This is a follow-up book to Kelley's "The Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design Firm" (Tom Kelley, Tom Peters, Tom Peters). It is not as good as the first, which had some excellent advice and exposed the world to the innovative practices of the Ideo Design firm, where Kelley works.
The second book is generally a rehashing of its predecessor, with the points rearranged to be in numbered lists (thus the title). I doubt if a truly innovative practice can be codified into numbered points.
He begins with an excellent piece of advice: banish the Devil's Advocate from your organization. Beware the person who habitually responds to a new idea with "Let me play the Devil's Advocate for a minute …" and goes on to explain why the new idea won't work. Give innovation a chance. Don't kill ideas at birth.
Kelley says there are ten personality types needed to contribute toward institutional innovation. It is possible for an individual to have traits of more than one personality, but not possible for one person to contain all ten.
I like the idea of diversity of character type and approach. Too often we hire people who are just like us, who think just like us. Who needs all that me-tooing?
Interesting lines:
"Stories persuade in a way that facts, reports, and market trends seldom do, because stories make emotional connection." (p. 242)
"Flexibility is the new strength" (p. 263)
An ok read, but not an essential book.
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