This write up focuses on the textbook, The Art of Innovation, by Tom Kelley, who is a partner an IDEO, the well-known, award-winning design firm. IDEO is famous for the design and development of a number of products that are considered innovative, including, most famously, the original Apple mouse. More recent projects include apps to help children play and learn, a portable heart monitor that syncs with a smartphone, and a new approach to hospice are (see https://www.ideo.com/work/ (Links to an external site.). The author describes the strategies, processes, and environment of IDEO that contribute to the company’s reputation as an innovation leader.

After reading the text, evaluate the principles outlined by the author in a . You may include figures and tables at the end of write up to provide detail as exhibits. In developing your argument for the paper write up, consider the following possible points of comparison and build on them:

1. The author seems to disdain formal interviews and focus groups of customers in favor of observation of the customer. Do you agree or disagree with this approach? Are the approaches mutually exclusive?

2. The author devotes a whole chapter to “hot teams”. Have you been on a hot team? How does it compare to the description in the text? Can T-shirts really enhance innovation? (2 pages)

3. Do you agree with the author’s assertion (p. 121) that “solo effort like thinking in the shower is not brainstorming”?

4. The author seems to disdain formal interviews and focus groups of customers in favor of observation of the customer. Do you agree or disagree with this approach? Are the approaches mutually exclusive?

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