Ten Faces of Innovation

1. ROLE OF DESIGN
&
INNOVATION TECHNIQUES

2. CHANGES
IN ROLE
OF
DESIGN

3. IDEA GENERATION ACTIVITIES
 Contextual Research Idea Generation
 Used by P&G, 3M
 IDEO Process- Deep Dive (Ten faces of Innovation)
 Outcome Based Innovation
 Disruptive and incremental ideas
 Blue Ocean Strategy
 Produces only Market Driven Ideas

4. IDEO PROCESS – DEEP DIVE
 IDEO is a world famous multi-disciplinary
design firm
A Few Big
Ideas
(Deep Dive) IDEO’s Idea Generation Process
Show & tell research
finding
Individual
brainstorming
Limiting
problem area
Research
Team
Multiple team contextual
research
Group
Brainstorming
Sort, Vote,
& Selection
Prototyping
Final presentation
to clients

5. IDEO PROCESS – DEEP DIVE

6. Learning Personas
Building
Personas
Organizing
Personas
The Anthropologist
The Experimenter
The Cross-Pollinator
The Experience Architect
The Set Designer
The Caregiver
The Storyteller
The Hurdler
The Collaborator
The Director
THE TEN FACES OF INNOVATION

7. Learning Personas
The Anthropologist
The Experimenter
The Cross-Pollinator
THE TEN FACES OF INNOVATION

8. The real act of
discovery consists not
in finding new lands,
but in seeing with new
eyes.
MARCEL PROUST
THE ANTHROPOLOGIST
• Practices the Zen principle of "child's
mind.“
• Find the unfamiliar in the familiar
through a sense of "Vuja De.”
• Chalo ek baar phir se, ajnabi ban
jaye ham dono

9. THE EXPERIMENTER
I have not failed. I have
merely found ten
thousand ways that
won't work.
THOMAS EDISON
• Prototypes new ideas continuously,
learning by a process of enlightened trial
and error.
• Takes calculated risks to achieve success
through a state of "experimentation as
implementation."
• Bandar bhi aaya, kauvva bhi aaya …

10. THE CROSS-POLLINATOR
Leave the beaten track
occasionally and dive into the
woods. Every time you do so, you
will be certain to find something
that you have never seen before.
ALEXANDER GRAHAM BELL
• Explores other industries and cultures
• Translates those findings and revelations to
fit the unique needs of your enterprise.
• Mera Joota Hai Japani, Yeh Patloon
Englishtani
• T-shaped People -Breadth of knowledge in
many fields, but they also have depth in at
least one area of expertise

11. Organizing
Personas
The Hurdler
The Collaborator
The Director
THE TEN FACES OF INNOVATION

12. THE HURDLER
These days, a man who says a
thing cannot be done is quite
likely to be interrupted by some
idiot doing it.
ELBERT GREEN HUBBARD
• Knows that the path to innovation is
full of obstacles
• Develops a knack for overcoming or
outsmarting those roadblocks
• hum honge kamyab ek din

13. THE COLLABRATOR
In the long history of humankind
(and animal kind, too) those who
learned to collaborate and
improvise most effectively have
prevailed.
CHARLES DARWIN
• Helps bring dissimilar groups
together
• leads to create new combinations and
multidisciplinary solutions.
• Saathi haath badaana

14. THE DIRECTOR
• Gathers a talented cast and
crew
• Helps to spark their creative
talents
• Meri awaaz suno
• Sees the Big Picture

15. THE TEN FACES OF INNOVATION
Building
Personas
The Experience Architect
The Set Designer
The Caregiver
The Storyteller

16. THE EXPERIENCE ARCHITECT
The "value added" for
most any company, tiny
or enormous, comes
from the Quality of
Experience provided.
TOM PETERS
• Designs compelling experiences to connect at
a deeper level with customers' latent or
expressed needs.
• Sapnoon ka mahal
• A car designer communicates the style, comfort
and quality of the car

17. THE SET DESIGNER
Every organization (and every
employee) performs a bit better or
worse because of the planning,
design, and management of its
physical workspace.
FRANKLIN BECKER, OFFICES
AT WORK
• Creates a workspace in which
innovation team members can do
their best work
• Zameen pey Taarey …
• What feelings do you offer your
customers?

18. THE CAREGIVER
Think one customer at
a time and take care of
each one the best way
you can.
GARY COMER,
FOUNDER OF
LANDS' END
• Is like a caring or attentive professional
devoted to customers in a manner that goes
beyond mere service
• Dheer sey jaana katiyan mey …
• After-sales service innovation is all about the
quality of care and attention

19. THE STORY TELLER
The universe is made of
stories, not of atoms.
MURIEL RUKEYSER
• Builds internal morale and external
awareness through compelling narratives
that communicate fundamental human
values
• Jaago, soneywalon, suno meri
kahani …

20. THE TEN FACES OF INNOVATION
Why the 10 Personas Work
 Battle-tested thousands of times in a real-world
laboratory for innovation at IDEO and other places.
 The personas are about "being innovation" rather than
merely "doing innovation."
 By stepping in one or more of these roles, you can be
more of an innovator in your daily life.