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The Ten Faces of Innovation: Ideo's Strategies for Beating the Devil's Advocate & Driving Creativity Throughout Your Organization [Hardcover]

Thomas Kelley , Jonathan Littman
4.2 out of 5 stars  See all reviews (12 customer reviews)

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Book Description

18 Oct 2005
The author of the bestselling The Art of Innovation reveals the strategies IDEO, the world-famous design firm, uses to foster innovative thinking throughout an organization and overcome the naysayers who stifle creativity.

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.

Drawing on nearly 20 years of experience managing IDEO, Kelley identifies 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 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, Procter and Gamble, Cargill and Samsung have incorporated IDEO's thinking to transform the customer experience, THE TEN FACES OF INNOVATION is an extraordinary guide to nurturing and sustaining a culture of continuous innovation and renewal.

Product details

  • Hardcover: 273 pages
  • Publisher: Non Basic Stock Line (18 Oct 2005)
  • Language: English
  • ISBN-10: 0385512074
  • ISBN-13: 978-0385512077
  • Product Dimensions: 23.6 x 15.5 x 2.5 cm
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Bestsellers Rank: 67,415 in Books (See Top 100 in Books)

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studded with inspirational examples of companies and individuals who have taken innovative paths to success and profit...if the future is innovation, Kelley's new publication is the roadmap. (Book of the Week - Creative

This book delivers some tasty morsels to managers hungry to boost their companies' level of innovation. Funny, insightful, and chock-full of surprising examples. (BusinessWeek)

a dream-team of 10 "personas" who together can deliver innovation at its most cutting edge. Kelley throws off innovation as lesser men throw off dandruff... (Guardian)

Breezy and well written... Aspiring business innovators and fans of The Art of Innovation may find further inspiration in this handbook. (Publishers Weekly)

Some new thinking on new thinking....the book's detailed, often quirky examples will inspire. (Harvard Business Review) --This text refers to the Paperback edition.

About the Author

Tom Kelley is the MD of IDEO and the author of the bestselling business classic, The Art of Innovation (Profile). As IDEO's spokesperson, he addresses scores of business audiences on using innovation to transform strategic thinking. --This text refers to the Paperback edition.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

Most Helpful Customer Reviews
12 of 12 people found the following review helpful
4.0 out of 5 stars Easy suggestions for increasing innovation 20 April 2007
By Rolf Dobelli TOP 500 REVIEWER
Welcome to an enjoyable, easy read - which is not to dismiss Tom Kelley's fine ideas. With the aid of Jonathan Littman, Kelley works throughout this book to show how innovation can be much more painless than most people think, and more fun. Kelley makes thinking collaboratively sound like a blast. In the process, he convinces you that your organization should nurture and cherish playing with ideas. Although he admits that his consulting company, IDEO, found itself grinding along on tedious projects at times, and that he has watched people shoot down perfectly good suggestions, his underlying message is one of open possibility. He presents 10 roles you can play during meetings, any one of which would be enough to add considerable value. By showing that these roles are temporary, he sends the message that if you want to stay competitive, you can change, and even must. As he examines everything from product names to rules governing how workers decorate their cubicles, Kelley demonstrates the many opportunities you have to create something new. The cost is often little or nothing; sometimes innovation simply means getting out of your employees' way. We recommend this book to managers who wish to break old patterns and encourage creative thought companywide.
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20 of 21 people found the following review helpful
5.0 out of 5 stars Eloquent, Thought-Provoking, and Practical 20 Oct 2005
By Robert Morris TOP 500 REVIEWER
With Jonathan Littman, Kelley provides in this volume a wealth of information and counsel which can help any decision-maker to "drive creativity" through her or his organization but only if initiatives are (a) a collaboration which receives the support and encouragement of senior management (especially of the CEO) and (b) sufficient time is allowed for those initiatives to have a measurable impact. There is a distressing tendency throughout most organizations to rip out "seedlings" to see how well they are "growing." Six Sigma programs offer a compelling example. Most are abandoned within a month or two. Why? Unrealistic expectations, cultural barriers (what Jim O'Toole characterizes as "the ideology of comfort and the tyranny of custom"), internal politics, and especially impatience are among the usual suspects. That said, I agree with countless others (notably Amabile, Christensen, Claxton, de Bono, Drucker, Kelley, Kim and Mauborgne, Michalko, Ray, and von Oech) that innovation is now the single most decisive competitive advantage. How to establish and then sustain that advantage?
In an earlier work, The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm, Kelley shares IDEO's five-step methodology: Understand the market, the client, the technology, and the perceived constraints on the given problem; observe real people in real-life situations; literally visualize new-to-the-world concepts AND the customers who will use them; evaluate and refine the prototypes in a series of quick iterations; and finally, implement the new concept for commercialization. With regard to the last "step", as Bennis explains in Organizing Genius, Apple executives immediately recognized the commercial opportunities for PARC's technology.
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9 of 9 people found the following review helpful
5.0 out of 5 stars Brilliant Examples Of Innovation And Their Personas 23 April 2006
By Richard Stowey VINE VOICE
This book is a wonderful insight into the practices of one of the world leading innovators.

At around 265 readable pages, The Ten Faces of Innovation's author Tom Kelley takes a look at the ten different persona's which one might adopt whilst innovating. Innovation can happen anywhere but the book's primary viewpoint is to convey it through the eyes of Business (Tom Kelley has an MBA) and Design (IDEO are, of course, a design consultancy).

The Ten Faces of Innovation, as stated on the cover, are: The Anthropologist, The Experimenter, The Cross-Pollinator, The Hurdler, The Collaborator, The Director, The Experience Architect, The Set Designer, The Storyteller and the Caregiver. Along with an introduction and conclusion, the book warrents just over an hour's worth of reading per chapter.

Each chapter seems to contain three similar things.

1. At least one (usually more) example within the company of an individual or a team adopting the role or persona.

2. At least one (usually more) example of a source outside of IDEO who has adopted the persona, using examples such as Amazon, Levis, Japan Airlines, Brazil, Apple, BMW, etc.

3. Each section also contains clear bullet pointed sections for returning to later on, and acts as a great quick and clear reminder.

Intertwined is a little history about IDEO, a few examples of innovation throughout history and famous inventors. There are also local elements to the book, bringing in some of the authors personal feelings, thoughts, observations and experiences.

Although this is the second title from Tom Kelley (the first being 'The Art of Innovation'), and a few of the experiences and thoughts have been brought forward and expanded upon, this is by no means a sequel.
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1 of 1 people found the following review helpful
By Pedro
The author draws one's attention to taking note of seemingly everyday things on the one hand and sheer determination to succeed on the other. Some examples appeared almost flat. On the whole the book is worth reading.
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5 of 6 people found the following review helpful
1.0 out of 5 stars "We at IDEO" 12 Dec 2009
The idea in the book is a nice one, saying that different skills are needed in a team, if one aims for innovation. Plus, the company's attitude and culture needs to embrace a positive view towards being creative, experimenting, supporting new ideas.
However, the book is written in a repetitive tone of "this is the idea; we at IDEO have known it all this time already; and here are some examples on how companies applied this idea, mostly with IDEO's help".
It is a pity such an interesting topic, with much potential to make the reader be inspired and start thinking about ways to implement the book's topics is disguised in too long, repetitive text.
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Most Recent Customer Reviews
5.0 out of 5 stars interesting read
had to read this for uni and it was very interesting
Published 14 hours ago by Emily H.
5.0 out of 5 stars A superb guide to managing creative brilliance!!
If you're responsible for team management, or the management of highly charged creative people, this is a must for you. Read more
Published 25 days ago by comm88
3.0 out of 5 stars Poor edition
Although I like the book, there's some printing aspects that make it terrible. Could you have a smaller font? Read more
Published 2 months ago by Vitor Monteiro
5.0 out of 5 stars Excellent book
This book is really well written and is divided into really manageable and easy to remember chapters (or faces!). Good quality writing from a very innovative team of people.
Published 3 months ago by B. Swain
4.0 out of 5 stars Books for Innovators
It is a useful book for beginner innovators, explains all critic personas in detail. Highly recommended who wants to learn more thing about innovation
Published 6 months ago by Mehmet Gurkan Guler
5.0 out of 5 stars Essential
This book is essential for anyone who wants to do more than just the minimum. This offers a very valuable window into the workings of one of the most creative companies in the... Read more
Published 15 months ago by Sidai316
5.0 out of 5 stars Simply the best book on Creativity, Innovation, and People Management
Although I bought this book by accident, along with "The Art of Innovation" because I had a 10 voucher, it turned out to be a much better book than expected. Read more
Published on 2 Dec 2010 by Andreas
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