這家位於美國加州的...與其說設計公司，還不如說是顧問公司，他們把設計當成是「解決的問題」的原動力。
例如超市的推車要怎麼"設計"才能讓80歲老奶奶用輕鬆帶走一大堆雜貨；醫院等候區要怎麼"設計"，才能讓等待變得可以忍受。托盤要怎麼”設計”才讓餐廳的服務生端得又穩，又沒負擔？
IDEO已經不僅僅是一家設計公司，它已經變成麥肯錫、波士頓、貝恩這些知名企管顧問公司的競爭對手。誰說企業的世界一定得從商學院的角度來看，IDEO讓客戶從人類學家、視覺設計者、工程師、心理學家的眼睛重新探索消費者的經驗。
“我從來沒見過，” Tom Wyatt, Warnaco內衣集團的老闆正在尋求IDEO的幫助，挑戰維多利亞的秘密品牌，“他們有創意有策略，不拘一格，熱情洋溢。他們很酷，卻不擺架子！”
IDEO is becoming much more than a design company. Indeed, it is now a rival to the traditional purveyors of corporate advice: the management consulting companies such as McKinsey, Boston Consulting, and Bain. Management consultants tend to look at the corporate world through a business-school prism. By contrast, IDEO advises clients by teaching them about the consumer world through the eyes of anthropologists, graphic designers, engineers, and psychologists. "I haven't seen anything like them before," says Tom Wyatt, president of Warnaco's Intimate Apparel Group, who is turning to IDEO to help battle rival Victoria's Secret Ltd. "They're creative and strategic, eclectic and passionate. They're cool but without attitude."(1)
好玩──很多企業領導形容和IDEO合作的經驗。相較於和顧問公司合作可怕的經歷，IDEO是怎麼做到的？或許是因為這些獨特的方法，讓企業客戶瞬間活了起來，光聽名字就有得想像了-
Fun? Since when is changing corporate culture fun? But that's how most corporate execs describe their experiences with IDEO. Contrast that to the fear and loathing that management consultants sometimes generate when they walk into a corporation's offices. How does IDEO do it? Perhaps it is the unusual techniques it uses to energize corporate clients –
- bodystorming," 體力激盪
- "behavioral mapping," 行為地圖
- "quick and dirty (2) prototyping," 應急原型
- "deep dives," 縱身一跳
- "unfocus groups," 非焦點訪談
- "shadowing," 如影隨形
- "be your customer." 把自己當成顧客
“IDEO的熱情在於，他們讓一切可行，而不是只做藝術家，企業客戶實實在在地會買單。”設計界的老手Tucker Viemeister這樣說。
"IDEO's passion is about making stuff work, not being artists," says design guru Tucker Viemeister, CEO of Dutch-based designer Springtime USA. "Their corporate customers really buy into it."
Quotes from Tom Kelley
“Go out and find some real people. Listen to their stories. Don’t ask for the main point. Let the story run its course. Like flowing water, it will find its own way, at its own pace. And if you’ve got patience, you’ll learn more than you might imagine.”
走出去，找到真正的人。聽他們說故事，不要問觀點。讓故事自然發展，就像水流一樣，它自發性地找到自己的路，和屬於節奏。耐心夠的話，你會學到比想像得豐盛。
“Storytelling is part of the fabric of humanity. And when you respect storytelling, you acknowledge that you’re engaged in a human enterprise. You elevate your work. You create a common language. You begin to build a larger community.”
說故事，就像編織人性。你懂得說故事，就等於一腳踏進人性產業。你提升工作，你創造共通語言，你開始組建一個更大的社群。
“Keep it authentic and entertaining. Strike an emotional chord. Make it a story people will want to pass on. Because stories are part of your personal legacy and the essence of your authentic brand.”
讓故事真實，有娛樂趣味，有情感共鳴。說一個人們想要聽的故事。故事是你個人的精神財富，也是品牌的本質。
“…find the silver lining in every cloud. Setbacks aren’t problems, they’re opportunities.”
每一朵烏雲都有一銀色鑲邊，找到它！挫折不是麻煩，是機會。
世界公民文化中心是一所兩年制英語學院。
以「英語島學程」獨有的一對一教學和國際商業趨勢同步的團體討論課程，幫助企業人士善用英語整合能力，達成個人和企業國際化的目標，為高科技與國際跨國公司仰賴的商務英語學習機構。
