Book Read Free

Change by Design

Page 23

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

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