11 - How To Drive Brand Innovation Through Good Trouble Culture

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On Sunday afternoons, I like to prepare myself for the week ahead. I was sending a few invitations for a private event that I'll be hosting and I invited my new friend Andy Mundy-Castle to attend. He responded, "I can't make it as I will be away but turn on the TV at 7 pm today as I might be picking up my BAFTA". And as expected, he did, he won his first Bafta. During his emotional speech, he said something that resonated with me and I couldn't hold back my tears. "Get into good trouble". What does it mean and what does this have to do with business innovation?

"Good trouble" is a concept borrowed from the late civil rights leader John Lewis, who encouraged people to engage in necessary disruption to drive change and progress. In the corporate context, getting into good trouble, for me, means challenging the status quo, questioning outdated practices, and fostering a culture of innovation and continuous improvement. This is what I'm doing with BLACK RISE and in this week's article, we will explore what it means to get into good trouble in business and I will provide strategies for building a culture where you and your team feel empowered to drive innovation by challenging the norm.

The Essence of Good Trouble in Business

Good trouble in business is about constructive dissent and creative disruption. It involves:

1. Questioning Established Norms: Employees are encouraged to ask "why" and "what if" about current processes, products, and strategies.
2. Proposing Bold Ideas: Innovative solutions often come from daring to think differently and proposing ideas that may initially seem radical or unfeasible.
3. Taking Calculated Risks: Good troublemakers are willing to take risks, but these risks are informed and strategic, aimed at achieving significant improvements or breakthroughs.
4. Challenging Authority Constructively: It’s not about defiance for its own sake, but about respectfully challenging leaders and policies to foster better outcomes.

Benefits of Encouraging Good Trouble

• Enhanced Innovation: By questioning existing practices, employees can uncover inefficiencies and propose innovative solutions.
• Increased Engagement: Employees who feel their voices are heard and valued are more engaged and motivated.
• Competitive Advantage: Organisations that adapt and innovate quickly are better positioned to stay ahead in rapidly changing markets.
• Resilience and Adaptability: Encouraging good trouble helps build a culture that can adapt to changes and overcome challenges more effectively.

Building a Culture that Embraces Good Trouble

1. Lead by Example
2. Foster Psychological Safety
3. Encourage Diverse Perspectives
4. Create Mechanisms for Innovation
5. Implement Feedback Loops
6. Align with Core Values and Mission

Case Study: A Company Embracing Good Trouble

As a tech company, I commit to encouraging good trouble by establishing an "Innovation Council." This council, which will be composed of employees from various departments, will be tasked with identifying and challenging outdated processes. Their significant achievement may lead to revamping the company’s project management approach. By questioning why certain bureaucratic steps were in place and suggesting a more streamlined, agile process, they will significantly improve productivity and employee satisfaction.

Another initiative that I apply is the "Fail Forward" program, where employees are encouraged to share their failures and the lessons learned. This not only reduced the stigma around failure but also fostered a culture of continuous learning and improvement.

Conclusion

Getting into good trouble in business is about creating an environment where employees feel empowered to challenge the status quo and propose innovative solutions. By fostering a culture of open communication, diversity, psychological safety, and continuous feedback, organisations can harness the creative potential of their workforce to drive meaningful change and sustained success. Embracing good trouble is not just beneficial but essential for companies aiming to thrive in today’s fast-paced and ever-evolving market.

Now inviting you to watch Andy's speech