BOOK REVIEW ON

THE ART OF INNOVATION

BY TOM KELLEY
Presented by: Jyoti Gupta T-6109, Sec - B

Introduction. Innovation at the top. Winging it ion start-up mode. Innovation begins with an eye. The perfect brainstorm. A cool company needs hot groups. Expect the unexpected. Conclusion.

This book carefully walks us through each stage of the IDEO innovation process- from creating hot teams to learning to see through the customers eyes and brainstorming to rapid prototyping.

Why companies looked outside for product development. The answer is distilled into four key reasons:

CAPACITY SPEED EXPERTISE INNOVATION

According to business writer Gary Hamel :

Out there in some garage is an entrepreneur who is forging a bullet with your companys name on it. You have got one option now- to shoot first. You have got out-innovate the innovators.

Tom Kelleys brother David launched his business in 1978. He found his spiritual home in the Product Design program at Stanford. So David decided he needed a partner and asked Professor Bob Mckim. Mckim suggested Dean Hovey. They hired four engineers. To the companys neighbors, Jerry Mannock, was an industrial designer and fellow Stanford grad.

David learned a lesson in the early years of the firm, When you are stuck with a tough decision or a problem you dont understand, talk to all the smart people you know. The boyish pranks and wild play didnt just pump up the team. They also created an atmosphere where you naturally took chances and solved problems.

David was amazed at the opportunities and IDEO Product Development was born in 1991.

IDEO design the product according to the actual people who use the product or something similar to what the company is hoping to create. Clicks-and-mortar brokerage founder Charles Schwab has talked about his effort to assume the perspective of his customers. I am like a chef. I like to taste the food. If it tastes bad, I dont serve it.

NETTING A BUG LIST : Whenever you are in that new to the experience mode, I would urge you to pay close attention and even take notes about your impression, reactions, and questions. Especially the problems, the things that bug you. We call these mental and jotteddown observations bug lists, and they can change your life. INSPIRATION BY OBSERVATION : Open eyes and you will be awakened to opportunities to improve products and services. Awaken your antenna to the endless variety of human nature, and you are bound to make customers happier and find new markets.

LITTLE INNOVATIONS: Nothing can make a design team more humble than seeing its great idea scuttled because the team didnt take the human factor into account.

MAKING HEROES: More than satisfaction customers immediate needs should be fulfill to make the customers feel like heroes.

Brainstorming sessions range from the intelligent and useful to the banal and unproductive. The problem with brainstorming is that everyone thinks they already do it. We are always learning and can get continuously better. We can deliver more value, create more energy, and foster more innovation through better brainstorming.

FOUR SECRETS FOR BETTER BRAINSTORM 1. SHARPEN THE FOCUS: Edgy is better than fuzzy. 2. PLAYFUL RULES: Go for quantity, Encourage wild ideas, or Be visual. 3. NUMBER YOUR IDEAS: Numbering gives tool to motivate, a great way to jump back and forth from idea to idea. 4. BUILD AND JUMP: Encourage another push or introduce a small variation.

Great projects are achieved by great teams. Hot project teams start with a clear goal and a serious deadline.
THE MAKING OF A HOT GROUP History demonstrates that great projects and products are often the result of great teams.

GENERATING YOUR OWN ENERGY Hot teams dont necessarily have to start with the most exciting project. The right team and leader can their own energy around the task at hand. THE PASSION FACTOR What motivates a creative team? Passion plays a huge role. Teams dont need to have higher cause to perform, but they do need tangible goals- a technical first, a challenging sales target, out shinning a tough competitor. In short, something to shoot for and be proud of.

Prototyping is problem solving. It is a culture and a language. One can prototype just about anything- a new product or service, or a special promotion. PROTYPES BEAT PICTURES It is easy to reject a dry report or a flat drawing. But models often surprise, making it easier to change your mind and accept new ideas.

Working on thousand of projects has taught us a simple but critical element that every team or company should come to expect: the unexpected. It is a well-accepted truth that inventions and discoveries often result from random accidents or experiments. Try approaching projects with humility and the knowledge than answers may come from places you least suspect.

UNEXPECTED UPS AND DOWNS Successful companies have the agility to turn small failures or anomalies like these into big successes. Unfortunately, the reverse can also occur.
FIVE PLANTING TIPS 1. SUBSCRIBE AND SURF 2. PLAY DIRECTOR 3. HOLD AN OPEN HOUSE 4. INSPIRE ADVOCATES 5. HIRE OUTSIDERS

Innovation is not about perfection. You have got to shank a few before your swing smooths out. Get out there & observe the market, customers & products. Have some serious fun.

THANK YOU