By David Kelley, Jim Plummer
~ The false premise of the "creatives" vs. the "non-creatives."
~ How a bias to action rather than a reflex for planning speeds successes.
~ How to achieve a structure that makes the creative process sustainable.
David Kelley's human-centered "design thinking" requires building empathy for the end-users of whatever product, service or environment you are creating. This empathy helps you understand users' needs and gives you the motivation to make their lives better. But empathy alone is not enough. If you want to innovate routinely, you must have a process. And you must be mindful of your process so you can improve upon it every time you go through it.
Kelley acknowledges that development of analytical skills is still required, but believes our creative side has been underserved in traditional education and business environments. He describes how "guided mastery," a bias toward action, early prototyping, and waiting to plan until after you have the idea, are secrets that lead to successfully creative teams and innovative companies.
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