The Art of Innovation - A Quick Look at the Book

The Guru to the Gurus, Peter Drucker once famously said;

"Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs."

The Art of Innovation by Tom Kelly is a wonderful book written on the virtues of innovation and the role it can play within any organization. This book should be on anyones 'must read' list for all of the ideas it brings to the table. The basics of what Kelly and IDEO ( the firm that Kelly's brother David started ) preach provide a nice little list which any company large or small should benefit from.

• Strive to under stand the market, the client, technology, and constraints involved in each case.


• Use observation of people and groups in real-life situations to help innovate solution.


• Visualize and brainstorm new concepts and the customers who will use the new products - prototype, prototype, prototype.


• Evaluate and refine each of the prototypes through series quick iterations. Find what works and what doesn't. Don't be afraid to take things out.


• Implement the new concept for commercialization. Delivery will at to the credibility of all of the prior creative work.

Again, I can't recommend this book enough for anyone looking for ways to not only dream up new products, but also give a designers eye to what ever it is you are doing - professionally or personally.