It was fun to reread the first five chapters of this book. IDEO makes work sound almost like play. It's great to think about how you can excuse the silly dress codes and stifling office environments and yet still get serious accomplishments completed. I still think that you have to be lucky enough to get the right people - not only smart and flexible, but with great work ethics and integrity. Because a lot of people would just use the freedoms in a place like IDEO to "flake off" and under-perform. With the right group mix, perhaps either they wouldn't last long or they'd change and become creative and reliable.
Chapter 1 - Innovation at the Top
Tom Kelley, general manager of IDEO and brother of David Kelley, IDEO founder, describes the 5 major steps of his creative methodology - Deep Dive:
1. Understand the market, the client, the technology, and the constraints
2. Observe real people in real-life situations to see what they need and what they hate
3. Visualize new concepts and who will use them
4. Evaluate and refine prototypes
5. Implement the new concept for commercial production
He details IDEO' Nightline show on having one week to create an innovative grocery shopping cart.
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Chapter 2 - Winging it in Start-up Mode
A short description of how David Kelley started IDEO.
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Chapter 3 - Innovation Begins with an Eye
IDEO designed the first stand-up toothpaste tubes and self-sealing sports bottles, fat and soft toothbrushes for kids, and all-in-one kids' fishing kit. He describes the initial observations, questions asked, attempts and re-attempts at designing these (and other) products.
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Chapter 4 - The Perfect Brainstorm
"The best way to get a good idea is to get a lot of ideas," says Linus Pauling. He details seven steps for better brainstorming:
1. Problem statement -could be a question - but has to be well-articulated and specific enough.
2. Don't criticize or debate ideas.
3. Number the ideas.
4. Build and jump.
5. No personal note-taking - scribe everything on paper on the wall for all to see.
6. Do group warm-up exercises before started brainstorming.
7. Do both 2-D and 3-D mock-ups of ideas - have lots of materials on hand.
Six things to avoid:
1. Boss gets to speak first
2. Everybody gets a turn - going clockwise and giving everyone 2 minutes - stifles creativity and sharing.
3. Don't be an expert snob.
4. Brainstorm at office - not at off-site retreat.
5. Anything goes - even silly stuff - in brainstorming. Don't ban silly ideas.
6. Don't write everything down like you're taking notes in class.
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Chapter 5 - A Cool Company Needs Hot Groups
Team building, teamwork - heart of IDEO method. Must have clear goal and firm deadline.
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