Thriving global design firm, IDEO, insists that analyzing human behavior is a crucial component to the success of inventions. They created a highly collaborative environment in the workspace and hired diverse candidates from a wide range of backgrounds in order to stimulate original thinking.
David Kelley, the founder of the company, believes that ideas build from ideas. Forming a cooperative space allows individuals to expand their range by exposing them to other rationales. They proved the notion that a preliminary plan can be tested and reformed until it becomes a breakthrough innovation.
This concept has made IDEO one of the premier design firms in the world. They developed products such as the first computer mouse for Apple and the first upright toothpaste container for Procter & Gamble.
60 Minutes’ Charlie Rose sat down with David Kelley for an insightful look into IDEO.