The Ten Faces of Innovation

INNOVATION is the lifeblood of every company-the fuel that keeps an organisation going in a tough marketplace. But by its very nature it's hard to plan for, quantify and coach. In The Ten Faces of Innovation Tom Kelley explains how to do it.

Kelley, author of the bestselling The Art of Innovation, reveals the strategies that his world-famous design firm IDEO use to foster original thinking and overcome naysayers who stifle. He identifies ten key roles developed by IDEO that anyone can adopt in order to innovate in different situations. Ranging from 'the anthropologist' and 'the hurdler' to 'the experience architect' and 'the cross-pollinator', they are all illustrated with real corporate examples and will help you transform the way you work. The result is a brilliant guide to fostering creativity.

• Introduction: Beyond the Devil's Advocate
• Chapter 1: The Anthropologist
• Chapter 2: The Experimenter
• Chapter 3: The Cross-Polinator
• Chapter 4: The Hurdler
• Chapter 5: The Collaborator
• Chapter 6: The Director
• Chapter 7: The Experience Architect
• Chapter 8: The Set Designer
• Chapter 9: The Caregiver
• Chapter 10: The Storyteller
• Chapter 11: In the Mix

The sub-title is an outright lie, as there are no strategies or tips on heightening creativity.

What the book is, is telling you the ten personality types that IDEO has identified as being very effective in creative settings and on creative projects. It makes a good case describing them, even if it is a little superficial at times. Sometimes you have the feeling that the book is more about describing IDEO and selling the concept of IDEO than it is about teaching you something.

But it is an OK read, if you're into the subject matter of creativity and personality profiles. But be warned, the types are only described. There are no tips on how to recruit them, find them, or retain them…