Question: IDEO's novel consumer-led approach to design has generated countless success stories and awards for the firm and its clients. Its work has also served as inspiration for the creation of Stanford University's design school- The Hasso Plattner Institute of Design-where stu-dents work on problem solving centered around design thinking. The most important result for IDEO is that its designs solve a usability problem for clients. The company goes broad and deep to achieve this goal. Since its founding, it has been issued thousands of patents and generated hundreds of millions in revenues.
Questions: 1. Why has IDEO been so successful?
2. What is the most difficult challenge it faces in con-ducting its research and designing its products?
3. In the end, IDEO creates great solutions for companies that then receive all the credit. Should IDEO try to cre-ate more brand awareness for itself? Why or why not?
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