Read The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm by Tom Kelley Jonathan Littman Tom Peters Online


IDEO, the widely admired, award-winning design and development firm that brought the world the Apple mouse, Polaroid's I-Zone instant camera, the Palm V, and hundreds of other cutting-edge products and services, reveals its secrets for fostering a culture and process of continuous innovation.There isn't a business in America that doesn't want to be more creative in its thiIDEO, the widely admired, award-winning design and development firm that brought the world the Apple mouse, Polaroid's I-Zone instant camera, the Palm V, and hundreds of other cutting-edge products and services, reveals its secrets for fostering a culture and process of continuous innovation.There isn't a business in America that doesn't want to be more creative in its thinking, products, and processes. At many companies, being first with a concept and first to market are critical just to survive. In The Art of Innovation, Tom Kelley, general manager of the Silicon Valley based design firm IDEO, takes readers behind the scenes of this wildly imaginative and energized company to reveal the strategies and secrets it uses to turn out hit after hit.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. How does it do that? IDEO fosters an atmosphere conducive to freely expressing ideas, breaking the rules, and freeing people to design their own work environments. IDEO's focus on teamwork generates countless breakthroughs, fueled by the constant give-and-take among people ready to share ideas and reap the benefits of the group process. IDEO has created an intense, quick-turnaround, brainstorm-and-build process dubbed "the Deep Dive."In entertaining anecdotes, Kelley illustrates some of his firm's own successes (and joyful failures), as well as pioneering efforts at other leading companies. The book reveals how teams research and immerse themselves in every possible aspect of a new product or service, examining it from the perspective of clients, consumers, and other critical audiences.Kelley takes the reader through the IDEO problem-solving method:> Carefully observing the behavior or "anthropology" of the people who will be using a product or service> Brainstorming with high-energy sessions focused on tangible results> Quickly prototyping ideas and designs at every step of the way> Cross-pollinating to find solutions from other fields> Taking risks, and failing your way to success> Building a "Greenhouse" for innovationIDEO has won more awards in the last ten years than any other firm of its kind, and a full half-hour Nightline presentation of its creative process received one of the show's highest ratings. The Art of Innovation will provide business leaders with the insights and tools they need to make their companies the leading-edge, top-rated stars of their industries.From the Hardcover edition....

Title : The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm
Author :
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ISBN : 9780385499842
Format Type : Hardcover
Number of Pages : 320 Pages
Status : Available For Download
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The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm Reviews

  • Iftekhar Alam Himel
    2019-05-28 10:48

    Too many words, too few ideas.I value a non-fiction work on its steep learning curve, proper data & facts and precise construction. I cannot say that the book performed very well in all criteria.The book does offer good insights into product development & pave ways into creative process. But the construction could have been more organized. Well you can forgive that for a first book & the fact that it is about “creative process”. It does lack insights driven by proper data/facts. All that insights based on “it felt good/bad” just does not seem interesting & valuable enough for a business book.The major drawback the book suffers is that: IT CAN BE EASILY CUT INTO HALF. Well there are just too many redundancies, too many places where the author is saying the same thing with different packaging. There were times I got lost on the core ideas.But overall, I cannot ignore the insights & say they were not valuable. The book does provide a very good way to guide creative thinking process.

  • Ron Banister
    2019-06-16 17:52

    Great insight into the creative process. Updates to follow...

  • Gergely
    2019-06-08 13:05

    It feels a bit like a corporate autobiography, with its many stories, looking back how things worked before, like leafing through an interesting photo album at a friend's house.Still, I did take away quite a few notes, that seem to influence my thinking in general, almost right away.- I feel like I became more observant, things around me offer more opportunities- I like the idea of "everything can be improved", and it gives me a fresh look- Prototype early, prototype often- So many different ways to have fun and add value to one's organizationThis is not a recipe book, it cannot be applied to everyone, right away, and without further thinking, that's not its aim either. It gives a compelling case to shake things up.

  • Michael Moseley
    2019-06-04 14:00

    This was a good set of innovations that the Ideo had been involved in over the years. It begun really interestingly but seemed to go on anf on in the same vain. I am nit sure how much I got out of the examples. There seemed to be less insite in to the process of innovcation how to be more innovative in a modern world.

  • Rohit Yadav
    2019-06-07 11:56

    Success depends on both what you do & how you do.Try stuff & then ask for forgivenessFail often to succeed soonerInnovate or dieThere are always more opportunity to create excitement then you think.Never underestimate the barrier to people accepting a new ideaRoutine is the enemy of innovation. Break the rules, let the colours spill Entering fun competition & mastering fundamentals.Mindset: PlayfulCreating seamless wow experience: Learning from Vegas & AU. How could you turn ___ into fun experience? Think of product in terms of verbs rather than nouns. Create for entertainment. Give experience gifts.Everyone can be creative, you just need a culture to encourage itCreative space: Autonomy & ownership, balance of privacy/openness, impromptu meetings, hobbies & celebration of work, non verbal signals of culture, celebrates team work & processesMethodology: Understand, Observe, Visualize, Refine, ImplementObserve: Create a bug list, being left handed, whom to observe (why/why not)The human factor: Make trade off that user would acceptCross pollinate: Tech box, Variety (reading, experience, team), Club learning, Change hatsBarrier jumping: What are the potential obstacles to adoption? Ritual rewards, FUD factor ,Cultural, generation, gender differences. How could you make your idea more approachable?Evangelism works.Expect the unexpected: Be flexible

  • Amanda Hanson
    2019-06-09 18:10

    A Refresher on the Importance of InnovationThis book was a good read. Lots of fun stories about the experiences IDEO has had in practicing innovation. While it doesn't provide the silver bullet answer to your problems, it provides great tips on topics like brainstorming, and serves as a reminder that innovation is something that we should all make an effort to practice every day. I particularly enjoyed the sections where the stories offered up examples of finding inspiration in unexpected industries and locations. If you are in the business of building things, you should give this book a read. At times it felt like a bit too much of an advertisement for IDEO, but the good outweighs the bad.

  • Charles
    2019-06-02 11:57

    Tom Kelley writes a great story on the many paths to innovate in the business world.It also stands as a company brochure to promote and share the best practices at IDEO (world leading design firm), Kelley’s firm.All concepts and techniques are illustrated by case studies and real-world examples, so that every reader can understand and most importantly apply that knowledge.

  • Jeffrey Whitlock
    2019-06-14 14:04

    Lots of great ideas from a firm that I deeply respect. While I agree with and appreciated the point that some level of fun/playfulness is required for Innovation, I didn't appreciate that Tom applied this point to the entire structure, prose, and content of this book. It's a very folksy telling, which made it entertaining but also less rigorous, structured, and fact-based.[Will update]

  • Warren Mcpherson
    2019-06-23 13:11

    Many tidbits of wisdom assembled in a whimsical style that seems to give a very good insight into the culture of the Ideo design firm. While the book does reflect a great creative culture it doesn't feel like it systematic or rigorous enough to build strong knowledge. I suspect version 2 of this book "Creative Confidence" will be an improvement and I am looking forward to reading it next.

  • Tanner Potter
    2019-05-31 14:12

    Audible. Ideo sounds like a pretty awesome company. Book was a good reference guide on some stuff to try with innovation/design. Material covered in the book is very similar to other innovation/business types.

  • Paz
    2019-06-07 16:10

    Es como un comercial de IDEO.

  • Mostaque Ahammed
    2019-06-08 18:57

    This book portrays how IDEO works. The secrecy behind they continuously innovate and almost all sort of sectors.

  • Diego Leal
    2019-06-04 10:59

    Do's and Dont's of innovation. Many good examples referencing real cases and real companies.IDEO pats itself in the back a little too much in this book.

  • Scott
    2019-06-08 11:56

    I thought Creative Confidence was a much stronger book - and it makes sense since it was developed much later.

  • Vlad
    2019-06-25 17:07

    Some excellent advice. But now feels dated, with references to defunct businesses, old fads, and technological dead ends. Also a little too heavy on the “hire IDEO” promotional language.

  • Delhi Irc
    2019-06-04 10:59

    Location: PTI IRCAccession No: DL028903

  • Hari Nair
    2019-06-20 15:09

    Excellent book on how to foster Innovation at workplace....

  • David Glad
    2019-05-30 17:05

    Although the version of the audiobook hinted at being late 90s and hugely dot-com, it was nonetheless a pretty good book. (Too bad palm pilots and digital assistants are also known as smart phones now, which also means the centralized nature of it as a consequence will be that device failure will rip you from your world. Luckily cloud computing -- not yet fully evil -- and other off-site storage of your data will mean you probably will not lose anything in the event of such failure.)I had become somewhat interested in how IDEO works after looking into the "design thinking" fad beginning about two years back and therefore had my sights set on this book for future reading. It is nice how they emphasize trying to do things in a different and unique, but useful, way. (Such as rejection letters being a lot more pleasant along lines of "Hey, just thinking about you" and making it clear that if you do not get a response in four weeks or whatever that they have passed on your application. They believe this creates goodwill among potential employees.) Kelley also had some fun with former 49ers running back Roger Craig, though too bad there was no mention on how IDEO could surely have helped them make a better music video than the "We Are Niners" which they did after winning one Super Bowl on the way to another. (Video can be found on youtube and during the "America's Game" program, which is how I found out about the music video, legendary wide receiver Jerry Rice late did give something of an apology for it.)Although it did not take away from the book, there did seem some slight inaccuracies, such as the story of Linux where it (do not believe by name) mentioned the famous newsgroup debate where professor Andrew Tanenbaum (noted for operating systems research and similar topics) criticized the choice of a monolithic kernel design (my understanding is it pretty much compiles everything as a single big file; does lead to higher speed, but can hurt system stability and security.. which is why the first Xbox was kind of stupid to have games run in kernel space for what probably was more a marginal benefit) versus a microkernel (very little goes on in the "kernel space" and instead it is more like a system of servers that are "self-healing" and is supposed to lead to better stability) as was the direction everyone was moving at the time. For that reason, Tanenbaum said if Linux (initial, I should say) creator Torvalds was student, he would give him an "F." Message from the story of course was that Torvalds was undeterred by it. (Despite how some considered it a great debate, since then Linux is supposed to have moved to more of a hybrid design between the two, but that is moving further offtopic.) Also probably worth mentioning to anyone who thinks of Linux that it generally really is just the core of the operating system, which is why the term "distribution" is used for it being bundled with a collection of software (different distributions serving different market segments and user needs) so the "layering" nature means Torvalds and Linux might be getting too much credit.. apologies for the rant, but some details do serve as a kind of reminder that nothing said in a book should be taken as gospel.I did like the shopping cart story, along with bicycle racks on walls (yes, I am crazy enough to do something like that), IDEO's efforts with Apple Computer in helping to come up with innovative product designs, and countless other success (and a few failure) stories.

  • Wage
    2019-06-02 17:12

    Mungkin kita belum sering mendengar IDEO, tidak seterkenal Microsoft atau Google. Padahal firma desain yang didirikan 37 tahun yang lalu di Palo Alto California ini sudah banyak terlibat dalam proses desain produk yang mungkin produknya sudah kita kenal bahkan pernah kita pakai. Sebut saja mouse pertama untuk komputer Apple Lisa dan Macintosh, digital organizer Palm V, Handspring, phone cell cerdas Treo, Monitor Sync Master SAMSUNG, alat pacu jantung, inkubator tempat penyimpanan ginjal, kamera kecil untuk PDA dan sederet produk barang dan jasa meliputi elektronik,kesehatan, komputer, telekomunikasi.IDEO yang didirikan seorang desainer stanford David Kelley, pada awalnya seperti perusahaan ”main-main” jauh dari kesan dunia korporat yang kaku dan serba formal. Permainan serta suasana kerja yang ”longgar” merupakan atmosfer kerja di IDEO. Terlebih lagi IDEO merekrut pegawai dari beberapa latar belakang yang berbeda, mulai dari Seniman Patung sampai ahli elektronik.IDEO termasuk perusahaan desain produk yang terkenal di amerika serikat serta memiliki portofolio produk yang luas dengan jumlah klien yang mencakup perusahaan-perusahaan multinasional mulai dari Apple komputer sampai P&G.Dalam buku “The Art Of Innovation” yang merupakan buku auto biografi IDEO, mereka memiliki metodologi dasar untuk dapat melakukan aktifitas desain yang inovatif :• Memahami pasar, klien, teknologi serta kendala yang mungkin timbul dari sebuah masalah. Terkadang dalam proyek, tim IDEO melakukan pengujian terhadap kemungkinan kendala yang timbul.• Mengamati orang-orang dalam situasi kehidupan yang sebenarnya untuk menemukan alasan reaksi serta aktifitas orang-orang khususnya calon pengguna produk. Pengamatan bertujuan untuk mengetahui apa yang pengguna sukai, apa yang mereka benci, apa kebutuhan utama mereka. Intensitas serta kualitas interaksi langsung dengan pengguna membantu untuk mendapatkan informasi yang diperlukan guna merumuskan ide-ide serta solusi baru yang mampu memenuhi kebutuhan pengguna, kemampuan ”curah gagasan” dalam tim turut berperan dalam menggagas ide-ide berani nan kreatif.• Memvisualisasikan konsep baru hasil curah gagasan berdasarkan pengamatan dilapangan. Visualiasi tersebut dilakukan secara cepat, jelas. Seringkali visualisasi ide di wujudkan melalui prototipe yang sederhana bahkan bisa juga berupa gambar, rekaman video atapun simulasi komputer.• Mengevaluasi dan menyempurnakan prototipe secara berulang dan cepat. Tidak terlalu terpaku kepada prototipe pertama karena akan selalu ada perubahan. Tidak ada ide yang begitu sempurna sehingga tidak perlu diperbaiki.• Menerapkan konsep baru hasil penyempurnaan prototipe untuk komersialisasi. Tahap ini merupakan tahapan yang cukup memakan waktu lama serta secara teknis cukup menantang.(“Resep” rahasia lainnya yang sangat mendukung proses innováis hádala kerjasama serta semangat tim. IDEO mampu membentuk atmosfer kerja yang menstimulasi “passionate” tim untuk dapat melakukan berbagai cara agar dapat menciptakan solusi yang tepat terhadap kendala desain produk.Tim IDEO yang memiliki keanekaragaman keahlian sumber daya manusia, mulai dari pakar interaksi manusia, psikolog sampai insinyur mekanik, memberikan nilai tambah berupa himpunan pengetahuan kolektif yang memiliki cakupan luas. Passionate yang digerakkan visi misi preusan menjadikan mengalirnya arus sinergi dan energi positif dalam setiap penyelesaian proyek

  • Frank Calberg
    2019-05-27 18:01

    It was an interesting course on design thinking as well as this post by Paul Sloane that brought me on to this book. At the start of the book, I was introduced to the design thinking process which was also a key aspect of the design thinking course that I participated in earlier this year. The first 2 phases of understanding / empathizing as well as defining the problem and key needs of the user are crucial, I learned. Reading the book and participating in the course, I found out that asking people questions and - not least - observing is very useful to understand problems / needs. What do people like, and what don’t they like? What works for the user, and what doesn’t work? Regarding the importance of doing observations, the author writes at the start of chapter 7, that observations, brainstorming, and prototyping are “the fundamentals, the reading, writing and arithmetic of innovation.” Regarding doing observations, the title of chapter 3 is quite fitting: “Innovation begins with an eye." In this regard as well, I think that this book as well as the course in design thinking contributed to making me more interesting in using, for example, Pinterest. emphasis is also put on phase # 3, brainstorming / developing ideas / ideating. Participating in the course, I found it an eye-opener to force myself to develop a large number of ideas to solve a particular problem / satisfy the user’s needs. I learned, for example, that if you want good ideas, develop a lot of them. In this regard, I come to think of portals such as through which people, who want to, can participate in developing ideas to challenges posted by a variety of different companies. To study other examples of crowdsourcing, have a look at By the way, I noticed in, for example, chapter 7 of the book, that IDEO considers office space very important for making innovation happen. And participating in the design thinking course, I found it interesting that the first exercise was working on redesigning / changing one’s own working / office space. Reading the book and participating in the course, I also learned that prototyping is a key aspect of design thinking. I have to admit that I was not particularly good at this myself, but as I worked on understanding what happens in this phase of the design thinking process, I found it interesting to learn more about how good design thinkers do prototyping – using a variety of different materials / tools / techniques / machines / equipment. I imagine that, together with various apps, 3D printers will become increasingly useful for doing prototyping.The last phase, testing, should, I learned, not be underestimated. Testing an idea / prototype in the market can lead to good insights for doing improvements, as you find out how people react. In this regard, I learned that it can be useful to go back to initial phases and adapt things, develop more ideas etc. and then try out things again. In other words, keep learning, rethinking / refining and experimenting / testing / trying out.

  • Duc
    2019-06-15 12:00

    Earlier I happen upon 'Ten Faces of Innovation' on Levenger's website. My local library didn't have this particular book yet. So I decided to check out it's predecessor: 'The Art of Innovation'. This book open my eyes to things, my work place, my everyday experience and interactions with products. I read this yesterday and Saturday and couldn't put it down. I took lots of notes on my CircaToma notebook of course and began making lists of things that bug me. IDEO call it a 'Bug List'. I called my brother Andy and talk to him about it because he has read this and is reading 'Ten Faces of Innovation'. I remember interviewing at an Architectural firm in Portland. Their studio practice imitated IDEO. I have a whole new respect for design. What we do with products, hacking it and modifying it are our ways of influencing and adjusting the product to our needs. I wasn't aware that what we were doing is quick prototyping. Now I look at Judy of the Wood's, NayNay, Mlle_Bleue, Shris, ArtisticSara,R.Rassemusen, Chet, and many other's work (and even my own) with new eyes. I see DIY communities are like Hot teams working together to strife for better products.The book is entertaining and the way Thomas and His co author wrote put complex projects into readable terms. It made me think back to reading about Jason's story of how he started his business. He was looking with his eyes observe his friend with a problem in organization. What can be done better? His quick thinking and prototyping lead to a new line of product that are useful. IDEO encourages looking across the sea for ideas. Jason has done that as well as others. I used to work with the father of the founder of Oregon Chai. He told me a story of how his daughter's travel to India lead to her idea of making the India version of tea call Chai in their home kitchen. It was very popular drink among friends. She shopped it around to differnt grocery stores. Eventually the demand for it out grew the kitchen area. Her father, the architect, built her the building for the start of her company.

  • Brad
    2019-06-04 12:56

    Design Thinking is -- in my experience -- the best way to quickly engage large groups of people in order to understand the kinds of problems that need to be solved. The framework, while not perfect, certainly allows its user to think more holistically about a problem by making sure as many voices are brought into the process as possible.This runs counter to how we oftentimes think about problems and solutions. Americans in particular believe in the myth of the solo inventor, laboring in a garage, sussing out a problem that nobody had ever encountered before and developing a solution unique to the planet. But, of course, this is just a mythology. Innovation is incrementally-based, and design thinking is a toolset that allows that people to speed up the process of developing new ideas.I picked up The Art of Innovation: Lessons in Creativity from Ideo, America's Leading Design Firm after finishing Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, which is a more holistic look at how design thinking works. And Tom Kelley's book was the perfect next read. Kelley breaks down some of the core components of design thinking, uses practical examples to explain how these processes can be used to identify problems and build solutions, and wraps that around the context of business. While design thinking isn't confined to business -- I used it when I was an associate professor, and I used it while running a writing collective -- its application in corporate realms help illuminate how the process can work.If you've ever wondered how to engage groups (large or small) in order to find out how they feel, understand a problem, or develop solutions that have buy-in from a large constituency, this (and Change by Design) are worth reading.

  • Timothy Molina
    2019-06-12 10:59

    Far from transcending

  • Cami
    2019-05-30 14:00

    This book breaks the IDEO creative process down into practical steps and activities that apply to almost any product or service. IDEO has designed many of the products we use (or used) everyday. I found especially useful the suggestions to "keep a bug list" when you notice things that don't function well and to get off your own beaten path (rent a different car, etc.) to get ideas. Published in 2001, it is a bit quaint to see the author speak of Netscape, Palm, Iomega and Kinkos as cutting-edge and innovative, but the basic principles still apply. For example, does this futuristic device sound familiar? In the year 2000, IDEO took a stab at what some high-tech products might look like in 2010: “My favorite concept is the ‘agent’ the personal digital assistant of the future. It’s a combination Palm and electronic wallet. It’s your mobile computer/communicator, keys and money, all in one package. It’s got a sleek, metallic skin with a small porthole that lets you see at a glance if you’ve received messages. Press your thumbprint in the center to gain access to your data or to open car doors, homes or offices.”

  • Evan Bird
    2019-06-21 18:03

    I really liked some of the suggestions given in this book. Innovations are broken down pretty well as being simple, intuitive, and exciting to the user, not just more powerful than the last iteration. I also agreed with most of the suggestions to companies to encourage creativity (tech box, boss gives feedback on rough prototypes, lots of different magazines for cross pollination ideas, hot groups, toy store browsing, no red tape to go through to suggest ideas), but thought the rest of it was too much and a waste of money/loss of professionalism (encouraging messiness, no dress code, regularly taking afternoons off to see movies, elaborate pranking). Some other product development ideas were good (closely watching enthusiasts, taking a newcomer's approach, quick prototyping). The technology and products specifically mentioned in examples are just a little before my time for me to fully understand them. I got kind of annoyed with how the author made it sound like IDEO knew everything about innovation and did everything right.

  • Jill
    2019-06-13 12:00

    The Art of Innovation got a mention in Jeffrey Pfeffer's "What Were They Thinking", and I was intrigued by the story of a design consultancy that was behind such eclectic and diverse projects such as the Apple mouse, Oral B's Squish Grip brushes, the Palm V and Amtrak's Acela service. The book opens promisingly enough with an anecdote about the Deep Dive - ABC's Nightline challenge to IDEO to redesign a shopping cart in 5 days. The book flags somewhat in the middle - there are still plenty of anecdotes about the company's projects, but they're like the flashes of scenery you glimpse through the window of a train - intriguing but you wish the train moved just a wee bit slower so you could see more details. You're left feeling impressed that IDEO was behind so many clever products, but you wish Kelley could have delved a little bit into the backstory to the design and development process, as opposed to the traditional "top 10" list-approach of so many management books. In this case, it's about building "hot groups", "greenhouses" and "barrier jumping", among other things.

  • Garland Vance
    2019-05-26 16:55

    The Art of Innovation tells the story of IDEO brainstorm, design and launch cycles that have led to some of the most creative innovations in the world. Sounds interesting, right? It's not. Of the 15 chapters, I found 2 or 3 of them interesting and insightful. There were two problems that I found. First, the book was written almost a decade ago, so the innovative products about which they tell stories are now dinosaurs. This, of course, cannot be helped unless they update the book each year. But I still found it difficult to trudge through the stories of technology from yester-year while touting innovation.Second, the 320 page book could have easily been cut in half. It droned on and on, repeating much of the same advice until I no longer felt inspired to innovate but to poke my eyes out.If you're going to read this, skim it quickly. Don't read cover to cover.

  • Juan Valera
    2019-06-17 18:58

    JESUS CHRIST GET TO THE POINT!For a book that's ostensibly about moving fast to reach innovative solutions, there's sure a lot of fluff in it. I counted four different sports metaphors to explain one concept, all within 10 pages.I've read a few books that mention innovative design methodology, none as plodding as this one. It may be helpful if you manage to get through it. That said, other books at least equally beneficial and a hundred times more digestible. If you want to be a better design leader, put down Kelley's book and read Sprint by Jake Knapp:

  • Brian
    2019-06-18 11:12

    Wow! A must read. Even if you don't like business books, this is another book that you will enjoy. The examples of IDEO projects make this a VERY fun read. These are the guys who brought to you thinks like easy to grip tooth brush handles and ... and ... well a good portion of the items you love in your household. This book will inspire you to jump out of your old rut and begin pushing yourself beyond what you thought capable. Only if we could all implement these concepts (and create a work environment like this one...:). If you want to review these concepts with a team, then I would also recommend kicking off a team read over this book with a copy of the Nightline (ABC News) special on these guys. That will motivate your team to read this book, and let's get stepping our products/projects to the next level together.

  • Amy Cheng
    2019-06-21 15:04

    Having read some of IDEO's case studies, I looked forward to reading more about their innovation philosophy.With fun anecdotes such as reinventing the shopping car and the sand hill challenge, the book is a easy, entertaining read.The insights I took away are as followed:1) Innovation can be practiced and cultivated2) Prototype and seek feedback as soon as possible3) Its all about observations and point of view, look and learn from your surroundings, a different profession and most importantly your clients.4) People don't always know what they want, it can be up to you to find out for them.Overall excellent insights and thoughts for all. One does not have to be developing a product to benefit from this book.Now, onto its sibling - The Ten Faces of Innovation.