1. The Anthropologist brings new learning and insights into the organization by observing human behavior and developing a deep understanding of how people interact physically and emotionally with products, services, and spaces. When an Ideo human-factors person camps out in a hospital room for 48 hours with an elderly patient undergoing surgery, she is living the life of the anthropologist and helping to develop new health-care services.
2. The Experimenter prototypes new ideas continuously, learning by a process of enlightened trial and error. The Experimenter takes calculated risks to achieve success through a state of â€œexperimentation as implementation.â€ When BMW bypassed all its traditional advertising channels and created theater-quality short films for bmwfilms.com, no one knew whether the experiment would succeed. Its runaway success underscores the rewards that flow to Experimenters.
3. The Cross-Pollinator explores other industries and cultures, then translates those findings and revelations to fit the unique needs of your enterprise. An open-minded Japanese businesswoman was taken with the generic beer she found in a U.S. supermarket. She brought the idea home, and it eventually the â€œno brandâ€ Mujirushi Ryohin chain, a 300-store, billion-dollar retail empire. Thatâ€™s the leverage of a Cross-Pollinator.
4. The Hurdler knows that the path to innovation is strewn with obstacles and develops a knack for overcoming or outsmarting those roadblocks. When the 3M worker who invented masking tape decades ago had his idea initially rejected, he refused to give up. Staying within his $100 authorization limit, he signed a series of $99 purchase orders to pay for critical equipment needed to produce the first batch. His perseverence paid off, and 3M reaped billions of dollars in cumulative profits because an energetic Hurdler was willing to bend the rules.
5. The Collaborator helps bring eclectic groups together, and often leads from the middle of the pack to create new combinations and multidisciplinary solutions. Not long ago, Kraft Foods and Safeway sat down to figure out how to knock down the traditional walls between supplier and retailer. One stratefy – a way to streamline the transfer of goods from one to the other – didnâ€™t just save labor and carrying costs. The increased efficiency sent sales of Capri Sun juice drinks, for example, soaring by 167% during one promotion.
6. The Director not only gathers together a talented cast and crew but also helps to spark their creative talents. When a creative Mattel executive assembles an ad hoc team of designers and project leaders, sequesters them for 12 weeks, and ends up with a new $100 million girlsâ€™-toy platform in three months, she is a role model for Directors everywhere.
7. The Experience Architect designs compelling experiences that go beyond mere functionality to connect at a deeper level with customersâ€™ latent or expressed needs. When Cold Stone Creamery turns the preparation of a frozen dessert into a fun, dramatic performance, it is designing a successful new customer experience. The premium prices and marketing buzz that follow are reqrds associated with playing the role of the Experience Architect.
8. The Set Designer creates a stage on which innovation team members can do their best work, transforming physical environments into powerful tools to influence behavior and attitude. Companies such as Pixar and Industrial Light & Magic recognize that the right office environments can help nourish and sustain a creative culture. When the Cleveland Inidians discovered a renewed winning ability in a brand-new stadium, they demonstrated the value of the Set Designer. Organizations that tap into the power of the Set Designer sometimes discover remarkable performance improvements that make all the space changes worthwhile.
9. The Caregiver builds on the metaphor of a health-care professional to deliver customer care in a manner that goes beyond mere service. Good Caregivers anticipate customer needs and are ready to look after them. When you see a service thatâ€™s really in demand, thereâ€™s usually a Caregiver at the heart of it. Best Cellars, a retailer that takes the mystery and snobbery out of wine and makes it simple and fun, is demonstrating the Caregiver role – while earning a solid profit at the same time.
10. The Storyteller builds both internal morale and external awareness through compelling narratives that communicate a fundamental human value or reinforce a specific cultural trait. Companies from Dell to Starbucks have lots of corporate legends that support their brands and build camaraderie within their teams. Medtronic, celebrated for its product innovation and consistently high growth, reinforces its culture with straight-from-the-heart storytelling – patientsâ€™ firsthand narratives of how the products changed or even saved their lives.