The Ten Faces of Innovation

1. Innovation personas are essential for overcoming resistance to change

The Devil's Advocate may never go away, but on a good day, the ten personas can keep him in his place. Or tell him to go to hell.

Innovation requires champions. Organizations often resist change, with skeptics and naysayers quick to shoot down new ideas. The ten innovation personas provide a framework for individuals to counteract this negativity and drive positive transformation. By adopting these roles, team members can more effectively advocate for innovation, bringing fresh perspectives and creative problem-solving approaches.

Diverse skills fuel innovation. The ten personas encompass a wide range of talents and mindsets:

• Learning roles: Anthropologist, Experimenter, Cross-Pollinator
• Organizing roles: Hurdler, Collaborator, Director
• Building roles: Experience Architect, Set Designer, Caregiver, Storyteller

By cultivating these diverse skillsets within a team, organizations create a more robust innovation ecosystem. Each persona contributes unique strengths that, when combined, can overcome obstacles and push breakthrough ideas forward.

2. The Anthropologist brings fresh insights through keen observation

The Anthropologist humanizes the scientific method and applies it to the business world.

Curiosity drives discovery. Anthropologists in the business world approach situations with a beginner's mind, setting aside preconceptions to truly see and understand human behavior. This allows them to uncover latent needs and opportunities that others might miss. By immersing themselves in the customer's world and paying attention to subtle details, Anthropologists gather rich insights that can inform product development and service design.

Observation techniques yield results. Anthropologists employ various methods to gather insights:

• Shadowing customers in their natural environments
• Conducting in-depth interviews and home visits
• Creating cultural probes and diary studies
• Analyzing artifacts and tools people use
• Capturing photo and video documentation

These techniques help organizations move beyond surface-level customer feedback to gain a deeper understanding of user needs, behaviors, and pain points. This empathetic approach leads to more human-centered innovations that truly resonate with customers.

3. The Experimenter turns ideas into reality through rapid prototyping

Experimenting in our world typically means prototyping, and prototyping is central to the IDEO tool set, as essential as a hammer is for a carpenter.

Failing fast leads to success. Experimenters embrace an iterative approach, quickly turning concepts into tangible prototypes that can be tested and refined. This rapid prototyping mindset allows teams to learn from failures early in the process, when changes are less costly and time-consuming. By creating multiple low-fidelity prototypes, Experimenters can explore various solutions and gather valuable feedback before committing to a final design.

Prototyping takes many forms:

• Sketches and storyboards
• Physical mock-ups using simple materials
• Digital prototypes and simulations
• Role-playing and experience prototypes
• Wizard of Oz techniques (simulating functionality)

The key is to choose the appropriate fidelity and method based on what needs to be learned. Experimenters know that the act of making ideas tangible often sparks new insights and helps teams align on a shared vision.

4. The Cross-Pollinator connects disparate ideas to spark innovation

Cross-Pollinators can create something new and better through the unexpected juxtaposition of seemingly unrelated ideas or concepts.

Diverse experiences fuel creativity. Cross-Pollinators draw inspiration from a wide range of industries, cultures, and disciplines. By making unexpected connections between seemingly unrelated concepts, they generate novel solutions to complex problems. Organizations can foster cross-pollination by:

• Encouraging employees to pursue varied interests and hobbies
• Facilitating job rotations and cross-functional projects
• Bringing in outside experts and diverse perspectives
• Organizing field trips and immersive experiences in different industries

T-shaped individuals drive innovation. The most effective Cross-Pollinators are "T-shaped" people, possessing both depth of expertise in one area and breadth of knowledge across many fields. This combination allows them to draw meaningful connections and translate ideas across domains. Organizations should seek out and nurture T-shaped talent to enhance their innovation capabilities.

5. The Hurdler creatively overcomes obstacles to progress

Hurdlers know that you don't always have to tackle a challenge head-on if you can find a way to sidestep it.

Persistence is key. Hurdlers are resourceful problem-solvers who refuse to let obstacles derail progress. They approach challenges with a positive, can-do attitude and find creative ways to work around roadblocks. This often involves:

• Reframing problems to find alternative solutions
• Leveraging limited resources in innovative ways
• Building coalitions and finding unlikely allies
• Challenging assumptions and conventional wisdom

Constraints breed innovation. Hurdlers recognize that limitations can actually spark creativity. By embracing constraints and viewing them as opportunities rather than barriers, Hurdlers often discover elegant solutions that might have been overlooked in a more resource-rich environment.

6. The Collaborator builds synergy and breaks down silos

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

Diverse teams drive innovation. Collaborators excel at bringing together individuals with different backgrounds, skills, and perspectives to tackle complex challenges. They create an environment where cross-functional teamwork thrives, breaking down organizational silos that can stifle innovation. Effective Collaborators:

• Facilitate open communication and idea sharing
• Build trust and psychological safety within teams
• Mediate conflicts and find common ground
• Recognize and leverage diverse strengths

Collaboration requires intentional design. Organizations can foster a collaborative culture by:

• Creating dedicated spaces for cross-functional interaction
• Implementing collaborative tools and technologies
• Rewarding teamwork and shared successes
• Encouraging job rotations and cross-pollination of ideas

By prioritizing collaboration, companies can tap into the collective intelligence of their workforce and generate more innovative solutions.

7. The Director orchestrates innovative projects and inspires teams

Directors are content to let others take the spotlight, confident in the knowledge that their behind-the-scenes work will make the whole production come together.

Leadership empowers creativity. Directors play a crucial role in creating the conditions for innovation to flourish. They assemble diverse teams, set clear goals, and provide the resources and support needed for success. Effective Directors:

• Articulate a compelling vision and purpose
• Foster a culture of psychological safety and risk-taking
• Remove obstacles and shield teams from bureaucracy
• Celebrate both successes and productive failures

Balance structure and flexibility. While providing direction, Directors also give teams the autonomy to explore and experiment. They create a framework for innovation while allowing for spontaneity and serendipity. This delicate balance helps maintain focus while still encouraging creative breakthroughs.

8. The Experience Architect designs memorable customer interactions

A good Experience Architect sets the stage for positive encounters with your organization through products, services, digital interactions, spaces, or events.

Holistic design creates value. Experience Architects look beyond individual touchpoints to craft cohesive, end-to-end customer journeys. They consider every interaction a customer has with a product, service, or brand, ensuring each element contributes to a positive and memorable experience. Key principles include:

• Mapping the entire customer journey
• Identifying and addressing pain points
• Creating moments of delight and surprise
• Ensuring consistency across channels
• Appealing to multiple senses

Emotional connections drive loyalty. Experience Architects recognize that how customers feel is just as important as the functional aspects of a product or service. By designing experiences that evoke positive emotions and create lasting memories, they build stronger connections between customers and brands.

9. The Set Designer shapes spaces to influence behavior and attitude

The Set Designer can be the "X factor" in a company, the intangible element that helps turn around an organization.

Physical environments impact innovation. Set Designers understand that the spaces where people work profoundly influence creativity, collaboration, and productivity. They strategically design environments to support desired behaviors and foster innovation. Key considerations include:

• Balancing collaborative and focused work areas
• Creating flexible spaces that adapt to changing needs
• Incorporating elements that inspire and energize
• Facilitating chance encounters and informal interactions
• Reflecting and reinforcing company culture through design

Small changes can have big impacts. Set Designers recognize that even minor adjustments to a space can significantly affect behavior and attitudes. Simple interventions like rearranging furniture, adding whiteboards, or creating casual meeting areas can spark new patterns of interaction and collaboration.

10. The Caregiver anticipates customer needs with empathy

The Caregiver is the foundation of human-powered innovation.

Empathy drives customer-centricity. Caregivers deeply understand and anticipate customer needs, often before customers themselves are aware of them. This empathetic approach leads to more meaningful innovations and stronger customer relationships. Caregivers excel at:

• Active listening and observation
• Putting themselves in the customer's shoes
• Identifying unmet needs and pain points
• Personalizing experiences and interactions
• Going above and beyond to delight customers

Service design enhances experiences. Caregivers apply design thinking to services, creating seamless and satisfying customer journeys. They focus on both the functional and emotional aspects of service delivery, ensuring that every touchpoint reinforces positive perceptions of the brand.

11. The Storyteller builds culture through compelling narratives

Stories persuade in a way that facts, reports, and market trends seldom do, because stories make an emotional connection.

Narratives shape culture. Storytellers play a crucial role in building and reinforcing organizational culture. They craft and share compelling narratives that:

• Communicate core values and purpose
• Celebrate successes and learn from failures
• Inspire and motivate employees
• Create a shared sense of identity and belonging
• Bring the company's mission to life

Stories drive change. Effective Storytellers use narratives to overcome resistance to change and build support for new initiatives. By framing innovations within relatable stories, they help others understand the need for change and envision a positive future.

Last updated: January 23, 2025