Main source of information:
The Art of Innovation, Tom Kelley with Jonathan Littman


Value Innovation

Entrepreneurial Creativity

Culture for Innovation

Innovation Process



IDEO Tom Kelley creativity innovation quotes

Noticing that something is broken is an essential prerequisite for coming up with a creative solution to fix it.

Tom Kelley




"Walk into any bookstore, and you'll find countless numbers of books on innovation. In many of them you'll find chapters detailing a man named David Kelley, and his company, IDEO Product Development."

~ Virtual Advisor Inc.


Product Design Innovation Process A-Z/360 by Vadim Kotelnikov


IDEO Tom Kelley creativity innovation quotes

The first step toward a great answer is
to reframe the question.

Tom Kelley



SuperCreativity new product design best practices  

IDEO's Featured Achievements

→ Implemented more than 3,000 new product development programs

→ Helped old-line Fortune 500 companies reinvent their organizations and bold young start-ups create new industries

→ Teach the process of innovation; often host teams from multinational companies who want to learn from IDEO's culture and steep themselves in their methodology



IDEO Tom Kelley creativity innovation quotes

Make brainstorming a religion. The buzz of a good brainstormer can infect a team with optimism and sense of opportunity.

Tom Kelley




IDEO Track Record

Selected Products Designed by IDEO


Client Company

Computer mouse

Apple (U.S.A.)

New notebook computer

NEC (Japan)

Water bottle for mountain bikers

Specialized Bicycle Components (U.S.A.)

Cordless office phone

Dancall (Denmark)

"Datum shelf", an office desk

Pathways (U.S.A.)

Palm V handheld organizer

Palm (U.S.A.)

Kid's fishing kit

Berkley Outdoor Products (U.S.A.)

Computer input device for children

Philips (the Netherlands)

Toothbrush for children

Oral-B (U.S.A.)

Neat Squeeze toothpaste tube

Crest (U.S.A.)





Living the Future

Seeing and implementing thousands of projects has afforded IDEO a unique perspective on the future. They've got a sense of the holistic nature of change, learned how things evolve, and witnessed cross-pollination firsthand. "Knowing the start of the art or the soon-to-be state of the art in one industry can give you a jump in your chosen field."


Futures Thinking


Product Innovation


Design Thinking





IDEO Tom Kelley creativity innovation quotes

The history of discovery is full of creative serendipity.

Tom Kelley





Tom Peters about IDEO

"In recent years, as the L.O.I. (Legend of IDEO) has spread far and wide, the company has had clients begging for advice not just on a product or two, but on the IDEO way of innovating. It has responded vigorously." Their "methodology not only works for IDEO, but has proven to be transferable. It's not quite simple, of course. Beneath the IDEO method lies the incredible, throbbing IDEO spirit that led me to love at first sight."


IDEO's 6 Innovation Practice Tips

Perfect Brainstorm

Observing People

Cross-pollination Tips

Trend Spotting







Your growth boosters


Teaching by Example