The Art of Innovation

Tom Kelley, who runs IDEO as its general manager, writes with Jonathan Littman about how the company behind the Apple mouse, the Palm V and Polaroid's I-Zone camera keeps turning out new products. Kelley rejects the myth of the lone genius and argues that everyone can be creative. IDEO encourages people to speak freely, break rules and design their own workspaces, and relies on teamwork and a fast brainstorm-and-build process. Its teams immerse themselves in a new product from the view of clients and consumers. Anecdotes cover IDEO's own wins and failures as well as examples from REI, Pike Place Market and Nike.

Seth Godin put it on his reading list, saying that whether or not such creativity can be taught, seeing how well IDEO designs raises one's expectations.