유쾌한 이노베이션

책 소개
기업의 존재 이유는 상품이나 서비스 혹은 체험을 생산 판매하고 수익을 얻는 데 있으며, 어떤 기업이든 가장 큰 꿈은 자신의 분야에서 최고가 되는 것이다. 이 두가지는 기업이 어떤 산업에 속해 있든 그리고 앞으로 비지니스가 어떤 모습으로 변모하든 전혀 변하지 않을 사실이다.

그런데 오늘날의 기업이 명심해야 할 하나의 진리는. 최고의 기업이 되기 원한다면 이노베이션을 이루워내야 한다는 것이다. 그러나 문제는 기업의 존재 이유를 인식하고 최고가 되겠다는 꿈을 꾸는 것은 누구나 할 수 있는 일이지만, 실제로 이노베이션을 이뤄내는 일은 아무나 할 수 있는 게 아니라는 데 있다.

그 이유는 이노베이션이 천재들만의 영역에 존재한다는 것이어서가 아니라, 그 동안 기업들이 제대로 된 이노베이션 철학과 방법론을 배우고 실천할 기회를 얻지 못했기 때문이다.

<유쾌한 이노베이션>은 이러한 문제점을 인식하여 세계 최고의 디자인 기업인 IDEO가 실제 산업 현장에서 체험한 이노베이션 사례를 이론적인 주제로 녹여내어, 독자들에게 이노베이션의 밑그림을 그릴 수 있게 하기 위해서 출간한 책이다. IDEO가 말하는 이노베이션의 조건은 다음과 같다.

제공: 모닝365 제공
가공: Doer Y. Ahn


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.


My Review
No special review is needed. What it talks all is that I need to implement those lessons I learned from here to my own company from now on, DCG.

Right people got on the Bus. Then, Let's focus on creating an INNOVATIVE CULTURE!!   


Optional Plus)

크리에이티브 커먼즈 라이선스

이 저작물은 크리에이티브 커먼즈 코리아 저작자표시-비영리-동일조건변경허락 2.0 대한민국 라이선스에 따라 이용하실 수 있습니다.