The Ten Faces of Innovation

About the Author

Tom Kelley is the general manager of IDEO, a global design consultancy known for its innovative approach to product design and business strategy. He is the author of the bestselling business classic The Art of Innovation, where he explores the dynamics of creativity and innovation in the business world. Kelley is a sought-after speaker who has addressed numerous business audiences on the power of innovation to transform organizational culture and strategic thinking. Jonathan Littman, co-author of The Ten Faces of Innovation, is a contributing editor at Playboy and has authored several books on business, crime, and sports. Together, they offer profound insights into the mechanisms of fostering creativity within organizations.

Main Idea

The central theme of The Ten Faces of Innovation revolves around combating the stifling influence of the "Devil's Advocate" mindset in business environments. The Devil's Advocate is a role often played by individuals who critique new ideas under the guise of caution, effectively halting innovation. Kelley argues that this mindset is detrimental to creativity and progress. Instead, he proposes ten personas, or "faces," that individuals can adopt to foster innovation and drive new ideas within an organization. These personas are designed to counter the negativity of the Devil's Advocate and cultivate a culture of continuous innovation and creativity.

Table of Contents

• 1. Introduction: Beyond the Devil's Advocate
• 2. The Anthropologist
• 3. The Experimenter
• 4. The Cross-Pollinator
• 5. The Hurdler
• 6. The Collaborator
• 7. The Director
• 8. The Experience Architect
• 9. The Set Designer
• 10. The Caregiver
• 11. The Storyteller
• 12. Winning at Innovation

1. Introduction: Beyond the Devil's Advocate

In the opening chapter, Kelley introduces the concept of the Devil's Advocate, a role that allows individuals to critique and dismantle ideas without personal accountability. This approach, while seemingly cautious, often extinguishes innovative ideas before they can be fully explored. Kelley emphasizes that innovation is crucial for organizational growth and success, likening it to the lifeblood of an organization. He proposes that instead of stifling creativity, organizations should foster a culture that encourages experimentation and new thinking.

"The Devil's Advocate may think they are doing a service by pointing out potential flaws, but in reality, they are often extinguishing the creative spark that is vital for innovation." - Tom Kelley

2. The Anthropologist

The Anthropologist is one of the learning personas that Kelley introduces. This role involves observing human behavior to gain insights into how people interact with products, services, and spaces. Anthropologists employ a technique known as "beginner's mind," approaching situations without preconceived notions to uncover novel insights. They are adept at identifying hidden needs and opportunities by closely observing and engaging with users.

"Anthropologists bring fresh perspectives by immersing themselves in the environment of their subjects, often finding innovative solutions that others overlook." - Tom Kelley

the Anthropologist in action include: