Webinar | Using distance to generate new ideas for your business

When it comes to generating innovative ideas, it’s typically believed that those who are closest to a subject or problem are the ones best-qualified to solve it. But in reality, intense proximity limits creativity. What’s truly needed is distance from challenges in order to see the best way forward.

Creating distance from business challenges is essential for creativity and innovation. In a webinar facilitated by Alex Varricchio and Kiirsten May, founders of the award-winning marketing firm, UpHouse, and authors of The Proximity Paradox, we explored ways to use this period of social distancing to uncover new opportunities for your business. Every business is going to change as a result of COVID-19. By trying their three innovation activities with your team, we hope you can make some of that change for the better.

Lessons from this webinar:

  • Understand your innovation and execution ceiling, and know when each is in play. 
    • Activity 1: We’ll explain how to hold a disruptor brainstorm with your team. In this activity, you’ll ignore the constraints you normally wrestle with, dial back your industry knowledge, and think about the game in a different way.
    • Cultivate a healthy relationship with failure. It’s the only way you can uncover what you’re truly capable of.
    • Activity 2: We’ll explain how to launch a small, potentially doomed initiative. In this activity, you’ll brainstorm an idea to bring to market quickly, destigmatize failure, and learn a lot through the process.
    • Recognize the expectations current customers have of your business and how it differs from the expectations of prospective customers.
    • Activity 3: We’ll explain how to find the middle ground of customer happiness. In this activity, you’ll map out existing customer needs and future customer needs. Then, you’ll brainstorm initiatives to access new markets while protecting the loyalty of current customers. 



Alex Varricchio and Kiirsten May are the owners of UpHouse, an award-winning marketing firm in Canada. They have recently published a leadership and marketing book, The Proximity Paradox, and launched Crainstorm (crainstorm.com), a crowdsourced brainstorming web app that allows people to gather insight and ideas from marketers and other innovators.

Chambers Plan

Chambers Plan

Chambers of Commerce Group Insurance Plan is Canada’s #1 employee benefits plan for small business. Chambers Plan has been protecting Canadian firms for over 40 years. As a not-for-profit, any surpluses are reinvested to the Plan to support industry-leading stability. That's why more than 30,000 small to midsize businesses trust Chambers Plan to protect their employees.