[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:12.04,0:00:16.04,Default,,0000,0000,0000,,(upbeat music)
Dialogue: 0,0:00:22.26,0:00:25.13,Default,,0000,0000,0000,,[Ted Koppel] It used to be\Nthat you deferred to the boss.
Dialogue: 0,0:00:25.59,0:00:27.61,Default,,0000,0000,0000,,[Male Speaker] Is it the boss\Nthat's always going to have
Dialogue: 0,0:00:27.61,0:00:29.43,Default,,0000,0000,0000,,the best ideas?\NNot likely.
Dialogue: 0,0:00:29.99,0:00:32.03,Default,,0000,0000,0000,,[Archived Footage Male Speaker] \NHere, nibble fingers,
Dialogue: 0,0:00:32.03,0:00:33.75,Default,,0000,0000,0000,,alert minds, and\Ntireless machines...
Dialogue: 0,0:00:34.01,0:00:36.26,Default,,0000,0000,0000,,[Ted Koppel] And it used\Nto be in most companies
Dialogue: 0,0:00:36.26,0:00:38.84,Default,,0000,0000,0000,,that chaos was discouraged.
Dialogue: 0,0:00:39.04,0:00:41.55,Default,,0000,0000,0000,,(mechanical noises)
Dialogue: 0,0:00:41.55,0:00:43.41,Default,,0000,0000,0000,,[Dave Kelley] This is where\Nthe crazies live.
Dialogue: 0,0:00:43.41,0:00:45.63,Default,,0000,0000,0000,,This is where we do our work.\NIt's different.
Dialogue: 0,0:00:45.75,0:00:47.68,Default,,0000,0000,0000,,[Female Speaker] Good\Nmorning. Good Morning. Good...
Dialogue: 0,0:00:47.68,0:00:49.77,Default,,0000,0000,0000,,[Ted Koppel] It used to be\Nyou were supposed to climb
Dialogue: 0,0:00:49.77,0:00:51.12,Default,,0000,0000,0000,,the corporate ladder.
Dialogue: 0,0:00:51.52,0:00:53.59,Default,,0000,0000,0000,,[Dave Kelley] Status is\Nwho comes up with
Dialogue: 0,0:00:53.59,0:00:55.27,Default,,0000,0000,0000,,the best ideas,\Nnot who's the oldest,
Dialogue: 0,0:00:55.27,0:00:57.30,Default,,0000,0000,0000,,not who's been with\Nthe company longest,
Dialogue: 0,0:00:57.30,0:01:00.02,Default,,0000,0000,0000,,not who has that biggest title.
Dialogue: 0,0:01:00.16,0:01:01.93,Default,,0000,0000,0000,,If you go into a culture
Dialogue: 0,0:01:01.93,0:01:03.94,Default,,0000,0000,0000,,and there's a bunch of stiffs\Ngoing around, I can guarantee
Dialogue: 0,0:01:03.94,0:01:06.16,Default,,0000,0000,0000,,they're not likely to invent anything.
Dialogue: 0,0:01:06.29,0:01:07.16,Default,,0000,0000,0000,,(bell ringing)
Dialogue: 0,0:01:07.16,0:01:09.65,Default,,0000,0000,0000,,[Male Worker] You can stack\Nthis up big, as big as you want.
Dialogue: 0,0:01:09.71,0:01:10.95,Default,,0000,0000,0000,,(machine whirring)
Dialogue: 0,0:01:10.95,0:01:12.24,Default,,0000,0000,0000,,[Male Speaker 2] That's great.\NThanks a lot.
Dialogue: 0,0:01:12.24,0:01:13.39,Default,,0000,0000,0000,,And we had a great time today.
Dialogue: 0,0:01:13.39,0:01:16.34,Default,,0000,0000,0000,,[Ted Koppel] Well,\Nforget the way it used to be.
Dialogue: 0,0:01:16.84,0:01:19.08,Default,,0000,0000,0000,,Tonight, the deep dive.
Dialogue: 0,0:01:19.48,0:01:23.22,Default,,0000,0000,0000,,One company's secret \Nweapon for innovation.
Dialogue: 0,0:01:23.22,0:01:24.32,Default,,0000,0000,0000,,(cuckoo clock)
Dialogue: 0,0:01:25.38,0:01:28.39,Default,,0000,0000,0000,,(trumpeting intro)
Dialogue: 0,0:01:40.39,0:01:43.49,Default,,0000,0000,0000,,[Ted Koppel] A lot further along\Nin this broadcast, near the end
Dialogue: 0,0:01:43.49,0:01:45.23,Default,,0000,0000,0000,,as a matter of fact,\Nyou will hear
Dialogue: 0,0:01:45.23,0:01:49.16,Default,,0000,0000,0000,,one of the central characters\Nsuggest that we look around.
Dialogue: 0,0:01:49.16,0:01:53.02,Default,,0000,0000,0000,,The only thing that's not designed\Nby anybody, he will say, is nature.
Dialogue: 0,0:01:53.02,0:01:55.78,Default,,0000,0000,0000,,Actually, you could say\Nthe same thing by observing
Dialogue: 0,0:01:55.78,0:01:59.78,Default,,0000,0000,0000,,that the only designs that don't\Nrequire a constant modification
Dialogue: 0,0:01:59.78,0:02:02.05,Default,,0000,0000,0000,,are the ones we find in nature,
Dialogue: 0,0:02:02.05,0:02:03.84,Default,,0000,0000,0000,,but the point is well taken.
Dialogue: 0,0:02:03.84,0:02:06.00,Default,,0000,0000,0000,,From the buildings in which\Nwe live and work
Dialogue: 0,0:02:06.00,0:02:08.24,Default,,0000,0000,0000,,to the cars we drive\Nor the knives and forks
Dialogue: 0,0:02:08.24,0:02:09.54,Default,,0000,0000,0000,,with which we eat,
Dialogue: 0,0:02:09.54,0:02:13.29,Default,,0000,0000,0000,,everything we use was designed\Nto create some sort of marraige
Dialogue: 0,0:02:13.29,0:02:15.48,Default,,0000,0000,0000,,between form and function.
Dialogue: 0,0:02:15.48,0:02:19.19,Default,,0000,0000,0000,,Does it work and can we make\Nit look interesting or attractive?
Dialogue: 0,0:02:19.69,0:02:22.84,Default,,0000,0000,0000,,What is truly amazing is how\Nlong we tend to put up with things
Dialogue: 0,0:02:22.84,0:02:26.67,Default,,0000,0000,0000,,that may not work particularly well,\Nor it may look especially
Dialogue: 0,0:02:26.67,0:02:29.90,Default,,0000,0000,0000,,unattractive simply because\Nwe're accustomed to them
Dialogue: 0,0:02:29.90,0:02:32.42,Default,,0000,0000,0000,,and because no one has ever\Nsuggested redesigning
Dialogue: 0,0:02:32.42,0:02:33.79,Default,,0000,0000,0000,,those things.
Dialogue: 0,0:02:33.94,0:02:38.09,Default,,0000,0000,0000,,There's an interesting distinction\Nbetween design and invention.
Dialogue: 0,0:02:38.58,0:02:42.17,Default,,0000,0000,0000,,Whoever came up with the idea\Nof dental floss, for example,
Dialogue: 0,0:02:42.17,0:02:44.39,Default,,0000,0000,0000,,was an inventor,\Nbut the man or woman
Dialogue: 0,0:02:44.39,0:02:47.39,Default,,0000,0000,0000,,who put it inside that clever\Nlittle plastic box
Dialogue: 0,0:02:47.39,0:02:49.84,Default,,0000,0000,0000,,that lets you tear off\Njust the right length?
Dialogue: 0,0:02:49.84,0:02:51.50,Default,,0000,0000,0000,,That was a designer.
Dialogue: 0,0:02:52.10,0:02:55.69,Default,,0000,0000,0000,,Now, how does the process of\Ndesigning a better product work?
Dialogue: 0,0:02:56.06,0:02:58.97,Default,,0000,0000,0000,,And would it be interesting\Nto watch that process?
Dialogue: 0,0:02:59.39,0:03:02.45,Default,,0000,0000,0000,,When we first broadcast this\Nprogram back in February,
Dialogue: 0,0:03:02.45,0:03:04.69,Default,,0000,0000,0000,,we weren't at all sure what\Nyou would think,
Dialogue: 0,0:03:04.69,0:03:08.34,Default,,0000,0000,0000,,but judging by the number of you\Nwho ordered video cassettes
Dialogue: 0,0:03:08.34,0:03:11.50,Default,,0000,0000,0000,,of the program and the number\Nof people who contacted
Dialogue: 0,0:03:11.50,0:03:15.30,Default,,0000,0000,0000,,the industrial product design firm\Nthat is featured in this program,
Dialogue: 0,0:03:15.30,0:03:17.62,Default,,0000,0000,0000,,you liked it\Na lot.
Dialogue: 0,0:03:17.96,0:03:20.30,Default,,0000,0000,0000,,Here was the premise\Nof the program.
Dialogue: 0,0:03:20.30,0:03:23.58,Default,,0000,0000,0000,,We went to IDEO,\Nthe product design folk,
Dialogue: 0,0:03:23.58,0:03:26.68,Default,,0000,0000,0000,,and said, take something old\Nand familiar, like say,
Dialogue: 0,0:03:26.68,0:03:32.09,Default,,0000,0000,0000,,the shopping cart and completely\Nredesign it for us in just five days.
Dialogue: 0,0:03:32.58,0:03:37.85,Default,,0000,0000,0000,,ABC news correspondent Jack\NSmith tells us what happened next.
Dialogue: 0,0:03:38.38,0:03:40.44,Default,,0000,0000,0000,,[Jack Smith] Nine\Nin the morning, day one,
Dialogue: 0,0:03:40.44,0:03:43.08,Default,,0000,0000,0000,,and these people have\Na deadline to meet.
Dialogue: 0,0:03:43.08,0:03:47.47,Default,,0000,0000,0000,,[Dave Kelley] So welcome to the\Nkickoff of the shopping cart project.
Dialogue: 0,0:03:47.47,0:03:50.89,Default,,0000,0000,0000,,[Smith] This is Palo Alto, California\Nin the heart of Silicon Valley,
Dialogue: 0,0:03:50.89,0:03:55.21,Default,,0000,0000,0000,,and these are designers at IDEO,\Nprobably the most influencial
Dialogue: 0,0:03:55.21,0:03:57.35,Default,,0000,0000,0000,,product development firm\Nin the world.
Dialogue: 0,0:03:57.96,0:04:01.18,Default,,0000,0000,0000,,Designers are the reason\NTVs have square screens,
Dialogue: 0,0:04:01.18,0:04:03.90,Default,,0000,0000,0000,,chairs four legs,\Nand toothbrushes nowadays
Dialogue: 0,0:04:03.90,0:04:05.76,Default,,0000,0000,0000,,those squishy handles.
Dialogue: 0,0:04:05.76,0:04:08.73,Default,,0000,0000,0000,,In fact, it was IDEO that\Ndesigned those squishy handles.
Dialogue: 0,0:04:09.09,0:04:12.59,Default,,0000,0000,0000,,IDEO has designed everything\Nfrom high-tech medical equipment
Dialogue: 0,0:04:12.59,0:04:15.86,Default,,0000,0000,0000,,to the 25-foot mechanical whale\Nin the movie Free Willy
Dialogue: 0,0:04:15.86,0:04:18.04,Default,,0000,0000,0000,,and the first computer mouse\Nfor Apple.
Dialogue: 0,0:04:18.04,0:04:20.81,Default,,0000,0000,0000,,Smith ski goggles,\NNike sunglasses,
Dialogue: 0,0:04:20.81,0:04:22.25,Default,,0000,0000,0000,,NEC computer screens.
Dialogue: 0,0:04:22.25,0:04:24.76,Default,,0000,0000,0000,,Hundreds of products\Nwe take for granted.
Dialogue: 0,0:04:24.76,0:04:28.21,Default,,0000,0000,0000,,[Dave Kelley] This is \Ncalled the Neat Squeeze
Dialogue: 0,0:04:28.21,0:04:29.35,Default,,0000,0000,0000,,toothpaste tube\Nwhich...
Dialogue: 0,0:04:29.35,0:04:30.57,Default,,0000,0000,0000,,[Smith]\NYou invented that?
Dialogue: 0,0:04:30.57,0:04:32.69,Default,,0000,0000,0000,,[Smith] The man who runs\NIDEO is Dave Kelley,
Dialogue: 0,0:04:32.69,0:04:36.11,Default,,0000,0000,0000,,a Stanford engineering professor\Nwhich a Groucho Marx mustache,
Dialogue: 0,0:04:36.11,0:04:39.60,Default,,0000,0000,0000,,a data genius, and an approach\Nto innovation that usually works.
Dialogue: 0,0:04:39.60,0:04:41.04,Default,,0000,0000,0000,,[Dave Kelley] Well,\Nthank you, Fred.
Dialogue: 0,0:04:41.04,0:04:42.25,Default,,0000,0000,0000,,[Smith] But not always.
Dialogue: 0,0:04:42.25,0:04:43.30,Default,,0000,0000,0000,,[Kelley] Thanks a lot.
Dialogue: 0,0:04:43.30,0:04:45.19,Default,,0000,0000,0000,,I can show you some\Nproducts that failed.
Dialogue: 0,0:04:45.19,0:04:47.27,Default,,0000,0000,0000,,Came up with this idea\Ncalled Monster Shoes
Dialogue: 0,0:04:47.27,0:04:49.90,Default,,0000,0000,0000,,where you take these little\Nmonsters and lace them
Dialogue: 0,0:04:49.90,0:04:51.77,Default,,0000,0000,0000,,into your shoes\Nlike this,
Dialogue: 0,0:04:51.77,0:04:55.28,Default,,0000,0000,0000,,and we built a bunch of them,\Nand they didn't want those, either.
Dialogue: 0,0:04:55.28,0:04:58.39,Default,,0000,0000,0000,,[Smith] Mostly, what IDEO designs,\Nthough, does work,
Dialogue: 0,0:04:58.39,0:05:00.14,Default,,0000,0000,0000,,and it works very well.
Dialogue: 0,0:05:00.14,0:05:03.96,Default,,0000,0000,0000,,Dave and his design teams create\Nabout 90 new products every year.
Dialogue: 0,0:05:03.96,0:05:09.00,Default,,0000,0000,0000,,[Kelley] The point is that we're not\Nactually experts at any given area,
Dialogue: 0,0:05:09.00,0:05:11.58,Default,,0000,0000,0000,,you know, we're kind of experts\Non the process of how
Dialogue: 0,0:05:11.58,0:05:12.61,Default,,0000,0000,0000,,you design stuff,
Dialogue: 0,0:05:12.61,0:05:15.93,Default,,0000,0000,0000,,so we don't care if you give us\Na toothbrush, a toothpaste tube,
Dialogue: 0,0:05:15.93,0:05:19.23,Default,,0000,0000,0000,,a tractor, a space shuttle,\Nyou know, a chair.
Dialogue: 0,0:05:19.23,0:05:20.58,Default,,0000,0000,0000,,It's all the same to us.
Dialogue: 0,0:05:20.58,0:05:23.94,Default,,0000,0000,0000,,We, like, want to figure out\Nhow to innovate in--in--
Dialogue: 0,0:05:23.94,0:05:25.62,Default,,0000,0000,0000,,by using our process,\Napplying it.
Dialogue: 0,0:05:25.62,0:05:27.35,Default,,0000,0000,0000,,[Smith] And so,\Nfor the next five days,
Dialogue: 0,0:05:27.35,0:05:30.17,Default,,0000,0000,0000,,the team will apply that process\Nto bringing the supermarket
Dialogue: 0,0:05:30.17,0:05:32.62,Default,,0000,0000,0000,,shopping cart into the 21st century.
Dialogue: 0,0:05:32.62,0:05:35.58,Default,,0000,0000,0000,,[Peter Skillman] I think first we\Nshould maybe all acknowledge
Dialogue: 0,0:05:35.58,0:05:38.22,Default,,0000,0000,0000,,that it's kind of insane\Nto do an entire project
Dialogue: 0,0:05:38.22,0:05:39.02,Default,,0000,0000,0000,,in a week.
Dialogue: 0,0:05:39.02,0:05:40.98,Default,,0000,0000,0000,,[Smith] Project leader \Nis Peter Skillman,
Dialogue: 0,0:05:40.98,0:05:43.04,Default,,0000,0000,0000,,a 35-year old Stanford engineer,
Dialogue: 0,0:05:43.04,0:05:45.36,Default,,0000,0000,0000,,project leader because\Nhe's good with groups
Dialogue: 0,0:05:45.36,0:05:46.92,Default,,0000,0000,0000,,not because of seniority.
Dialogue: 0,0:05:46.92,0:05:48.98,Default,,0000,0000,0000,,He's only been\Nat IDEO for six years.
Dialogue: 0,0:05:49.41,0:05:52.48,Default,,0000,0000,0000,,The rest of the team is eclectic,\Nbut that's typical here.
Dialogue: 0,0:05:52.66,0:05:54.63,Default,,0000,0000,0000,,Whitney Mortimer, Harvard MBA.
Dialogue: 0,0:05:55.01,0:05:56.85,Default,,0000,0000,0000,,Peter Coughlin, linguist.
Dialogue: 0,0:05:57.01,0:05:59.85,Default,,0000,0000,0000,,Tom Kelley, Dave's brother,\Nmarketing expert.
Dialogue: 0,0:05:59.85,0:06:02.27,Default,,0000,0000,0000,,Jane Fulton Surrey, psychologist.
Dialogue: 0,0:06:02.27,0:06:06.100,Default,,0000,0000,0000,,Alex Cassacks, 26, a biology major\Nwho's turned down medical school
Dialogue: 0,0:06:06.100,0:06:10.45,Default,,0000,0000,0000,,three times because he's having\Ntoo much fun at IDEO.
Dialogue: 0,0:06:10.45,0:06:11.26,Default,,0000,0000,0000,,(laughter)
Dialogue: 0,0:06:11.26,0:06:13.64,Default,,0000,0000,0000,,[Skillman] It's climbing up\Nand doing this.
Dialogue: 0,0:06:13.64,0:06:16.69,Default,,0000,0000,0000,,(indistinctive conversation)
Dialogue: 0,0:06:16.69,0:06:19.57,Default,,0000,0000,0000,,[Smith] Safety emerges early\Nas an important issue.
Dialogue: 0,0:06:19.57,0:06:22.18,Default,,0000,0000,0000,,[Surrey] 22,000\Nchild injuries a year
Dialogue: 0,0:06:22.18,0:06:24.90,Default,,0000,0000,0000,,which is--and so they're\Nhospitalized injuries,
Dialogue: 0,0:06:24.90,0:06:26.64,Default,,0000,0000,0000,,and, I mean, there\Nare many others...
Dialogue: 0,0:06:26.64,0:06:28.59,Default,,0000,0000,0000,,[Skillman] That's just reported\Nin the store, that's--
Dialogue: 0,0:06:28.59,0:06:29.94,Default,,0000,0000,0000,,they actually have to\Ngo to the emergency room.
Dialogue: 0,0:06:29.94,0:06:31.74,Default,,0000,0000,0000,,[Surrey] No, no, no, no, no.\NThat's hospitalized. Right.
Dialogue: 0,0:06:31.74,0:06:32.40,Default,,0000,0000,0000,,(multiple voices)\NWow.
Dialogue: 0,0:06:32.40,0:06:35.18,Default,,0000,0000,0000,,[Smith] And theft. It turns out\Na lot of carts are stolen.
Dialogue: 0,0:06:35.18,0:06:37.32,Default,,0000,0000,0000,,[Blonde Man] You know,\Nwhat is the average life of a cart?
Dialogue: 0,0:06:37.32,0:06:39.66,Default,,0000,0000,0000,,Does it last two years,\Nfive years, ten years?
Dialogue: 0,0:06:39.66,0:06:42.55,Default,,0000,0000,0000,,And how big is this theft thing?
Dialogue: 0,0:06:42.55,0:06:43.49,Default,,0000,0000,0000,,[Smith] 10a.m.
Dialogue: 0,0:06:43.49,0:06:45.30,Default,,0000,0000,0000,,As the team works,\Nit becomes clear
Dialogue: 0,0:06:45.30,0:06:46.96,Default,,0000,0000,0000,,there are no titles here.
Dialogue: 0,0:06:46.96,0:06:48.34,Default,,0000,0000,0000,,No permanent assignments.
Dialogue: 0,0:06:48.34,0:06:51.04,Default,,0000,0000,0000,,[Kelley] And the other side\Nsays-- it gives a lot of help--
Dialogue: 0,0:06:51.04,0:06:52.13,Default,,0000,0000,0000,,says, "be safe."
Dialogue: 0,0:06:52.13,0:06:53.78,Default,,0000,0000,0000,,(laughter)
Dialogue: 0,0:06:53.78,0:06:56.92,Default,,0000,0000,0000,,[Smith] Everyone appears\Nto be equal, and they love to mock
Dialogue: 0,0:06:56.92,0:06:58.25,Default,,0000,0000,0000,,Corporate America.
Dialogue: 0,0:06:58.25,0:07:02.10,Default,,0000,0000,0000,,[Kelley] I'll give you status,\NI'll give you a big, red ball
Dialogue: 0,0:07:02.10,0:07:04.10,Default,,0000,0000,0000,,on a post, and that says,\Nyou're a big guy.
Dialogue: 0,0:07:04.10,0:07:06.59,Default,,0000,0000,0000,,If you've got a ball,\Nyou're a senior vice president.
Dialogue: 0,0:07:06.59,0:07:08.56,Default,,0000,0000,0000,,Pfft. You know, what do I care?\NThe desk, the red ball?
Dialogue: 0,0:07:08.56,0:07:09.58,Default,,0000,0000,0000,,It's all the same.
Dialogue: 0,0:07:09.59,0:07:10.71,Default,,0000,0000,0000,,(laughter)
Dialogue: 0,0:07:10.71,0:07:14.12,Default,,0000,0000,0000,,[Kelley] In a very innovative culture,\Nyou can have a kind of hierarchy
Dialogue: 0,0:07:14.12,0:07:16.23,Default,,0000,0000,0000,,of, here's the boss and\Nthe next person down,
Dialogue: 0,0:07:16.23,0:07:18.25,Default,,0000,0000,0000,,the next person down,\Nthe next person down
Dialogue: 0,0:07:18.25,0:07:20.85,Default,,0000,0000,0000,,because it's impossible\Nthat the boss is the one
Dialogue: 0,0:07:20.85,0:07:23.52,Default,,0000,0000,0000,,who's had the insightful\Nexperience with shopping carts.
Dialogue: 0,0:07:23.52,0:07:24.82,Default,,0000,0000,0000,,It's just not possible.
Dialogue: 0,0:07:24.82,0:07:27.58,Default,,0000,0000,0000,,[Smith] According to Kelley,\Neven employees who merely
Dialogue: 0,0:07:27.58,0:07:29.96,Default,,0000,0000,0000,,listen to the boss, don't add\Nthat much, either.
Dialogue: 0,0:07:29.96,0:07:32.89,Default,,0000,0000,0000,,[Kelley] So you've got to hire\Npeople who don't listen to you,
Dialogue: 0,0:07:32.89,0:07:35.70,Default,,0000,0000,0000,,and that--I don't think Corporate\NAmerica wants to hear that
Dialogue: 0,0:07:35.70,0:07:36.42,Default,,0000,0000,0000,,right yet.
Dialogue: 0,0:07:36.42,0:07:39.20,Default,,0000,0000,0000,,[Skillman] And I think we ought\Nto start making those lists
Dialogue: 0,0:07:39.20,0:07:41.43,Default,,0000,0000,0000,,about the kinds of questions\Nthat we're going to ask.
Dialogue: 0,0:07:41.43,0:07:44.24,Default,,0000,0000,0000,,[Smith] The team splits into\Ngroups to find out first-hand
Dialogue: 0,0:07:44.24,0:07:47.25,Default,,0000,0000,0000,,what the people who use,\Nmake, and repair shopping carts
Dialogue: 0,0:07:47.25,0:07:48.12,Default,,0000,0000,0000,,really think.
Dialogue: 0,0:07:48.12,0:07:49.04,Default,,0000,0000,0000,,[Kelley] Okay, go.
Dialogue: 0,0:07:49.04,0:07:50.68,Default,,0000,0000,0000,,[Cart Expert] The problem\Nwith the plastic cart is
Dialogue: 0,0:07:50.68,0:07:51.72,Default,,0000,0000,0000,,the wind catches it.
Dialogue: 0,0:07:51.72,0:07:52.39,Default,,0000,0000,0000,,[Blonde Man] Yeah.
Dialogue: 0,0:07:52.39,0:07:53.99,Default,,0000,0000,0000,,[Cart Expert] And these things\Nhave been clocked at 35
Dialogue: 0,0:07:53.99,0:07:55.08,Default,,0000,0000,0000,,across the parking lot.
Dialogue: 0,0:07:55.08,0:07:55.78,Default,,0000,0000,0000,,(laughter)
Dialogue: 0,0:07:55.78,0:07:58.23,Default,,0000,0000,0000,,[Cassacks] Man, that's actually\Na pretty good point.
Dialogue: 0,0:07:58.23,0:08:00.64,Default,,0000,0000,0000,,[Kelley] The trick is to find\Nthese real experts,
Dialogue: 0,0:08:00.64,0:08:03.49,Default,,0000,0000,0000,,and--so that you can learn\Nmuch more quickly than you could
Dialogue: 0,0:08:03.49,0:08:05.42,Default,,0000,0000,0000,,by just kind of doing it\Nthe normal way,
Dialogue: 0,0:08:05.42,0:08:07.32,Default,,0000,0000,0000,,and trying to learn about it yourself.
Dialogue: 0,0:08:07.32,0:08:10.71,Default,,0000,0000,0000,,[Customer] From everything I read,\Nthese things aren't that safe either.
Dialogue: 0,0:08:10.71,0:08:11.54,Default,,0000,0000,0000,,You know.
Dialogue: 0,0:08:11.54,0:08:15.07,Default,,0000,0000,0000,,So, probably the seat itself \Nis going to have to be redesigned.
Dialogue: 0,0:08:15.07,0:08:18.23,Default,,0000,0000,0000,,[Kelley] What you're seeing here\Nis kind of the social science
Dialogue: 0,0:08:18.23,0:08:21.30,Default,,0000,0000,0000,,like anthropologists - you know,\Nlike you go and study tribes.
Dialogue: 0,0:08:21.30,0:08:23.49,Default,,0000,0000,0000,,What is it that they do\Nthat we can learn from
Dialogue: 0,0:08:23.49,0:08:25.29,Default,,0000,0000,0000,,that will help us\Ndesign a better cart?
Dialogue: 0,0:08:25.29,0:08:27.100,Default,,0000,0000,0000,,[Surrey] One of the interesting\Nthings for me is looking at how
Dialogue: 0,0:08:27.100,0:08:30.94,Default,,0000,0000,0000,,people really don't like to let go of\Nthe cart, except for the professional
Dialogue: 0,0:08:30.94,0:08:33.89,Default,,0000,0000,0000,,shopper whose strategy is to leave\Nthe cart at various places.
Dialogue: 0,0:08:33.89,0:08:37.37,Default,,0000,0000,0000,,[Kelley] In Corporate America,\Nmany bosses, like, measure
Dialogue: 0,0:08:37.37,0:08:40.45,Default,,0000,0000,0000,,whether their people are,\Nyou know, who the good people
Dialogue: 0,0:08:40.45,0:08:43.65,Default,,0000,0000,0000,,or the people who are performing,\Nthe one's they see at their desks
Dialogue: 0,0:08:43.65,0:08:44.36,Default,,0000,0000,0000,,all the time.
Dialogue: 0,0:08:44.36,0:08:46.27,Default,,0000,0000,0000,,That couldn't be further\Nfrom the truth.
Dialogue: 0,0:08:46.27,0:08:49.02,Default,,0000,0000,0000,,The people who are really getting\Nthe information are out here
Dialogue: 0,0:08:49.02,0:08:52.03,Default,,0000,0000,0000,,talking to the Buzz's of the world,\Ngoing to meet other experts.
Dialogue: 0,0:08:52.03,0:08:54.08,Default,,0000,0000,0000,,Much more useful than\Nsitting at your desk.
Dialogue: 0,0:08:54.08,0:08:58.08,Default,,0000,0000,0000,,[Smith] 3:30 in the afternoon,\Nand the group is back at IDEO.
Dialogue: 0,0:08:58.08,0:08:59.20,Default,,0000,0000,0000,,There is no let up.
Dialogue: 0,0:08:59.48,0:09:01.88,Default,,0000,0000,0000,,(drilling sound)
Dialogue: 0,0:09:02.17,0:09:06.11,Default,,0000,0000,0000,,[Skillman] Each team is going\Nto demonstrate and communicate
Dialogue: 0,0:09:06.11,0:09:08.41,Default,,0000,0000,0000,,and share everything that\Nthey've learned today.
Dialogue: 0,0:09:08.41,0:09:11.27,Default,,0000,0000,0000,,People went off into the\Nfour corners of the Earth,
Dialogue: 0,0:09:11.27,0:09:13.46,Default,,0000,0000,0000,,and they're coming back\Nwith the golden keys
Dialogue: 0,0:09:13.46,0:09:14.47,Default,,0000,0000,0000,,to innovation.
Dialogue: 0,0:09:14.47,0:09:18.11,Default,,0000,0000,0000,,[Cassacks] A shopping cart has\Nbeen clocked at 35 miles an hour
Dialogue: 0,0:09:18.11,0:09:20.35,Default,,0000,0000,0000,,traveling through a\Nparking lot in the wind.
Dialogue: 0,0:09:20.35,0:09:22.56,Default,,0000,0000,0000,,[IDEO Team Member] We were in\Nthe store, what, two hours?
Dialogue: 0,0:09:22.56,0:09:25.79,Default,,0000,0000,0000,,And it was truly frightening just\Nto see the kind of stuff going on.
Dialogue: 0,0:09:25.79,0:09:28.31,Default,,0000,0000,0000,,[Kelley] You got to designate\Nsome people to make damn sure
Dialogue: 0,0:09:28.31,0:09:30.74,Default,,0000,0000,0000,,that the store owner's\Npoint of view is represented.
Dialogue: 0,0:09:30.74,0:09:33.62,Default,,0000,0000,0000,,[Smith] After nine straight hours,\Nthe team is tired.
Dialogue: 0,0:09:33.62,0:09:34.91,Default,,0000,0000,0000,,They call it a day.
Dialogue: 0,0:09:34.91,0:09:35.92,Default,,0000,0000,0000,,[Skillman] So, um...
Dialogue: 0,0:09:35.92,0:09:37.10,Default,,0000,0000,0000,,[Kelley] Everybody cool?
Dialogue: 0,0:09:37.10,0:09:39.17,Default,,0000,0000,0000,,[Skillman] Well, uh, that's great.\NThanks a lot. We had a great time
Dialogue: 0,0:09:39.17,0:09:40.55,Default,,0000,0000,0000,,today.
Dialogue: 0,0:09:40.68,0:09:43.51,Default,,0000,0000,0000,,(clapping)
Dialogue: 0,0:09:44.35,0:09:48.35,Default,,0000,0000,0000,,(transition music)
Dialogue: 0,0:10:01.35,0:10:03.72,Default,,0000,0000,0000,,[Skillman] We want to get\Ntogether and start here.
Dialogue: 0,0:10:03.72,0:10:06.78,Default,,0000,0000,0000,,[Smith] Day two at the start\Nof IDEO's unique brand
Dialogue: 0,0:10:06.78,0:10:07.76,Default,,0000,0000,0000,,of brainstorming.
Dialogue: 0,0:10:07.76,0:10:10.96,Default,,0000,0000,0000,,They call it a "deep dive."\NA sort of total emersion
Dialogue: 0,0:10:10.96,0:10:12.33,Default,,0000,0000,0000,,in the problem at hand.
Dialogue: 0,0:10:12.33,0:10:15.54,Default,,0000,0000,0000,,IDEO's mantra for innovation\Nis written everywhere.
Dialogue: 0,0:10:15.54,0:10:18.87,Default,,0000,0000,0000,,One conversation at a time.\NStay focused.
Dialogue: 0,0:10:18.87,0:10:22.10,Default,,0000,0000,0000,,Encourage wild ideas.\NDefer judgment.
Dialogue: 0,0:10:22.10,0:10:23.95,Default,,0000,0000,0000,,Build on the ideas of others.
Dialogue: 0,0:10:23.95,0:10:24.55,Default,,0000,0000,0000,,(bell chiming)
Dialogue: 0,0:10:24.55,0:10:26.62,Default,,0000,0000,0000,,[Skillman] That's the hardest\Nthing for people to do
Dialogue: 0,0:10:26.62,0:10:30.79,Default,,0000,0000,0000,,is to restrain themselves\Nfrom criticizing an idea,
Dialogue: 0,0:10:30.79,0:10:33.61,Default,,0000,0000,0000,,so if anybody starts to nail\Nan idea, they get the bell.
Dialogue: 0,0:10:33.61,0:10:34.60,Default,,0000,0000,0000,,(bell chiming)
Dialogue: 0,0:10:35.14,0:10:37.99,Default,,0000,0000,0000,,[Smith] The deep dive begins,\Nand for the next few hours,
Dialogue: 0,0:10:37.99,0:10:41.37,Default,,0000,0000,0000,,the ideas pour out\Nand are posted on the walls.
Dialogue: 0,0:10:41.37,0:10:43.68,Default,,0000,0000,0000,,[Skillman] Oh, the blind,\Nthe privacy blind.
Dialogue: 0,0:10:43.68,0:10:45.98,Default,,0000,0000,0000,,Like when you're buying\Nsix cases of condoms,
Dialogue: 0,0:10:45.98,0:10:46.99,Default,,0000,0000,0000,,and no one sees.
Dialogue: 0,0:10:46.99,0:10:47.65,Default,,0000,0000,0000,,(laughter)
Dialogue: 0,0:10:47.65,0:10:50.06,Default,,0000,0000,0000,,[Skillman] Nesting is...\NIt sort of has to nest.
Dialogue: 0,0:10:50.06,0:10:52.58,Default,,0000,0000,0000,,If it doesn't nest,\Nwe don't have a solution.
Dialogue: 0,0:10:52.82,0:10:56.70,Default,,0000,0000,0000,,[Cassacks] How about velcro pants\Nand velcro seats for the kids,
Dialogue: 0,0:10:56.70,0:10:58.50,Default,,0000,0000,0000,,and you just drop them\Ndown in there and...
Dialogue: 0,0:10:58.50,0:11:01.53,Default,,0000,0000,0000,,[Smith] Velcro seats? \NVelcro pants for kids?
Dialogue: 0,0:11:01.53,0:11:03.97,Default,,0000,0000,0000,,[Kelley] Yeah, see, you have\Nto have some wild ideas,
Dialogue: 0,0:11:03.97,0:11:06.12,Default,,0000,0000,0000,,if--then you build\Non those wild ideas,
Dialogue: 0,0:11:06.12,0:11:08.79,Default,,0000,0000,0000,,and they end up being \Nbetter ideas then if you said--
Dialogue: 0,0:11:08.79,0:11:11.77,Default,,0000,0000,0000,,if you--if everybody only came up\Nwith same things, you know,
Dialogue: 0,0:11:11.77,0:11:16.38,Default,,0000,0000,0000,,kind of appropriate things, you'd\Nnever have any points to take off,
Dialogue: 0,0:11:16.38,0:11:19.08,Default,,0000,0000,0000,,to build a really innovative idea.
Dialogue: 0,0:11:19.08,0:11:20.98,Default,,0000,0000,0000,,[Smith]\NIt's organized chaos.
Dialogue: 0,0:11:20.98,0:11:23.38,Default,,0000,0000,0000,,[Kelley] Organized chaos...?\NIt's not organized.
Dialogue: 0,0:11:23.38,0:11:26.03,Default,,0000,0000,0000,,What it is is it's focused chaos.
Dialogue: 0,0:11:26.03,0:11:28.100,Default,,0000,0000,0000,,[Smith] By 11 a.m., the group\Nbegins narrowing down
Dialogue: 0,0:11:28.100,0:11:32.66,Default,,0000,0000,0000,,the hundreds of ideas written\Nor drawn on the walls.
Dialogue: 0,0:11:32.66,0:11:34.86,Default,,0000,0000,0000,,How? By voting for them.
Dialogue: 0,0:11:34.86,0:11:38.02,Default,,0000,0000,0000,,[Skillman] Vote with your post-its,\Nnot with an idea that's cool,
Dialogue: 0,0:11:38.02,0:11:40.49,Default,,0000,0000,0000,,but with an idea that's cool\Nand buildable.
Dialogue: 0,0:11:40.49,0:11:44.08,Default,,0000,0000,0000,,If it's too far out there, and \Nit can't be built in a day,
Dialogue: 0,0:11:44.08,0:11:45.84,Default,,0000,0000,0000,,then I don't think\Nwe should vote on it.
Dialogue: 0,0:11:45.84,0:11:47.01,Default,,0000,0000,0000,,[Smith] Why not have\Nyou be the judge?
Dialogue: 0,0:11:47.01,0:11:47.86,Default,,0000,0000,0000,,You're the boss.
Dialogue: 0,0:11:47.86,0:11:50.10,Default,,0000,0000,0000,,[Skillman] Because, because\NI'm going to be wrong.
Dialogue: 0,0:11:50.10,0:11:53.20,Default,,0000,0000,0000,,It's the team that's able to really\Njudge what the best idea is.
Dialogue: 0,0:11:53.20,0:11:54.80,Default,,0000,0000,0000,,(tapping)
Dialogue: 0,0:11:54.80,0:11:56.58,Default,,0000,0000,0000,,[Smith] Otherwise, ideas \Nwouldn't come out?
Dialogue: 0,0:11:56.58,0:11:57.78,Default,,0000,0000,0000,,[Skillman] That's right.
Dialogue: 0,0:11:57.78,0:12:00.37,Default,,0000,0000,0000,,Enlightened trial and error\Nsucceeds over the planning
Dialogue: 0,0:12:00.37,0:12:01.62,Default,,0000,0000,0000,,of the lone genius.
Dialogue: 0,0:12:01.62,0:12:04.52,Default,,0000,0000,0000,,[Smith] Enlightened trial and error\Nsucceeds over the planning
Dialogue: 0,0:12:04.52,0:12:05.77,Default,,0000,0000,0000,,of the lone genius.
Dialogue: 0,0:12:05.77,0:12:09.36,Default,,0000,0000,0000,,If anything sums up IDEOs\Napproach, that is it.
Dialogue: 0,0:12:09.36,0:12:12.81,Default,,0000,0000,0000,,That and the focused chaos\Nthat seems to go with it.
Dialogue: 0,0:12:12.81,0:12:17.01,Default,,0000,0000,0000,,[Green-shirted Male] I took a view.\NI call it the sport-utility vehicle cart.
Dialogue: 0,0:12:17.01,0:12:20.27,Default,,0000,0000,0000,,[Smith] It is noon. Worried\Nthat the team is drifting,
Dialogue: 0,0:12:20.27,0:12:23.25,Default,,0000,0000,0000,,what can only be called\Na group of self-appointed adults
Dialogue: 0,0:12:23.25,0:12:26.36,Default,,0000,0000,0000,,under Dave Kelley holds\Nan informal side session.
Dialogue: 0,0:12:26.36,0:12:27.96,Default,,0000,0000,0000,,[Skillman] We don't want\Nto tell them what to build
Dialogue: 0,0:12:27.96,0:12:30.46,Default,,0000,0000,0000,,or else we take away the benefit\Nof the whole thing, right?
Dialogue: 0,0:12:30.46,0:12:33.89,Default,,0000,0000,0000,,[Kelley] What needs should\Nthey optimize their solution to?
Dialogue: 0,0:12:33.89,0:12:36.99,Default,,0000,0000,0000,,[Smith] The purpose is\Nto refocus the deep dive.
Dialogue: 0,0:12:36.99,0:12:39.76,Default,,0000,0000,0000,,[Skillman] Maybe we arbitrarily say,\Nthree to five teams.
Dialogue: 0,0:12:39.76,0:12:40.94,Default,,0000,0000,0000,,Four or five teams.
Dialogue: 0,0:12:40.94,0:12:45.08,Default,,0000,0000,0000,,Four or five teams, and we \Ngive each team a need area.
Dialogue: 0,0:12:45.08,0:12:48.53,Default,,0000,0000,0000,,Hey, can we grab everybody\Nover to the wall here?
Dialogue: 0,0:12:48.53,0:12:49.76,Default,,0000,0000,0000,,(bell ringing)
Dialogue: 0,0:12:49.76,0:12:51.80,Default,,0000,0000,0000,,[Skillman] There has to be\Na command decision.
Dialogue: 0,0:12:51.80,0:12:54.73,Default,,0000,0000,0000,,It becomes very autocratic\Nfor a very short period of time
Dialogue: 0,0:12:54.73,0:12:57.56,Default,,0000,0000,0000,,in defining what things people\Nare going to work on.
Dialogue: 0,0:12:57.56,0:12:59.82,Default,,0000,0000,0000,,[Smith] Like it or not,\Nthe team is told
Dialogue: 0,0:12:59.82,0:13:02.16,Default,,0000,0000,0000,,that we'll split into groups\Nto build mock-ups
Dialogue: 0,0:13:02.16,0:13:05.36,Default,,0000,0000,0000,,covering four areas of concern\Nthat have been identified.
Dialogue: 0,0:13:05.36,0:13:06.38,Default,,0000,0000,0000,,(bell ringing)
Dialogue: 0,0:13:06.38,0:13:10.21,Default,,0000,0000,0000,,[Smith] Shopping, safety, checkout,\Nand finding what you're looking for.
Dialogue: 0,0:13:10.21,0:13:14.09,Default,,0000,0000,0000,,I noticed towards the end of \Nthe process, the adults took over.
Dialogue: 0,0:13:14.09,0:13:19.22,Default,,0000,0000,0000,,[Kelley] Yeah, that's because\Nwe have no choice but to stop
Dialogue: 0,0:13:19.22,0:13:20.76,Default,,0000,0000,0000,,that cycle.
Dialogue: 0,0:13:20.76,0:13:24.11,Default,,0000,0000,0000,,I mean, if you don't work\Nunder time constraints,
Dialogue: 0,0:13:24.11,0:13:25.79,Default,,0000,0000,0000,,you could never get anything done
Dialogue: 0,0:13:25.79,0:13:28.38,Default,,0000,0000,0000,,because it's a messy process\Nthat can go on forever.
Dialogue: 0,0:13:28.38,0:13:29.64,Default,,0000,0000,0000,,(machine whirling)
Dialogue: 0,0:13:29.64,0:13:32.12,Default,,0000,0000,0000,,[Smith] While the team starts\Nbuilding prototypes,
Dialogue: 0,0:13:32.12,0:13:35.58,Default,,0000,0000,0000,,Dave Kelley takes me on\Na tour of the rest of IDEO.
Dialogue: 0,0:13:35.58,0:13:39.58,Default,,0000,0000,0000,,[Kelley] What's happening in \Nhere is that's a client meeting.
Dialogue: 0,0:13:39.58,0:13:41.76,Default,,0000,0000,0000,,That's a first client meeting.\NThat's the first time we've met
Dialogue: 0,0:13:41.76,0:13:44.10,Default,,0000,0000,0000,,with the client, so we\Nhaven't trained them yet.
Dialogue: 0,0:13:44.10,0:13:45.08,Default,,0000,0000,0000,,(laughing)
Dialogue: 0,0:13:45.08,0:13:47.77,Default,,0000,0000,0000,,[Kelley] If we took them straight\Nfrom there in to a room
Dialogue: 0,0:13:47.77,0:13:50.38,Default,,0000,0000,0000,,where the music was blaring\Nand everybody was throwing
Dialogue: 0,0:13:50.38,0:13:53.47,Default,,0000,0000,0000,,nerf darts at each other,\Nthat would be a little hard to take.
Dialogue: 0,0:13:53.47,0:13:55.57,Default,,0000,0000,0000,,You know, so we're\Nwarming them up.
Dialogue: 0,0:13:55.57,0:13:57.95,Default,,0000,0000,0000,,But this is, this is where\Nthe crazies live.
Dialogue: 0,0:13:57.95,0:14:00.09,Default,,0000,0000,0000,,This is where we do our work.\NIt's different.
Dialogue: 0,0:14:00.09,0:14:02.81,Default,,0000,0000,0000,,You can tell whether a place\Nis playful in about the first
Dialogue: 0,0:14:02.81,0:14:04.81,Default,,0000,0000,0000,,fifteen minutes as you walk\Ndown the hall.
Dialogue: 0,0:14:04.81,0:14:05.86,Default,,0000,0000,0000,,(gears unwinding)
Dialogue: 0,0:14:05.86,0:14:08.99,Default,,0000,0000,0000,,[Kelley] Being playful is of huge\Nimportance for being innovative.
Dialogue: 0,0:14:08.99,0:14:11.57,Default,,0000,0000,0000,,I mean, if you go into a culture,\Nand there's a bunch of stiffs
Dialogue: 0,0:14:11.57,0:14:14.06,Default,,0000,0000,0000,,going around, they're not--\NI can guarantee they're a lot--
Dialogue: 0,0:14:14.06,0:14:15.82,Default,,0000,0000,0000,,they're not likely to invent anything.
Dialogue: 0,0:14:15.82,0:14:18.85,Default,,0000,0000,0000,,[Smith] Invent anything like this\Nfuturistic-looking instrument
Dialogue: 0,0:14:18.85,0:14:19.70,Default,,0000,0000,0000,,for kids.
Dialogue: 0,0:14:19.70,0:14:20.87,Default,,0000,0000,0000,,(energetic music)
Dialogue: 0,0:14:20.87,0:14:22.84,Default,,0000,0000,0000,,[Smith] So no matter what\Nyou do with that thing,
Dialogue: 0,0:14:22.84,0:14:23.66,Default,,0000,0000,0000,,you always sound--
Dialogue: 0,0:14:23.66,0:14:24.44,Default,,0000,0000,0000,,[Kelley] You sound great.
Dialogue: 0,0:14:24.44,0:14:25.47,Default,,0000,0000,0000,,[Smith] You always sound good.
Dialogue: 0,0:14:25.47,0:14:28.10,Default,,0000,0000,0000,,[Kelley] You have to make it\Nso that this can happen.
Dialogue: 0,0:14:28.10,0:14:29.04,Default,,0000,0000,0000,,(computer thuds)
Dialogue: 0,0:14:29.04,0:14:30.75,Default,,0000,0000,0000,,[Smith] Woah. It didn't break?
Dialogue: 0,0:14:30.75,0:14:32.15,Default,,0000,0000,0000,,[Kelley] No, it didn't break.
Dialogue: 0,0:14:32.15,0:14:33.03,Default,,0000,0000,0000,,(cymbals clapping)
Dialogue: 0,0:14:33.03,0:14:33.90,Default,,0000,0000,0000,,(bell ringing)
Dialogue: 0,0:14:33.90,0:14:35.70,Default,,0000,0000,0000,,[Smith] There's a whole\Ndepartment at IDEO
Dialogue: 0,0:14:35.70,0:14:37.09,Default,,0000,0000,0000,,devoted to toys.
Dialogue: 0,0:14:37.09,0:14:39.99,Default,,0000,0000,0000,,Turns out to be one of its\Nmost profitable areas.
Dialogue: 0,0:14:39.99,0:14:41.25,Default,,0000,0000,0000,,Fun, too.
Dialogue: 0,0:14:41.25,0:14:44.45,Default,,0000,0000,0000,,[Kelley] So it's got these little wings\Nthat no matter what you do...
Dialogue: 0,0:14:44.45,0:14:45.81,Default,,0000,0000,0000,,If I get in trouble here...
Dialogue: 0,0:14:45.81,0:14:47.57,Default,,0000,0000,0000,,It's always a spiral.
Dialogue: 0,0:14:47.57,0:14:49.22,Default,,0000,0000,0000,,(cuckoo clock chiming)
Dialogue: 0,0:14:49.22,0:14:52.59,Default,,0000,0000,0000,,[Smith] At IDEO, they've found\Nthat fresh ideas come faster
Dialogue: 0,0:14:52.59,0:14:53.90,Default,,0000,0000,0000,,in a fun place.
Dialogue: 0,0:14:53.90,0:14:57.75,Default,,0000,0000,0000,,Not only is the furniture on wheels\Nto suit the needs of the moment,
Dialogue: 0,0:14:57.75,0:15:00.74,Default,,0000,0000,0000,,the people are encouraged\Nto actually build their own
Dialogue: 0,0:15:00.74,0:15:01.92,Default,,0000,0000,0000,,work areas.
Dialogue: 0,0:15:01.92,0:15:03.80,Default,,0000,0000,0000,,[Kelley] They were designing\Nthis space, and they said to me,
Dialogue: 0,0:15:03.80,0:15:06.25,Default,,0000,0000,0000,,you know, we'd like to \Nhave, you know, $4,000
Dialogue: 0,0:15:06.25,0:15:08.62,Default,,0000,0000,0000,,extra in our budget\Nfor a DC3 wing,
Dialogue: 0,0:15:08.63,0:15:11.64,Default,,0000,0000,0000,,and I said, DC3--\Nyou have to have that?
Dialogue: 0,0:15:11.64,0:15:13.37,Default,,0000,0000,0000,,And they said, yeah,\Nthey have to have it, so...
Dialogue: 0,0:15:13.37,0:15:14.64,Default,,0000,0000,0000,,[Smith] That's a DC3 wing?
Dialogue: 0,0:15:14.64,0:15:16.22,Default,,0000,0000,0000,,[Kelley] Piece of a DC3 wing, yeah.
Dialogue: 0,0:15:16.22,0:15:17.44,Default,,0000,0000,0000,,[Smith] And that's just décor?
Dialogue: 0,0:15:17.44,0:15:19.99,Default,,0000,0000,0000,,[Kelley] That's décor. That's\Nambiance, you know,
Dialogue: 0,0:15:19.99,0:15:22.43,Default,,0000,0000,0000,,that says, we're weird,\Nand we're proud of it.
Dialogue: 0,0:15:22.43,0:15:25.20,Default,,0000,0000,0000,,[Smith] Umbrellas on the ceiling\Nto shade computer screens
Dialogue: 0,0:15:25.20,0:15:26.25,Default,,0000,0000,0000,,from direct sunlight,
Dialogue: 0,0:15:26.25,0:15:29.38,Default,,0000,0000,0000,,and bicycles on ropes\Nto prevent clutter.
Dialogue: 0,0:15:29.38,0:15:31.68,Default,,0000,0000,0000,,[Kelley] The first guy who hung\Na bike up on a thing,
Dialogue: 0,0:15:31.68,0:15:33.16,Default,,0000,0000,0000,,he didn't come to me\Nand ask me.
Dialogue: 0,0:15:33.16,0:15:35.82,Default,,0000,0000,0000,,He didn't ask some facilities\Nperson if it was okay.
Dialogue: 0,0:15:35.82,0:15:36.70,Default,,0000,0000,0000,,He tried it.
Dialogue: 0,0:15:36.70,0:15:39.56,Default,,0000,0000,0000,,And then, like, he waited \Nand saw if anybody complained.
Dialogue: 0,0:15:39.56,0:15:41.88,Default,,0000,0000,0000,,If nobody complained,\Nanother guy hung a bike up.
Dialogue: 0,0:15:41.88,0:15:43.84,Default,,0000,0000,0000,,And pretty soon everybody's got\Ntheir bikes up, and nobody's
Dialogue: 0,0:15:43.84,0:15:46.72,Default,,0000,0000,0000,,complained, right, so it's \Nthat whole thing of trying stuff
Dialogue: 0,0:15:46.72,0:15:49.42,Default,,0000,0000,0000,,and ask forgiveness, you know,\Ninstead of asking permission.
Dialogue: 0,0:15:49.42,0:15:51.39,Default,,0000,0000,0000,,It's the way people come\Nup with new ideas.
Dialogue: 0,0:15:51.39,0:15:54.14,Default,,0000,0000,0000,,[Smith] IDEO has such\Na reputation for innovation
Dialogue: 0,0:15:54.14,0:15:56.63,Default,,0000,0000,0000,,that client companies are\Nincreasingly asking Dave
Dialogue: 0,0:15:56.63,0:15:59.72,Default,,0000,0000,0000,,not just for new products,\Nbut also to remake
Dialogue: 0,0:15:59.72,0:16:01.06,Default,,0000,0000,0000,,their corporate cultures.
Dialogue: 0,0:16:01.06,0:16:03.71,Default,,0000,0000,0000,,You may be looking at the\Nworkplace of the future here.
Dialogue: 0,0:16:03.71,0:16:06.87,Default,,0000,0000,0000,,[Kelley] It's one thing to be able\Nto do a product once in a while,
Dialogue: 0,0:16:06.87,0:16:09.49,Default,,0000,0000,0000,,but if you can build a culture\Nand a process where you
Dialogue: 0,0:16:09.49,0:16:12.16,Default,,0000,0000,0000,,routinely come up with great ideas,
Dialogue: 0,0:16:12.16,0:16:13.98,Default,,0000,0000,0000,,that's what the\Ncompanies really want.
Dialogue: 0,0:16:13.98,0:16:15.64,Default,,0000,0000,0000,,[Male Speaker] Okay,\NPeter, we're done.
Dialogue: 0,0:16:15.64,0:16:17.70,Default,,0000,0000,0000,,[Smith] Back at the shop,\Nit is six o'clock.
Dialogue: 0,0:16:17.70,0:16:19.91,Default,,0000,0000,0000,,The four mock-ups are\Nready for showing.
Dialogue: 0,0:16:19.91,0:16:23.29,Default,,0000,0000,0000,,[Male Speaker] Baskets also can\Nbe--If you think you will have
Dialogue: 0,0:16:23.29,0:16:25.25,Default,,0000,0000,0000,,more volume, baskets\Ncan be put in.
Dialogue: 0,0:16:25.25,0:16:28.51,Default,,0000,0000,0000,,[Smith] A modular shopping cart.\NYou pile handbaskets onto.
Dialogue: 0,0:16:28.51,0:16:31.77,Default,,0000,0000,0000,,A high-tech cart that gets you\Nthrough the traffic jam
Dialogue: 0,0:16:31.77,0:16:32.79,Default,,0000,0000,0000,,at checkout.
Dialogue: 0,0:16:32.79,0:16:36.06,Default,,0000,0000,0000,,[Tan-shirted Man] You could mount\Na scanner on the shopping cart
Dialogue: 0,0:16:36.06,0:16:39.69,Default,,0000,0000,0000,,so that you as the customer,\Nas you pull it off the shelf,
Dialogue: 0,0:16:39.69,0:16:41.85,Default,,0000,0000,0000,,could scan each item.
Dialogue: 0,0:16:41.85,0:16:44.51,Default,,0000,0000,0000,,[Smith] One that's built\Naround child safety.
Dialogue: 0,0:16:44.51,0:16:48.38,Default,,0000,0000,0000,,And another that lets shoppers\Ntalk to the supermarket staff
Dialogue: 0,0:16:48.38,0:16:49.31,Default,,0000,0000,0000,,remotely.
Dialogue: 0,0:16:49.31,0:16:51.33,Default,,0000,0000,0000,,[Black-shirted Man] Yeah,\Nwhere can I find the yogurt?
Dialogue: 0,0:16:51.33,0:16:52.86,Default,,0000,0000,0000,,[Voice through speaker] The\Nyogurt's over in the dairy section.
Dialogue: 0,0:16:52.86,0:16:55.73,Default,,0000,0000,0000,,[Smith] But the adults, again,\Ndecide more work needs
Dialogue: 0,0:16:55.73,0:16:58.46,Default,,0000,0000,0000,,to be done before the mock-ups\Ncan be combined into one
Dialogue: 0,0:16:58.46,0:16:59.97,Default,,0000,0000,0000,,last prototype.
Dialogue: 0,0:16:59.97,0:17:02.06,Default,,0000,0000,0000,,[Skillman] Why don't we have\Nall the carts come up here
Dialogue: 0,0:17:02.06,0:17:02.87,Default,,0000,0000,0000,,for a second.
Dialogue: 0,0:17:02.87,0:17:05.14,Default,,0000,0000,0000,,[Kelley] I think you'd take a\Npiece of each one of these ideas
Dialogue: 0,0:17:05.14,0:17:07.35,Default,,0000,0000,0000,,and kind of back it off\Na little bit and then
Dialogue: 0,0:17:07.35,0:17:08.89,Default,,0000,0000,0000,,put it in the design.
Dialogue: 0,0:17:08.89,0:17:11.06,Default,,0000,0000,0000,,[Smith] The design is still not there.
Dialogue: 0,0:17:11.06,0:17:13.28,Default,,0000,0000,0000,,But there's another\Nmotto at IDEO:
Dialogue: 0,0:17:13.28,0:17:15.68,Default,,0000,0000,0000,,fail often in order\Nto succeed sooner.
Dialogue: 0,0:17:15.68,0:17:19.12,Default,,0000,0000,0000,,And some of the team will be up\Nhalf the night trying to put together
Dialogue: 0,0:17:19.12,0:17:21.31,Default,,0000,0000,0000,,a design that finally does work.
Dialogue: 0,0:17:27.54,0:17:31.54,Default,,0000,0000,0000,,(transition music)
Dialogue: 0,0:17:33.83,0:17:36.37,Default,,0000,0000,0000,,[Smith] It is day five,\Nand Dave Kelley
Dialogue: 0,0:17:36.37,0:17:38.91,Default,,0000,0000,0000,,has no idea what the final\Ncart looks like.
Dialogue: 0,0:17:38.91,0:17:40.02,Default,,0000,0000,0000,,Only the team does.
Dialogue: 0,0:17:40.02,0:17:42.52,Default,,0000,0000,0000,,[Kelley] If they kind of got their\Nheads down, they don't look at me,
Dialogue: 0,0:17:42.52,0:17:43.67,Default,,0000,0000,0000,,I'm nervous, you know.
Dialogue: 0,0:17:43.67,0:17:46.76,Default,,0000,0000,0000,,If they say, wait til you see it,\Nthen I know we're in good shape.
Dialogue: 0,0:17:46.76,0:17:50.07,Default,,0000,0000,0000,,So I'm getting, wait until you see it.\NI think it's--that it'll be good.
Dialogue: 0,0:17:50.07,0:17:51.48,Default,,0000,0000,0000,,[Team Members]\NThere it is!
Dialogue: 0,0:17:51.48,0:17:53.50,Default,,0000,0000,0000,,(clapping and cheering)
Dialogue: 0,0:17:54.18,0:17:57.61,Default,,0000,0000,0000,,[Skillman] So we took the best\Nelements out of each prototype,
Dialogue: 0,0:17:57.61,0:18:01.94,Default,,0000,0000,0000,,designed this entire cart\Nin a day, and then
Dialogue: 0,0:18:01.94,0:18:06.68,Default,,0000,0000,0000,,this cart was fabricated in a day\Nwith an amazing team of people
Dialogue: 0,0:18:06.68,0:18:08.54,Default,,0000,0000,0000,,in our machine shop\Npulling this off,
Dialogue: 0,0:18:08.54,0:18:11.18,Default,,0000,0000,0000,,working in shifts\Nthroughout the night.
Dialogue: 0,0:18:11.18,0:18:12.82,Default,,0000,0000,0000,,[Smith] Wow, I'm impressed.
Dialogue: 0,0:18:12.82,0:18:14.28,Default,,0000,0000,0000,,[Skillman] So are we.
Dialogue: 0,0:18:14.47,0:18:15.64,Default,,0000,0000,0000,,(laughing)
Dialogue: 0,0:18:15.73,0:18:18.50,Default,,0000,0000,0000,,[Smith] The cart, which is\Ndesigned to cost about the same
Dialogue: 0,0:18:18.50,0:18:21.77,Default,,0000,0000,0000,,as today's carts is different\Nin every other way.
Dialogue: 0,0:18:21.77,0:18:24.69,Default,,0000,0000,0000,,Hand baskets that stack\Nin a metal frame
Dialogue: 0,0:18:24.69,0:18:26.92,Default,,0000,0000,0000,,and major improvements for all.
Dialogue: 0,0:18:26.92,0:18:29.54,Default,,0000,0000,0000,,[Skillman] You just lift\Nthe handle up, you drop the--
Dialogue: 0,0:18:29.54,0:18:31.71,Default,,0000,0000,0000,,put the children in,\Nand then you can close
Dialogue: 0,0:18:31.71,0:18:36.58,Default,,0000,0000,0000,,the handle right over them,\Nand they instantly have some
Dialogue: 0,0:18:36.58,0:18:39.18,Default,,0000,0000,0000,,little bit of a work surface\Nthat they can play with.
Dialogue: 0,0:18:39.18,0:18:40.51,Default,,0000,0000,0000,,[Smith] What do you think?
Dialogue: 0,0:18:40.51,0:18:44.51,Default,,0000,0000,0000,,[Kelley] I'm very proud\Nof the team. I think it's great.
Dialogue: 0,0:18:44.51,0:18:46.06,Default,,0000,0000,0000,,[Smith] Does this work for you?
Dialogue: 0,0:18:46.06,0:18:48.38,Default,,0000,0000,0000,,[Kelley] It works for me great.\NIt's also beautiful.
Dialogue: 0,0:18:48.38,0:18:50.90,Default,,0000,0000,0000,,I mean, let's, you know,\Ntake it over to a local supermarket
Dialogue: 0,0:18:50.90,0:18:51.95,Default,,0000,0000,0000,,and see what they say.
Dialogue: 0,0:18:51.95,0:18:53.57,Default,,0000,0000,0000,,[Smith] Yeah, works really well.
Dialogue: 0,0:18:53.57,0:18:56.98,Default,,0000,0000,0000,,The carts wheels turn 90 degrees,\Nso it can move sideways.
Dialogue: 0,0:18:56.98,0:18:59.31,Default,,0000,0000,0000,,No more lifting up the rear\Nin a tight spot.
Dialogue: 0,0:18:59.31,0:19:02.55,Default,,0000,0000,0000,,And you shop in\Na totally different way.
Dialogue: 0,0:19:02.55,0:19:04.38,Default,,0000,0000,0000,,[British Man] Rather than taking\Nyour cart everywhere you go
Dialogue: 0,0:19:04.38,0:19:06.73,Default,,0000,0000,0000,,in the store, through\Na crowded store like this,
Dialogue: 0,0:19:06.73,0:19:09.46,Default,,0000,0000,0000,,it's much more efficient\Nto take a small basket,
Dialogue: 0,0:19:09.46,0:19:12.19,Default,,0000,0000,0000,,rush around to where\Nthe particular shelves are,
Dialogue: 0,0:19:12.19,0:19:14.08,Default,,0000,0000,0000,,come back, and put them here.
Dialogue: 0,0:19:14.08,0:19:16.46,Default,,0000,0000,0000,,And treat this as like a center\Nfor your shopping.
Dialogue: 0,0:19:16.46,0:19:18.31,Default,,0000,0000,0000,,[Smith] And with\Na high-tech scanner,
Dialogue: 0,0:19:18.31,0:19:21.65,Default,,0000,0000,0000,,so that in the future, you skip\Nthe checkout traffic jam.
Dialogue: 0,0:19:21.65,0:19:23.79,Default,,0000,0000,0000,,[Skillman] Here's how you\Nwould scan an item.
Dialogue: 0,0:19:23.79,0:19:27.24,Default,,0000,0000,0000,,You reach over and pick up\Nanything like this salad dressing,
Dialogue: 0,0:19:27.24,0:19:30.13,Default,,0000,0000,0000,,and I would scan it,\Nand if I wanted to accept
Dialogue: 0,0:19:30.13,0:19:32.24,Default,,0000,0000,0000,,that item, I would just press plus
Dialogue: 0,0:19:32.24,0:19:33.69,Default,,0000,0000,0000,,and then drop it in my basket.
Dialogue: 0,0:19:33.69,0:19:36.60,Default,,0000,0000,0000,,[Smith] Because stores don't\Nyet have those high-tech scanners
Dialogue: 0,0:19:36.60,0:19:39.49,Default,,0000,0000,0000,,the team designed,\Nchecking out today
Dialogue: 0,0:19:39.49,0:19:41.23,Default,,0000,0000,0000,,means doing it\Nthe old-fashioned way.
Dialogue: 0,0:19:41.23,0:19:44.72,Default,,0000,0000,0000,,But the bags are hung on \Nhooks on the cart's frame.
Dialogue: 0,0:19:44.72,0:19:46.99,Default,,0000,0000,0000,,Remember, there is\Nno basket here.
Dialogue: 0,0:19:46.99,0:19:48.96,Default,,0000,0000,0000,,Why get rid of the big basket?
Dialogue: 0,0:19:48.96,0:19:51.32,Default,,0000,0000,0000,,[Skillman] The basket\Nis tyranny.
Dialogue: 0,0:19:51.32,0:19:55.44,Default,,0000,0000,0000,,The basket it tyranny because\Nit's not really needed if all your stuff
Dialogue: 0,0:19:55.44,0:19:57.85,Default,,0000,0000,0000,,ends up in bags,\Nwhy need the basket
Dialogue: 0,0:19:57.85,0:19:59.22,Default,,0000,0000,0000,,in the first place?
Dialogue: 0,0:19:59.22,0:20:01.24,Default,,0000,0000,0000,,[Smith] Talk to me about theft.
Dialogue: 0,0:20:01.24,0:20:05.24,Default,,0000,0000,0000,,[Skillman] There's no value\Nin this cart without the baskets
Dialogue: 0,0:20:05.24,0:20:08.26,Default,,0000,0000,0000,,because you can't carry anything\Nin it; it's useless to anybody.
Dialogue: 0,0:20:08.26,0:20:10.06,Default,,0000,0000,0000,,You can't use it as a barbeque.
Dialogue: 0,0:20:10.06,0:20:11.22,Default,,0000,0000,0000,,[Smith] So it's not going\Nto get stolen.
Dialogue: 0,0:20:11.22,0:20:12.20,Default,,0000,0000,0000,,[Skillman] That's right.
Dialogue: 0,0:20:12.20,0:20:13.72,Default,,0000,0000,0000,,[Smith] So there's a lot of appeal \Nto store owners then.
Dialogue: 0,0:20:13.72,0:20:14.58,Default,,0000,0000,0000,,[Skillman] Yes.
Dialogue: 0,0:20:14.58,0:20:16.08,Default,,0000,0000,0000,,[Store Clerk 1] I love it. \NI think it looks great.
Dialogue: 0,0:20:16.08,0:20:18.33,Default,,0000,0000,0000,,[Store Clerk 2] Yeah. At first, \NI was a little shocked,
Dialogue: 0,0:20:18.33,0:20:21.76,Default,,0000,0000,0000,,but I think you have some\Nfantastic ideas here.
Dialogue: 0,0:20:21.81,0:20:24.62,Default,,0000,0000,0000,,It needs a little refining, but \NI think that it's great.
Dialogue: 0,0:20:24.62,0:20:26.63,Default,,0000,0000,0000,,I mean, we would want them.
Dialogue: 0,0:20:26.63,0:20:29.69,Default,,0000,0000,0000,,[Skillman] It makes us feel great. \NAnd she also gave us some
Dialogue: 0,0:20:29.69,0:20:32.76,Default,,0000,0000,0000,,really good comments about how\Nwe can make this thing better.
Dialogue: 0,0:20:32.76,0:20:34.83,Default,,0000,0000,0000,,[Kelley] Just wherever you\Nare, look around.
Dialogue: 0,0:20:34.83,0:20:37.28,Default,,0000,0000,0000,,The only thing that's not designed\Nby somebody is, like, nature.
Dialogue: 0,0:20:37.28,0:20:39.18,Default,,0000,0000,0000,,So the trees are not designed by us,
Dialogue: 0,0:20:39.18,0:20:41.56,Default,,0000,0000,0000,,but everything you see... \Neverything you see.
Dialogue: 0,0:20:41.56,0:20:46.11,Default,,0000,0000,0000,,Every light fitting, every flower vase,\Nevery scale, every stand for fruit.
Dialogue: 0,0:20:46.11,0:20:49.26,Default,,0000,0000,0000,,Everything is designed, has to go \Nthrough this kind of process.
Dialogue: 0,0:20:49.26,0:20:54.24,Default,,0000,0000,0000,,And they can do a better or worse \Njob of innovating or improving,
Dialogue: 0,0:20:54.24,0:20:56.30,Default,,0000,0000,0000,,but everything is designed.
Dialogue: 0,0:20:56.30,0:20:58.14,Default,,0000,0000,0000,,It has to go through this process.
Dialogue: 0,0:20:58.14,0:21:00.62,Default,,0000,0000,0000,,[Smith] It wasn't this \Neffortless, "oh, my god,
Dialogue: 0,0:21:00.62,0:21:02.85,Default,,0000,0000,0000,,so that's how it works" \Nthing that I saw there.
Dialogue: 0,0:21:02.85,0:21:04.77,Default,,0000,0000,0000,,It was actually hard work.
Dialogue: 0,0:21:04.77,0:21:06.56,Default,,0000,0000,0000,,[Kelley] It's a lot of hard work.
Dialogue: 0,0:21:06.56,0:21:08.86,Default,,0000,0000,0000,,We all love it, so it doesn't\Nlook like it's hard work.
Dialogue: 0,0:21:08.87,0:21:10.09,Default,,0000,0000,0000,,But it's a lot of hours.
Dialogue: 0,0:21:10.09,0:21:11.34,Default,,0000,0000,0000,,[Smith] A lot of hours.
Dialogue: 0,0:21:11.34,0:21:14.94,Default,,0000,0000,0000,,Also, an open mind, a boss \Nwho demands fresh ideas
Dialogue: 0,0:21:14.94,0:21:19.87,Default,,0000,0000,0000,,be quirky and clash with his, a belief\Nthat chaos can be constructive,
Dialogue: 0,0:21:19.87,0:21:23.21,Default,,0000,0000,0000,,and teamwork, a great\Ndeal of teamwork.
Dialogue: 0,0:21:23.21,0:21:27.48,Default,,0000,0000,0000,,And these are the recipe for\Nhow innovation takes place.
Dialogue: 0,0:21:27.48,0:21:29.08,Default,,0000,0000,0000,,[clapping and cheering]
Dialogue: 0,0:21:29.08,0:21:32.40,Default,,0000,0000,0000,,This is Jack Smith for Nightline \Nin Palo Alto, California.
Dialogue: 0,0:21:33.02,0:21:35.90,Default,,0000,0000,0000,,[Ted Koppel] I'll be back with a \Nbrief update on our story
Dialogue: 0,0:21:35.90,0:21:38.31,Default,,0000,0000,0000,,in just a moment.
Dialogue: 0,0:21:38.63,0:21:43.10,Default,,0000,0000,0000,,Incidentally, the Nightline shopping \Ncart won a Silver award in the
Dialogue: 0,0:21:43.10,0:21:45.24,Default,,0000,0000,0000,,Industrial Design Excellence Awards,
Dialogue: 0,0:21:45.24,0:21:49.32,Default,,0000,0000,0000,,and there's talk now of \Ndeveloping it commercially.
Dialogue: 0,0:21:49.32,0:21:50.87,Default,,0000,0000,0000,,That's our report for tonight.
Dialogue: 0,0:21:50.87,0:21:52.28,Default,,0000,0000,0000,,I'm Ted Koppel in Washington.
Dialogue: 0,0:21:52.28,0:21:55.94,Default,,0000,0000,0000,,For all of us here at \NABC News, goodnight.
Dialogue: 0,0:21:55.94,0:21:58.20,Default,,0000,0000,0000,,[upbeat outro music]