The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm [Hardcover]

Tom Kelley (Author), Jonathan Littman (Author), Tom Peters (Foreword)

Book Description

Publication Date: January 16, 2001

IDEO, the widely admired, award-winning design and development firm that brought the world the Apple mouse, Polaroid's I-Zone instant camera, the Palm V, and hundreds of other cutting-edge products and services, reveals its secrets for fostering a culture and process of continuous innovation.

There isn't a business in America that doesn't want to be more creative in its thinking, products, and processes. At many companies, being first with a concept and first to market are critical just to survive. In The Art of Innovation, Tom Kelley, general manager of the Silicon Valley based design firm IDEO, takes readers behind the scenes of this wildly imaginative and energized company to reveal the strategies and secrets it uses to turn out hit after hit.

IDEO doesn't buy into the myth of the lone genius working away in isolation, waiting for great ideas to strike. Kelley believes everyone can be creative, and the goal at his firm is to tap into that wellspring of creativity in order to make innovation a way of life. How does it do that? IDEO fosters an atmosphere conducive to freely expressing ideas, breaking the rules, and freeing people to design their own work environments. IDEO's focus on teamwork generates countless breakthroughs, fueled by the constant give-and-take among people ready to share ideas and reap the benefits of the group process. IDEO has created an intense, quick-turnaround, brainstorm-and-build process dubbed "the Deep Dive."

In entertaining anecdotes, Kelley illustrates some of his firm's own successes (and joyful failures), as well as pioneering efforts at other leading companies. The book reveals how teams research and immerse themselves in every possible aspect of a new product or service, examining it from the perspective of clients, consumers, and other critical audiences.

Kelley takes the reader through the IDEO problem-solving method:

> Carefully observing the behavior or "anthropology" of the people who will be using a product or service

> Brainstorming with high-energy sessions focused on tangible results

> Quickly prototyping ideas and designs at every step of the way

> Cross-pollinating to find solutions from other fields

> Taking risks, and failing your way to success

> Building a "Greenhouse" for innovation

IDEO has won more awards in the last ten years than any other firm of its kind, and a full half-hour Nightline presentation of its creative process received one of the show's highest ratings. The Art of Innovation will provide business leaders with the insights and tools they need to make their companies the leading-edge, top-rated stars of their industries.

Editorial Reviews

Amazon.com Review

IDEO, the world's leading design firm, is the brain trust that's behind some of the more brilliant innovations of the past 20 years--from the Apple mouse, the Polaroid i-Zone instant camera, and the Palm V to the "fat" toothbrush for kids and a self-sealing water bottle for dirt bikers. Not surprisingly, companies all over the world have long wondered what they could learn from IDEO, to come up with better ideas for their own products, services, and operations. In this terrific book from IDEO general manager Tom Kelley (brother of founder David Kelley), IDEO finally delivers--but thankfully not in the step-by-step, flow-chart-filled "process speak" of most how-you-can-do-what-we-do business books. Sure, there are some good bulleted lists to be found here--such as the secrets of successful brainstorming, the qualities of "hot teams," and, toward the end, 10 key ingredients for "How to Create Great Products and Services," including "One Click Is Better Than Two" (the simpler, the better) and "Goof Proof" (no bugs).

But The Art of Innovation really teaches indirectly (not to mention enlightens and entertains) by telling great stories--mainly, of how the best ideas for creating or improving products or processes come not from laboriously organized focus groups, but from keen observations of how regular people work and play on a daily basis. On nearly every page, we learn the backstories of some now-well-established consumer goods, from recent inventions like the Palm Pilot and the in-car beverage holder to things we nearly take for granted--like Ivory soap (created when a P&G worker went to lunch without turning off his soap mixer, and returned to discover his batch overwhipped into 99.44 percent buoyancy) and Kleenex, which transcended its original purpose as a cosmetics remover when people started using the soft paper to wipe and blow their noses. Best of all, Kelley opens wide the doors to IDEO's vibrant, sometimes wacky office environment, and takes us on a vivid tour of how staffers tackle a design challenge: they start not with their ideas of what a new product should offer, but with the existing gaps of need, convenience, and pleasure with which people live on a daily basis, and that IDEO should fill. (Hence, a one-piece children's fishing rod that spares fathers the embarrassment of not knowing how to teach their kids to fish, or Crest toothpaste tubes that don't "gunk up" at the mouth.)

Granted, some of their ideas--like the crucial process of "prototyping," or incorporating dummy drafts of the actual product into the planning, to work out bugs as you go--lend themselves more easily to the making of actual things than to the more common organizational challenge of streamlining services or operations. But, if this big book of bright ideas doesn't get you thinking of how to build a better mousetrap for everything from your whole business process to your personal filing system, you probably deserve to be stuck with the mousetrap you already have. --Timothy Murphy

From Publishers Weekly

"Routine is the enemy of innovation," declares Kelley, general manager of IDEO, in this lively and practical guide to nurturing that elusive quality in all organizations. Dubbed "Innovation U." by Fortune and lauded as "the world's most celebrated design firm" by Fast Company, IDEO, through its work on over 3,000 new product programs, has developed a system for staying on the creative cutting edge while keeping clients happy. Kelley handily parses the components of this system--understanding the market, observing real-life users, brainstorming new concepts and developing and refining prototypes on a tight schedule to come up with a commercial product--with examples from the development of such pathbreaking products as the original Apple mouse and the Palm Pilot V. Kelley vividly conveys how "hot teams," assembled for specific projects with concrete goals and deadlines, are the foundation of IDEO's performance-based reputation. While he recognizes that not every organization is a hip design firm, Kelley believes that all organizations can gain an edge by innovating; among the successes he cites are Amazon, Igloo, Shoebox Greetings and Sephora. IDEO has learned and profited from maxims like "Fail often to succeed sooner." Many who previously feared change may answer his unpretentious call to "Start by following your customer journey, breaking it down into component elements, and asking yourself how you can deliver a better experience." Illustrations. (Feb.)Forecast: Featured in a half-hour segment of Nightline last year that ranked among the most popular aired on the show, IDEO's culture of innovation has received broad exposure. This well-written, well-organized and energizing guide will be a magnet for more attention, and could have a shot at business bestseller lists.

Copyright 2001 Cahners Business Information, Inc.

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Product Details

• Hardcover: 320 pages
• Publisher: Crown Business; 1 edition (January 16, 2001)
• Language: English
• ISBN-10: 0385499841
• ISBN-13: 978-0385499842
• Product Dimensions: 6.4 x 1 x 9.6 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (83 customer reviews)
• Amazon Best Sellers Rank: #14,307 in Books (See Top 100 in Books)
  • #13 in Books > Business & Investing > Management & Leadership > Operations Research
  • #20 in Books > Business & Investing > Organizational Behavior > Organizational Change
  • #47 in Books > Business & Investing > Biography & History > Company Profiles

Customer Reviews

Most Helpful Customer Reviews

91 of 94 people found the following review helpful:

3.0 out of 5 stars Less than expected, October 4, 2001

By 

Stephen Funk - See all my reviews

This review is from: The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm (Hardcover)

The Art of Innovation is the story of the famous Palo Alto based design firm, IDEO. The book is easy to read and moves quickly. The author, Tom Kelley, is the brother of founder David Kelley. Tom is the General Manager and is an ex-management consultant. This is important because the book really devolves into a light treatise on business management practices. This makes sense since given Tom Kelley's responsibilities at IDEO and his background. It also explains the Tom Peter's Foreword. If you like Tom Peter's books, you will enjoy this book.

If you are looking for real insights into the IDEO design process you will be disappointed. Most of the insights are of a personnel management nature, and even those are at a relatively high level. Mr. Kelley pokes more than a few veiled barbs at the slow industrial giants who simply cannot compete with the brain power and management prowess at IDEO. That may sound sarcastic, but Mr. Kelley's pride in his company often crosses that fine line into arrogance.

There are a few actual projects described to point out how valuable a certain IDEO practice is. There are repeated references to IDEO's contribution to the invention of the Apple mouse and follow-up work on the Microsoft Mouse. Also, a great deal of time is spent talking about the redesign of the common shopping cart that was done in one week for a segment on Nightline. I know that IDEO has had many important clients and recent important projects. Perhaps they can't talk about them because of non-disclosure agreements. There are color pictures of some products at the beginning of each of 15 chapters but often there is no mention of those products in the text. Some black & white photographs of products and the IDEO workspaces also accompany the text. There are no diagrams or illustrations.

A great deal of the book outlines the emphasis that IDEO puts on the treatment of their employees and their penchant for quick and frequent prototyping as a key to success. All projects start by assigning a "hot" team and letting them brainstorm and prototype their way into some great ideas. No details are given on how the teams are formed or managed.

This book is for you if you are looking for a light management practices book and just a little insight into a premier design firm. You will probably be disappointed if you want to find out how products are designed or what specific processes are used to manage the design process. You also will not get a great deal of competitive information about IDEO. The book assumes that you have at least a general idea of what Industrial Design is about.

Tom Kelley admits that workshops about the "IDEO way" have been turned into a profit center. They give seminars on how to organize product development at client companies. I could see IDEO including this book with their seminar, or perhaps they could give it to a prospective client to whet their appetite. It definitely leaves you wanting more information. I am left wondering, "How much is that seminar, and will they let me in?"

38 of 41 people found the following review helpful:

4.0 out of 5 stars A business book for design people. (And vice versa.), June 4, 2002

By 

Adam Greenfield "Clean living under difficult... (Helsinki, Finland) - See all my reviews
(REAL NAME)   

This review is from: The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm (Hardcover)

First, let me say what this book is not:
It's NOT a granular, specific, detailed guide to product-design best practices.
Nor is it "Give Your Shop The IDEO Makeover In Ten Easy Steps."

What it is, and what it excels at being, is a genial, fast-paced, reasonably persuasive argument in favor of companies that more closely suit the requirements of creative human beings.

Kelley's logic goes something like this:
- gather insightful, motivated human beings, regardless of disciplinary background;
- put them under intense deadline pressure, yet pamper them in ways that reinforce a sense of community;
- challenge them to do great, creative work;
- and stand back as they blow you away with sideways solutions the likes of which the world has never seen.

This might sound like a recipe for a Montessori for middle-aged hippies, except that IDEO's track record is so impressively studded with design breakthroughs that those of us in the field hold them in the highest respect. Not only that, IDEO's designs have proven to be winners in the market, winning over the hardest-nosed of quants.

Kelley successfully makes the case that design is rapidly becoming critical to success in business; that innovation and creativity are the engines of good design; and that environments like the ones IDEO provides for its workers are reasonably reliable incubators of same. If you find yourself engaged by this description, you'll probably, eventually, want more detail than the book is able to provide, but it's a grand place to start.

24 of 27 people found the following review helpful:

3.0 out of 5 stars Tom Kelleys Poker Face, February 12, 2001

By 

"karmaboy" (Ottawa, Ontario, Canada) - See all my reviews

This review is from: The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm (Hardcover)

I just finished the book. Let me preface this with the fact that I've been an admirer of Tom Kelley and IDEO for quite some time now. I truely believe that they have a formula for success. Unfortunatly, Mr. Kelley keeps his secrets close to his chest. The book is a wonderful read, if your looking for "warm and fuzzy" techniques for managing innovation, but the thruth is many of us need measurable and quantifiable facts/processes to move our businesses forward. Obviously, this is the IP of IDEO and the're not about to give it away to sell books. If your career is about innovation, you need to know everything about IDEO, but I don't think you can rely on this book to do that.