Wed 13 Jul 2011
In today’s USA Today, an article titled: College offers scholarship for Twitter ‘essay’ written by Luke Kerr-Dineen and Natalie DiBlasio caught my attention. The University of Iowa held a contest worth $37,000 – the price of a full scholarship to their business school – for prospective students to submit a Twitter entry in place of a second essay. That means that students would have to get pretty creative with 140 words in order to win the contest.
I thought that was a great example of the type of experimentation that is needed today in both universities and corporations. As usual, the article highlighted the voice of some detractors that were not in agreement with the experiment. I find that to be the typical reaction that plagues the leadership in many organizations today. It’s the need to hold on to the “tried and true” instead of the “trial and error”.
Is it just me or does anyone else question the intensive focus that is placed on the essay part of the college/MBA applicaiton process by most parents today. Every one of my Boomer friends who has had a child apply for college has been intimately involved in the application process. Some of them more so than their children. Some have hired professional writers and editors to “review” (read redo) the essays their children prepare. Most have spent countless hours perfecting the essays. As Jodi Schafer, the University of Iowa’s director of MBA admission says, this intense focus on the essays has made them “unoriginal and often highly edited”. I couldn’t agree more.
Doing something creative like the University of Iowa’s MBA program is doing has 2 advantages:
- It gets people comfortable with trial and error. The University of Iowa had no idea whether this experiment would work or not but you can be assured that going through it will give them a ton of ideas and ways to perfect it the next time or do something different. They didn’t let the risk of failure stop them. More universities and companies need to adopt that way of thinking if innovation is going to thrive in the future.
- It utilizes 21st Century tools. Instead of relying on contest tools that were used in the past, the University decided to use the twentysomethings tool of choice to challenge them. After all, these are the tools this generation is comfortable with and will undoubtedly keep using as they get older. As organizations bring in twentysomethings and begin to tackle the challenge of grooming them to be 21st Century leaders, they will need to get creative in how to employ these tools. Shutting them down and prohibiting their use may not be the optimum reaction to effectively embracing innovation in the form of new tools.
It’s refreshing to read about how some universities are finding creative ways to deal with the challenge of adapting to the 21st Century. The article highlighted other creative ways organizations are using social media in contests to help students find funding alternatives for college. It’s a win-win for both the students and the organizations that choose the scary path of experimentation.
What about you? What new ideas are you trying in the workplace today? Are you holding on to the tried and true or venturing into the trial and error? Take a page from the University of Iowa: don’t just think outside the box. Throw it out and see what new idea takes its place.