Back in 2021, our theme was adaptability. While the lockdown period certainly was a time for a change in thinking, the pace of change seems to have accelerated even more since the lockdown lifted.

So we must remain adaptable. It is not a short-term requirement, it is a long-term necessity. And a key way to adapt is by changing our mindset and our way of thinking. And avoiding groupthink and a priority of exploration over exploitation. In order to encourage divergent thinking, we need more misfits in our organisations and communities to help us all take a step out of the mainstream to equip ourselves with the right ingredients for adaptation.

This is important as we must be in a constant state of adaptation due to constantly shifting demands that are providing us with new problems to solve on a virtually daily basis. This is unlikely to slow down, so buckle up and get ready for the adaptable ride!

Misfits are important as they do not conform to received wisdom. They think in a unique way. They tend to seek truth, not conforming to a pre-ordained set of rules. They are free thinkers and do not slot into a stereotype.

And there is plenty of truth when it comes to stereotypes. They exist for a reason because the majority of people do tend to conform. For example, National stereotypes exist because every nationality has a certain identity. This is why the English can be somewhat reserved and polite, and Americans bold and positive etc. Because there is some truth to it. And we all conform to varying degrees.

Conformity is desirable for humans as we like to feel in control, so we tend to categorise things - we like to think we know all of the different boxes things and people fit into. It is instinctive and makes us feel comfortable and certain. This is fundamentally linked to our survival as a species. We learned to work together to defend and prosper and what we have learned through evolution is that we have a better chance of survival if we work within a system in order to benefit all of us. Including behaving similarly.

But while that is sensible when times were relatively predictable, when we are in times of rapid change, I would argue that a system which leads to groupthink dominating all decision-making is too inflexible. Why? Because to adapt quickly, groupthink and conformity are likely to restrict the need to flex and morph with fast-changing demand and quickly rising problems. We need to move fast to take advantage of the opportunities and free thinking is key.

Individual thinking seeks truth. Groupthink tends to gather around an average which is why it can be so mediocre, and frequently plain wrong. There are social experiments that prove that a large proportion of people (sometimes up to 50%) will plump for an answer to a problem they know is wrong because it aligns with their group confirmation bias, or with the majority theme of the group. Even if as individuals they may think it is wrong. And this is dumb. Think Brexit for example. There is a huge body of evidence that points to the fact that it has not worked, yet people who are emotionally invested in the leave decision continue to argue that the UK is better off for leaving in spite of the huge body of evidence to the contrary.

From a business perspective, consciously and subconsciously we tend to recruit a similar type of people to ourselves. Similar looking, similar thinking, similar behaving, and with similar values. It makes sense, as it enables us to build a strong foundation of trust, which is very important. We are tribal after all. But too much of anything is not a good thing.

What happens when we must be creative? What happens when we need to adapt? Could this compliant trait be a hindrance? Put simply, yes it is a problem. I believe we need more ‘freaks, misfits, oddballs and divergents’ in our lives and businesses. We need people that think differently. People that can challenge the received wisdom. And people who are not programmed just to say the right thing to satisfy the boss. We have all worked with these people. Frustrating as they are, it is an effective way to survive and hide, particularly in a large corporate culture that rewards compliance.

These misfits may be already in our lives and businesses. These people may well be introverted. Quiet. Contemplative. They may be dressed differently, or be into unusual or alternative hobbies. And it is possible that in group situations they do not speak up. This is not because they do not have any good ideas but rather because I believe that any brainstorming session is a complete waste of time. Often, the best ideas come from people that think. Not people that talk. Brainstorming only serves the peacocks and those who like to dominate. It produces average ideas that the group will think are OK. But nothing groundbreaking. Instead, try brainwriting. Ask for ideas to be emailed, then host a meeting which is designed around discussing these ideas. Manage the meeting so the louder ones in the group don’t quash the good ideas.

Anyhow, if you are the owner of a print business or a department leader, or any business, you absolutely also need to look at yourself. You will have to embrace unlearning. You may have to park your ego. If you lead a department or business you will likely be self-confident and you need this to launch a business in the first place. The perceived risk is massive. The likelihood of failure is higher than the chance of success.

But the problem with too much confidence is that one may start to believe that they know everything. This is dangerous. Nobody knows everything. On top of this, you may also be very competitive. Again, not in and of itself a problem, it's mostly positive, but the need to win can often mean the best ideas are not harnessed well from a group dynamic. The need to dominate and win can suppress new ideas coming out from the places you may least expect. Remember that you are all on the same side! And while it is nice to be ‘right’ it is at least as likely that the best ideas will come from other people, from a discussion, and not an isolated eureka moment on your part!

So if you are a leader, you need to free yourself from the limiting shackles of needing to be right as you attempt to effectively adapt and commit to a strategy to help your business become adaptable.

And not only is it helpful for adaptability and for continued survival, but it is also how the world is now working. We are all able to pursue our specific wants, learnings and desires, however, off-centre they may seem. But this is our next article, based on Seth Godin’s ‘We are all weird’!

So what? What practical steps can we take to become more adaptable?

Commit strategically to being adaptable. Don’t think you as a leader can do it alone. This isn’t sensible thinking.

Think of your business as a farm with 3 fields. Keep the two that you already know work within your existing format. Then play with the third. Allow yourself to fail, because any failure will not be terminal.

Include and involve your team and do not brainstorm. This is not an effective way of generating new ideas. Why? Because it serves only dominant personalities who like to win. They will take all the oxygen out of the room! And they will not necessarily have the best ideas, plus it is hugely demotivating for the rest of the group.

Instead, try brainwriting. Explain, via email, what you want to do and ask for ideas. In a non-group scenario at the point of thought, you will be able to collate the optimum ideas that you then discuss in a group while giving equal air time to all people. It is logical from an idea perspective but also a motivational one.

Do some research. Read Tim Harford’s book ‘Adapt’ and/or Dr Max Mckeowns book ‘Adaptability’. Check out how innovators think, what they do, and how they do it. Gain inspiration and instil into your business a culture where ideas are permitted to flourish!