Innovation Lessons from One of the Greatest Olympic Moments: The CO-STAR Method for Developing Idea Champions

The lighting of the Olympic torch in Paris will usher in a new wave of heroes. Their stories will be part of sports history, and hopefully a few will achieve the transformative power of Dick Fosbury’s high jump revolution. An unknown high schooler in the early 1960s, Fosbury soared to Olympic gold in 1968, defying gravity and convention with his unorthodox, backwards-leaping technique – the now-iconic Fosbury Flop. But Fosbury’s journey wasn’t just about athletic brilliance; it was a masterclass in innovation, a testament to the power of challenging the status quo and daring to be different. And just as Fosbury’s Flop redefined high jumping, so too can the CO-STAR method – a framework for developing, pitching, and validating innovative ideas – elevate the game for anyone seeking to create value and impact.

From Sand to the Seeds of Disruption

Imagine Fosbury, a teenager struggling with conventional high jump techniques, frustrated and yearning for a better way. Then came a pivotal change – the shift from sand to softer foam pits. This seemingly minor change opened a window of opportunity, freeing Fosbury to experiment without fear of injury. He listened to his body, not the textbooks, and stumbled upon a radical solution: leaping backward, arching his back, and landing on his back. It looked awkward, even comical, earning him the nickname “the Flopper” from local reporters who thought he looked like a fish flailing around in a boat. But Fosbury’s unorthodox approach had a secret weapon – it bypassed the physical limitations of traditional methods, allowing him to clear greater heights with less effort.

Enter CO-STAR: A Framework for Innovation Takeoff

Just as the foam pit ignited Fosbury’s innovation journey, the CO-STAR framework provides a launchpad for turning ideas into reality. It offers a simple yet powerful approach to crafting a compelling business case for any new idea – a value proposition. By guiding innovators through the essential steps needed to develop and validate their idea as well as articulate its value, CO-STAR helps foster a positive connection with target audiences, be they users, buyers, managers, investors, or partners. This structured approach can aid innovators at all levels of sophistication to persuade audiences to choose their solutions over alternatives. Developed in Silicon Valley, CO-STAR has empowered idea champions in over 41 countries worldwide.  CO-STAR is an easy-to-remember acronym, and its six core elements are:

• Customer: Who are you trying to help? What are their unmet needs/problems?
• Opportunity: What is the size of the problem/market? What is the full potential of addressing the customer’s unmet needs?
• Solution: What is your idea and how does it work? How does it solve the unmet needs/problems that your target customer is facing?
• Team: Who needs to be on your team (roles, skills, experience) to ensure your solution’s success?
• Advantage: What is your solution’s competitive advantage? How is your solution superior to the alternatives?
• Results: What are the expected results your solution will deliver? How will your target customers as well as your sponsors benefit?

The 6 questions work together to create a potent narrative for the idea. Note, the Solution must address the Customer’s unmet needs at a level that produces Results significantly better than other alternatives or the status quo for it to be considered valuable. Creating a CO-STAR is an iterative process where answers to the questions should be quantified, validated, and refined until the idea is clearly desirable, feasible, and viable.

Raise the Bar: A Playful Example

Imagine it is 1970 and Dick Fosbury was not only a tremendous high jumper but also an enthusiastic entrepreneur.  He might have pitched his Raise the Bar training program to investors like this…

“My name is Dick Fosbury, and I am the man who redefined the sport with a little aerial maneuver that brought me and the USA a gold medal in Mexico City in 1968.  I’m here to talk about scaling that success and unleashing a generation of Olympic hopefuls soaring over bars we could only dream of in the “straddle days.”

• Customer:
  • Every high school and college athlete who’s ever stared at a bar, frustrated by their plateaued jumps. They know there is a better way, but don’t know how to master the new technique.  That’s millions of kids across the country, hungry for a better way to fly.
  • There are few coaches qualified to teach “the Flop” and existing high jump training programs are struggling to produce elite athletes.
• Opportunity:
  • The US high jump market is estimated at $50 million annually, with significant growth potential driven by increasing participation in track and field.
  • The Fosbury Flop is becoming the dominant high jump technique used by top athletes around the world, but its adoption in the US is limited due to a lack of qualified instructors.
• Solution:
  • Raise the Bar is a comprehensive high jump training program based on the Fosbury Flop technique. The Flop is a science-backed, biomechanically superior technique that unlocks hidden potential. Imagine, instead of contorting your body around the bar, you flow over it, harnessing momentum and gravity like a human javelin.  It allowed me to clear 7′ 4¼” and I know with the right training future generations will jump much higher.
  • The Raise the Bar program will be delivered through:
    • On-site workshops at high schools and universities.
    • Online training modules for athletes and coaches.
    • Certification program for coaches to ensure quality instruction.
• Team:
  • Dick Fosbury: Olympic gold medalist and world record holder in high jump, inventor of the Fosbury Flop.
  • A team of experienced track and field coaches and biomechanics experts who are all ready to share their knowledge and passion.
• Advantage:
  • Biomechanically superior: The Fosbury Flop is proven to be more efficient and generate greater power than traditional scissor kicks and straddle techniques, leading to higher jumps.
  • Safer: The Fosbury Flop reduces the risk of injury compared to other techniques.
  • Easier to learn: The Fosbury Flop can be learned by athletes of all skill levels.
  • First-mover advantage: The Fosbury Flop Training Program will be the first of its kind in the US, offering a unique and valuable proposition to athletes and coaches.
• Results:
  • Increased average high jump heights: Based on research and pilot programs, we project a 15% increase in average high jump heights within 12 months of program implementation.
  • Increased participation in high jump: The program is expected to attract new athletes to the sport, leading to a larger pool of talent and increased competition.
  • Improved national competitiveness: We believe that the program will double the number of US athletes qualifying for the Olympic high jump trials within 3 years.
  • Financial success: The program is projected to generate $10 million in annual revenue within 5 years through program fees, sponsorships, and “Fosbury Flop” merchandise sales.

Gentlemen, don’t just invest in a program – invest in a revolution. The Fosbury Flop isn’t just about high jumping; it’s about unlocking human potential, about our kids rewriting the record books, and Olympic podiums filled with American flags. So, are you ready to Raise the Bar with me?!”

Taking Flight: The Power of CO-STAR to Elevate an Enterprise

Just like Fosbury’s leap of faith inspired athletes worldwide to experiment with a new technique, CO-STAR could be used by employees to take their ideas from conception to execution. It provides an easy-to-follow roadmap, a shared language and practice, and a vehicle for collaboration and consensus-building around innovative solutions. Imagine the benefits for organizations that embrace CO-STAR and train and empower their workforce:

• An infinite source of value-creating ideas: CO-STAR enables employees at all levels to think creatively and identify new opportunities.
• Speed and agility of implementation: The framework provides a clear path to action, enabling rapid prototyping and testing of innovative solutions while reducing risks.
• Continuous performance improvement: CO-STAR fosters a culture of experimentation and learning, leading to constant refinement and adoption of ideas.
• Employee engagement and satisfaction: By encouraging employees to contribute their ideas and participate in their realization, CO-STAR boosts morale and motivation.
• Delighted and loyal customers: CO-STAR solutions are designed with customer needs at the core, leading to higher satisfaction and loyalty.
• A sustainable competitive advantage: Organizations that adopt CO-STAR cultivate a culture of innovation, giving them a crucial edge in today’s rapidly evolving landscape.

The Final Jump: From Fosbury to You

Dick Fosbury’s story is not just about a man who changed a sport; it’s a testament to the power of new techniques like CO-STAR to boost creativity, confidence, and performance.  If you want to improve your ability to champion new ideas with in-person or online CO-STAR training, don’t hesitate to contact me at Gyorffy@LBGinnovate.com.  You or your colleagues might also be interested in taking a free innovation fitness survey to uncover your profile and gain insights into your mindset and skill level.