The ten faces of innovation: IDEO’s strategies for beating the devil’s advocate and driving creativity throughout your organization PDF
Preview The ten faces of innovation: IDEO’s strategies for beating the devil’s advocate and driving creativity throughout your organization
wt g ze ¢ i F : Boe Ss £ & & & = 3 € @ ae ff ee = & “eas @eeeeoeeoeeoeee @ THE TEN FACES OF INNOVATION IDEO'S STRATEGIES FOR BEATING THE DEVIL'S ADVOCATE & DRIVING CREATIVITY THROUGHOUT YOUR ORGANIZATION — TOM KELLEY witH JONATHAN LITTMAN AUTHOR OF THE ART OF INNOVATION firm, uses to g throughout an ne the naysay The role of the devil's advocate is nearly universal in business today. It allows individuals to step outside themselves and raise questions and concerns that effectively kill new projects and ideas, while claiming no personal responsibility. Nothing is more potent in stifling innovation, Tom Kelley claims. Over the years, IDEO has developed ten roles people can play in an organization to foster innovation and new ideas while offering an effective counter to naysayers. Among these approaches are the Anthropol- ogist—the person who goes into the field to see how customers use and respond to products, to come up with new innovations; the Cross-Pollinator, who mixes and matches ideas, people, and technology to create new ideas that can drive growth; and the Hurdler, who instantly looks for ways to overcome the limits and challenges to any situation Filled with engaging stories of how Kraft, Procter & Gamble, Safeway, and Samsung have incorporated IDEO’s thinking to transform the customer experi ence, The Ten Faces of Innovation is an extraordinary nurturing and sust guid 1g a culture of contin ous innovation and renewal. THE TEN FACES OF INNOVATION IDEO'S STRATEGIES FOR BEATING THE DEVIL'S ADVOCATE & DRIVING CREATIVITY THROUGHOUT YOUR ORGANIZATION TOM KELLEY WITH JONATHAN LITTMAN quamency pousteoay For photo credits, please turn to page 275, PUBLISHED BY DOUBLEDAY 8 division of Random House, Inc. CURRENCY is a trademark of Random House, Ine., and DOUBLEDAY isa registered trademark of Random House, Inc Copyright © 2005 by Tom Kelley CCataloging-in-Publication Data ison ile with the Library of Congress. ISHN 0-385-51207-4 All Rights Reserved PRINTED IN THE UNITED STATES OF AMERICA All trademarks are the property of their respective companies. SPECIAL SALES Currency Rooks are available a special discounts for ble purchases for sales promotions fr premiums. Special editions, including personalized covers, excerpts of existing books, and corporate imprints, can be created in large quantities (or special needs. For more information, write to Special Markets, Currency Books, [email protected] 13579108642 CONTENTS ‘CHAPTER curren @ weer 9 cuarren 10 CHAPTER 11 ‘Acknowledgments Beyond the Devil's Advocate The Anthropologist The Experimenter The Cross-Pollinator The Hurdler The Collaborator The Director The Experience Architect The Set Designer The Caregiver The Storyteller In the Mix Index 13 141 165 193 215 241 261 267 vi ACKNOWLEDGMENTS If you prefer to cling to the romantic notion of a lonely author toiling away like a starving artist in a dimly lit garret, you might want to skip this page. Although getting the words down on paper can still be a very lonely task, of course, making a book actually takes quite a crowd. More than a hundred people worked on the book you now hold in your hands, though I will not attempt to mention them all one-by-one. So here are a dozen individuals or teams I'd like to single out for special thanks: Scott Underwood applied his encyclopedic knowledge of words in giving me advice on syntax, grammar, and elements of style. Ihave learned more about the nuances of the English language from Scott than I have from any professor. | owe him not only my friendship but also a debt of gratitude. Olympic athlete and journalist Brigit Finn took time away from her busy schedule at Business 2.0 to investigate dozens of innovation sto- ries, and I occasionally wonder if it was her influence that gave the book so many metaphors from the Olympic Games. Brendan Boyle and David Haygood distinguished themselves as the most prolific contributors from among the dozens of in-person inter- views and thousands of e-mail responses on innovation topics. If they appear more often than others, it is because they provided a constant stream of useful input—even after I stopped asking for it. Marc Hershon generously lent me his “think tank and tiki lounge” in Sausalito as a writer's hideout so I could periodically escape the continuous-interrupt environment of my desk at IDE. Marc’s space actually has a door—though I never had occasion to close it ACKNOWLEDGMENTS Hunter Lewis Wimmer used a blend of design talents and diplo- macy skills to turn my vague requests into tangible design elements like the cover and chapter intros. Hunter survived the experience and left his imprimatur on the physical appearance of the book. Lynn Winter searched out, created, or acquired nearly every photo- graphic image you'll see between these covers, lending her energy and perseverance to the project at a time when I felt nearly exhausted by it. Tim Brown, David Strong, and Peter Coughlan managed to remain patient and supportive with a book project that took way more time away from my day-to-day responsibilities than I had originally imag- ined. My vision of doing the book nights and weekends was perfectly accurate but incomplete, since the work spilled over into a couple of hundred weekdays, too. In the literary world, I had lots of help (again) from my agent and mentor Richard Abate, as well as Doubleday executive editor Roger Scholl. Also, Chris Fortunato and his magical book-packaging team raced through the production cycle—while jumping hurdles—about twice as fast as I expected. My brother, David, ultimately made this book possible, not only by starting IDEO and seeding many of the ideas contained here, but also by being my greatest source of advice and guidance for half a century and counting. In addition to everything else, he lent me his Stanford office—which became another secret getaway spot for writ- ing and editing. I know I will never be able to repay him, and—even better—that he doesn’t expect me to. Jon Littman’s contribution was so great that I am not sure whether it’s appropriate to thank him here, since he could rightly have his own page of acknowledgments. In many parts of the written manuscript, it’s impossible for me to separate my efforts from Jon's, and we've had an intensely close collaboration that has now spanned over six years. He faithfully stuck with the project, even while others were luring him away with racy alternatives. My wife, Yumiko, didn’t work on the project directly, but she did take on plenty of extra parenting roles for the past eighteen months so I could go on this book adventure. Yumi and the family made a lot Acknowtevements | x of sacrifices during that time, and still supported me all the way. I try never to take them for granted. As for everyone else, you know who you are: trusted advisors like Whitney Mortimer and Debbe Stern; tireless supporters like Joani Ichiki and Kathleen Hughes; spontaneous helpers like Katie Clark and Marguerite Rigoglioso; Transformation colleagues like Ilya Prokopoff, Charles Warren, and Hilary Hocber; thoughtful reviewers like Paul Ben- nett, Roby Stancel, Diego Rodriguez, and Jed Morley; and sources of inspiration like Tom Peters, Bob Sutton, Malcolm Gladwell, Ron Avitzur, Stefan Thomke, Stephen Denning, Seth Godin, and the Group of 33. Thanks, everybody. I hope you're happy with the finished book. Tom Kelley [email protected] <, INTRODUCTION th! T Beyond the Devil’s Advocate
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