Here’s a prediction for 2010 that you can definitely hang your hat on: Maddock Douglas will be giving back. . . in really innovative ways.

Known as the annual MD Big Give (yes, this was inspired by Oprah’s short-lived TV show), our company divides into 12 teams, one for each month of the year, and tackles this innovation challenge. Here’s how it works. Each team is assigned a month during which they must:

• Identify a unique unmet need for a worthwhile cause
• Brainstorm an idea that fulfills that need and make the idea happen
• Then create communication that links the idea with the need

Once completed with their months, each team presents the results of their Big Give at the company Nine at Nine meeting —our nine a.m., nine-minute, daily gathering. And at the end of the year, the team with the most successful “in-market” innovation is recognized and celebrated.

For us, a culture of innovation isn’t just about making more money with new products, services, and business models. It’s also about applying our passion and specialized tools to make positive things happen all around us.

Do You Have Any Big Give Ideas?

We’ll keep you up-to-date on our Big Give in the months to come with photos and stories. In the meantime, if you are aware of any challenges that need fixing, please feel free to post your suggestions. Who knows, maybe an MD Big Give Team will take on your challenge.

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