1.1. Meaning Engages Our Creativity
Every change, every burst of creativity, begins with the identification of a problem or opportunity that somebody finds meaningful. When people become interested in an issue, their creativity is instantly engaged. If we want people to be innovative, we must discover what is important to them, and we must engage them in meaningful issues. The simplest way to discover what's meaningful is to notice what people talk about and where they spend their energy.
In my own work with this principle, I've found that I can't learn what is meaningful just by listening to managers' self-reports or by taking the word of only a few people. I need to be working alongside a group or individual to learn who they are and what ...
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