Ideo : Masters of Innovation

"When people ask me what IDEO does, I say we design neat stuff", says David Kelly, one of the firm's founding partners. But neat stuff is just the beginning. Since its inception this world-renowned design firm has operated under the philosophy that in order to design for the future, you have to understand what's missing in the present. Clearly, that philosophy has paid off. With a client list that reads like an A-Z of top businesses, from Amtrak and Canon to BMW, Nike, and Pepsi-Cola, IDEO has helped hundreds of companies leap to the forefront of the marketplace -- and has earned them the kind visibility and reputation that have made their name synonymous with innovation, excellence, and creativity.

This first in-depth study of IDEO's background, working methods and design output explores how and why the firm continues to lead the way in industrial design. Filled with vibrant, fascinating shots that demonstrate IDEO'S unparalleled ingenuity, it reveals why IDEO's strategies are as innovative as their concepts. From projects most people never even thought of r

Tonight on ABC News. . .

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A special documentary on US network television goes behind the scenes at IDEO with a tough design challenge

Come together

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How the convergent principles of IDEO's founders mirrored what was happening in Silicon Valley itself

Focused chaos

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(18)

IDEO's unique culture and environment: the fun studios and pioneering processes that generate innovation

Product lust

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Designers for industry: a special focus on IDEO's track record in successfully taking products to market

Design the experience

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Beyond products and services: developing expertise in designing for user interaction as part of the `experience economy'

Speculative concepts

102

(44)

Advanced design research which explores future technologies and user applications

Modelling the future

146

Rethinking the industrial design practice: IDEO moves into business strategy, licensing and venture funding

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Ideo : Masters of Innovation

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Table of Contents

Supplemental Materials