IDEO captured an ideal creative environment. IDEO designers totally immerse themselves “in the problem at hand.” They call this intense brainstorming and designing method the “Deep Dive.” Deadlines keep the work hopping, while relaxed regulation allows for creative minds to seek new heights. The mindset of IDEO is best captured in the quote by Dave Kelly, IDEO head. “You have to have some wild ideas. Then you build on those wild ideas and they end up being better ideas... If everybody came up with sane things, appropriate things, you'd never have any points to take off to build a really innovative idea.” Exploring these impractical ideas can lead to work that is more sincere and inspired. The method supports the ideology of group work, but only in a mutually respectful and creative environment. I usually have an aversion to group work, but the ideology of IDEO champions its possibilities.
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