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IDEO is a product development firm based in Silicon Valley. While helping other companies create products and build their brands, IDEO has effectively branded itself. IDEO’s brand of design is iconoclastic and built on the freewheeling creativity of individuals.
Core value and innovative product development process of IDEO can be lost because of limited time resources. IDEO’s competitive edge consists in the recurring idea development in a free environment, design verification through prototyping, and the incorporation of technology in the actual product.
Management and organization of IDEO was built to reflect the cultural emphasis on the ideas and do not be avoid failures. And product development process also was created on the cultural base of IDEO. Management Employees are encouraged to design their own workspace to reflect their own personality.
You could hire them to design a vending machine, an app, a mattress, or a space shuttle, and it would all be the same to them. IDEO’s main tenet is empathy for the end-user of their products. They believe that the key to figuring out what humans really want lies in doing two things: