The Ten Faces of Innovation by Tom Kelley
Summary
Tom Kelley expands on IDEO’s creative philosophy by presenting ten distinct “faces” or roles that individuals and teams can adopt to boost innovation. From the Anthropologist who learns by observing people in real contexts to the Storyteller who weaves compelling narratives, these roles help reveal new ideas and solutions.
Kelley emphasises observation, rapid prototyping, and creative cross-pollination, showing that innovation thrives when diverse skills and perspectives are combined in an environment that encourages risk-taking, playfulness, and respect. Kelley supports his claims with many practical examples, particularly of the benefits of rapid prototyping.
Key Insights
The Ten Faces:
- Anthropologists – learn by observing human interaction with the world.
- Experimenters – “what if we do this…?” mindset.
- Cross-pollinators – import ideas from other fields.
- Hurdlers – turn obstacles into opportunities.
- Collaborators – connect and unite diverse groups.
- Directors – assemble and guide teams.
- Architects – design meaningful user experiences.
- Set Designers – create the physical/social environment for creativity.
- Caregivers – anticipate and meet customer needs.
- Storytellers – build legends, traditions, and identity.
Observation over assumption — people may hide discomfort; behaviour tells the truth.
Make ideas tangible fast — cheap, crude prototypes spark learning and reduce risk.
Brainstorming: focus, quantity over quality, number ideas, prepare in advance, use props, avoid idea-killers, and jump/build to keep momentum.
Name and brand projects to give them identity and energy.
Examples:
- Earl Tupper failed to sell Tupperware until Brownie Wise invented the Tupperware party.
- Volvo’s inertia-reel safety belt was never patented, enabling wider adoption.
- Products and events can be transformed by renaming (e.g. “Hookless fasteners” → “Zips,” “Death Ride”).
Hire collaboratively — teams vote after 4 weeks; transparency in pay; maximum pay gap limits.
Design thinking applied everywhere: from better shopping trolleys to enjoyable waiting experiences.
People love to collect — use this in customer engagement.
Strengths
Wide range of practical roles to adopt in fostering creativity.
Rich, memorable examples from real-world innovations.
Encourages a culture of inclusivity, play, and curiosity.
Weaknesses
The ten “faces” can blur together in practice; not always sharply distinct.
Some examples feel anecdotal rather than rigorously analysed.
Reflections
Kelley’s concept of innovation is not as a gift but as a set of roles anyone can adopt. The idea of observing rather than relying on what people say is powerful, a reminder that actions speak louder than words. The stress on cheap, quick prototypes makes innovation accessible to everyone, not just well-funded teams. The hiring transparency at Whole Foods is interesting; How many organisations would have the courage to adopt it?
Conclusion
The Ten Faces of Innovation is a practical and inspiring guide to expanding creative capacity. By consciously adopting and mixing roles, learning from diverse sources, and keeping innovation visible, teams can overcome fear and inertia to deliver impactful ideas.
Book Details
Title: The Ten Faces of Innovation: Strategies for Heightening Creativity
Author: Tom Kelly
Publication Year: 2016
Genre: Innovation
Reference: Skylark Vol. 5 p. 1
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