ to a very real degree the seat of our motivations, the unconscious, has the job of keeping us safe. Routines, repetition & automatic behaviour are its tools!”

5. Merge Separate We live in creative tension

6. Play Leisure Discovery, adventure following impulses without inhibition Comfort Retreat Repair Recover Preparatory learning We Kick Off with a life that ’ s about Comfort & Play

8. To innovate - these are the forces we must work with “ these are cultural tools that existed before we were born. Failure to master them is disabling”

9. Part Two – how? Innovation projects & teams

10. Golden Rule 1 See Reality

12. How willing are we to see Reality? “ in the history of medicine, there are many examples where the vast majority of physicians did something that turned out to be wrong. The best example is bloodletting, which was the most common medical practice from the first century A.D. until the 19 th Century.”

13. Two Challenges to Current Reality “ how attached are you to the idea of ‘magic bullets’?” “ what if it were not an imbalance in brain chemistry that caused mental illness?”

14. Golden Rule 2 Create your Primary Task!

15. “ your task might be big or small, near or far. If it is a simple development, regular brainstorming can help. If it is a new vision or breakthrough – creating something that is not possible now – a different approach is needed”

19. Everything we do/we are is subject to the Persistence & Penetration of Culture Inside culture, words and actions become inseparable. ” “

20. “ to create a breakthrough product, service or vision – you need to start by creating a Micro-Culture. A place where the norms don’t apply!”

21. How do you create a Micro-Culture? Settings Activities/processes Relationships Where? How? Who?

22. Create Space! (elements of a micro culture)

23. Create Space! this is what space looks like

24. Create Space! (elements of a micro culture)

25. 1. Invitation 2 Creating relationships 3. Creating safety 4. Putting the past behind us 5. Creating the future - activities 6. Completion creating a structure for fulfilment Creating a micro-culture - steps

26. Elements of micro-culture Invitation Come and help us invent the future of flying. ” “

27. Name the possibility Let people know what is expected Make it as personal as possible Give examples of the style of work Be clear that refusal carries no cost Ingredients of a Powerful Invitation

28. Elements of micro-culture Creating relationships

29. The 4 primary levels of relationships Professional Transaction based agenda – impersonal and emotion free . Competence and qualification are issues. People hide messy feelings and reactions and repress them in others “let’s keep this professional.” Public Popularity and belonging agenda – social face , the one that wins within desired circle – tends to be about fun, entertainment, attraction. Light relationship, nothing “heavy”. Personal Human agenda – anything deemed to be important common human experience, shared emotions, likes and dislikes,matters of importance are exchanged. Dialogue can switch quickly from Public to Personal if safe. Private Secrets attached to bigger emotions - anger, sadness, envy, fear that are not deemed suitable for public showing. These are usually hidden in pro or semi-pro exchanges

30. “ you need to create relationships that will allow the personal, even private into the innovation space. It is here that our biggest ideas live – often unspoken. It is also in these realms that blocks occur. Removing these lets creativity flow.”

31. Elements of micro-culture Creating safety No cutting off other people ’s heads to make yourself look taller!” “

32. Elements of micro-culture Putting the Past Behind Us Telling our stories and noticing the past in the future. ” “

33. Putting the past behind us

34. Elements of micro-culture Creating the future

35. The magic of creation resides in interrupting the routine, the normal: in creating a culture where the usual does not apply. Here we get to ‘do ourselves differently’ and that leads to new possibilities!

36. “ we call this process: Abnorming! ” and here are some examples:

40. Golden Rule 3 The source of Breakthroughs is unreasonable requests!

41. Art-from-within Tantrum Two chair work Gossip Game Yes But,Yes And Improvisation Spirit Walk Creative Visualisation Social Dreaming Therapy Make a Gang Role play, Role Reversal Look how far we ’ ve come!

46. Part Three Making it happen

47. Invitation Creating relation-ships Creating safety Putting the past behind us Creating the future - activities Completion / creating a structure for fulfilment Creating a micro-culture - steps

48. “ “ There is no sin punished more implacably by nature than the sin of resistance to cha nge ” the first resistance to change is to say it's not necessary. ”

49. Practice enrolling your sponsors from the beginning

50. Elements of micro-culture Completion Creating a structure for fulfilment. Building the receiver ” “

51. Part Four Results

53. 5 The source of breakthroughs is unreasonable requests. Practice ‘abnorming’! 1 See reality & allow yourself to get excited! 2 Create your Primary Task 3 Choose your method – people will resist giving adequate time to innovation - insist ! 4 Create a Micro-culture . Diversity helps! 6 There are a series of key preparatory steps : invitation, creating relationships, creating safety, putting the past behind you – before you get to activities. 7 Activities are creative exercises facilitated by people who maintain a level playing field, include everyone & acknowledge participation. No exceptions. 9 Expect resistance – it’ s a sign that you ’ ve got something new . Work with it! 8 You need to enroll your sponsor/client before, during and after the live work

55. Don’t do this on your own!!! Roy Langmaid Nicky Forsythe Mac Andrews

56. Thank you! For more, see: www.langmaidpractice.com