How Deep Desire Drives Innovation Insights about what people crave for the future

Proposed Journal Summary

19 January 2018

Chapter Descriptions

Chapter One, Craving Coherence

People in organizations crave the integration of diverse elements, relationships and values - a state of coherence that enables them to thrive. They want systems to work! The absence of coherence leads to dysfunction, which thwarts creativity and innovation. In this chapter, you’ll learn why people crave coherence, why it’s crucial to innovation and how to make it happen. This chapter is illuminated by insights from creative genius, Ivy Ross, VP of Design for Google who also reveals how organizations can build a “bridge” to cross the valley between left brain and right brain thinking that often is an obstacle to coherence.

Chapter Two, Craving Connection

People crave emotionally meaningful human connections in order to make sense of the stories they are experiencing in their lives and as pathways to create what’s next. Music and lyrics used in organizational settings humanize our intellect and personify our emotions. They are key ways to illuminate the neural pathways that evoke creativity. In this chapter, you’ll learn why music important to the creative process and how to implement for results. This chapter is illuminated by insights and lyrics from EMMY AND GRAMMY nominated, musician Peter Himmelman, who also reveals how to transcend self-imposed creative obstacles.

Chapter Three, Craving Courage

Its easy to come up with lots of ideas but it takes courage and tenacity to move ideas from fuzzy to fruition. In this chapter you’ll learn how to activate a craving for courage into action that transcends classic organizational obstacles. This chapter is illuminated by insights from endurance athlete and clean water activist, Katie Spotz who reveals stories about creative courage from her experiences rowing across the Atlantic ocean, swimming the Allegheny River, running the Mojave Desert and Biking across America with a broken pelvis.

Chapter Four, Craving Story

Since the beginning of life on earth, people have craved archetypal narratives to fulfill their deepest dreams and to become who they were meant to be. Our greatest movies, books and spiritual stories have been based on the psychological and mythical desires for fulfillment that people crave. That’s true today in personal lives and organizational lives. In this chapter, you’ll learn how to unveil and decode Jungian-based archetypal desires of people in your organizations - leading to their creative vitality. This chapter is illuminated by insights from author and Jungian archetype expert Margaret Mark who reveals clues about lifelong cravings that emerge from deep psychological needs, such as the desire for power, rebellion, magic, wisdom, compassion and creativity.

Chapter Five, Craving Trust

The inspiration for creativity in organizations emerges from people craving a blend of excitement, curiosity and newness. However, the production of creativity emerges from people craving empathy, which leads to trust and comfort. When you’re offering and developing rough ideas, an atmosphere of trust is crucial for vitality. In this chapter, you’ll learn how to establish empathy and trust that leads to creativity as well as the role of neuroscience and production of hormones such as oxytocin and cortisol that trigger our behaviors. This chapter is illuminated by insights and research findings from Dr. Paul Zak, founding Director of the Center for Neuro-economics Studies, Professor of Economics, Psychology and Management at Claremont Graduate University and author of multiple books including Trust Factor and The Moral Molecule.

Chapter Six, Craving Flow

Mindfulness in the workplace is an emerging trend that’s gaining momentum. Why? Because people crave being in a flow state whereby they have energized focus, full involvement and enjoyment of what they are doing. In this chapter, you’ll learn about the important connection between mindfulness, creativity and prosperity. Chapter illuminated by Human Resources senior executive Eric Severson, currently Chief People Officer for DaVita Health care. Eric also reveals wisdom about how to optimize organizational performance, creativity and innovation by unleashing the true cravings and desires of each team member.

Chapter Seven, Craving Code

Many people crave fact-based models for creativity and innovation and the best model out there is the Innovation Genome - a literal code that explains the origins of the 1000 most significant innovations over the past three million years. In this chapter, you’ll learn more about the ultimate “how might we questions” and learn how to code that for your organization. This chapter is illuminated by Bill O’Connor, author of the Innovation Genome created by Autodesk.

Chapter Eight, Craving Culture

People commonly crave “culture,” which can be an elusive sensation to define. However, it’s always clear if good culture exists or not. It’s a condition whereby people do what’s right without the need for instruction and are in synch with the memes and attitude of their community. In this chapter, you’ll learn how best to establish creative culture and gain tribal values. This chapter is illuminated by Alicia Korten, CEO of the Culture Company and co-founder of Orange Grove Nine.

Chapter Nine, Craving Our Whole Mind

People in organizations often seek to grow and diversify their skills and activities beyond what’s on their historic resume - to activate their deepest and latent talents. However, typical HR paradigms often obfuscate these desires. In this chapter, you’ll learn ways to activate creative centers in our minds to bring out the best in people. This chapter is illuminated by Author, famed TED speaker and motivational expert Daniel Pink who shares insights on the importance of autonomy, mastery and purpose in enabling people to be their best and utilize their “whole mind”.

Chapter Ten, Craving Reality

We’re in a cultural moment whereby people are craving expanded definitions of reality and the experiences that help shape the frontier. Innovation is the ability to perceive alternative reality and courage to move toward those visions. Technology such as AR/VR, holograms and transmodalism are enabling us to explore our imagination. In this chapter, you’ll learn how to harness alternative forms of reality to create what’s next. Illuminated by the Institute for the Future.

Chapter Eleven, Craving Sensations

Of course, people crave elevating their senses of taste, touch, sight, sound and smell. From ice cream to lobster, from lavender to smoky barbecue - people crave the delights created by the best chefs in the world. In this chapter, your learn how to perceive the sensations that customers and people in your organization crave - and how that can lead to brilliant creativity. Illuminated by Chefs from the Culinary Institute of America.

Craving Magic

The future is likely to be filled with brilliant technology that will improve our lives, our mobility, our ways of living and our overall well-being. The future will provide new ways to improve agriculture, health, poverty, communication and many other fields. In this chapter, we reveal insights from a spectrum of innovation and creativity experts who share what’s way ahead and what cravings the future will satisfy.

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