Creativity is a muscle
It is human to create stereotypes and one of the strongest ones is to be creative. In our minds, creative has a strong link with artistic and added to that, the fact that one is 'born' with creativity genes. This read written by David and Tom Kelley (founder and partner of IDEO) proves the exact opposite to that. It awakes the creative potential in everyone who reads it.
The brothers narrate very rich experiences when co-creating with clients like P&G and G&E. Some have to be taught how to change the chip of thought, while others have very successful stories applying design thinking. Besides reading through many explorations, insights and experiences with clients in IDEO, the brothers also write about student revelations. Students from Standford with business, economics and other backgrounds that went to de d.School and discovered a new world of creativity were they actually could apply (and were pretty successful) their knowledge.
We all know that service design is about co-creation and collaboration of multidisciplinary teams to develop amazing experiences. So don't be shy to refer this book it in a client meeting or even suggest it as a "must-read" before starting to co-create. If you believe yourself as creative, this book will help you lead corporate people that are not used to work in such environment. If you believe yourself as a business/academic/not-creative person you will definitively learn a lot about how to think with a different twist and unleash your creative potential to problem solve.
It also has a toolkit chapter were you can find creative challenges and activities to start practicing new habits of creative thinking. Customer journey maps, mind maps, empathy maps, speed dating, nickname warm-up, and many others! It is definitively an easy-read book, no excuses to skip it!
