The Deep Dive (1999) - L'émission qui a fait connaître IDEO (VOSTFR)

Summary

The video explores IDEO, a leading design firm, as they tackle the challenge of redesigning a shopping cart in just five days. Through a process called 'Deep Dive,' the team collaborates using brainstorming, creativity, and experimentation to innovate. The video highlights the importance of teamwork, chaos in creativity, and a flat hierarchy in fostering innovation. The result is a cutting-edge cart with features like child safety and easier navigation. IDEO's playful, open-minded culture and emphasis on trial and error are key themes throughout the design process.

Takeaways

• 🌟 Innovation thrives in environments that encourage chaos and reject hierarchical structures.
• 🛒 The shopping cart project at IDEO exemplifies rapid prototyping, aiming to redesign a familiar object within a tight deadline.
• 🏆 IDEO is recognized as an influential product development firm, known for creating iconic designs like the first computer mouse for Apple.
• 👥 The team at IDEO is diverse, including experts from various fields such as engineering, marketing, and psychology, which fosters creativity.
• 👶 Safety, especially child safety, was identified as a critical issue in the shopping cart redesign process.
• 🚼 Theft and the average life of a shopping cart were revealed as significant concerns impacting cart design.
• 📈 The 'deep dive' brainstorming session at IDEO involves intense focus, wild idea generation, and building upon each other's concepts.
• 🔍 IDEO's design process emphasizes learning from real users and experts to gain insights that drive innovation.
• 🏢 The culture at IDEO is playful and non-hierarchical, which is believed to be essential for fostering an innovative environment.
• 🛍️ The final shopping cart design by IDEO introduced innovative features like modular baskets, child safety enhancements, and theft deterrence.
• 🏅 The redesigned shopping cart by IDEO was recognized with an award and considered for commercial development.

Q & A

What is the primary focus of the video transcript?

The video focuses on the process of innovation and design at IDEO, a product development firm. Specifically, it showcases how IDEO redesigns a shopping cart in just five days by applying their creative, non-hierarchical, and team-based design process.

How does IDEO's approach to innovation differ from traditional corporate cultures?

IDEO promotes a non-hierarchical and collaborative culture where everyone is encouraged to contribute ideas, regardless of seniority. There is no strict hierarchy, and innovation comes from teamwork, not just from the boss or senior figures. Chaos and playfulness are encouraged to foster creativity.

What is the significance of the ‘deep dive’ in IDEO’s innovation process?

The 'deep dive' refers to IDEO's method of total immersion into a problem. The team brainstorms intensely, generating and refining ideas in a chaotic yet focused manner. This method encourages creativity by deferring judgment and building on wild ideas to find innovative solutions.

Why does IDEO avoid traditional corporate hierarchies in its design process?

IDEO believes that strict hierarchies hinder innovation. By avoiding hierarchies, IDEO ensures that ideas come from anyone on the team, allowing the most creative and effective solutions to surface. They argue that it is unlikely that the boss always has the best ideas.

What role does playfulness and chaos play at IDEO?

Playfulness and chaos are central to IDEO’s culture because they foster creativity and innovation. The work environment is deliberately non-traditional and relaxed, allowing employees to experiment, take risks, and come up with out-of-the-box ideas that lead to breakthrough designs.

How does IDEO use trial and error in its design process?

IDEO employs a philosophy of 'enlightened trial and error,' where failing often is encouraged as it leads to quicker success. This approach helps the team refine ideas rapidly through experimentation rather than relying on a single genius or a carefully planned approach.

What are some key elements of the redesigned shopping cart IDEO created?

The redesigned shopping cart includes features like hand baskets that can be stacked, improved safety measures for children, and the ability to scan items directly on the cart. The cart is modular, compact, and designed to move more easily in tight spaces.

How does IDEO’s approach to design reflect the importance of collaboration?

IDEO’s design process is highly collaborative, with team members from various disciplines working together. The team splits into smaller groups to gather information and brainstorm, then comes together to share ideas and create prototypes. This collective effort ensures diverse perspectives are considered.

What are some examples of products that IDEO has designed successfully?

IDEO has designed a wide range of products, including the first computer mouse for Apple, squishy-handled toothbrushes, Smith ski goggles, and high-tech medical equipment. Their designs focus on both functionality and aesthetics.

Why does IDEO believe that the environment and workspace affect innovation?

IDEO believes that a playful, flexible workspace encourages creativity and innovation. Their offices are filled with unconventional elements, such as DC3 wings, umbrellas on ceilings, and bikes hanging from ropes. These elements create a dynamic environment where people feel free to experiment and share ideas.

Outlines

00:00

💼 Innovation and Corporate Culture Shift

The paragraph discusses how traditional business norms, such as the boss always having the best ideas or climbing the corporate ladder, are being replaced by a culture where innovation comes from creative individuals, regardless of seniority. Companies once avoided chaos, but now it's seen as a space for groundbreaking ideas. Innovation thrives in an environment where creativity is encouraged, rather than stifled by rigid hierarchies.

05:00

🛒 The Shopping Cart Redesign Challenge

IDEO, a world-renowned design firm, is challenged to redesign the shopping cart in just five days. The project kicks off in Palo Alto, California, with a diverse team of designers from different fields, including engineering, psychology, and marketing. IDEO's process focuses on understanding user needs through observation and interviews. The challenge is not only about innovation but also about addressing practical concerns like theft, safety, and functionality.

10:01

🧠 The Deep Dive Brainstorming Session

IDEO's approach to innovation includes a method called 'The Deep Dive,' where the team immerses themselves fully into the problem. The team generates hundreds of ideas, deferring judgment and encouraging creativity. Wild ideas, such as Velcro pants for kids in shopping carts, are encouraged as part of the creative process. The team narrows down ideas based on feasibility and practicality, focusing on solutions that can be built within the project's time constraints.

15:01

🎨 Playfulness and Innovation at IDEO

IDEO's office culture emphasizes playfulness as a core element of innovation. The workspace is designed to be flexible and encourages experimentation, with furniture on wheels and quirky decorations like a DC3 wing. Employees are free to make creative changes, like hanging bicycles on the walls without seeking approval. This playful, open-minded environment fosters a culture where new ideas can thrive, and experimentation is encouraged over rigid processes.

20:03

🏆 Final Prototype and Design Iteration

On the final day, IDEO's team reveals a completely redesigned shopping cart, which incorporates elements from all the initial prototypes. The cart features innovative solutions like removable hand baskets and a high-tech scanner for self-checkout. The cart is designed to be safer, easier to maneuver, and less prone to theft. The process of constant iteration, failure, and teamwork leads to a successful design, demonstrating how IDEO's chaotic yet focused approach can result in effective innovation.

Keywords

💡Innovation

Innovation refers to the process of introducing new ideas or methods. In the video, innovation is central to the process at IDEO, where the team strives to redesign the shopping cart by applying fresh perspectives and creative solutions. The company's ability to continuously innovate is highlighted as its strength.

💡Design Process

The design process is the series of steps IDEO follows to develop new products. It includes brainstorming, prototyping, and testing. In the script, the team uses this process to create a new shopping cart in just five days, emphasizing experimentation and iteration as key components of effective design.

💡Deep Dive

The 'Deep Dive' is a brainstorming and immersion session where the team at IDEO throws out wild ideas without judgment to innovate solutions. In the video, the Deep Dive is portrayed as an essential part of the company's culture for generating creative ideas in a short time.

💡Teamwork

Teamwork refers to collaborative efforts to achieve a common goal. At IDEO, teamwork is fundamental to their design process, as the team works together to research, brainstorm, and prototype the shopping cart. The script emphasizes that everyone has equal input and there are no strict hierarchies.

💡Prototype

A prototype is a preliminary model of a product used to test concepts and designs. In the video, IDEO builds various prototypes of a shopping cart after brainstorming. These prototypes are then refined and tested to find the best solution, which illustrates the importance of iterative design.

💡Hierarchy

Hierarchy in this context refers to the traditional corporate structure where decisions are made from the top down. IDEO challenges this model by fostering a flat structure where all team members are equal contributors, and ideas are valued based on merit rather than seniority.

💡Enlightened Trial and Error

Enlightened trial and error is the practice of learning from mistakes through repeated experimentation. IDEO emphasizes this approach in the video, stating that 'enlightened trial and error succeeds over the planning of the lone genius,' showcasing that progress is made through continuous refinement.

💡Corporate Culture

Corporate culture refers to the shared values, beliefs, and practices of a company. IDEO's culture, as depicted in the video, is playful, open, and highly collaborative, which fosters creativity and innovation. Their unique approach contrasts with traditional, rigid corporate structures.

💡User-Centered Design

User-centered design focuses on the needs and behaviors of the people who will use the product. IDEO practices this by interviewing shopping cart users and store employees to understand the real-world challenges they face. This feedback directly influences the final design of the shopping cart.

💡Brainstorming

Brainstorming is the process of generating a wide variety of ideas without judgment. IDEO uses brainstorming extensively, as shown in the video, encouraging 'wild ideas' and building on them to create innovative solutions. The lack of criticism during this phase helps foster creativity.

Highlights

Innovation is driven by teams, not bosses, with a focus on creativity and collaboration rather than hierarchy.

IDEO's design process emphasizes the importance of quick trial and error, encouraging wild ideas and deferring judgment.

The process of innovation at IDEO involves multidisciplinary teams that bring diverse perspectives to solve problems.

IDEO's approach to redesigning the shopping cart in just five days exemplifies the fast-paced and iterative nature of their innovation process.

Safety issues were quickly identified as a priority in redesigning the shopping cart, including addressing theft and child injuries.

Designers at IDEO don't have fixed roles, and the lack of hierarchy allows for more fluid collaboration and idea-sharing.

Observation and field research—like talking to store workers and watching shoppers—are key to understanding how products are actually used.

Prototypes are developed quickly, and each iteration incorporates ideas from multiple previous versions.

IDEO's culture promotes experimentation and fun, creating a playful environment that fosters creativity.

The redesigned shopping cart features modular hand baskets, enhanced child safety mechanisms, and improved mobility with wheels that turn 90 degrees.

Designing for theft prevention was a key consideration in creating a cart that has no value if stolen.

IDEO demonstrates that by combining design and function, they can solve everyday problems in new and innovative ways.

Failing often and learning from mistakes is an essential part of IDEO's design philosophy, helping them succeed faster.

IDEO's workspace is deliberately playful and flexible, encouraging the kind of creative thinking that leads to breakthroughs.

The final shopping cart design incorporates elements that improve both user experience and store logistics, marking a significant improvement over traditional carts.

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 characters

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 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 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 are we first 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 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 TVs 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

Willie 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 you invented 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 Market shopping cart

into the 21st century I think first we

should maybe all acknowledge that it's

kind of insane to do an entire 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

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 that 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 not reported

in the store that's you actually have to

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

does 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 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

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 these

experts and so that you can learn much

more quickly than you could by just kind

of doing in the normal way and 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 a

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 learn today um people went off

in the four corners of the earth and are

coming back with the golden keys to the

Innovation a uh shopping car 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 owners pointed 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 today

[Applause]

[Music]

yeah 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 ID'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 U 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 no 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 velcro 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 chaos 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

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 it

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 what the best

ideas otherwise ideas wouldn't come out

that's right enlightened trial and error

succeeds over the planning and blown

genius enlightened trial and error

succeeds over the planning of the lone

genius if anything sums up idido's

approach that is it that and the focused

chaos that seems to go with it um I took

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 so we don't want

to tell them what to build or else we

take away the benefit of the whole thing

what needs should they optimize their

solution to is to refocus the Deep dive

maybe we arbitrarily say we do five

teams four or five team 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 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 Ideo 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 a 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 you 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 got

these little wings and no matter what

you do if I get in trouble here it's

always a

spiral at idio 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 like to have you know $4,000 extra

in our budget for a DC3 wing and I said

uh DC you have to have that and they

said yeah they have to have it so that's

that's a DC3 Wing piece of a DC3 Wing

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 facility 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 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 on to a high

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 a yogurt the yogurt over the

da section but the adults again decide

more work needs to be done before the

mockups can be combined at one last

prototype why don't we have all the

cards 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

so 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 it works really

well the cart's wheels turn 90° so it

can move sideways no more lifting up 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

you 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 a

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 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 a barbecue so

it's not going to get stolen that's

right so this ought to appeal to store

owners though 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 uh 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 I

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 hours a lot of hours 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 Apollo

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 Coppel in Washington for

all of us here at ABC News good

[Music]

night