The Ten Faces of Innovation - by Tom Kelley

(Publishing House: Profile Books Ltd)

'The real act of discovery consists not in finding new lands but in seeing with new eyes' (Proust). This is the gist of the latest book by Kelley, the owner of the award-winning industrial design firm, IDEO. He reveals a tried and tested method of creating a culture of innovation through the types of workers and team-building, essential survival techniques for 21st century companies.

Kelley defines 10 personas such as: Anthropologists, who contribute insights by observing human behaviour; Experimenters, who try new things; Hurdlers, who surmount obstacles; Collaborators, who bring people together and get things done; and Caregivers, who anticipate and meet customer needs. I particular identified with the Cross-Pollinators, the 'T-shaped people', who borrow and adapt ideas from other industries.

The book is breezy and well written, with plenty of self promotion, including endless streams of stories of upstart inventions, almost like visiting an IDEO workshop in person. It offers a tested approach to creating 'the culture of innovation'. It will appeal to anyone looking for nuggets of inspiration, in particular, aspiring business innovators, who by using the 'Ten Faces' can get the innovation ball rolling.

Rated: 4,5/5

Reviewer: Frances kazan