by Tim Brown
Palo Alto, Calif., 79, 90, 104, 138, 170
Palo Alto Research Center (PARC), 158
Panasonic, 143–44
Pandora’s box, 193
Pangea Organics, 197–98
Papanek, Victor, 21, 204
Park Duvalle, Ky., 47
Participle, 221–22
Pasadena, 222
Pasteur, Louis, 62
“Pathfinder, The,” 53
Pauling, Linus, 67
Peace Corps, 225
Peet’s, 120
People and Practices Research Group, 45
personal computers (PCs), 98, 100, 139, 155
Peru, 204
Peters, Tom, 160
Pfeffer, Jeffrey, 227
Phoenix, 200
Picturing Excess (Jordan), 195
Pine, Joseph, 110
Pink, Daniel, 111
Pixar, 31
Planck’s Constant, 239
Platypus, 33–34, 97
Polak, Paul, 211
Polaroid photos, 30
Pollan, Michael, 116
pollution, 2
Pondicherry, India, 210
Pong, 105
Pope, Alexander, 75
Porsche, 138
Porsche, Ferdinand, 5
Porter, Robert, 50
Portnick, Jennifer, 42–43
Portola Valley, 223
post-industrial age, 114
Post-it notes, 30, 81–83, 92, 96, 171, 173
Prahalad, C. K., 207
Prius, 162–63
Procter & Gamble (P&G), 24, 34, 35–36, 48, 159, 171, 172, 180
Innovation Gym at, 35–36, 171–72, 175
products:
design of, 26, 90, 95, 111, 168, 180, 212
development of, 33, 42, 46, 49, 67, 89–90, 91, 92, 107, 118–20, 180
environmentally-friendly, 197–98
services vs., 178–79, 192
uniformity of, 20
unnecessary features of, 24
see also specific products
Project Impact, 208
projects:
briefs for, 22–25, 70, 167–68, 198, 217
cycles and phases of, 16, 21, 41, 236
evolutionary, 162
failure of, 75
incremental, 162, 165
pilot, 174
project teams:
brainstorming by, 22, 77–79, 82, 85, 156, 224
constraints and, 13–14, 22, 205
as creating experiences, 121–22, 127
deadlines and, 84
emotional phases of, 64–66
empathy in, 146–47
environments for, 30, 34, 35–36
experimentation and, 71–75, 76
firsthand insights of, 50–52
growth of, 28–29
individuals vs., 26, 170
as interdisciplinary, 13, 26–28, 32, 33, 47, 70, 145–46, 164, 174
Internet use by, 30–31
new vs. reworking existing ideas of, 7, 25
prototypes and, see prototypes, prototyping
recruiting members of, 234–35
scenarios created by, 93–94, 137–38, 140
technological tools and, 57
prototypes, prototyping, 22, 25, 87–108, 138, 147, 234
environments for, 97–100
as experimentation, 88, 94, 230–31
feedback and, 16, 91, 92, 96–97, 99, 106
full-scale, as virtually impossible, 96
functional, 22, 168
ideation process and, 65, 90, 167, 227
as inspirational, 106
lives as, 241
as physical products, 36, 89, 92, 240
of services, 98–99, 100–101, 160–61, 173–74, 222
simplicity of, 87, 88, 90, 91, 106
testing of, 16, 98–99, 101, 104–5, 173, 231
and three spaces of innovation, 106–8
virtual, 93–95, 98–100
p.s. service (United Airlines), 109–10, 117
psychology, psychologists, 26, 33, 41, 45, 55, 66, 94, 141
Radio Shack, 60
Raj, 208
Raleigh, 15
R&D, 20, 24, 29, 36, 157–58, 180, 200, 201, 229
Razeghi, Andrew, 175, 176
Red Cross, 107, 146–47
Rheingold, Howard, 58
Rio de Janeiro, Brazil, 46
Ritz-Carlton, 122
Robert Wood Johnson Foundation, 48
Rochester, Minn., 117
Rockefeller Foundation, 216
Rocky Mountain Institute (RMI), 198–99
Rodriguez, Diego, 159, 161
Roku, 183
Rome, Imperial, 203
Ronn, Karl, 24–25
RoomWizard, 170
Ross, Ivy, 33–34, 97
Rotman School of Management, 85, 160, 224
Royal College of Art, 60, 224
Rutan, Burt, 145
Sadangi, Amitabha, 211
Saint Louis, 50
Samsung, 223
San Francisco, Calif., 42, 61, 96, 102, 104, 109, 119, 134, 160, 224
Sanger, Larry, 190
Scaled Composites, 145
scenarios, 93–94, 137–38, 140
“Scenography,” 122–23
School Dinners program, 219
Schultz, Howard, 182
Schwab Foundation for Social Entrepreneurship, 208
Schwartz, Barry, 141
Schwinn coaster bikes, 14
SecondLife, 99–100
Segway Personal Transporter, 164
Seoul, 46
September 11, 2001, terrorist attacks, 109, 185
“Serious Play,” 222
services, 26, 41, 49, 92, 94, 107, 111, 117, 119, 121, 178–84, 192
prototyping of, 98–99, 100–101, 160–61, 173–74, 222
Sex and the City, 100
Shanghai, China, 170
Sharp, Isadore, 182
Sharpies, 171
Shenzhen, China, 2, 196
Shift Focus, 200
Shimano, 13–14, 15, 119
Sidney Hillman Health Center, 167
Sidney R. Garfield Health Care Innovation Center, 174
Siemens, 179
Silent Spring (Carson), 195
Silicon Valley, 2, 6, 26, 45, 71, 83, 102, 104, 133, 158, 204
Silk Cut cigarettes, 141
Silver, Spencer, 81
Simsarian, Kristian, 50–52, 57
Sinclair, Cameron, 216
“Skinny Dips,” 168
Slovakia, 98
Smart car, 163
Smash, 141
Snap-on, 137–38
social issues, business and, 207
social networking sites, 30–31, 56
social science, 33, 45, 46
sociology, 45
Sony, 93, 163, 165
Sopranos, The, 100
Sotheby’s, 165
South Korea, 183
Southwark Circle, 222
Space Mountain, 112
“Spaceship Earth,” 193, 201
SpaceShipOne, 144–45
SPARC Innovation Program, 118
Spear, Steven J., 189
Specialized, 22
Stanford Center for Innovations in Learning (SCIL), 36
Stanford Center for Internet and Society, 114
Stanford University, 6, 72, 80, 103, 139, 160, 204, 224, 227
Starbucks, 182
Starwood hotel, 99
Steelcase, 36, 56, 91, 123, 166–67, 169, 172
Stockholm, 80
storytelling, 93, 123, 129, 140, 142, 145, 148, 167, 227, 242
strategy, business, 72, 102, 156–57, 167, 197, 207
“Super MoneyMaker,” 204
Suri, Jane Fulton, 41, 59
Sutton, Bob, 227
Swarthmore College, 141
Sweat Equity Enterprises, 60
Switzerland, 44
synthetic process, 35, 43, 64–65, 69–71, 132, 193
Taipei, 171
Taiwan, 170
TakingITGlobal, 99
Taleb, Nassim Nicholas, 165
Tamil Nadu, India, 208
Target, 18
Tata Motors, 163
technology, 2–3, 155
company growth and, 13, 20, 158–59
design challenges of, 143–44, 203
energy-efficient, 200
ethnographic study of, 50
information, 167, 169–70
innovation in, 20, 25, 72, 158, 163–64, 179, 180, 183
media and, 101, 115
micro-, 204
nano-, 3
personalization of, 121
project teams and, 28–31
prototyping and, 91
simplicity of, 14, 54–55, 68–69, 205–6
society and, 2, 22, 60
as translating needs into goods, 158
TED prize, 216
telecommunication, 179, 180–81
Telegraph Avenue, 48
Tesler, Larry, 53, 133
Texas, 74, 116
thinking:
analytical forms of, 69, 70, 193, 222–23
brainstorming and, 77–79, 82, 85
business-oriented, 160
convergent, 66–67, 69–71, 82, 193, 222–23
design, see design thinking
divergent, 67–71, 82, 193, 235
group, 60–61, 66
integrative, 85–86
linear, 9
visual, 80–81, 82, 85
3M, 72, 81, 83
Time, 144
Titanic, 123
T-Mobile, 98
Tokyo, 46, 94, 104, 158
Tokyo Institute of Technology, 144
Tora Bora, 165
Toronto, 224
Toronto, University of, 85, 160, 176, 224
TownePlace Suites, 96
Toyota, 162–63, 189, 190, 191, 201, 213
Transportation Security Administration, U.S. (TSA), 185–88, 201
Transportation Security Officer (TSO), 185–87
Trek, 15
trendspotting, 46
Trimble Navigation, 134
“T-shaped” person, 27, 32
Uganda, 46, 205
“unfocus group,” 60–61
United Airlines, 109–10, 117
p.s. (“Premium Service”) of, 109–10, 117
United Kingdom, see Great Britain
United Nations, 217
United States, 13, 32, 47, 109, 116, 148, 157, 158, 162, 191, 195, 210
“Universal Remote Transaction Device,” 206
Vecta, 91
Venice, Calif., 71
Venkataswamy, G. (Dr. V), 207, 209
viability, 4, 18, 19, 20, 23, 25, 158–59, 161, 198, 215, 230
Vicky (receptionist), 104
Victoria and Albert Museum, 157
videoconferencing, 30, 31
Vietnam, 47
Virgin America, 117
Virgin Atlantic Airways, 179
virtual worlds, 99–100
visionary designers, 105
visual thinking, 80–81, 82, 85
Vocera, 93
Wadkin Bursgreen, 5
Wales, Jimmy, 190
Walkman, 115, 163
Wall Street, 165
Wal-Mart, 182, 208
Walt Disney Company, 93, 112, 116, 117
Warm Biz, 131
Washington, D.C., 94–95, 186
Waters, Alice, 219
“Ways to Grow” matrix, 161–62, 164–65
Web 1.0, 115
Web 2.0, 115, 192, 231
Web 3.0, 231
Wetzel, Eleanor, 181
Whole Foods Market, 74, 116–17
Whole New Mind, A (Pink), 111
Whyte, William H., 28
Wii, 18–19
Wii Fit, 220
Wikipedia, 190–91
Windows, 205
Wine Country, 237
Wisconsin, 137
Wittgenstein, Ludwig, 238
W. K. Kellogg Foundation, 223
“WOLF Pack,” 188, 201
Women’s Leadership Forum (WOLF), 188
Workplace Futures, 167
World’s Fairs, 158
World War I, 45
World War II, 45, 157, 220
Wright, Frank Lloyd, 88, 125, 228, 242
Wright, Robert, 132
Wyoming, Mich., 167
Xerox Corporation, 158, 159
Xerox PARC, 20, 49, 53
X Prize, 144–45
Yahoo!, 121
YouTube, 140
Yurchenco, Jim, 90
Yuriko Koike, 129
Zappos, 182
Zeiss lenses, 156
“Zero20,” 104
Zola, Émile, 179
Zopa, 191, 192
Zyliss, 44
About the Author
TIM BROWN is the CEO and president of IDEO. Ranked independently among the ten most innovative companies in the world, IDEO is the global consultancy that contributed to such standard-setting innovations as the first mouse for Apple and the Palm V.
Today IDEO applies its human-centered approach to drive innovation and growth for the world’s leading businesses, as well as for government, education, health care, and social sectors. Tim advises senior executives and boards of Fortune 100 companies and has led strategic client relationships with such corporations as Microsoft, PepsiCo, Procter & Gamble, and Steelcase.
www.ideo.com/changebydesign
Visit www.AuthorTracker.com for exclusive information on your favorite HarperCollins author.
Credits
Jacket concept by Sandy Speicher, Ian Groulx, and Katie Clark
Copyright
CHANGE BY DESIGN. Copyright © 2009 by Tim Brown. All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission of HarperCollins e-books.
Adobe Digital Edition August 2009 ISBN 978-0-06-193774-3
10 9 8 7 6 5 4 3 2 1
About the Publisher
Australia
HarperCollins Publishers (Australia) Pty. Ltd.
25 Ryde Road (PO Box 321)
Pymble, NSW 2073, Australia
http://www.harpercollinsebooks.com.au
Canada
HarperCollins Publishers Ltd.
55 Avenue Road, Suite 2900
Toronto, ON, M5R, 3L2, Canada
http://www.harpercollinsebooks.ca
New Zealand
HarperCollinsPublishers (New Zealand) Limited
P.O. Box 1
Auckland, New Zealand
http://www.harpercollins.co.nz
United Kingdom
HarperCollins Publishers Ltd.
77-85 Fulham Palace Road
London, W6 8JB, UK
http://www.harpercollinsebooks.co.uk
United States
HarperCollins Publishers Inc.
10 East 53rd Street
New York, NY 10022
http://www.harpercollinsebooks.com