The Art Of Innovation Tom Kelley Pdf _BEST_ Download
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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.
The first tenet is to focus on the consumer. HomeStar is in the consumer products business, but it has taken its eye off the customer, allowing Vanguard to seize the advantage. HomeStar needs to spend more time assessing consumer needs, engaging consumers to experiment with possible solutions, and testing marketing concepts to assess their appeal. Most innovations fail for one of three reasons: They are not relevant to the consumer, they are difficult to distribute, or their value message is unclear. This first tenet is the most important, because innovation begins with the consumer.
Through continued innovation, HomeStar has every opportunity to remain the leader in the appliance industry. And in the long run, the company is likely to discover that loyalty only becomes a liability when it is misplaced or lost.
On February 9, 1999, the ABC show Nightline featured IDEO in a segment called The Deep Dive: One Company's Secret Weapon for Innovation.[19][20] The segment featured Jack Smith of ABC touring the IDEO office and challenging the company to redesign the shopping cart in five days to demonstrate IDEO's process for innovation.[21] The end result was a shopping cart with a nestable steel frame which holds removable plastic baskets to help deter theft and increase shopper flexibility. A dual child seat with a swing-up tray was also included in the design, as well as a cup holder, a barcode reader to skip the checkout line and steerable back wheels for manoeuvrability.[21] The demonstration of IDEO's innovation process has led to the segment becoming part of numerous curricula, including Project Lead the Way[22] and multiple universities.[23][24][25] 2b1af7f3a8