I am invariably introduced to others as an ‘out of the box’ thinker. I am flattered of course, although I like to think that I am such a person. I consider this ability to be one of my strengths.

As with all metaphors, they conjure up various patterns of thought, depending upon who we are. One such pattern emerged in a recent dinner conversation with some industry colleagues. It was a pattern that equates ‘out of the box’ with ‘out of this world’ as in wholly unrealistic and fanciful hogwash, or ideas that will never see the light of day.

This is a common misconception. Out of the box really means anything that is not currently being considered because the current person, project or business is stuck in a rut. Another metaphor, I know, but a fairly self-evident one. Our minds think in terms of patterns. We make them and match them. Over time, we tend to use the same patterns over and over again. It can become extremely difficult not to apply these patterns, as illustrated in George Lakoff’s wonderful book title - “Don’t think of an Elephant” which, now you’ve read it, is difficult to do. Big trunks, tiny tails and lengthy tusks!

Out of the box can be as simple as removing a striker from one side of a box of matches in order to save costs. Why put the striking paper on both sides? This is the interesting, and possibly mythical, story of what happened in Swan Vesta (UK maker of matches). It could be as simple as the advice given to Parker pens, many years ago, that they ought to think of their products as gifts rather than writing instruments. Gift packaging, which back then was rare, transformed their business.

There’s no rocket science here. No out of this world ideas. One might even call it common sense, at least in hindsight.

Ultimately, most businesses fail because they do get stuck in a rut. The book shelves are covered with business books that explain these failures in intricate detail. You wouldn’t want to go down the same path (forgive the pun) just because a little ‘out of the box’ thinking was dismissed as too fanciful or unrealistic. The irony here is that deliberately sticking to the ‘reality’ of the situation it itself unrealistic. It is only going to deepen the rut.

The key here is the word ‘out.’ It almost always pays to use outsiders to facilitate OOTB thinking. Yes, it can be done internally. We can hold brainstorming meetings. We can take it in turns to wear our coloured hats. We can scoff donuts. I’ve scoffed quite a few in my time. However, as well intentioned as these brainstorms are, it’s the same bunch of pattern-making machines (i.e. minds) looking at the problem desperately trying hard not to think of an elephant.

Is this relevant to mobile? Yes it is. Very much so.

The booty in mobile has been from people making calls and sending texts. The money makers have been - and still are - the operators. Yet, we know that they face an uncertain future by ploughing the rut of telephony deeper still. Whatever we shall end up doing with wirelessly connected objects, it will increasingly be something outside of the box called making a call or sending a text. Essentially, operators are exactly what their name says - operators. They operate networks. Call yourself an operator and try not to think of an operator!

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