Innovation and CreativityR&D Management
Introduction
Tom Kelley, general manager of IDEO, along with co-author Jonathan Littman, provides an inside look into the world-renowned design firm, IDEO. The book encapsulates IDEO’s design philosophy and innovation process, sharing insights that can be applied across various industries. Kelley emphasizes a holistic approach to creativity and innovation involving multidisciplinary teamwork, human-centered design, and a culture that fosters experimentation.
1. The Deep Dive
Concepts
The “Deep Dive” is IDEO’s method of tackling complex problems by immersing themselves in the problem space, fostering brainstorming sessions, and rapidly prototyping solutions.
Action
- Empathy-building: Engage with the end-users of a product or service to understand their needs, frustrations, and aspirations.
- Brainstorm without Boundaries: Encourage a ‘no holds barred’ brainstorming session where every idea, no matter how wild, is considered.
Example
IDEO’s redesign of a shopping cart began with team members observing shoppers in a supermarket. They noted inconveniences and inefficiencies, which informed their brainstorming and rapid prototyping stages.
2. Building on the Crazy Ideas
Concepts
Innovation often stems from the ability to build on unconventional ideas. The culture at IDEO treats even the most seemingly outlandish ideas as seedlings that can be nurtured into breakthrough solutions.
Action
- Encourage Wild Ideas: Create a culture where no idea is too crazy. This opens up the possibility for truly innovative solutions.
- Yes, And… Technique: Instead of negating an idea, build on it. This can be done by first acknowledging the idea and then offering an addition.
Example
One example involves the invention of the RollerMouse by IDEO designers who built on a playful concept, ultimately producing a significantly ergonomic product.
3. Fail Often to Succeed Sooner
Concepts
Failure is an integral part of the innovation process. By iterating through failures, you can arrive at successful outcomes more rapidly.
Action
- Prototype Early and Often: Develop rough prototypes early in the process to test and refine ideas quickly.
- Learn from Failures: Treat each failure as a learning opportunity rather than a setback.
Example
When developing a surgical instrument for Ethicon Endo-Surgery, IDEO created multiple prototypes and iterated based on feedback, ultimately leading to a successful product.
4. Cross-Pollinate
Concepts
Great innovation occurs when individuals from various disciplines and backgrounds collaborate, bringing diverse perspectives and talents to the table.
Action
- Diverse Teams: Assemble teams with diverse expertise to foster cross-disciplinary innovation.
- External Inspiration: Look beyond your industry for inspiration and ideas that can be adapted to your own context.
Example
IDEO’s offices promote cross-pollination by having open floor plans and communal spaces that encourage spontaneous interactions among employees from different disciplines.
5. Hot Teams
Concepts
Hot teams are passionate, focused groups that work intensely on a project. They embody a “do-whatever-it-takes” spirit to bring an idea to life.
Action
- Create Hot Teams: Assemble small, passionate groups to work on high-impact projects.
- Freedom and Autonomy: Give these teams the freedom to experiment and the resources they need to succeed.
Example
IDEO’s team used their free time and company resources to develop a cost-efficient water pump for developing countries, demonstrating how hot teams can tackle meaningful challenges with great impact.
6. From the Frontlines
Concepts
True innovation is informed by real-world insights. By going out into the field, designers can gain first-hand knowledge that drives meaningful solutions.
Action
- Field Research: Spend time in the actual environment where your product or service will be used.
- User Testing: Engage with real users to test and validate your prototypes.
Example
For a project redesigning the experience of air travel, IDEO sent team members on multiple flights to observe and experience actual pain points from a passenger’s perspective.
7. Spaces That Work
Concepts
The physical environment plays a crucial role in fostering creativity and collaboration. The layout and design of a workspace can significantly impact innovation outcomes.
Action
- Create Flexible Spaces: Design workspaces that can adapt to various activities and needs.
- Inspiring Environments: Incorporate elements that spark creativity and encourage collaboration, like writable walls and movable furniture.
Example
IDEO’s offices feature playful and versatile spaces filled with creative artifacts, fostering an atmosphere of innovation.
8. Brainstorming
Concepts
Brainstorming is a fundamental part of IDEO’s process. Effective brainstorming sessions are designed to generate a wealth of ideas in a short time.
Action
- Hold Regular Brainstorming Sessions: Schedule dedicated time for brainstorming to explore new ideas for projects or challenges.
- Rules of Brainstorming: Follow rules such as deferring judgment, encouraging wild ideas, and building upon others’ suggestions.
Example
The “Deep Dive” episode on ABC’s Nightline showcased IDEO’s brainstorming process when redesigning the shopping cart, highlighting how structured yet open sessions can produce innovative ideas.
9. The Perfect Brainstorm
Concepts
There’s an art to running a perfect brainstorm. It involves preparation, facilitation, and post-session follow-ups to ensure ideas are actionable.
Action
- Facilitate Effectively: Assign a skilled facilitator to guide the brainstorming session and ensure everyone participates.
- Select a Focused Topic: Define a clear problem or opportunity area to keep the brainstorming session focused and productive.
Example
When tasked with designing a better toothbrush for children, IDEO’s brainstorm sessions led to the creation of the squishy, grip-friendly “Squirt” toothbrush, incorporating bright colors and playful shapes.
10. Hiring for Innovation
Concepts
Innovation is driven by people. Hiring individuals who are not only skilled but also passionate and curious can significantly enhance a company’s innovation capabilities.
Action
- Look for T-Shaped People: Hire individuals with deep expertise in one area and a broad ability to work across disciplines.
- Cultural Fit: Assess candidates for their ability to thrive in a creative, collaborative environment.
Example
IDEO’s recruitment strategy focuses on candidates with unique hobbies and interests, like a team member who was also an avid product tinkerer, bringing both depth and a broad perspective.
11. Eureka Is Myth
Concepts
Innovation rarely happens as a singular eureka moment. It’s typically the result of sustained effort, iterative development, and collaborative teamwork.
Action
- Commit to the Long Haul: Accept that innovation is a continual process that involves incremental progress.
- Celebrate Small Wins: Recognize and reward small achievements to maintain momentum and morale.
Example
The development of the Palm V organizer by IDEO was a lengthy iterative process involving extensive user testing and feedback, leading to small, continuous improvements.
12. Rhythm of Innovation
Concepts
Balancing various phases of the innovation process (think, look, do) helps maintain a sustainable rhythm. This ensures continuous progress and prevents burnout.
Action
- Cycle Phases: Regularly alternate between brainstorming, prototyping, and reflection phases.
- Pacing and Cadence: Establish a predictable cadence for different activities to maintain a steady innovation pace.
Example
IDEO’s “Think, Look, Do” model ensures that projects move through phases of idea generation, field research, and tangible prototyping, avoiding prolonged stasis in any one phase.
Conclusion
“The Art of Innovation” offers a comprehensive guide to fostering creativity and innovation within an organization. Through IDEO’s proven methods—such as the Deep Dive, encouraging diverse teams, and promoting a culture that embraces failure—organizations can unlock their creative potential and develop innovative solutions to complex challenges. By adopting these practices and mindsets, individuals and teams can transform their approach to research and development, cultivating a vibrant environment of continuous innovation.