The Ten Faces of Innovation

Kelley, Thomas; Littman, Jonathan
May 2006
Ten Faces of Innovation - Business Book Summaries;2006, Vol. 1 Issue 1, p1
Book Summary
Book Summary
In The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm (2001), Kelley revealed the secrets of each stage of IDEO's process of strategic creativity, demonstrating how the firm makes innovation a way of life. Now, in The Ten Faces of Innovation, he revisits the highly energized award-winning design and development firm to examine the human face of strategic creativity, showing how people can embody the methods and techniques that infuse an enterprise with a "continuous spirit of creative evolution" and, thus, seize opportunities for innovation in a company or industry .The result is a practical guide to nurturing and sustaining a culture of "serial" renewal-one in which more learning opportunities are tapped, more ideas are screened and validated (via enlightened trial and error), and more new initiatives are successfully driven forward .Inspired by the strategies and roles that have emerged at IDEO, Kelley examines the ten learning, organizing, and building personas individuals can undertake as a means of fending off creativity-stifling naysayers-individuals who, in assuming the role of Devil's Advocate, can be some of the most potent destroyers of innovation in a corporation. The critical lesson is that innovation requires more than just the good ideas IDEO is famous for; it also requires action or implementation-requires proactive, energetic people. Thus, the innovation personas Kelley describes (the Anthropologist, Experimenter, Cross-Pollinator, Hurdler, Collaborator, Director, Experience Architect, Set Designer, Caregiver, and Storyteller) essentially represent that "place to stand" to which Archimedes alluded. Their tools, skills, and perspectives form the requisite lever. And, as the book demonstrates, when these are combined with energy and intelligence, a remarkably powerful force is generated for moving the world-innovation by innovation Throughout, Kelly provides ample evidence of this transforming power via examples of companies where innovation is no longer merely about generating new products and services, but is about the creative process itself. And, of course, he showers us with the fun and serendipitous basket of creative goodies that IDEO and its talented team of personas have to offer. The appeal of the offering is in the evidence that the personas work, "not in theory or in the classroom but in the unforgiving marketplace."


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