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Types of Mind
Types of Mind
1
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Engineering students Akshay Kothari and Ankit Gupta developed the Pulse News
reader for the iPad during observation and testing sessions for a design course, at
locations like Starbucks cafes near Stanford University. The app became so popular
that the founders ended up selling their startup for $90 million to LinkedIn.
Doug Dietz of GE attended a d.School workshop and re-designed the MRI machine to
be more game-like and friendly towards kids. Rahul Panicker, Jane Chen, Linus Liang
and later Naganand Murthy designed the Embrace baby-warmer for mothers rather
than for clinicians, by using design thinking techniques such as reframing.
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“Creative confidence is about believing in your ability to create change in the world
around you. This self-assurance lies at the heart of innovation,” according to brothers
Tom and David Kelley in their book, Creative Confidence: Unleashing the Creative
Potential within us all.
Tom Kelley is a partner at IDEO, and the author of the bestsellers The Art of
Innovation and The Ten Faces of Innovation. David Kelley is the founder of IDEO, a
leading innovation and design firm, and creator of the d.School at Stanford
University.
Individuals and organisations can unleash their full creative potential once they get
over myths and insecurities and exercise their creative muscle systematically, Tom
and David explain. Their 288-page book is divided into eight chapters, with plenty of
references and case profiles.
“Creativity isn’t some rare gift to be enjoyed by the lucky few – it’s a natural part of
human thinking and behaviour,” the authors explain. “We are stunned at how quickly
people’s imagination, curiosity and courage are renewed with just a small amount of
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practice and encouragement,” Tom and David say. Got it!
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Here are my key takeaways from this crisp and inspiring book. See also my reviews
of the books 101 Design Methods and Solving Problems with Design Thinking, and
the framework The ‘8 Is’ of Design Thinking for Startups.
Design thinking helps achieve breakthrough innovation via a creative leap. It is based
on having a growth state of mind, despite uncertainty of outcomes and impacts. “A
growth mindset is a passport to new adventures,” the authors explain. Whether with
audacious goals or small steps, the first step of creative intention is acknowledging
and overcoming fear, embarrassment and failure.
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2. Daring and Learning
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Having self-efficacy, or belief in your innate ability to make a change, will help you
take tougher challenges in future, persevere longer, and rebound from failure.
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Thomas Edison and the Wright brothers are good examples of innovators who
overcame hundreds and thousands of failed attempts before they succeeded.
For example, Bessemer Ventures has an ‘Anti Portfolio’ on its website, with stories of
its failures and missed opportunities (eg. PayPal, FedEx). Paul McCartney and
George Harrison performed poorly in music class – but went on to create one of the
most successful bands of all time.
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At the organisational level, office design can be re-done to improve jotting down of
unusual and useful ideas via community chalkboards. Travel trips help trigger new
ideas and analogies from other industries (see my book review of Cross-Industry
Innovation).
For example, Ormond Hospital got inspiration to de-redesign its ICU from watching a
Formula One pit crew on TV. PNC Financial Services leveraged digital habit-forming
behaviours to promote more responsible financial activities among youth. Watching
end-users at work yields insights on design that may even be counter-intuitive, such
as one of IDEO’s surgical tools which ended up being heavier but easier to hold.
A bias towards action balances planning with rapid prototyping. It is better to tinker
and tweak something rather than contemplate and coast along. Maintaining
Got it! a list of
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problems or trends is a good start, but it’s important to overcome the ‘knowing-
doing’ gap which paralysed many companies (such as Kodak).
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Rather than obsess with quality in the first steps, it is better to get quantity and
energy going while prototyping MVPs. Creative constraints can actually spur better
ideas, rather waiting for full budget or ideal timing. “The lower the budget for my film,
the more chances I can take,” jokes director Francis Ford Coppola.
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Pixar is famous for the storyboards of its successful movies. Walgreens creates
foam prototypes to evaluate store designs. Air New Zealand pioneered the ‘cuddle
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class’ Skycouch design for its long flights.
“Launch to learn,” the authors advise, citing Kickstarter as a good way for innovators
to test their creative projects. The startup BookLending.com used social media for
‘creating infectious action’ and validating its idea before launch.
Are you looking for a job, career or your true calling? What gives the most fulfillment?
What rewards, awards and incentives turn you on the most? Do you feel guilty
leaving your comfort zone and material cocoon?
Seeking your passion is a journey of self-discovery, and calls for techniques like
‘mood mapping’ as well as experimentation with side projects. This can lead to new
roles within the same company or industry – or a new track altogether. Got it!
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“You need teamwork – the right combination of leadership and grassroots thinking –
to achieve innovation at scale,” the authors explain. Mauro Porcini of 3M describes
the five design phases of a company’s journey as denial, lip-service, leap of faith (via
coaching and practice), quest for confidence (search for validation), and holistic
integration (DNA of design thinking).
Kaaren Hanson used design thinking to transform Intuit’s innovation culture. The
initiative, ‘Design for Delight,’ leverages a network of change champions who blend
experimentative attitudes with fun. Jet Blue used diversity in participation to develop
better disaster management plans. P&G has hundreds of trained facilitators to
promote a culture of open ideas, debates over prototypes, and sharing of
testimonials.
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One chapter offers ten techniques for stimulating creative thinking. The value lies
not in the idea behind these exercises but in the action to complete them.
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These include use of mindmaps for planning parties, maintaining an ‘idea wallet’ of
daily observations, drawing empathy maps of what your neighbours
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say/feel/think/do, working with your colleagues but with new nicknames, and the 30
Circles exercise.
Once you’ve built your creative confidence for your first set of projects or tasks, you
can embrace continuous learning and design your whole life. Broaden your
perspectives and skills so you become the ‘go to’ person for creative thinking, and
unleash creativity in others as well. Tap into broader innovation networks. “Start
designing your new life,” the authors conclude.
The book is packed with numerous useful and inspiring quotes, and it would be apt
to end this review with a sample:
Release your idea into the wild before it’s ready. – Tom Hulme, IDEO
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Do the thing you fear, and the death of fear is certain. – Ralph Waldo Emerson
Think of today as a prototype. What would you change? - Tim Brown, IDEO
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Authors
Madanmohan Rao
Madanmohan Rao is research director at
YourStory Media and editor of five book
series (http://amzn.to/NpHAoE). His interes…
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Related Tags
DESIGN INNOVATION BOOK REVIEW CREATIVITY STANFORD UNIVERSITY IDEO INTUIT DESIGN THINKING
TIM BROWN FOUNDER THOMAS EDISON PROBLEM SOLVING BOOK ANKIT GUPTA IDEATION
BESSEMER VENTURES TOM KELLEY AKSHAY KOTHARI DAVID KELLEY GYORGY KONRAD FUN MAURO PORCINI
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I AM IN
Partner Events
Date
Sat Feb 02 2019
Active Hours with Prime Venture Partners
Bengaluru
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Date
Sun Feb 03 2019
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Hubbali
Date
Thu Feb 14 2019
CII SR ENTREPRENEUR AWARDS 2018
Chennai
Date
Fri Feb 15 2019
Rotary Karnataka CSR Conference 2019
Bengaluru
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