Get it done! The power of the coach in an innovation program

30 young people, 6 propositions, 3 months, 1 unique opportunity to pitch to the industry during the Impact Event: the stakes are high at the Youth Innovation Program (JIP). The Dutch Association for Insurers and MakerLab recently organized the 8th edition of this event. The goal? Expanding their network and learning how to innovate from an expert.

Six groups of enthusiastic young people from the insurance industry worked on their proposition under the guidance of a MakerLab coach. The role of the coach is crucial to success. How do you ensure that at the end of those three months there is actually something to pitch to the movers & shakers in the insurance world?

We discussed it with MakerLabs program lead Jornt van Dijk and Jesse Owie, who organized this latest edition of the JIP from the Insurance Association.

What should I imagine the JIP to be like?

‍

Jesse: 'In five days spread over three months, participants will work in groups to come up with an innovation together. Sector wide, so not a proposition that only one particular insurer will benefit from.'

Jornt: 'It is a kind of stretched design sprint, where we from MakerLab partly teach but also really coach a group through an initial innovation problem. Not just listening, doing.'

What do you get out of it as a participant?

‍

Jesse: 'Personally, I find the network you build very valuable, as well as the experience. In my work I now recognize situations: oh yes, I learned that here. The foundation has been laid.'

Jornt: "Exactly. They understand at the end why we go through such a process in a certain way; I see that as the greatest result. If an idea pops up at an insurer and someone from our programme is nearby, who recognises it and dares to take it on thanks to JIP, then you get innovation traction. You see, that's how good ideas make it to the market!

What are the most important qualities and tips of a good innovation coach?

1. Make it small

‍

Jesse: "The theme this edition was: insurance for everything and everyone. This encompasses various sub-themes, such as "the vulnerable of the future" and "virtual property". It is therefore very broad.'

Jornt: "At the beginning there is always a lot of enthusiasm; they formulate the biggest problems they want to solve. We have to contain that, because we only have five days. Moreover, with these kinds of big topics you quickly end up in endless discussions, where our brains can no longer distinguish where to go. There is just too much information. Simplifying that and thus creating a little bit of progress is our job.'

Jesse: "It's important that the topics are relevant to the insurance world, but besides that, it's also nice if you can test and experiment.

Jornt: 'The best themes are new, relevant trends that people actually have an image of. You understand what is happening and therefore you can dream about it, brainstorm, experiment, and the insurance world will find it interesting.'

2. Listen first and then ask (the right!) questions

‍

Jesse: 'The most important quality of a coach is that he must be a good listener and know what the needs are within the group and which way people are thinking. A good coach makes you look at things in a different way by asking questions.'

Jornt: "That's right. Innovation is an incredibly social profession; you have to be able to sense why someone is saying something in a group discussion. Only then can you maintain the atmosphere and give the process a push in the right direction.'

3. Keep the ball rolling and up in the air

‍

Jornt: "If things are not going so well, I try to keep the energy up. With innovation, it's not that one person is more right than another – none of us knows yet. We have to decide through a group process.'

Jesse: 'If you've spent a lot of time working out a thought, sometimes it's hard to let go of something. That's when a coach's expertise comes in.'

Jornt: "You, as a coach, are the innovation partner. If we don't know, the group certainly won't progress. You also need a certain degree of decisiveness. When necessary, you must be willing to make the tough decisions.'

4. A bit of peace of mind

‍

Jesse: "As a participant, you sometimes forget that the coaches also do a lot for you besides conveying information. If a certain design, such as a logo or a presentation, is needed, they have the skills to set it up more professionally. That saves so much time.'

Jornt: "Good to hear! It's satisfying when you can add value to a process. What are they talking about? Can I do something with this? Do they need help? When you see a group flourish thanks to the methods and knowledge you brought, that's cool.'

5. It's allowed to be really fun

‍

Jornt: "Don't forget: they are young insurers. They come to learn something, but also to have fun and network. It should remain a bit light-hearted. So they can look back and think: I really had a good time.'

Jesse: "We always receive more applications than we can accommodate. Everyone is so enthusiastic… The bond you build is strong – that network remains forever. Many people want to return in the following years to mentor or to attend the Impact Event.'

6. End with a bang

‍

Jesse: 'What has stayed with me most as a participant is the Impact Event at the end where you pitch your idea to a room full of people from the industry. Even management sits there.'

Jornt: "We place relatively high value on the pitch, given the information they have been able to gather in such a short time. It is a good exercise to present your story as if you are asking for millions in funding. This requires you to be able to persuade people of your point of view. A sense of ownership.

Jesse: "Yes, the coaches certainly play a role in that. How do you ensure that you say the right things in such a pitch? That you don't say too much, that the structure is good, and that you project the right image? It is typical for the JIP that everyone wants to do that pitch. Everyone is involved and enthusiastic.'

Jornt: "What also strikes me is that there is a curve of emotions with participants. They start enthusiastically, then a bit of realism sinks in, but they always end on a high note. Full of enthusiasm when they have run an experiment and find some form of proof. And then to end with banging pitch, that's the icing on the cake really. Super fun to see.