Harnessing outsiders to challenge norms and innovate

Innovation relies on so-called ‘outsiders’. These individuals, often originating from different disciplines, geographies, or sociological backgrounds, provide new insights or radical perspectives with an aim of disrupting the status quo.

Successful disruptors, like scientists and tech entrepreneurs, generally begin their journeys on the periphery, struggling to be seen as credible by those on the ‘inside’ of organizational or societal groupthink. With knowledge and norms bounded by more trusted and established thinking, how do these outsiders get their voices heard by large groups that are unwilling or unable to incorporate new ideas?

Simone Ferriani, Professor of Entrepreneurship at Bayes Business School and the University of Bologna, recently co-wrote an article for MIT Sloan Management Review with Professor Gino Cattani, Stern School of Business, examining how those operating outside of established mainstreams are often the same people who produce the most impactful innovations.

In the article, titled ‘Lessons learned from outsider innovators’, authors outlined how these outsiders can be very beneficial to organisations, as they are not constrained by company culture or longstanding values. The article is the front cover story of the Spring 2025 edition.

Readers are challenged to “look outside but act inside”. Outsiders can build credibility with insiders by modifying language to use industry jargon – which can be achieved with an insider ‘interpreter’. They might also seek individual allyship from the inside, that can trigger snowball effects as a trickle of acceptance develops into mainstream thinking.

In addition, outsiders are also encouraged to ‘ride inflection points’, and focus on coming to the fore in a time of need. The article uses the example of Katalin Karikó, the Hungarian scientist whose work eventually became a cornerstone of the Covid-19 vaccination despite years of ridicule and outcast about her ideas on messenger RNA.

The authors also call on organisations to adopt “receptive cultures”, despite challenges associated with bringing outsider ideas into focus, and uprooting established ideas – particularly within strong group identities.

Professor Ferriani said outsiders were vital towards business innovation, but acknowledged the challenges associated with accepting new voices.

“Outsiders challenge conventional wisdom with fresh perspectives that spark breakthroughs,” he said.

While being that lonely voice can be daunting, research shows how having just one like-minded champion, speaking to insiders in their own ‘language’, and choosing the right opportunity to raise ideas can break chains of conformity

Read the full article, ‘Lessons Learned From Outside Innovators,’ with data and statistics in the MIT Sloan Management Review.