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The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm Hardcover – January 16, 2001

4.4 4.4 out of 5 stars 573 ratings

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IDEO, the widely admired, award-winning design and development firm that brought the world the Apple mouse, Polaroid's I-Zone instant camera, the Palm V, and hundreds of other cutting-edge products and services, reveals its secrets for fostering a culture and process of continuous innovation.

There isn't a business in America that doesn't want to be more creative in its thinking, products, and processes. At many companies, being first with a concept and first to market are critical just to survive. In
The Art of Innovation, Tom Kelley, general manager of the Silicon Valley based design firm IDEO, takes readers behind the scenes of this wildly imaginative and energized company to reveal the strategies and secrets it uses to turn out hit after hit.

IDEO doesn't buy into the myth of the lone genius working away in isolation, waiting for great ideas to strike. Kelley believes everyone can be creative, and the goal at his firm is to tap into that wellspring of creativity in order to make innovation a way of life. How does it do that? IDEO fosters an atmosphere conducive to freely expressing ideas, breaking the rules, and freeing people to design their own work environments. IDEO's focus on teamwork generates countless breakthroughs, fueled by the constant give-and-take among people ready to share ideas and reap the benefits of the group process. IDEO has created an intense, quick-turnaround, brainstorm-and-build process dubbed "the Deep Dive."

In entertaining anecdotes, Kelley illustrates some of his firm's own successes (and joyful failures), as well as pioneering efforts at other leading companies. The book reveals how teams research and immerse themselves in every possible aspect of a new product or service, examining it from the perspective of clients, consumers, and other critical audiences.

Kelley takes the reader through the IDEO problem-solving method:

> Carefully observing the behavior or "anthropology" of the people who will be using a product or service

> Brainstorming with high-energy sessions focused on tangible results

> Quickly prototyping ideas and designs at every step of the way

> Cross-pollinating to find solutions from other fields

> Taking risks, and failing your way to success

> Building a "Greenhouse" for innovation

IDEO has won more awards in the last ten years than any other firm of its kind, and a full half-hour
Nightline presentation of its creative process received one of the show's highest ratings. The Art of Innovation will provide business leaders with the insights and tools they need to make their companies the leading-edge, top-rated stars of their industries.
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Editorial Reviews

Amazon.com Review

IDEO, the world's leading design firm, is the brain trust that's behind some of the more brilliant innovations of the past 20 years--from the Apple mouse, the Polaroid i-Zone instant camera, and the Palm V to the "fat" toothbrush for kids and a self-sealing water bottle for dirt bikers. Not surprisingly, companies all over the world have long wondered what they could learn from IDEO, to come up with better ideas for their own products, services, and operations. In this terrific book from IDEO general manager Tom Kelley (brother of founder David Kelley), IDEO finally delivers--but thankfully not in the step-by-step, flow-chart-filled "process speak" of most how-you-can-do-what-we-do business books. Sure, there are some good bulleted lists to be found here--such as the secrets of successful brainstorming, the qualities of "hot teams," and, toward the end, 10 key ingredients for "How to Create Great Products and Services," including "One Click Is Better Than Two" (the simpler, the better) and "Goof Proof" (no bugs).

But The Art of Innovation really teaches indirectly (not to mention enlightens and entertains) by telling great stories--mainly, of how the best ideas for creating or improving products or processes come not from laboriously organized focus groups, but from keen observations of how regular people work and play on a daily basis. On nearly every page, we learn the backstories of some now-well-established consumer goods, from recent inventions like the Palm Pilot and the in-car beverage holder to things we nearly take for granted--like Ivory soap (created when a P&G worker went to lunch without turning off his soap mixer, and returned to discover his batch overwhipped into 99.44 percent buoyancy) and Kleenex, which transcended its original purpose as a cosmetics remover when people started using the soft paper to wipe and blow their noses. Best of all, Kelley opens wide the doors to IDEO's vibrant, sometimes wacky office environment, and takes us on a vivid tour of how staffers tackle a design challenge: they start not with their ideas of what a new product should offer, but with the existing gaps of need, convenience, and pleasure with which people live on a daily basis, and that IDEO should fill. (Hence, a one-piece children's fishing rod that spares fathers the embarrassment of not knowing how to teach their kids to fish, or Crest toothpaste tubes that don't "gunk up" at the mouth.)

Granted, some of their ideas--like the crucial process of "prototyping," or incorporating dummy drafts of the actual product into the planning, to work out bugs as you go--lend themselves more easily to the making of actual things than to the more common organizational challenge of streamlining services or operations. But, if this big book of bright ideas doesn't get you thinking of how to build a better mousetrap for everything from your whole business process to your personal filing system, you probably deserve to be stuck with the mousetrap you already have. --Timothy Murphy

From Publishers Weekly

"Routine is the enemy of innovation," declares Kelley, general manager of IDEO, in this lively and practical guide to nurturing that elusive quality in all organizations. Dubbed "Innovation U." by Fortune and lauded as "the world's most celebrated design firm" by Fast Company, IDEO, through its work on over 3,000 new product programs, has developed a system for staying on the creative cutting edge while keeping clients happy. Kelley handily parses the components of this system--understanding the market, observing real-life users, brainstorming new concepts and developing and refining prototypes on a tight schedule to come up with a commercial product--with examples from the development of such pathbreaking products as the original Apple mouse and the Palm Pilot V. Kelley vividly conveys how "hot teams," assembled for specific projects with concrete goals and deadlines, are the foundation of IDEO's performance-based reputation. While he recognizes that not every organization is a hip design firm, Kelley believes that all organizations can gain an edge by innovating; among the successes he cites are Amazon, Igloo, Shoebox Greetings and Sephora. IDEO has learned and profited from maxims like "Fail often to succeed sooner." Many who previously feared change may answer his unpretentious call to "Start by following your customer journey, breaking it down into component elements, and asking yourself how you can deliver a better experience." Illustrations. (Feb.)Forecast: Featured in a half-hour segment of Nightline last year that ranked among the most popular aired on the show, IDEO's culture of innovation has received broad exposure. This well-written, well-organized and energizing guide will be a magnet for more attention, and could have a shot at business bestseller lists.

Copyright 2001 Cahners Business Information, Inc.

Product details

  • Publisher ‏ : ‎ Currency; Hardcover Edition (January 16, 2001)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 320 pages
  • ISBN-10 ‏ : ‎ 0385499841
  • ISBN-13 ‏ : ‎ 978-0385499842
  • Item Weight ‏ : ‎ 1.65 pounds
  • Dimensions ‏ : ‎ 6.54 x 1.17 x 9.53 inches
  • Customer Reviews:
    4.4 4.4 out of 5 stars 573 ratings

About the author

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Tom Kelley
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Tom Kelley is general manager of IDEO, the world's leading design consultancy specializing in product development and innovation. Working together with his brother, IDEO founder David Kelley, he has helped manage the firm, as it has grown from twenty designers to a staff of over three hundred. During that time, he has been responsible for diverse areas such as business development, marketing, human resources, and operations. Like everyone else at IDEO, he also occasionally gets down on his knees to cut foam core alongside IDEO clients and designers, as part of the firm's brainstorming and prototyping efforts.

Customer reviews

4.4 out of 5 stars
573 global ratings

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Customers say

Customers find the book interesting and well-written with insightful advice on the innovation process. They appreciate the practical guidance and case studies provided. Many find the book entertaining, challenging conventional thinking about strategic planning and implementation. However, some readers feel the content is a bit outdated.

AI-generated from the text of customer reviews

36 customers mention "Readability"36 positive0 negative

Customers find the book easy to read and engaging. They say it provides a good overview of IDEO's operation and is well worth their time. The writing is clear and keeps readers interested.

"Good read for creatives" Read more

"...Overall I would say that this book would be a great read for someone who is trying to expand his or her creative side...." Read more

"...Presented in a fun, readable fashion, the author pulls you through example after example illustrating the points he's making...." Read more

"...Above all, I find it very engaging without boring one with unnecessary details." Read more

34 customers mention "Innovation"34 positive0 negative

Customers find the book insightful and helpful for innovation in business. It provides practical approaches and a guide for success. They say it opens their minds to possibilities and presents lessons from real experiences. The book is well-written and keeps readers engaged with its engaging stories and good information for designers.

"...It could help anyone from a young designer to a typical businessman. The IDEO model could be applied almost anywhere." Read more

"...Innovation will flow fluidly once you demolish barriers that contain creativity. Tom Kelley's logic is basically this: 1...." Read more

"A great collection of innovation strategies that can be applied by anyone working in any field...." Read more

"...I am still reading the book-almost done. I enjoy the simplicity of the stories and ideas raised in it. This book has no gimmicks to its approach...." Read more

17 customers mention "Advice level"14 positive3 negative

Customers find the book provides useful advice on principles, practices, and how-tos. They appreciate the great tips and examples, backed by real-world case studies. The book's approach is pragmatic, easy to understand, and it encourages individual and collaborative solutions.

"...This book has no gimmicks to its approach. It is practical, honest in dealing with difficult projects, and clear in its explanation...." Read more

"...the silver bullet answer to your problems, it provides great tips on topics like brainstorming, and serves as a reminder that innovation is..." Read more

"...for more than ten years now, and for me, this is the definitive guide of the principles, practices, and "how-to" guide for innovation in any business..." Read more

"...Must read for everyone. Lots of great case studies and examples. I recommend this book without qualifications. Great book!" Read more

12 customers mention "Enjoyment"12 positive0 negative

Customers enjoy the book. They find it interesting and entertaining, with fun stories about IDEO's experiences. The book challenges their conventional thinking on strategic planning and implementation.

"...Presented in a fun, readable fashion, the author pulls you through example after example illustrating the points he's making...." Read more

"This book was a good read. Lots of fun stories about the experiences IDEO has had in practicing innovation...." Read more

"...The writing of Kelley and co-author Littman is crisp and entertaining." Read more

"...are well known in the design world, and anyone will find this book interesting and full of stories and observations...." Read more

3 customers mention "Dated content"0 positive3 negative

Customers find the content dated, but it provides relevant guidance.

"...to read, and still relevant, even if some of the examples are starting to be a bit dated." Read more

"Examples are quite dated in places. Has been updated in some parts with more recent examples, but not as currently relevant overall...." Read more

"Good but a little out of date." Read more

Top reviews from the United States

  • Reviewed in the United States on January 21, 2025
    Good read for creatives
  • Reviewed in the United States on June 7, 2010
    The Art of Innovation was a great read for me. I bought this book purely so I would have something to read on the commuter rail while on my way to my new internship. Without reading any prior reviews of the book, I just expected it to be about the process that a designer goes through when designing a new product. It caught me off guard when the book had a lot more to offer to a young designer.

    As a young design student, I am aware of the major impact that IDEO has had on the industrial design community. In this book, Kelley not only explains IDEO's design process but he goes past that and talks about how to use this process to make your designs successful and innovative.

    Don't let the publishing date turn you away from reading this book. I have found that the processes discussed in this book to still be completely relevant almost a decade later. The methods used to portray a solution may change, but the core steps taken to arrive at that solution stay the same.

    I really enjoyed the section about brainstorming. This is one of the most important parts of the design process and Kelley gives a great description on what can make and break a brainstorming session. Some of my favorites were:
    - The Space remembers
    - Build and Jump
    - Playful Rules

    Overall I would say that this book would be a great read for someone who is trying to expand his or her creative side. It could help anyone from a young designer to a typical businessman. The IDEO model could be applied almost anywhere.
    7 people found this helpful
    Report
  • Reviewed in the United States on August 9, 2005
    This book is NOT a step by step process on how to give your company an "IDEO Makeover". Not even close.

    Instead, this is THE book to learn how to foster an environment that promotes creativity.

    Whether you're in the "messy startup mode" or "established 3-piece suit mode", you'll be able to apply what you learn and bring a massive creative force in your business. Innovation will flow fluidly once you demolish barriers that contain creativity.

    Tom Kelley's logic is basically this:

    1. Bring together insightful, motivated people, regardless of disciplinary background.

    2. Put them under deadline pressure, but pamper them in ways that reinforce a sense of community.

    3. Challenge them to do innovative, creative work.

    4. Then simply stand back as they blow you away with sideways solutions the likes of which the world has never seen.

    What I learnt in this book helped our company come out with innovative products that blew the competition away.

    I got my copy almost free using a coupon from UnderTag.com
    5 people found this helpful
    Report
  • Reviewed in the United States on November 21, 2013
    A great collection of innovation strategies that can be applied by anyone working in any field. Presented in a fun, readable fashion, the author pulls you through example after example illustrating the points he's making. Short chapters and shorter subsections make it an easy book to pick up and read a few pages of at a time. If you're serious about wanting to learn how to form an innovative organization, this should be the first book you pick up.
    One person found this helpful
    Report
  • Reviewed in the United States on February 6, 2014
    I purchased this book after I watched Charlie Rose interview Tom Kelly on PBS. Because of some of the issues Mr. Kelly talked about, I decided to purchase the book. I must say that I am glad I did. I am still reading the book-almost done. I enjoy the simplicity of the stories and ideas raised in it. This book has no gimmicks to its approach. It is practical, honest in dealing with difficult projects, and clear in its explanation. Above all, I find it very engaging without boring one with unnecessary details.
    2 people found this helpful
    Report
  • Reviewed in the United States on October 4, 2001
    The Art of Innovation is the story of the famous Palo Alto based design firm, IDEO. The book is easy to read and moves quickly. The author, Tom Kelley, is the brother of founder David Kelley. Tom is the General Manager and is an ex-management consultant. This is important because the book really devolves into a light treatise on business management practices. This makes sense since given Tom Kelley's responsibilities at IDEO and his background. It also explains the Tom Peter's Foreword. If you like Tom Peter's books, you will enjoy this book.
    If you are looking for real insights into the IDEO design process you will be disappointed. Most of the insights are of a personnel management nature, and even those are at a relatively high level. Mr. Kelley pokes more than a few veiled barbs at the slow industrial giants who simply cannot compete with the brain power and management prowess at IDEO. That may sound sarcastic, but Mr. Kelley's pride in his company often crosses that fine line into arrogance.
    There are a few actual projects described to point out how valuable a certain IDEO practice is. There are repeated references to IDEO's contribution to the invention of the Apple mouse and follow-up work on the Microsoft Mouse. Also, a great deal of time is spent talking about the redesign of the common shopping cart that was done in one week for a segment on Nightline. I know that IDEO has had many important clients and recent important projects. Perhaps they can't talk about them because of non-disclosure agreements. There are color pictures of some products at the beginning of each of 15 chapters but often there is no mention of those products in the text. Some black & white photographs of products and the IDEO workspaces also accompany the text. There are no diagrams or illustrations.
    A great deal of the book outlines the emphasis that IDEO puts on the treatment of their employees and their penchant for quick and frequent prototyping as a key to success. All projects start by assigning a "hot" team and letting them brainstorm and prototype their way into some great ideas. No details are given on how the teams are formed or managed.
    This book is for you if you are looking for a light management practices book and just a little insight into a premier design firm. You will probably be disappointed if you want to find out how products are designed or what specific processes are used to manage the design process. You also will not get a great deal of competitive information about IDEO. The book assumes that you have at least a general idea of what Industrial Design is about.
    Tom Kelley admits that workshops about the "IDEO way" have been turned into a profit center. They give seminars on how to organize product development at client companies. I could see IDEO including this book with their seminar, or perhaps they could give it to a prospective client to whet their appetite. It definitely leaves you wanting more information. I am left wondering, "How much is that seminar, and will they let me in?"
    139 people found this helpful
    Report

Top reviews from other countries

Translate all reviews to English
  • Frank Calberg
    5.0 out of 5 stars The art of innovation
    Reviewed in Germany on January 29, 2024
    Takeaways from learning about design thinking:

    Observe:
    - Start of chapter 3: Innovation begins with an eye.
    - Start of chapter 7: Observations, brainstorming, and prototyping are “the fundamentals, the reading, writing and arithmetic of innovation.”

    Develop ideas:
    Chapter 7: Redesign your office space so it helps you develop ideas.

    Make prototypes:
    Do prototyping using different materials, tools, techniques, and machines / equipment.

    Test:
    The last phase, testing, should, I learned, not be underestimated. Testing an idea / prototype in the market can lead to good insights for doing improvements, as you find out how people react. In this regard, I learned that it can be useful to go back to initial phases and adapt things, develop more ideas etc. and then try out things again. In other words, keep learning, rethinking / refining and experimenting / testing / trying out.
  • Juan Segui
    5.0 out of 5 stars Great Book!
    Reviewed in Spain on May 11, 2021
    If you like these your will also love Creative Confidence
    Enjoy!
  • Sergio
    5.0 out of 5 stars Están en ingles, es un libro con adn de silicon valley
    Reviewed in Mexico on July 15, 2018
    Es sin duda un libro que te deja una grata leccion y aprendizaje sobre el proceso para innovar en prácticamente cualquier área.
  • Cliente Amazon
    5.0 out of 5 stars Inspiring
    Reviewed in Brazil on November 17, 2018
    IDEO has been for a long time a reference for designers. This book opens up its doors to show us how an agency can help companies can get a more creative approach. Best of all, it doesn’t rely on the misconception of creativeness as an inherent quality, but as a process of thinking, a mindset.
  • Mohak
    5.0 out of 5 stars Live the Future
    Reviewed in India on August 21, 2019
    This books offers such brilliant real stories of innovation that really makes you think. Its beautifully written clearly explaining the concepts at the same time to help the readers. Its a great fun read with robust ideas on how to innovate and at the same time how to create the prototypes. Must add book in your library if you are serious about learning what Design Thinking is and how it makes you empathize and understand the latent needs of the customers.

    Deserves 7 stars !!