Don't Script, Improvise

"In periods of upheaval, imagination triumphs over the status quo, and innovators and visionaries find opportunities that do not exist in balmier times." [Mike Bonifer]

Your success depends on your ability to solve problems. This is a truth I learned from experience. The skeptics will probably take issue with the word "improvise". Mike Bonifer's manifesto makes a well-reasoned case for why it's a good idea to start thinking differently. Life doesn't stick to a script, so why would business?

The best sales people I worked with had the knowledge and experience behind them to know that listening and being in the conversation with customers and prospects is the winning way.

In fact, I'd say that experience shows when you have accumulated enough mileage to let go of the rules long enough to respond to the problem or situation at hand. Often, you create new opportunity just by responding in a new way - in negotiations, partnerships, even personal relationships, that injects a sense of possibility into the equation (done in the positive).

How many conversations are exactly the same as others you've had in the past? Do you enjoy when you receive a call from someone who's reading a script? "This is the way we do things around here," is often the least conducive way to innovation.

We've also been talking about building context with marketing. As well, it's important to understand how the context plays on your decision and ability to solve problems in new ways. I many B2B marketing situations and budgets all you have is the one chance to make a good impression. Will that chance be spent on being exactly wrong, or will it be invested in being interesting and different? 

Some pointers from Bonifer (in bold):

• You're already and improviser - sometimes the best meetings and brainstorms are not even planned. How many times in a day do you have unscripted moments? You bring to bear your knowledge and experience to solve problems as they present themselves. That is improvisation.

• It begins with communication - listening is all about improvising. When you listen aggressively or actively, you are asking questions and are getting involved in the conversation. Communication is the R&D of thinking and processing information. That to me is what "how talk can change our lives" means.

• Improvisation puts a human face on business - this is the main reason why Twitter and FriendFeed are so interesting. In both social spaces, information is built upon as it's passed on from person to person. The network activates thousands of human channels and allows lots of micro interactions.

• It is first, about you - no question, even in this networked world where everyone shares, each of us needs to take responsibility for our own actions. I really like what Bonifer teaches here - stand from something, be that action.

• It builds relationships - business is very much about what people can do together. If you think about the purpose-idea that is at the foundation of your company, then it's how that purpose is expressed and how it comes to life as the ideas get done through interactions.

• It makes you a player in a changing game - this is a big lesson for companies with big egos because it is by far more productive to participate in something that is happening than to try to control how it should happen. Many thoughts here about community building and facilitation as well.

"Improvisation invites participation, liberates good ideas, and challenges players to work at the height of their intelligence." Start thinking about improvisation in the context of open content and mobile and you will be able to partake of a bigger slice than just script or no-script. You will, in fact, learn to make the pie bigger.

I've taken a brief course on improvisation. Back in the old world, I also took a liking to the stage, both as a choreographer and an actor. We could all say we're actors on the stage that is life. Are you interested in improv? Have you used its principles? What did you like about it? What didn't you like about it? Why?

[bonus link to On Your Feet and Robert Poynto's book Everything's an Offer illustrated by Gary Hirsh]

Comments

[Rob Diana]

I am not sure I would call it improvisation, but creativity is definitely needed in this type of economy. For instance, in sales you can use the same script for every prospect. In belt-tightening times, people are looking for differentiation. How would your product help them? If they are not in the typical target demographic, you have to be creative. Obviously, unexpected questions require some improvisation as well, so there could be some combination of the two to make a difference.

[Joy-Mari Cloete]

I was lucky that I worked at two companies who both wanted us to do problem solving. They gave us scripts and we were told to memorise them and *adapt* these scripts to our needs.

Every customer is different. So that's how you should treat them.

Rob, I disagree that you should use the same sales script for every customer. You should make it personal and relevant to each customer.

[Phil Andres]

If you watch any good improvisational comedy, you see that the true key to success is complete investment in the moment--watching and listening for cues from your partner(s). Anything can be the seed for the arc and resolution of the scene if all participants are paying close attention to each other. It's really just a heightened example of any good conversation, not playing for comedy but for honesty and integrity. Improvisation might not always lead to the right solution, but it certainly opens up the door to fresh approaches to the problem. Another fascinating post.

[Valeria Maltoni]

@Rob - you make a very good point on using creativity to your advantage. Differentiation does come in early in the game. When I receive calls, I will not spend time on the phone if the person on the other hand just has a script. To me it's the person calling in charge of the initial questions.

@Joy-Mari - that's very interesting. Actors memorize the script and then build the character upon it for the camera, the scene, and eventually the audience. After having memorized or learned what you need to know, it's easier to then be more present to the conversation.

@Phil - I like the way you put it "investment in the moment" and paying attention. I've written about conversation as a dance with a rhythm. Sometimes when you look at things differently, what you thought was a problem, may not be anymore.

[Alli Will]

Valeria,
your posts continue to be provocative as ever. you say "Improvisation invites participation, liberates good ideas, and challenges players to work at the height of their intelligence." it's true - nothing stays the same - the quicker one can adapt to change the more likely to remain creative. i started a facebook page to stay in contact with my nieces but it has brought me back in touch w/friends i haven't seen since high school - a couple decades ago - it's an amazing thing but it is all time consuming - how best to spend 'free' time esp with a 9 to 5 that sucks up one's life. staying inspired is key - yours posts continue to do that.

[Peter Korchnak]

Improvisation is absolutely a must-have skill in business, though it's hard to be deliberate about it or plan for it. It's one thing to know how important it is, as outlined in your great post, Valeria, and it's another thing to actually do it. It seems that to decide to improvise more is the opposite of improvisation... I understand the key to improvisation is to be open to saying or doing the opposite of what's expected. Everyone likes nice surprises!

[Neil Anuskiewicz]

I agree with you on improvisation as it enables to you react to respond and extend what others say. That is very powerful.

Too often, people don't listen that well and seem to parrot a set of responses or are really just thinking about what they have to say next.

I like the fact that you talk about listening so much in your blog because it seems like such a simple thing, listening, but so few people do it well and consistently. Listening well is of fundamental importance as is improvisation.