Originally authored by Michael Perman, Dean of Innovation at Gap, Inc.
A Framework for Corporate Innovation
Innovation can be defined as the ability to perceive and the courage to act upon alternative realities that lead to growth. This perspective treats innovation not as a high-stakes risk, but as a continuous experiment centered on learning and evolution. At Gap Inc., "inspiring creativity" is one of the four guiding cultural pillars. The company believes that creativity sparks innovation, which in turn drives business growth. This focus on creativity also serves as a motivational tool for its large global workforce.
To drive growth and maintain a competitive edge, a retailer must ensure that today's offerings are better than yesterday's. This requires a constant flow of new ideas that not only attract customers but also leave them delighted. However, great ideas alone are not enough. For new concepts to have value, they must be sustainable and systemic. The real advantage comes from having the foresight to anticipate an idea's long-term viability.
The Gap Inc. Innovation Ecosystem
In 2011, Gap Inc. established a formal innovation program called Mindspark to ignite a "creative revolution" within the company. This initiative has since been enhanced by two complementary programs, INNOVATION ACROBATS and DESIGN LAB. Together, these three components form a comprehensive, capability-building ecosystem designed to foster and sustain innovation.
Mindspark: The Idea Generation Engine
The Mindspark program is a three-and-a-half-day multi-sensory event that brings together 30-40 employees from all skill sets and hierarchical levels. Its primary goals are to cultivate a culture of innovation and develop high-potential commercial and organizational ideas.
Each event focuses on a central innovation task framed as a "how might we" question, developed in partnership with the CEO and brand presidents to address top business challenges. Examples include, "How might we create a cultural phenomenon for our brand?" or "How might we provide a seamless, robust omni-channel experience for consumers?"
Activating the Innovative Mindset
Mindspark's methodology is designed to activate multiple parts of the brain where creativity and decision-making occur. The program engages the pre-frontal cortex—home to empathy, intuition, and imagination—and the amygdala, where meaning is established. Participants are encouraged to draw from subconscious thoughts, often dismissed as daydreams, which can be the nucleus of new ideas.
To achieve this, approximately half of the session is filled with external stimuli:
- Expert Speakers: Individuals with relevant expertise, such as Craig Tanimoto, who spoke about his "Think Different" campaign for Apple.
- Diverse Thinkers: People who push the boundaries of conventional thinking, including a sword swallower and an artist who designed a different skull every day for a year.
- Sensory Experiences: A curated mix of tastes, smells, textures, and sounds to spark new connections.
Sustaining the Momentum of Innovation
While Mindspark has successfully generated excitement and trained over 150 alumni, a key insight was the difficulty of maintaining momentum after the event. To address this, Gap Inc. developed two additional programs to create a more holistic and enduring innovation structure.
INNOVATION ACROBATS: Developing Certified Leaders
This intensive program works closely with a small group of high-potential leaders. Participants receive in-depth training in core areas like Consumer Insights, Storytelling, Design Thinking, and Facilitating Group Creativity. Graduates become certified innovation leaders who are equipped to drive the development of new ideas throughout the organization.
DESIGN LAB: From Fuzzy to Fruition
The DESIGN LAB initiative provides a dedicated workshop environment where ideas generated during Mindspark and other sessions can be developed. It offers an untethered space to take concepts from the "fuzzy to fruition" stage, ensuring that promising ideas are tested, refined, and prepared for implementation.
The Goal: A Holistic Architecture for Innovation
With Mindspark as its centerpiece, Gap Inc. is building an architecture of innovation. The underlying belief is that every employee possesses creative potential. By providing the right skills, methods, tools, and freedom, this latent creativity can be transformed into sustainable innovation that drives long-term growth and success.