Why Small and Non-Tech Companies Are Afraid to Apply Creative Techniques (and Why They Shouldn’t Be)

When we think of gamestorming or design sprints, it’s easy to picture innovative tech companies using these methods to brainstorm the next big app or disruptive technology. But what about small to mid-sized companies or businesses in traditional sectors like manufacturing, logistics, construction or even healthcare? Why are these companies often hesitant to apply creative problem-solving techniques, and what are they missing out on by not embracing them?

The truth is, creative methodologies like gamestorming and design sprints are not just for the tech giants of the world. These tools can unlock innovation, streamline processes, and drive meaningful results in any industry. Let’s explore why non-tech and smaller businesses might shy away from them, and how they can take their first steps toward leveraging these powerful techniques.

Why Are Small or Traditional Companies Hesitant?

1. Perceived Complexity

For many businesses, especially those outside the high-tech zone, methodologies like design sprints or gamestorming can sound complicated or difficult to implement. There’s often a belief that these techniques require specialized skills, expensive facilitators, or cutting-edge technology—none of which seem relevant to, say, a mid-sized manufacturing plant.

Reality: These techniques are designed to be accessible and adaptable to any industry. At their core, they focus on problem-solving and teamwork, which are universal needs in business. You don’t need advanced technology or massive teams to run an effective gamestorming session—just a willingness to experiment and collaborate.

2. Fear of Change

Traditional industries often thrive on established processes and reliability. Introducing something as open-ended as a gamestorming session can feel risky, especially if there’s a fear that it will disrupt existing workflows. There’s a tendency to stick to what’s known and avoid the unpredictability of new methods.

Reality: While change can be uncomfortable, the risks of not evolving are far greater. Companies that resist change run the risk of stagnation, falling behind competitors who are more open to innovation. Creative methods like design sprints don’t need to overhaul an entire operation—they can be applied to specific projects or challenges, leading to more efficient and effective outcomes.

3. Misconception That Creativity Isn’t “For Us”

Many small businesses or those in traditional sectors believe that creativity and innovation are not relevant to their field. There’s a common misconception that creativity is only for marketing, product design, or tech, while industries like manufacturing or logistics don’t require “out-of-the-box” thinking.

Reality: Every industry can benefit from creative problem-solving. Whether it’s improving a production line, finding cost efficiencies, or discovering new ways to serve customers, creative techniques can help companies of any size unlock new opportunities. The best ideas often come from unexpected places, and gamestorming or design sprints provide a structured way to find those ideas.

Good Examples of Non-Tech Companies Using Creative Techniques

1. GE Appliances (Manufacturing)

GE Appliances, a major player in the manufacturing sector, implemented design sprints to speed up their innovation processes. Instead of relying on long, drawn-out R&D cycles, they adopted the sprint methodology to create rapid prototypes and test new ideas with customers in a matter of days. This shift in thinking allowed them to move more quickly in a competitive market and better meet customer needs.

2. Nestlé (Food and Beverage)

Nestlé, a massive global corporation in a traditional industry, has embraced gamestorming techniques in their product development processes. By bringing diverse teams together to brainstorm, prototype, and test ideas, they’ve been able to foster innovation in product lines that have been around for decades. This approach has allowed them to stay relevant in a highly competitive market while also developing new offerings that appeal to modern consumers.

3. John Deere (Agriculture and Heavy Machinery)

John Deere, known for its agricultural equipment, used design sprints to tackle complex problems like customer experience and product usability. Instead of lengthy development phases, they adopted sprints to get quick feedback from farmers and other users, leading to more user-friendly products and faster development cycles. This approach not only saved time but also enhanced customer satisfaction.

How Smaller or Traditional Companies Can Get Started

1. Start Small and Specific

One way to overcome the fear of complexity or disruption is to start small. Choose a specific challenge or project that could benefit from a fresh approach. For example, a manufacturing company might use a design sprint to solve a bottleneck in the production process. The key is to apply these techniques to something manageable and tangible, so the team can see results quickly.

2. Use a Facilitator or Playbook

If you’re new to gamestorming or design sprints, it can help to bring in an experienced facilitator or follow a step-by-step playbook. These resources guide the process and take the guesswork out of organizing a session. Facilitators can also adapt the exercises to fit your company’s specific needs, making the experience less intimidating.

3. Focus on Practical Outcomes

One of the misconceptions about creative techniques is that they only generate abstract ideas. In reality, gamestorming and design sprints are designed to lead to concrete, actionable outcomes. Be clear about the goals of your session—whether it’s improving a process, generating new revenue streams, or increasing customer satisfaction—and ensure that the results are tied to business objectives.

4. Foster a Safe Environment

The success of these creative techniques relies on creating an environment where employees feel safe to contribute ideas without fear of judgment. Encourage your team to participate, and remind them that the goal is to experiment and explore, not to deliver perfect solutions right away. When people feel supported, they’re more likely to share creative insights that lead to innovation.

5. Measure and Celebrate Small Wins

After your first few sessions, take time to measure the results. Did you solve the problem you set out to address? Did the team come up with new ideas that could be implemented in the future? Celebrate even small wins to build momentum and show the value of these methods. Over time, these small successes build up, leading to bigger breakthroughs and a more innovative company culture.

Final Thoughts: The Opportunity for Every Business

While it’s natural for small or non-tech companies to feel hesitant about trying gamestorming or design sprints, the benefits far outweigh the risks. These creative techniques are adaptable, accessible, and incredibly powerful for solving real business challenges in any industry. By starting small and focusing on practical results, even the most traditional businesses can use these methods to unlock innovation, engage their teams, and stay ahead of the competition.

Looking to take your first step into gamestorming or design sprints?