IN-mind39-L 9/12/06 4:37 PM Page 16

ISSUE DATE: 9/27/06 BusinessWeek C M Y K

EDIT PASS VERSION: 1 DEPARTMENT: IN MIND39 ART DIRECTOR:
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inmind

David Kelley, founder of IDEO and the Hasso
Plattner Institute of Design at Stanford, uses
mind maps to foster creativity. Mind maps are
a popular thinking tool in Silicon Valley. Here’s
why: “When I want to do something analytical,
I make a list. When I'm trying to come up with
ideas or strategize, I make a mind map. Mind
maps are organic and allow me to free associ-
ate. They are great for asking questions and
revealing connections between seemingly un-
related ideas. I start in the center with the is-
sue or problem I am working on and then as I
move farther away I get better and better ideas
as I force myself to follow the branches on the
map and in my mind. The cool thing is that you
allow yourself to follow your inner thoughts,
which is different than making a list where you
are trying to be complete and deal with data.”

16 IN SEPTEMBER 2006

Distribution: nussbaum, scotti, byrne, katie andresen,

CREDITS: frauman, morse/photo, prudence
v06