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July 24, 2005

BusinessWeek Gettin’ Creative

Don’t sleep on BusinessWeek’s latest issue about creativity/innovation in business. Sure, Fast Company magazine may have beaten BusinessWeek to the punch with special issues on Creativity (Dec. 2004) and Design (June 2005). However … BW’s issue on creativity and innovation is more focused and has given me more useful ideas than did FC’s special issues.

Business_week_creativity_issue_1

Some of my key takeaways from BW’s creativity issue include …


The Methodology of the New Design Strategy:
  • Observing consumers behave in real situation and in social situations
  • Prototyping ideas by making useable models
  • Storytelling the emotional aspects of how a product connects with a consumer
  • Integrating all the organizational processes needed to make design strategy an integral part of a company’s culture

  • Common Innovation Myths:
    Innovation is about crazy creativity. Reality says true innovation is more about designing useful products/services rather than creating far-out spectacles that have little to no usefulness.
    Quotes from “Innovation Gurus”:
    Yves Behar | fuseproject
    “Consumers want products that tell stories, have magic, and inspire.”

    Beth Comstock | General Electric
    “Creativity is a word we’re wrestling with. It seems a bit undisciplined, a bit chaotic for a place like GE.” Instead, Comstock uses the term “imaginative problem-solving” and has employees ask “what if?”

    Larry Keeley | Doblin Group
    “The worst mistake [in brainstorming] is to have everyone running off generating a million ideas. The goal is to focus a very few bold ideas that tend to work, as opposed to many, many ideas all over the place that tend to fail.”


    Further Reading:
    Business Week’s new Innovation & Design sitelet
    (I’m sure some sort of registration/subscription is needed to view BWs Innovation & Design sitelet.)

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    Comments

    Actually, that's Larry Keeley

    Thanks Steve. Change noted and made in the posting.

    Thanks..your post peaked my interest..off to chapters to pick up a copy.

    The comments to this entry are closed.