I had the pleasure of reading a recent article by Beth Comstock, Chief Marketing Office of GE, in the more recent editing of the Harvard Business Review. The focus of the article was the changing world of the social enterprise and how that changes employee training, education and interaction with management… consumers… and the world.

Long story short, it is about “figuring it out.”

In the article, Beth talks about how GE “has been inspired by an ethos that we have witnessed in the world of social enterprise – the belief that if you hire smart people, they should be able to “figure it out.”

As managers, employers and business owners – do we hold the belief that smart people will figure everything out? I would hope… Yes! Smart people want to learn and drive towards creative innovation… no matter the industry or job. It is about figuring it out not waiting for the answer.

Beth continues, “As leaders and managers, we have to motivate our people to come up with workable solutions to problems that weren’t even on the radar when they were hired. There’s no operators manual for most of what we’ll ask people to work on. But somehow, together, we will figure it out.”

There is no operators manual for creative innovation.

The operators manual has always been fundamental to success (of any business) but taking (and understanding) action is even more important now… than ever before. The two work hand-in-hand. We focus time and energy on education and training at the beginning of a job…. when the failure is in our inability to educate an individual on the importance of fluid change both personally and professionally.

Creative training is the fundamental idea that educational development of any employee grows with their ability to act on impulse and with certainty based on changes within an economy, country, product or company.

In the marketing world, we can no longer build success by conforming to rules and educational standards. It is important that we move, act, and learn with the changing world… without stopping and watching.

Because if you stand and watch… make excuses… you die.