The Ten Faces of Innovation by Tom Kelley and Jonathan Littman

Last updated: Aug 11, 2023

Summary of The Ten Faces of Innovation by Tom Kelley and Jonathan Littman

The Ten Faces of Innovation, written by Tom Kelley and Jonathan Littman, explores the different roles or "faces" that individuals can adopt to foster innovation within organizations. The authors argue that innovation is not solely the responsibility of a select few, but rather a collective effort that can be nurtured and cultivated by anyone willing to embrace these roles.

The book begins by emphasizing the importance of empathy and understanding the needs of customers. The first face of innovation is the "anthropologist," who observes and immerses themselves in the lives of customers to gain insights and identify unmet needs. By adopting this role, individuals can uncover opportunities for innovation and develop products or services that truly resonate with customers.

The second face is the "experimenter," who embraces a mindset of experimentation and risk-taking. This role encourages individuals to prototype and test ideas quickly, learning from failures and iterating until they find the best solution. The authors highlight the importance of creating a culture that supports experimentation and rewards learning from mistakes.

The third face is the "cross-pollinator," who seeks inspiration from diverse industries and disciplines. By connecting seemingly unrelated ideas, individuals can generate innovative solutions. The authors provide examples of companies that have successfully applied this approach, such as IDEO, which draws inspiration from fields as diverse as healthcare and toy design.

The fourth face is the "hurdler," who overcomes obstacles and navigates through challenges. This role requires individuals to be resilient, adaptable, and resourceful in the face of adversity. The authors emphasize the importance of embracing constraints and turning them into opportunities for innovation.

The fifth face is the "collaborator," who fosters teamwork and collaboration. This role involves creating an environment where diverse perspectives are valued and individuals feel empowered to contribute their ideas. The authors provide strategies for building effective teams and fostering a culture of collaboration.

The sixth face is the "director," who provides leadership and guidance. This role involves setting a clear vision, aligning the team towards a common goal, and providing the necessary resources and support. The authors emphasize the importance of empowering individuals and giving them autonomy to drive innovation.

The seventh face is the "experience architect," who designs experiences that delight customers. This role involves understanding the customer journey and creating memorable moments that differentiate a product or service. The authors provide examples of companies that have excelled in experience design, such as Disney and Starbucks.

The eighth face is the "set designer," who creates physical and virtual spaces that foster creativity and collaboration. This role involves designing work environments that inspire and support innovation. The authors provide insights into the design principles that can enhance creativity and productivity.

The ninth face is the "storyteller," who communicates ideas and inspires others. This role involves crafting compelling narratives that engage and motivate stakeholders. The authors provide techniques for effective storytelling and highlight the power of storytelling in driving innovation.

The final face is the "caregiver," who nurtures and supports the well-being of individuals. This role involves creating a culture that values and supports the personal growth and development of employees. The authors emphasize the importance of empathy and compassion in fostering a culture of innovation.

In conclusion, The Ten Faces of Innovation provides a comprehensive framework for fostering innovation within organizations. By adopting these different roles, individuals can contribute to the innovation process and drive positive change. The book emphasizes the importance of creating a culture that supports and encourages innovation, and provides practical strategies and examples for individuals and organizations to embrace these roles and unleash their creative potential.

1. The Anthropologist

The first face of innovation discussed in the book is the Anthropologist. This face encourages us to observe and understand the behaviors, needs, and desires of people in order to gain insights and create innovative solutions. By immersing ourselves in different cultures and contexts, we can uncover hidden opportunities and design products and services that truly meet the needs of our target audience. This face reminds us to step out of our own assumptions and biases and truly empathize with the people we are designing for.

One actionable takeaway from this face is to actively engage in ethnographic research. This involves spending time with people in their natural environments, observing their behaviors, and asking open-ended questions to understand their motivations and challenges. By doing so, we can gain a deeper understanding of their needs and pain points, which can inform the design of innovative solutions. This face also emphasizes the importance of embracing diversity and inclusivity, as different perspectives and experiences can lead to more innovative ideas.

2. The Experimenter

The Experimenter face encourages us to embrace a mindset of experimentation and iteration. It emphasizes the importance of prototyping and testing ideas early and often to learn from failures and refine our solutions. This face reminds us that innovation is a journey of trial and error, and that we should not be afraid to take risks and learn from our mistakes.

An actionable takeaway from this face is to create a culture of experimentation within organizations. This can be done by providing resources and support for employees to prototype and test their ideas, and by celebrating and learning from both successes and failures. The Experimenter face also encourages us to adopt a growth mindset, where we see failures as opportunities for learning and improvement. By embracing experimentation and iteration, we can foster a culture of innovation and continuously improve our solutions.

3. The Cross-Pollinator

The Cross-Pollinator face encourages us to seek inspiration and ideas from diverse industries and disciplines. By connecting seemingly unrelated concepts and applying them to our own context, we can create innovative solutions that break away from traditional thinking. This face reminds us that innovation often comes from combining ideas and perspectives from different domains.

An actionable takeaway from this face is to actively seek out opportunities for cross-pollination. This can be done by attending conferences and events outside of our own industry, reading books and articles from diverse fields, and engaging in conversations with people from different backgrounds. By exposing ourselves to different perspectives and ideas, we can expand our thinking and generate more innovative solutions. The Cross-Pollinator face also emphasizes the importance of collaboration and teamwork, as diverse teams can bring together different perspectives and expertise to drive innovation.

4. The Hurdler

The Hurdler face encourages us to embrace and overcome obstacles and challenges in the pursuit of innovation. It reminds us that innovation is not always easy, and that we need to be resilient and persistent in the face of setbacks. This face also emphasizes the importance of embracing constraints and limitations, as they can often lead to more creative and innovative solutions.

An actionable takeaway from this face is to develop a mindset of resilience and perseverance. This can be done by reframing failures as learning opportunities, seeking support from mentors and peers, and celebrating small wins along the way. The Hurdler face also encourages us to embrace constraints and limitations as opportunities for creativity. By setting clear boundaries and constraints, we can stimulate our creativity and find innovative solutions within those limitations.

5. The Collaborator

The Collaborator face emphasizes the importance of teamwork and collaboration in driving innovation. It reminds us that innovation is a collective effort, and that diverse perspectives and expertise can lead to more innovative ideas and solutions. This face also encourages us to create a culture of collaboration within organizations, where individuals feel empowered to share their ideas and collaborate with others.

An actionable takeaway from this face is to foster a culture of collaboration within teams and organizations. This can be done by creating spaces and platforms for idea sharing and collaboration, providing training and resources for effective collaboration, and recognizing and rewarding collaborative efforts. The Collaborator face also reminds us to actively seek out diverse perspectives and expertise, as this can lead to more innovative solutions. By embracing collaboration, we can tap into the collective intelligence of our teams and drive innovation.

6. The Director

The Director face emphasizes the importance of leadership in driving innovation. It reminds us that leaders play a crucial role in setting a clear vision, empowering their teams, and creating a culture of innovation. This face also encourages leaders to provide the necessary resources and support for innovation to thrive within organizations.

An actionable takeaway from this face is for leaders to actively champion and support innovation within their organizations. This can be done by setting a clear vision and goals for innovation, providing resources and support for experimentation and prototyping, and recognizing and rewarding innovative efforts. The Director face also reminds leaders to lead by example and create a culture of psychological safety, where individuals feel empowered to take risks and share their ideas. By embracing the Director face, leaders can create an environment where innovation can flourish.

7. The Experience Architect

The Experience Architect face emphasizes the importance of designing holistic and meaningful experiences for customers. It reminds us that innovation is not just about creating new products or services, but also about creating memorable and impactful experiences that delight and engage customers.

An actionable takeaway from this face is to adopt a customer-centric approach to innovation. This involves understanding the needs and desires of customers, mapping out their journey and touchpoints, and designing experiences that exceed their expectations. The Experience Architect face also encourages us to think beyond the product or service itself and consider the entire ecosystem and context in which it exists. By designing holistic and meaningful experiences, we can create a competitive advantage and drive customer loyalty.

8. The Set Designer

The Set Designer face encourages us to create physical and virtual spaces that foster creativity and innovation. It reminds us that our environment can have a significant impact on our mindset and creativity, and that we should design spaces that inspire and enable innovation.

An actionable takeaway from this face is to create a physical and virtual environment that supports innovation. This can be done by providing flexible and collaborative workspaces, incorporating elements of nature and art into the environment, and leveraging technology to enable virtual collaboration and ideation. The Set Designer face also reminds us to create spaces that encourage serendipitous encounters and interactions, as these can often lead to unexpected and innovative ideas. By designing spaces that foster creativity and innovation, we can create an environment where innovation can thrive.