In Memoriam Bill Boggs: Managing Mavericks

All my working life, I’ve worked with and managed mavericks – highly creative individuals who don’t fit well into the corporate mould.

For many years this was in ad agencies. They rarely produce outstanding work if they don’t have some mavericks on staff. And they won’t join unless there are signals that it’s OK to be different. It’s the same for all organisations that are committed to creating breakthrough of one kind or another.

When I joined the innovation consultancy, Synectics, one of my American colleagues, another recent joiner, was Dr Bill Boggs. And it didn’t take long to discover two things.

One was that most of my colleagues did not appreciate Bill’s ways. He was difficult, self-obsessed, driven, irreverent and disruptive. There’s no doubt that he thought that corporate rules, even ones he personally participated in shaping, applied to others, not to Bill.

The other thing that I discovered was that Bill was uniquely brilliant, creating completely new ways of working and producing far, far more business for our firm in the USA than anyone else – in effect bringing the revenue that paid many colleagues’ salaries. And he was on his day the finest facilitator of creativity I ever saw.

All this seemed to make no difference to colleagues’ attitudes to him and many thought he should be fired – and said so frequently.

Somehow or other we held on to him for several years, but in the end he went. What he discovered then was that in reality he needed the relatively secure home that we provided. He was nowhere near so effective without us.

But then we were so much less without him.

Put bluntly, the issue for organisations is: how to recruit and retain the mavericks who can and will drive their future – and have colleagues appreciate their value. It’s not easy, but it may be vitally important.

Strangeness in proportion

There are always problems in recognising breakthrough innovations at the initial idea stage.

Incremental innovations are a doddle to get by comparison. I’m sure there are no hard and fast rules. But generally real breakthrough ideas do make one feel uncomfortable. Sometimes even slightly cross.

The real question to ask is: is it really intriguing? Is there something about it that, although it feels unnerving, has one sensing that it just might change the game, be disruptive, break current rules, create a new way of being?

Sir Francis Bacon, a contemporary of Shakespeare (wrongly believed by some to have written those amazing plays and poems), wrote: “There is no excellent beauty that hath not some strangeness in proportion.”

Worth bearing in mind when you’re confronted with tomorrow’s equivalent of the internet, the mobile phone, the airplane, the bicycle, the light bulb, the plough, the wheel…

Mavericks – for us or against us?

A qualitative research programme I did for a major multinational demonstrated that the original ideas behind all their significant innovations of the previous decade were attributed to people who might best be described as hero mavericks.

What’s more, although they may well have disliked each other, these mavericks had much in common. They hated bureaucracy, were disruptive, found it very hard to conform to corporate rules, were seen as difficult to work with, and they kept rather odd hours – you could never be sure where they were. They were the ones who were happiest going on long and lonely journeys in search of the Holy Grail.

One other thing: they had all left the company – some deciding for themselves to go, while others had been pushed out.

And it was generally agreed by their former colleagues that their departure was better for all concerned – for the mavericks and for the company.

Of course, this begs the question: if the way we’ve got breakthrough ideas in the past is from mavericks, and the ones we know about have left the building, how sure are we that we’ll get new disruptive ideas in the future?

Most of the large companies that I know could easily accommodate these creatures. After all they are always a small minority. But in order to do so, they need to be recognised, succoured and supported, not just tolerated.

What's your view - nurture or eject?