Today I had lunch with General Counsel of the company I work for. I asked her how she fostered creativity among her team and she told an interesting anecdote. One of her teams manages a very large portfolio of patents, and while valuable they are very expensive to obtain and maintain. She challenged her team to devise a solution to cut the cost of the patent program in half, a ridiculously provocative goal (her words, not mine.) While she has a great deal of confidence in the talent of her team, she had serious doubts about being able to reach that goal.
So why did she do it? Why set a team up to “fail”? She wanted them to really get into the problem and find a new way of doing things. If she had set the goal at 10%, they probably could have made a few tweaks here and there, and met the goal. She wanted radical transformation and extreme creativity to come into play. To get at that, she needed to set the bar so high that it seemed out of reach. Even if they didn’t hit it, she was certain that they’d find a new way forward that would be beneficial.
And with the ingenuity of her team operating on all cylinders, they did find a new ways forward and they did hit that crazy goal of a 50% cost reduction. And as an added benefit, they also liked the new system much better because it was much easier to manage.
Impossible goals can be very valuable. They can push us to our edge and then some. They ask us to not tinker, but to go out to the wide open white space of our minds, into areas that we would likely never even approach because our logical minds would get in the way. If we make a goal far out of sight, it ceases to be a roadblock to our creativity. It can actually free us to do our very best work, to imagine a whole new world of possibilities.
Published by Christa Avampato
The short of it:
Writer. Health, education, and art advocate. Theater and film producer. Visual artist. Product geek. Proud alumnae of the University of Pennsylvania (BA) and the Darden School of Business at the University of Virginia (MBA). Inspired by ancient wisdom & modern tech. Proliferator of goodness. Opener of doors. Friend to animals. Fan of creative work in all its wondrous forms. I use my business skills to create passion projects that build a better world. I’ve been called the happiest New Yorker, and I try hard to live up to that title every day.
The long of it:
My career has stretched across Capitol Hill, Broadway theatre, education, nonprofit fundraising, health and wellness, and Fortune 500 companies in retail, media, entertainment, technology, and financial services. I’ve been a product developer and product manager, theater manager, strategic consultant, marketer, voice over artist, , teacher, and fundraiser. I use my business and storytelling to support and sustain passion projects that build a better world. In every experience, I’ve used my sense of and respect for elegant design to develop meaningful products, services, programs, and events.
While building a business career, I also built a strong portfolio as a journalist, novelist, freelance writer, interviewer, presenter, and public speaker. My writing has appeared in The Washington Post, The Huffington Post, PBS.org, Boston.com, Royal Media Partners publications, and The Motley Fool on a wide range of topics including business, technology, science, health, education, culture, and lifestyle. I have also been an invited speaker at SXSW, Teach for America, Avon headquarters, Games for Change, NYU, Columbia University, Hunter College, and the Alzheimer’s Foundation of America. The first book in my young adult book series, Emerson Page and Where the Light Enters, was acquired by a publisher and launched in November 2017. I’m currently working on the second book in the series.
A recovering multi-tasker, I’m equally at home in front of my Mac, on my yoga mat, walking my rescue dog, Phineas, traveling with a purpose, or practicing the high-art of people watching. I also cut up small bits of paper and put them back together as a collage artist.
My company:
I’m bringing together all of my business and creative career paths as the Founder of Double or Nothing Media:
• I craft products, programs, and projects that make a difference;
• I build the business plans that make what I craft financially sustainable;
• I tell the stories that matter about the people, places, and products that inspire me.
Follow my adventures on Twitter at https://twitter.com/christanyc and Instagram at https://instagram.com/christarosenyc.
View all posts by Christa Avampato
Today I had lunch with General Counsel of the company I work for. I asked her how she fostered creativity among her team and she told an interesting anecdote. One of her teams manages a very large portfolio of patents, and while valuable they are very expensive to obtain and maintain. She challenged her team to devise a solution to cut the cost of the patent program in half, a ridiculously provocative goal (her words, not mine.) While she has a great deal of confidence in the talent of her team, she had serious doubts about being able to reach that goal. 
Christa Avampato 
All thrusters full throttle open! Gotta love it!
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