The 10 Faces of Innovation

FastCompany: 『The 10 Faces of Innovation』

In an exclusive book excerpt from the general manager of Ideo, we meet the personality types it takes to keep creativity thriving--and the devil's advocate at bay.

イノベーションをおこすための人（役割）を意識的に演じる。

『発想する会社! ― 世界最高のデザイン・ファームIDEOに学ぶイノベーションの技法』に続く、トム・ケリー（IDEO）の最新刊 『Ten Faces of Innovation: Ideo's Ten Strategies to Drive Innovation Throughout Your Organization.』からの引用。

Why should you care? And why do I believe this problem is so important? Because innovation is the lifeblood of all organizations, and the devil's advocate is toxic to your cause. This is no trivial matter. There is no longer any serious debate about the primacy of innovation in the health and future strength of an organization.

And while we at Ideo used to spend the majority of our time in the world of product-based innovation, we have more recently come around to seeing innovation as a tool for transforming the entire culture of organizations. Sure, a great product can be one important element in the formula for business success, but companies that want to succeed today need much more. They need innovation at every point of the compass, in all aspects of the business, and in every team member.

All good words, of course, but there's still one piece left out. People. That's why I prefer the InnovationNetwork consultancy's definition: "People implementing new ideas that create value." The classic 3M definition might leave you with the impression that, as a bumper sticker might put it, "Innovation Happens." But unfortunately, there's no spontaneous combustion in the business world. Innovation is definitely not self-starting or self-perpetuating. People make it happen through their imagination, willpower, and perseverance. And whether you are a team member, a group leader, or an executive, your only real path to innovation is through people. You can't really do it alone.

At Ideo, we've developed 10 people-centric tools, talents, or personas for innovation. Although the list does not presume to be comprehensive, it does aspire to expand your repertoire. We've found that adopting one or more of these roles can help teams express a different point of view and create a broader range of innovative solutions.

The Learning Personas

1. The Anthropologist
brings new learning and insights into the organization by observing human behavior and developing a deep understanding of how people interact physically and emotionally with products, services, and spaces.

2. The Experimenter
prototypes new ideas continuously, learning by a process of enlightened trial and error. The Experimenter takes calculated risks to achieve success through a state of "experimentation as implementation."

3. The Cross-Pollinator
explores other industries and cultures, then translates those findings and revelations to fit the unique needs of your enterprise.

The Organizing Personas

4. The Hurdler
knows that the path to innovation is strewn with obstacles and develops a knack for overcoming or outsmarting those roadblocks.

5. The Collaborator
helps bring eclectic groups together, and often leads from the middle of the pack to create new combinations and multidisciplinary solutions.

6. The Director
not only gathers together a talented cast and crew but also helps to spark their creative talents.

The Building Personas

7. The Experience Architect
designs compelling experiences that go beyond mere functionality to connect at a deeper level with customers' latent or expressed needs.

8. The Set Designer
creates a stage on which innovation team members can do their best work, transforming physical environments into powerful tools to influence behavior and attitude.

9. The Caregiver
builds on the metaphor of a health-care professional to deliver customer care in a manner that goes beyond mere service.

10. The Storyteller
builds both internal morale and external awareness through compelling narratives that communicate a fundamental human value or reinforce a specific cultural trait.

#関連リンク
『イノベーションを産み出す10の「仮面」 - 発想七日！ [ITmedia オルタナティブ・ブログ]』

ペルソナの名前だけ、なるべく雰囲気が伝わるように意訳してみるとこんな感じです。

* 「学ぶ」ペルソナ / The Learning Personas
1. 人類学者 / The Anthropologist
2. 挑戦者 / The Experimenter
3. 媒介者 / The Cross-Pollinator
* 「まとめる」ペルソナ / The Organizing Personas
4. 乗り越える人 / The Hurdler
5. 協力する人 / The Collaborator
6. まとめる人 / The Director
* 「築く」ペルソナ / The Building Personas
7. 仕掛け人 / The Experience Architect
8. 演出家 / The Set Designer
9. 気配りの人 / The Caregiver
10. 語り部 / The Storyteller