IDEO's methods are based on alternative principles of team creativity, including: the best asset you have is your own brain; the first step in building a fresh and creative corporate culture is the willingness to change; collaboration - not isolation - is the key to unleashing creativity; successful brainstorming sessions are based on focused chaos; increased creativity leads to increased profits in the business world of today; and how to boost morale, productivity and customer satisfaction - and enjoy yourself in the process.
About the Author
Thomas Kelley is the co-founder, with his brother David, of IDEO, a highly innovative design company with offices worldwide. He has an MBA from Berkley and has also worked for General Electric and as a management consultant.
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