A few weeks ago we were asked to do a presentation at the University of Houston Conrad N. Hilton College of Hotel and Restaurant Management. The college is consistently ranked among the top hospitality programs in the world, with an actual functioning hotel located in the center of a large college campus run by students. We discussed innovation with a group a senior level and graduate students in a course titled, ‘Innovation and “Unconventional Marketing.” As a presenter I learned from the experience and I hope that the students in attendance were also able to gain from the discussion.
First, I loved the title of the course. Think how much we would all benefit if we attended a class with the concepts, “innovation” and “unconventional.” This would include ideas on creativity and being able to do new things in new and different ways. So much of what we learn in school, is by necessity, more of an exercise in memorizing, getting information in your head and then being able to get it back out in a coherent and timely matter. This is an important skill, but we also need to work on the skills of creating, dreaming and stretching ourselves.
Second, it was great to see a school that was also a working laboratory in hospitality. Where you don’t just learn a concept, but you then have to apply it and see how it works in the real world. When we work with individuals about innovation, or anything else, we try to teach in the same approach. Edison put it this way, “I would rather examine something myself for even a brief moment than listen to somebody tell me about it for two hours.” We need to take the time to do, feel, and touch if we really want to understand and improve.
Lastly, students still have a sense of wonder and an expectation that they can make a difference. For various reasons we often lose that as we progress in our careers. In order to be successful at innovation, we must rekindle these feelings and then act upon them. As we do this, we may find what we need to successfully complete our innovations.