THE ART OF INNOVATION

LESSONS IN CREATIVITY FROM IDEO

BY TOM KELLY, 2001 (ISBN 0-385-49984-1)

Innovation Resources
Additional Perspectives on Innovation:
DEC - Schein, Edgar H., et.al. 2003. DEC is dead: Long live
DEC The lasting legacy of Digital Equipment Corporation.
San Francisco: Berrett-Koehler.
The Innovation Journey Van de Ven, Andrew H., Polley,
Douglas E., Garud, Raghu & Venkataraman, Sankaran. 1999.
The Innovation Journey. New York: Oxford University Press.
Organizational Change and Innovation Processes Poole,
Marshall S., Van de Ven, Andrew H., Dooley, Kevin, and
Holmes, Michael E. 2000. Organizational Change and
Innovation Processes: Theory and Methods for Research.
New York: Oxford University Press.
Weird Ideas that Work Sutton, Robert I. 2002. Weird Ideas
that Work: 11-1/2 Practices for Promoting, Managing, and
Sustaining Innovation. New York: Free Press.

Sutton Weird Ideas that Work

1.

Hire Slow Learners (of the organizational code). 1-1/2 Hire People Who
Make You Uncomfortable, Even Those You Dislike.
Hire People You (Probably) Dont Need
Use Job Interviews to Get Ideas, Not to Screen Candidates
Encourage People to Ignore and Defy Superiors and Peers
Find Some Happy People and Get them to Fight
Reward Success and Failure, Punish Inaction
Decide to Do Something That Will Probably Fail, Then Convince Yourself
and Everybody Else That Success is Certain
Think of Some Ridiculous or Impractical Things to Do, Then Plan to Do
Them.
Avoid, Distract, and Bore Customers, Critics, and Anyone Who Just
Wants to Talk About Money
Dont Try to Learn Anything from People Who Seem to Have Solved the
Problems You Face.
Forget the Past, Especially Your Companys Successes.

2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Sutton, Robert I. 2002. Weird Ideas that Work: 11-1/2 Practices for
Promoting, Managing, and Sustaining Innovation. New York: Free Press.

IDEO information:

http://www.ideo.com/
http://theartofinnovation.com/about_ideo.htm
http://www.ideo.com/media/info.asp?x=3
http://www.npr.org/templates/story/story.php?storyId=1118278

Organizational Behavior Theory:

http://www.soloque.com/mba/ent/researchInnovation.doc
http://www.soloque.com/mba/ent/managingGeeks.png
Leading Geeks, Paul Glen, 2003
Why We Do What We Do: Understanding Self-Motivation,
Edward L. Deci, 1995
Intrinsic Motivation and Self Determination in Human Behavior,
Edward L. Deci and Richard M. Ryan, 1985.

OUTLINE
1. INNOVATION AT THE TOP
A. THE INNOVATION DECATHLON
B. A METHOD TO OUR MADNESS
I. UNDERSTAND THE MARKET
II. OBSERVE REAL PEOPLE IN REALLIFE SITUATIONS
III. VISUALIZE
IV. EVALUATE AND REFINE
V. IMPLEMENT
C. INNOVATING WITH AN AUDIENCE (AND
WITHOUT A NET)
D. THE DEEP DIVE
E. LIFTING THE CREATIVITY CURTAIN
F. BUILDING IN CREATIVITY AND INNOVATION
2. WINGING IT IN START-UP MODE
3. INNOVATION BEGINS WITH AN EYE
A. TIME IN THE JUNGLE
B. NETTING A BUG LIST
C. KEEPING CLOSE TO THE ACTION
D. NO DUMB QUESTIONS
E. A CHILDS EYE
F. INSPIRATION BY OBSERVATION
G. EMBRACING YOUR CRAZY USER
H. FINDING RULE BREAKERS
I. YES, PEOPLE ARE HUMAN
J. OBSERVATION EXERCISES
K. LITTLE INNOVATIONS
L. SEEING PRODUCTS IN MOTION
M. CROSS-POLLINATE
N. MAKING HEROES
4. THE PERFECT BRAINSTORM
A. SEVEN SECRETS FOR BETTER
BRAINSTORMING
I. SHARPEN THE FOCUS
II. PLAYFUL RULES
III. NUMBER YOUR IDEAS
IV. BUILD AND JUMP
V. THE SPACE REMEMBERS
VI. STRETCH YOUR MENTAL MUSCLES
VII. GET PHYSICAL
B. THE BRAINSTORMER EFFECT
C. SIX WAYS TO KILL A BRAINSTORMER
I. THE BOSS GETS TO SPEAK FIRST
II. EVERYBODY GETS A TURN
III. EXPERTS ONLY PLEASE
IV. DO IT OFF-SITE
V. NO SILLY STUFF
VI. WRITE DOWN EVERYTHING
5. A COOL COMPANY NEEDS HOT GROUPS
A. THE MYTH OF THE LONE GENIUS
B. THE MAKINGS OF A HOT GROUP
C. HOT STUDIOS
D. GENERATING YOUR OWN ENERGY
E. THE PASSION FACTOR
F. OPPORTUNITIES IN OBSTACLES
G. ON A MISSION
H. TEAM PROBLEM SOLVING
I. TEAMS IN CLOSE QUARTERS
J. THE RIGHT MIX
K. ABOLISH THEY
L. TEAMS AND TRUST
M. WHY TEAMS BEAT INDIVIDUALS
N. HOT TEAMS PERFORM
O. HOT TEAMS GIVE
P. HOT TEAMS SHARE
Q. TEAM MORALE
R. HOT TEAMS MEET
S. HOT TEAMS LOOK THE PART

6.

7.

8.

9.

T. HOT TEAMS NEED CHARACTERS

U. EIGHT CRAZY CHARACTERS FOR HOT
GROUPS
I. THE VISIONARY
II. THE TROUBLESHOOTER
III. THE ICONOCLAST
IV. THE PULSE TAKER
V. THE CRAFTSMAN
VI. THE TECHNOLOGIST
VII. THE ENTREPRENEUR
VIII. THE CROSS-DRESSER
PROTOTYPING IS THE SHORTHAND OF INNOVATION
A. THE WATERS RISING
B. KID STUFF
C. BUILD TO LEARN
D. HOW AMAZON DID IT
E. MAKE YOUR LUCK
F. PROTOTYPES BEAT PICTURES
G. BIT BY BIT
H. HOW APPLE DID IT
I. FORGET CONGRESS
BUILD YOUR GREENHOUSE
A. BUILDING NEIGHBORHOODS
B. THINK PROJECT, THINK PERSONAL
C. BUILDING BLOCKS
D. INSPIRATION FROM ADVERSITY
E. PROTOTYPE YOUR SPACE
F. CREATE A TEAM ICON
G. WATCH YOUR BODY LANGUAGE
H. SIMPLE TEAM SPACE
I. HIERARCHY IS THE ENEMY OF COOL SPACE
J. GIVE YOUR WORKERS A VIEW
K. TELL STORIES
L. MAKE YOUR JUNK SING
EXPECT THE UNEXPECTED
A. BALANCING UNPREDICTABILITY
B. UNEXPECTED UPS AND DOWNS
C. GOOD TIMING DOESNT HURT
D. NIMBLE RESPONSE
E. LOOKING CROSS-EYED
F. EXERCISING YOUR CROSS-POLLINATION
MUSCLES
G. SEVEN PLANTING TIPS
I. SUBSCRIBE AND SURF
II. PLAY DIRECTOR
III. HOLD AN OPEN HOUSE
IV. INSPIRE ADVOCATES
V. HIRE OUTSIDERS
VI. CHANGE HATS
VII. CROSS-TRAIN
BARRIER JUMPING
A. WATCHING THE BORDER
B. STUBBORNLY UNMETRIC
C. SIDESTEPS
D. DEAL KILLERS
E. PATENT PENDING
F. OPENING THE FLOODGATES

BARRIERS VERSUS BRIDGES

HIERARCHY-BASED
MERIT-BASED
BUREAUCRACY
AUTONOMY
ANONYMOUS
FAMILIAR
CLEAN
MESSY
EXPERTS
TINKERERS
G.
H.
I.
J.
K.

SKILL SETS
HANDSHAKES
RITUALS REWARD
EVANGELISM WORKS
RUNNING WITH AL GORE

10. CREATING EXPERIENCES FOR FUN AND PROFIT

A. GOING OFF-BROADWAY
B. MAKE EXPERIENCES ENTERTAINING
C. LEARNING FROM VEGAS
D. MAKE THE HUMAN CONNECTION
E. TELL A STORY
F. FIX IT
G. SAVE A LIFE, TAKE A JOURNEY
H. RETHINKING SERVICES
I. LITTLE EXPERIENCES COUNT
11. ZERO TO SIXTY
A. PLAY IMITATING WORK
B. ONE-HIT WONDERS
C. GETTING THERE FASTER
12. COLORING OUTSIDE THE LINES
A. FAIL YOUR WAY TO SUCCESS
B. GROWN MEN AFRAID OF A LITTLE MOUSE
C. MAKING NEW RIDES
D. SPIRITED SKIES
E. BEING BIG AND ACTING SMALL
F. BREAKING WORK
G. LINUX BREAKING THE RULES
H. GIVE AND RECEIVE
I. COLORING OUTSIDE THE LINES
J. IGLOO
K. SHOEBOX GREETINGS
L. SEPHORA
M. TARGET
N. SWATCH
O. E-SCHWAB
P. RUBBERMAID
Q. NOT TOO FAR OUT
13. IN SEARCH OF THE WET NAP INTERFACE
A. FIGHTING FEATURE CREEP
B. GIVE SIMPLE DIRECTIONS
C. SIMPLE AS A FRISBEE
D. HANDS ON
E. LETTING GO
F. BUILDING A BETTER MOUSE
G. HOW TO CREATE GREAT PRODUCTS AND
SERVICES
I. MAKE A GREAT ENTRANCE
II. MAKE METAPHORS
III. THINK BRIEFCASE
IV. COLOR INSPIRES
V. BACKSTAGE PASS
VI. ONE CLICK IS BETTER THAN TWO
VII. GOOF-PROOF
VIII. FIRST, DO NO HARM
IX. CHECKLIST
X. GREAT EXTRAS
14. LIVE THE FUTURE
A. TOY WITH THE FUTURE
B. EMPOWERMENT PRODUCTS
C. MAKE CONCEPT CARS
D. MAKE MOVIE TRAILERS
E. READ ALL ABOUT IT
F. PROJECT 2010
15. GETTING IN THE SWING
A. DECISION TIME
B. GIVE AND TAKE
C. HITTING THE PRACTICE RANGE
D. ADOPTING AND ADAPTING

monte.shaffer@gmail.com