When hiring a team, we tend to favor the geniuses who hatch innovative ideas, but overlook the butterflies, the crucial ones who share and implement them. Here’s why it’s important to be both smart AND social.
In business, it’s never enough to have a great idea. For any innovation to be successful, it has to be shared, promoted, and bought into by everyone in the organization. Yet often we focus on the importance of those great ideas and seem to forget about the work that is required to spread them around.
Whenever we are building a team, we tend to look for smarts. We are attracted to those with lots of letters after their names or fancy awards on their resumes. We assume that if we hire the smartest people we can find, they will come up with new, better ways of doing things that save us time and money.
Conversely, we often look down on predominantly social people. They seem to spend too much time gossiping and not enough time working. We assume they’ll be too busy engaging on social media or away from their desks too often to focus on their duties, and thus we avoid hiring them.
Although we aren’t going to tell you to swear off smarts altogether, we are here to suggest that maybe it’s time to reconsider the role that social people play in cultural growth and the diffusion of innovation.
In his book, The Secret of Our Success: How Culture Is Driving Human Evolution, Domesticating Our Species, and Making Us Smarter, Joseph Henrich explores the role of culture in human evolution. One point he makes is that it’s not enough for a species to be smart. What counts far more is having the cultural infrastructure to share, teach, and learn.
Consider two very large prehuman populations, the Geniuses and the Butterflies. Suppose the Geniuses will devise an invention once in 10 lifetimes. The Butterflies are much dumber, only devising the same invention once in 1000 lifetimes. So, this means that the Geniuses are 100 times smarter than the Butterflies. However, the Geniuses are not very social and have only 1 friend they can learn from. The Butterflies have 10 friends, making them 10 times more social.
Now, everyone in both populations tries to obtain an invention, both by figuring it out for themselves and by learning from friends. Suppose learning from friends is difficult: if a friend has it, a learner only learns it half the time. After everyone has done their own individual learning and tried to learn from their friends, do you think the innovation will be more common among the Geniuses or the Butterflies?
Well, among the Geniuses a bit fewer than 1 out of 5 individuals (18%) will end up with the invention. Half of those Geniuses will have figured it out all by themselves. Meanwhile, 99.9% of Butterflies will have the innovation, but only 0.1% will have figured it out by themselves.
What if we take this thinking and apply to the workplace? Of course you want to have smart people. But you don’t want an organization full of Geniuses. They might come up with a lot, but without being able to learn from each other easily, many of their ideas won’t have any uptake in the organization. Instead, you’d want to pair Geniuses with Butterflies—socially attuned people who are primed to adopt the successful behaviors of those around them.
If you think you don’t need Butterflies because you can just put Genius innovations into policy and procedure, you’re missing the point. Sure, some brilliant ideas are concrete, finite, and visible. Those are the ones you can identify and implement across the organization from the top down. But some of the best ideas happen on the fly in isolated, one-off situations as responses to small changes in the environment. Perhaps there’s a minor meeting with a client, and the Genius figures out a new way of describing your product that really resonates. The Genius though, is not a teacher. It worked for them and they keep repeating the behavior, but it doesn’t occur to them to teach someone else. And they don’t pick up on other tactics to further refine their innovation.
But the Butterfly who went to the meeting with the Genius? They pick up on the successful new product description right away. They emulate it in all meetings from then on. They talk about it with their friends, most of whom are also Butterflies. Within two weeks, the new description has taken off because of the propensity for cultural learning embedded in the social Butterflies.
The lesson here is to hire both types of people. Know that it’s the Geniuses who innovate, but it’s the Butterflies who spread that innovation around. Both components are required for successfully implementing new, brilliant ideas.