There was a great running gag on the NBC sitcom “30 Rock,” about a fake TV game show called “Homonym.” The host said a word that has multiple meanings and the contestant tried to guess which definition the host had on his card. No matter which meaning the contestant guessed, the host would always reply, […]
There was a great running gag on the NBC sitcom “30 Rock,” about a fake TV game show called “Homonym.” The host said a word that has multiple meanings and the contestant tried to guess which definition the host had on his card. No matter which meaning the contestant guessed, the host would always reply, “No, sorry, it’s the other one.”
So what could this gag have to do with anything relevant to your organization?
It’s a funny but I think useful example of the importance of “sideways thinking.”
It’s human nature for us to have certain patterns of thinking that we repeat. Usually, this is because this way of thinking or problem solving has worked for us before. But then we get to a problem that our usual approach, or the approach everyone else is taking, just won’t work.
Thinking sideways is a discipline in which we broaden our field of vision, looking for alternate routes that might be less traveled, less-familiar, or less-certain, but still lead back towards our goal.
Let me give you a really simple example. Say you need five minutes with a policymaker. You hear about an event she’s attending, and you decide to go and hope to get some time with her. Great idea.
Maybe it worked before when you went to a breakfast meeting with 10 other people. This event, however, has dozens of attendees, all wanting the same thing as you. What do you do?
Think sideways. See the policymaker’s aide sitting at the table looking at his smartphone. Go strike up a conversation with him. You might easily get five minutes of his time. If you handle the conversation correctly, a topic for another column, you might be able to get him to put your issue in front of the policymaker for you. You didn’t shake a politician’s hand, but you just might get her ear.
Let’s wrap up with one action you can take today to start thinking sideways. This might sound like odd business advice, but do crossword puzzles regularly. They stretch your mind to consider alternate solutions to obstacles. Hint: when a clue seems impossible, think homonym.
Are you being heard?
Frank Caliva III is the director of public affairs & strategy development at Strategic Communications, LLC, in its Washington, D.C. office. Strategic Communications, which is based in Syracuse, says it provides trusted counsel for public relations, crisis communications, government relations, and business strategy. Contact Caliva at fcaliva@stratcomllc.com
