IDEO's Kelley shares the creativity-on-demand process behind his firm's success. IDEO's "Deep Dive", a team-based, fast track plan that focuses on marketable results, covers five basic steps: Understand, Observe, Visualize, Evaluate and refine, and Implement.

s+b Best Business Books 2000-2001

Design Manual: Lessons in Creativity from IDEO, America's Leading Design Firm (@ Business Week)