“There is no way I can hit my goals without more marketing budget.”
“We can’t get it done in that time.”
“Without more staff/help/training/resources we are cooked.”
I have thought and said self-limiting statements like these hundreds of times. Scarce money, time and other resources are real constraints. But successful people find ways to turn constraints into advantages. Michael Eisner was Chairman and CEO of the Walt Disney Company from 1984 to 2005. At a conference I attended he gave a speech in which he shared a story about the making of Raiders of the Lost Ark. One of the most memorable scenes in the film finds Indiana Jones (played by Harrison Ford) squaring off against a scimitar wielding foe. The previous 3 minutes have been action packed with fist fights, running, and acrobatic melee. We expect a swordfight and more hand to hand combat. However, Jones simply pulls a pistol from his belt and shoots the enemy dead. Almost everyone who has seen this movie remembers the scene as it was such an unexpected turn of events.
Eisner explains that isn’t how the scene was written. In fact, there was extensive choreography planned and rehearsed. The scene was filmed in Tunisia and required hundreds of extra cast members, rented equipment, blocking off streets, and other coordinated efforts. On the day of filming, Ford woke up with the flu and didn’t have the energy to perform the fight scene. He asked to reschedule the shoot but the film’s budget wouldn’t allow for paying extras another day’s wage. There was a finite amount of money, and the production company couldn’t afford to spend two days on this scene. This real financial constraint forced director Steven Spielberg to improvise. Ford was able to stand on his mark, pretend to shoot the bad guy, and go back to sleep in his trailer. An unlimited budget (no financial constraint) would likely have resulted in a rescheduled session with a less memorable outcome.
Adam Morgan and Mark Barden tell a similar story about Mick Jagger in their book, A Beautiful Constraint. According to Keith Richards’ autobiography, Life, when the Rolling Stones started their career they were playing in very small venues. Once the band had their equipment set up and the speakers in place and the audience filled in, Mick was left with a very small space in which to perform. He was the lead singer of a rock and roll band and wanted every eye in the house to pay attention to him. He couldn’t really dance or strut about the stage because of the tight quarters. To keep the audience’s attention, he developed very distinctive moves with his hands and body. He was in constant motion, but didn’t need a lot of acreage. He could strut and pose in one place, but keep the crowd entertained. He used his arms and crafted a number of signature motions with his hands at shoulder-height and above his head. He wore scarves, fancy jackets (and even what looks like a brassiere) that he could use as props in tight quarters. The small spaces were a physical constraint that Jagger used to foster his unique style that ultimately led to fronting one of the most successful bands in history.
You and I face real limitations and constraints. We never have enough resources, time, help or money. But we can thrive not just despite constraints, but because of them. Eisner calls this creativity in a box. The financial “box” of a budget led to the historic scene in Raiders of the Lost Ark. The physical “box” of small stages produced Mick Jagger’s enduring stage presence. The “box” of our constraints can lead us to produce amazing outcomes. We may need to understand the box – to know exactly where we stand and the extent of our resources. Then, apply some creativity. Asking “How might we” questions can help. The fact we are asking a question opens up a creativity loop in our brains. And “might” leaves open multiple possibilities:
“How might we reach 10,000 prospects with $1,000 marketing budget?”
“How might we deliver this project by Tuesday?”
“How might we asses customer satisfaction without asking them directly?”
Each of these questions could an amazing result that would never have existed with unlimited budget, time or the ability to directly survey (irritate) customers.
Limitations and constraints can produce better results than we might achieve without them. We need to apply creativity within the box.