, 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
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:
1. Carefully observing the behavior
firm of its kind,
and a full half-hour Nightline presentation of its creative
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.