The Ten Faces of Innovation

Publisher Notes

In The Art of Innovation, IDEO's managing director Tom Kelley described IDEO’s "deep dive" approach to successful product creation. Their focus on brainstorming and teamwork has resulted in world-wide acclaim as the leading design and innovation firm in the world. In BEAT THE DEVIL'S ADVOCATE, Kelley reveals the strategies IDEO uses to help foster innovation throughout the culture of a business, and counter the debilitating effect of the devil's advocate.

The role of the devil's advocate is nearly universal in business today. It allows an individual 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 stiffling innovation, Kelley claims.

Over the years, IDEO has developed ten approaches businesses can use to foster innovation and new ideas while offering an effective counter to naysayers. Among these approaches are the anthropologist - 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 companies like Kraft, Intel, Safeway and the Mayo Clinic have incorporated IDEO's thinking to transform the customer experience, BEAT THE DEVIL'S ADVOCATE is an extraordinary guide to nurturing and sustaining a culture of continuous innovation and renewal.

Synopses

Reveals the strategies a major design firm uses to foster innovative thinking throughout an organization and overcome the naysayers who stifle creativity. The role of the devil's advocate allows individuals to raise questions and concerns that effectively kill new projects and ideas, while claiming no personal responsibility; nothing is more potent in stifling innovation. Drawing on nearly 20 years of experience, Kelley identifies ten roles people can play in an organization to foster innovation and new ideas while offering an effective counter to naysayers.--From publisher description.