Deep Dive - Full Show

Summary

In this video, IDEO, a leading product development firm, is challenged to redesign the shopping cart in just five days. The team, led by project leader Peter Skilman, focuses on innovation through a 'Deep Dive' brainstorming process, emphasizing teamwork, open-mindedness, and a playful work environment. They address issues like child safety, theft, and efficiency, resulting in a cart with modular baskets, a 90° wheel turn, and a scanner for self-checkout. The final design is not only functional but also theft-resistant and aesthetically pleasing, showcasing the power of focused chaos in driving innovation.

Takeaways

• 🌟 The video script revolves around the innovative culture at IDEO, a leading product development firm known for its influential designs.
• 🛒 The central challenge is to redesign the traditional shopping cart within a tight deadline of just five days.
• 🏢 IDEO's approach emphasizes a flat organizational structure where everyone's ideas are valued, regardless of their position or tenure.
• 👶 Safety, particularly child safety, is identified as a critical issue with the current shopping cart design, prompting the team to prioritize it.
• 🔒 Theft of shopping carts is a significant problem, with many carts going missing, which the new design aims to address.
• 🤝 The process of innovation at IDEO involves a 'deep dive' where team members brainstorm and build on each other's ideas, even the wild ones.
• 🚫 The script highlights the importance of not deferring judgment too early in the creative process, allowing for a wide range of ideas to emerge.
• 🏗️ The team's work environment is described as playful and chaotic, which is believed to foster creativity and innovation.
• 🏆 The redesigned shopping cart from the script went on to win a silver award in the Industrial Design Excellence Awards.
• 🔄 The script concludes with the notion that everything around us is designed, and the process of innovation is both hard work and a necessity for improvement.

Q & A

What is the main theme of the video script?

The main theme of the video script is innovation in product design, focusing on how a company called IDEO approaches the process of redesigning familiar objects like the shopping cart to make them more functional and user-friendly.

What is the role of 'chaos' in the innovation process as described in the script?

In the script, 'chaos' is portrayed as a constructive element in the innovation process, allowing for a free flow of ideas and creativity without immediate judgment, which can lead to breakthrough concepts and solutions.

Why did IDEO choose to redesign the shopping cart?

IDEO chose to redesign the shopping cart as a challenge to demonstrate their design process and to bring the shopping cart into the 21st century by addressing issues like safety, theft, and user convenience.

What is the 'Deep Dive' mentioned in the script?

The 'Deep Dive' is a brainstorming method used by IDEO that involves total immersion in the problem at hand, encouraging wild ideas, deferring judgment, and building on the ideas of others.

How does the script describe the corporate culture at IDEO?

The script describes the corporate culture at IDEO as one that discourages hierarchy and encourages equality among team members, with a focus on innovation and creativity rather than seniority.

What is the significance of the 'neat squeeze' toothpaste tube mentioned in the script?

The 'neat squeeze' toothpaste tube is mentioned as an example of a product designed by IDEO that demonstrates their ability to improve everyday items by focusing on user experience and functionality.

What is the role of 'playfulness' in the innovation culture at IDEO as per the script?

According to the script, 'playfulness' is a key element in IDEO's innovation culture, as it fosters an environment where fresh ideas can emerge more freely, and it is considered essential for being innovative.

What is the 'trial and error' approach mentioned in the script in relation to product design?

The 'trial and error' approach mentioned in the script refers to IDEO's method of iterating on ideas through prototyping and testing, which allows for continuous improvement and innovation in product design.

How does the script highlight the importance of teamwork in the innovation process?

The script highlights the importance of teamwork in the innovation process by showing how diverse teams at IDEO collaborate, share ideas, and work together to solve complex design challenges.

What was the outcome of the shopping cart redesign project as described in the script?

The outcome of the shopping cart redesign project was a cart that addressed issues like child safety, theft prevention, and ease of use, featuring innovations such as a modular design, a scanner for self-checkout, and a basket that could be locked in place.

Outlines

00:00

🛒 Innovation in Product Design

The video script introduces the concept of innovation in product design, challenging traditional corporate hierarchies where the boss's ideas are not necessarily the best. It emphasizes the importance of a culture that encourages creativity and the redesign of everyday items to improve both form and function. The script sets the stage for a deep dive into the process of redesigning a familiar object, the shopping cart, by a renowned product development firm, idio, known for its influential work in various industries.

05:00

🚀 The idio Design Process

The script delves into the workings of idio, a product development firm that thrives on innovation. It highlights the firm's approach to design, where no titles or permanent assignments exist, and every team member is considered equal. The process involves understanding the user's perspective, identifying issues, and brainstorming solutions. The team, led by Peter Skilman, consists of diverse professionals, reflecting idio's non-hierarchical and inclusive culture. The script also touches on the importance of hiring individuals who think independently and the firm's disdain for the rigid structures of Corporate America.

10:02

🤔 Ideation and Problem-Solving at idio

The video script describes idio's brainstorming process, known as a 'deep dive,' where the team immerses itself in the problem at hand. The firm's mantra for innovation is emphasized, which includes focusing on one conversation at a time, encouraging wild ideas, and building on others' ideas. The script illustrates how the team generates hundreds of ideas, some of which are quite unconventional, to ensure a broad spectrum of potential solutions. The process is dynamic, with the team narrowing down ideas through voting and eventually focusing on specific areas of concern, such as shopping, safety, checkout, and finding items in a store.

15:03

🛠️ Building Prototypes and Refining Ideas

The script continues to detail the transition from brainstorming to building physical prototypes at idio. The team splits into groups to address specific areas of concern identified earlier. The process involves a balance between creative freedom and the need for structure, with Dave Kelly, the firm's leader, stepping in to guide the team when necessary. The script highlights the importance of time constraints in innovation, ensuring that the process does not become endless. The team's work culminates in the creation of four distinct mockups, each addressing different aspects of the shopping cart redesign.

20:04

🏆 Final Prototype and Reflections on Innovation

The final paragraph of the script describes the culmination of the team's efforts, resulting in a unique and innovative shopping cart design. The new design addresses various issues, including child safety, theft prevention, and improved shopping efficiency. The script concludes with feedback from a store owner and reflections on the innovation process, emphasizing the importance of hard work, an open mind, and effective teamwork. The shopping cart project not only won an award but also sparked interest in commercial development, showcasing the power of innovative thinking in product design.

Keywords

💡Innovation

Innovation refers to the process of introducing new ideas, devices, or methods. In the context of the video, innovation is central to the theme as it follows a company's journey to redesign a common object, the shopping cart, in a novel way. The video emphasizes the importance of innovation in product design and corporate culture, showcasing how a team at idio approaches the challenge with fresh perspectives and creative solutions.

💡Design

Design is the creation of a plan or convention for the construction of an object, system, or measurable human interaction. The video discusses the distinction between design and invention, highlighting the role of design in improving existing products like dental floss packaging. It also illustrates the process of designing a better shopping cart, emphasizing the importance of form and function in creating user-friendly and aesthetically pleasing products.

💡Corporate Culture

Corporate culture encompasses the values, behaviors, and practices that contribute to the unique social and psychological environment of an organization. The video suggests that a corporate culture that discourages chaos and rigidly adheres to hierarchy can stifle innovation. It contrasts this with idio's culture, which encourages open-mindedness, teamwork, and a playful environment as key ingredients for fostering innovation.

💡Product Development

Product development is the process of conceiving, designing, and launching a new product. The video focuses on idio, a product development firm, and their approach to creating new products. It demonstrates how they take on the challenge of redesigning the shopping cart, showcasing the iterative process of idea generation, prototyping, and refinement that is central to product development.

💡Hierarchy

Hierarchy refers to a system of ranking or ordering where each element is ranked above or below others in terms of importance or authority. The video critiques traditional corporate hierarchies as potentially detrimental to innovation, suggesting that they can impede the free flow of ideas. It contrasts this with idio's flat structure, where ideas are valued over titles, and everyone's input is considered equally important.

💡Playful Environment

A playful environment is one that encourages creativity, experimentation, and enjoyment. The video highlights how idio creates a workplace that is playful, with movable furniture, unconventional decorations, and a relaxed atmosphere. This environment is believed to foster a culture of innovation, where employees feel comfortable taking risks and proposing unconventional ideas.

💡Prototyping

Prototyping is the process of creating a three-dimensional, often working model of a product to test its design and functionality. In the video, prototyping is a key step in the shopping cart redesign process. The team at idio builds several prototypes to explore different ideas, allowing them to test and refine the cart's features before finalizing the design.

💡Teamwork

Teamwork involves the collaborative effort of a team to achieve a common goal or to complete a task in the most effective way. The video emphasizes the importance of teamwork in the innovation process, showing how idio's diverse team of designers, engineers, and experts collaborate to redesign the shopping cart. Their collective skills and perspectives contribute to the development of innovative solutions.

💡Trial and Error

Trial and error is a problem-solving approach where the solution is obtained by systematically trying out different possibilities and eliminating those that fail to work. The video mentions 'enlightened trial and error' as a core principle of idio's innovation process. It suggests that allowing for frequent and rapid testing of ideas, followed by iteration based on feedback, is crucial for developing successful products.

💡Deep Dive

A deep dive is an intensive exploration or analysis of a particular subject or issue. In the video, a 'Deep dive' refers to idio's brainstorming session where the team immerses themselves in the problem of redesigning the shopping cart. This process involves focused discussion, idea generation, and collaboration, aiming to produce innovative solutions by examining the problem from multiple angles.

Highlights

The traditional hierarchy in companies is challenged, where the boss doesn't necessarily have the best ideas.

Innovation thrives in environments that embrace chaos and diversity of thought.

The importance of status based on ideas rather than seniority or title within innovative cultures.

The necessity to challenge the status quo and redesign familiar objects for improvement.

The difference between design and invention, exemplified by dental floss and its packaging.

IDEO's approach to product design, emphasizing process over expertise in a specific field.

The 'Deep Dive' brainstorming method used by IDEO to generate innovative ideas.

The significance of safety, especially child safety, in the redesign of the shopping cart.

The role of playful environments in fostering innovation at IDEO.

The importance of teamwork and focused chaos in the innovation process.

The concept of 'enlightened trial and error' over the planning of a lone genius.

The redesign of the shopping cart to address issues like theft and customer convenience.

The final shopping cart prototype features, including child safety and modular design.

The shopping cart's innovative checkout system, allowing customers to scan items themselves.

The potential commercial development of the redesigned shopping cart by IDEO.

The broader implications of IDEO's innovative culture and process for corporate America.

Transcripts

[Music]

it used to be that you deferred to the

boss is it the boss is always going to

have the best ideas not likely here

Nimble fingers alert minds and tireless

machines and it used to be in most

companies that chaos was

discouraged this is where the crazies

live this is where we do our work it's

different good morning good morning used

to be you were supposed to climb the

corporate ladder good morning status is

who comes up with the best ideas not

who's the oldest not who's who's been

with the company longest not not who has

that biggest title if you go into a

culture and there's a bunch of stiffs

going around I can guarantee they're

they're not likely to invent

anything you could stack us up big as

big as you

want that's great thanks a lot and we

had a great time today well forget the

way it used to be tonight the Deep dive

one company's secret weapon for

[Music]

innovation

[Music]

a lot further along in this broadcast

near the end as a matter of fact you

will hear one of the central character

suggest that we look around the only

thing that's not designed by anybody he

will say is nature actually you could

say the same thing by observing that the

only designs that don't require constant

modification are the ones we find in

nature but the point is well taken from

the buildings in which we live and work

to the cars we drive or the knives and

forks with which we eat everything we

use was designed to create some sort of

marriage between Form and Function does

it work and can we make it look

interesting or attractive what is truly

amazing is how long we tend to put up

with things that may not work

particularly well or may look especially

unattractive simply because we're

accustomed to them and because no one

has ever suggested redesigning those

things there's an interesting

distinction between design and invention

whoever came up with the idea of dental

floss for example was an inventor but

the man or woman who put it inside that

clever little plastic box that lets you

tear off just the right length that was

a designer now how does the process of

Designing a better product work and

would it be interesting to watch that

process when we first broadcast this

program back in February we weren't at

all sure what you would think but

judging by the number of you who ordered

video cassettes of the program and the

number of people who contacted the

industrial product design firm that is

featured in this program you liked it a

lot here was the premise of the program

we went to idio the product design folk

and said take something old and familiar

like say the shopping cart and

completely redesign it for us in just 5

days ABC News correspondent Jack Smith

tells us what happened next 9 in the

morning day one and these people have a

deadline to meet so welcome to the

kickoff of the shopping cart project

this is Paulo Alto California in the

heart of Silicon Valley and these are

designers at idio probably the most

influential product development firm in

the world designers are the reason TV v

s have square screens chairs four legs

and toothbrushes nowadays those squishy

Handles in fact it was idio that

designed those squishy handles Ido has

designed everything from high-tech

medical equipment to the 25- Ft

mechanical whale in the movie Free Wily

and the first computer mouse for Apple

Smith ski goggles Nike sunglasses NEC

computer screens hundreds of products we

take for granted this is a called the

neat squeeze squeeze tooth uh toothpaste

tube which

the man who runs Ido is Dave Kelly a

Stanford engineering Professor with a

Groucho marks mustache a dad of genius

and an approach to Innovation that

usually works oh thank you Fred but not

always thanks a lot I can show you some

products that failed came up with this

idea called Monster shoes where you take

these little monsters and Lace them into

your shoes like this and we built a

bunch of them and um I didn't want those

either so mostly what Ido designs though

does work and it works very well Dave

and his design teams create about 90 new

products every year the point is that

we're not actually experts at any given

area you know we're kind of experts on

the process of how you design stuff so

we don't care if you give us a

toothbrush a toothpaste tube a tractor a

space shuttle you know a chair it's all

the same to us we like want to figure

out how to innovate in in by using our

process applying it and so for the next

5 days the team will apply that process

to Bringing the supermarket shopping

cart into the 21st century I think first

we should maybe all acknowledge that

it's kind of insane to do an ENC an

entire project in a week project leader

is Peter skilman a 35-year-old Stanford

engineer project leader because he's

good with groups not because of

seniority he's only been at Ido for six

years the rest of the team is eclectic

but that's typical here Whitney Mortimer

Harvard MBA Peter Coughlin linguist Tom

Kelly Dave's brother marketing expert

ERT Jane Fon Suri psychologist Alex

kazak 26 a biology major who's turned

down medical school three times because

he's having too much fun at IO kids

climbing up and doing this kids

do safety emerges early as an important

issue 22,000 child injuries a year which

is and so they're hospitalized injuries

I mean there are many others was

reported in the store that's yeah

actually

that's hospitalized right and theft it

turns out a lot of carts are stolen you

know what is the average life of a cart

do it last 2 years 5 years 10 years and

and how big is this theft thing 10: a.m.

as the team works it becomes clear there

are no titles here no permanent

assignments the other side says gives us

a lot of help says be

safe everyone appears to be equal and

they love to mock Corporate America I'll

give you status I'll give give you a big

red ball on a on a on a on a post and

that says you're a big guy if you got a

ball you're a senior vice president you

know what do I get the desk red ball

it's all the

same in a very Innovative culture you

can't have a kind of hierarchy of here's

the boss and the next person down the

next person down the next person down

because it's impossible that the boss is

the one who's had the insightful

experience with shopping carts it's just

not possible according to Kelly even

employees who merely listen to the boss

don't add that much either so you got to

hire people who don't listen to you and

that I don't think Corporate America

wants to hear that right yet I think we

ought to start making those lists about

the kinds of questions that we're going

to ask the team splits into groups to

find out firsthand what the people who

use make and repair shopping carts

really think okay go the problem with

the plastic cart is the wind catches it

yeah and these things have been clocked

at 35 across the parking

lot man that's actually a pretty good

point the the trick is to find the these

real experts and so that you can learn

much more quickly than you could by just

kind of doing in the normal way and

trying to learn about it yourself from

everything I read these things aren't

that safe either you know um so probably

the seat itself is going to have to be

redesigned what you're seeing here is

the kind of social science like

anthropologists you know like you go and

study tribes what is it that that they

do that we can learn from that will help

us design a better cart one of the

interesting things for me is looking at

how people really don't like to let go

of the cart except for the professional

shopper whose strategy is to leave the

cart at various places in Corporate

America many bosses like measure whether

their whether their people are you know

who the good people or the people who

are performing are the ones that they

see at their desk all the time that

couldn't be further from the truth the

people who are really getting the

information are out here talking to the

buzzes of the world going to to meet

other experts much more useful than

sitting at your desk 3:30 in the

afternoon and the group is back at idio

there is no letup

each team is going to demonstrate and

communicate and share everything that

they've learned today um people went off

in the four corners of the earth and are

coming back with the golden keys to the

to Innovation a uh shopping cart has

been clocked at 35 M an hour traveling

through a parking lot in the wind we

were in the store what 2 hours and and

it was truly frightening just to see the

kind of stuff going on you got to

designate some people to make damn sure

that the store point of view is

represented after nine straight hours

the team is tired they call it a day so

um cool well uh that's great thanks a

lot we had a great time

[Music]

[Applause]

[Music]

[Music]

today

want to get together and start here day

two and the start of idido's unique

brand of brainstorming they call it a

deep dive a sort of total immersion in

the problem at hand idido's mantra for

Innovation is written everywhere one

conversation at a time stay focused

encourage wild ideas defer judgment

build on the ideas of others uh that's

the hardest thing for people to do is to

uh restrain themselves from uh

uh criticizing an idea so if anybody

starts to nail an idea they get the bill

you

know the Deep dive begins and for the

next few hours the ideas pour out and

are posted on the walls oh the blind the

the Privacy blind like when you're

buying six cases of condoms know one see

nesting is it sort of has to nest if it

doesn't Nest we don't have a solution

how about velcro pants and and velcro

seats for the kids and you just drop

them down on there vcro seats velcro

pants for kids yeah see you have to have

some wild ideas if then you build on

those wild wild ideas and end up being

better ideas than if you said if you if

everybody only came up with same things

you know kind of appropriate things

you'd never like have any points to take

off to to build a a really Innovative

idea it's

organized organized cha it's not

organized um what it is is it's focused

chaos by 11:00 a.m. the group begins

narrowing down the hundreds of ideas

written or drawn on the walls how by

voting for them vote with your poit not

not with an idea that's cool but with an

idea that's cool and buildable um if

it's if it's too far out there and can't

be built in a day then I don't think we

should vote on why not have you be the

judge you're the because because I'm I'm

going to be wrong it's the team that

that's able to really judge with the

best

idea otherwise ideas wouldn't come out

that's right Enlighten trial and error

succeeds over the planning of Lone

genius enlightened trial and error

succeeds over the planning of the lone

genius if anything sums up idido's

approach that is it that at the focused

chaos that seems to go with it um I take

a point of view I call it the sport

utility vehicle cart it is noon worried

that the team is drifting what can only

be called a group of self-appointed

adults under Dave Kelly holds an

informal side session we don't want to

tell them what to build or else we take

theit the what needs should they

optimize their solution to the purpose

is to refocus the Deep dive maybe we

arbitrarily say we could do five teams

four or five teams four four or five

teams and we and we give each team a

need area hey can we uh grab everybody

over to the uh wall here there has to be

a Command Decision it becomes very

autocratic for a very short period of

time in defining what things people are

going to work on like it or not the team

is told it will split into groups to

build mockups covering four areas of

concern that have been

identified shopping safety checkout and

finding what you're looking for I

noticed that toward the end of the

process the adults took over yeah that's

because we we have no choice but to to

stop that cycle I mean there's um if you

don't work under time constraints you

you could never get anything done

because it's a messy process and go on

forever

while the team starts building

prototypes Dave Kelly takes me on a tour

of the rest of idio what's happening in

here is uh that's a client meeting

that's a first client meeting that's the

first time we met with a client so we

haven't trained them

yet if if we took them straight from

there into a room where music was

blaring and everybody was throwing Nerf

darts at each other that would be a

little hard to take you know so um we're

warming them up but this is this is

where the crazies live this is where we

do our work it's different you can tell

whether place is playful in about the

first 15 minutes as you walk down the

hall being playful is of huge importance

for being Innovative I mean if you go

into a culture and there's a bunch of

stiffs going around they're not I can

guarantee they're they're not likely to

invent anything invent anything like

this futuristic looking instrument for

kids so no matter what you do with that

thing you always sound great you always

sound good you have to make it so that

this can

happen

whoa it didn't break no it didn't

break there's a whole department at Ido

devoted to toys turns out to be one of

its most profitable areas fun too so we

got these little wings and no matter

what you do I get in trouble here it's

always a

spiral at Ido they found that fresh

ideas come faster in a fun place not

only is the furniture on Wheels to suit

the needs of the moment but people are

encouraged actually to build their own

work areas and they were designing this

space and they said to me you know we'd

like to have you know $4,000 extra in

our budget for a DC3 wing and I said uh

DC3 you have to have that and they said

yeah they have to have it so that's a

DC3 Wing piece of a DC3 wi yeah and

that's just Decor that's Decor that's um

Ambiance you know that says we're weird

and we're proud of it umbrellas on the

ceiling to shade computer screens from

direct sunlight and bicycles on ropes to

prevent clutter the first guy who hung a

bike up on a thing he didn't come to me

and ask me he didn't ask some facilities

person was was okay he tried it and then

like he waited and see if anybody

complained if nobody complained another

guy hung a bike up and pretty soon

everybody's got their bikes up and

nobody's complained right so it's that

whole thing of trying stuff and ask

forgiveness you know instead of asking

permission is the way people come up

with new ideas Ido has such a reputation

for Innovation that client companies are

increasingly asking Dave not just for

new products but but also to remake

their corporate cultures you may be

looking at the workplace of the future

here it's one thing to be able to do a

product once in a while but if you can

build a culture and a process where you

routinely come up with great ideas

that's what the companies really want

okay Peter we're done back at the shop

it is 6:00 and the four mockups are

ready for showing baskets also can be if

you think you will have more volume

baskets can be put in a modular shopping

cart you pile hand baskets onto things

we've been Tech cart that gets you

through the traffic jam a checkout that

you could mount a scanner on the

shopping cart so that you as the

customer as you pull it off the shelf

would scan each item one that's built

around child safety and another that let

Shoppers talk to the supermarket staff

remotely uh yeah where can I find the

yogurt the yogurt open daily but the

adults again decide more work needs to

be done before the mockups can be

combined into one one last prototype why

don't we have all the carts come up here

for a second I think you'd take a piece

of each one of these ideas and kind of

back it off a little bit and then put it

in the in the design the design is still

not there but there's another motto at

Ido fail often in order to succeed

sooner and some of the team will be up

half the night trying to put together a

design that finally does

work

it is day five and Dave Kelly has no

idea what the final cart looks like only

the team does if they kind of got their

heads down they don't look at me I'm

nervous you know if they say wait till

you see it then I know we're in good

shape so I'm getting wait until you see

it I think it's that'll be good there it

is there it

is so we took the best elements out of

each prototype designed this entire cart

in a day and then this cart was

fabricated in a day with an amazing team

of people in our machine shop pulling

this off working in shifts throughout

the night wow I'm impressed so are

we the cart which is designed to cost

about the same as today's carts is

different in every other way hand

baskets that stack in a metal frame and

major improvements for all you you just

lift the handle up you drop the put the

children in and then you can close the

um the the uh handle right over them and

they instantly have some little bit of a

work surface that they can play with

what do you

think well I'm very proud of the team I

think it's it's great this does this

work for you works for me great it's

also beautiful I mean let's you know

take it over to a local supermarket and

see what they say yeah works really well

the cart's wheels turn 90° so it can

move sideways no more lifting up the the

rear in a tight spot and you shop in a

totally different way rather than taking

your cart everywhere you go in the store

through a crowded store like this uh

much more efficient to take a small

basket rush around to where the the

particular shelves are and come back and

put them back put them here and treat

this as like a center for your shopping

and with a high-tech scanner so that in

the future you skip the checkout traffic

jam here's how you would scan an item

reach over and pick up anything like uh

like the salad dressing and I would I

would scan it and if I want to accept

that item I would just press plus and

then drop it in my basket because stores

don't yet have those high-tech scanners

the team designed checking out today

means doing it the oldfashioned way but

the bags are hung on hooks on the cart's

frame remember there is no basket here

why get rid of the big basket the basket

is tyranny the basket is tyranny because

it's not really needed if all your stuff

ends up in bags why need the basket in

the first first place talk to me about

theft there's no value in this cart

without the basket because you can't

carry anything in it it's useless to

anybody you can't use it as a barbecue

so it's not going to get stolen that's

right so this ought to appeal to store

owners then yes I love it I think it

looks great at first I was a little

shocked but I think it's you have some

fantastic ideas here it needs a little

refining but I think that it's great I

mean we would we would want them it

makes us feel great um and she also gave

us some really good comments about how

we can make this thing better just

wherever you are look around the only

thing that's not designed by somebody

like is nature so the trees are not

designed by us but everything you see

everything you see every light fitting

every flower vase every scale every

stand for fruit everything is designed

has to go through this kind of process

and they can do a better or a um a

better or worse job of innovating or

improving but everything is designed it

has to go through this process it wasn't

this effortless oh my God so that's how

it works thing that I saw there it was

actually hard work it's a lot of hard

work um we all love it so it doesn't

look like it's hard work but it's a lot

of ours a lot of ours also an open mind

a boss who demands fresh ideas be quirky

and clash with his a belief that chaos

can be constructive and teamwork a great

deal of teamwork and these are the

recipe for how Innovation takes place

this is Jack Smith for Nightline paollo

Alto

California I'll be back with a brief

update on our story in just a

moment incidentally the Nightline

shopping cart won a silver award in the

industrial design excellence awards and

there's talk now of developing it

commercially that's our report for

tonight I'm Ted coel in Washington for

all of us here at ABC News good

night