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 summaries world About Book: The world needs creative confidence. We need such brilliant ideas that we can bring down in reality. We need ne...

CREATIVE CONFIDENCE: Unleashing The Creative Potential Within Us All - Book Summary - Tom Kelley & David Kelley

About Book:

The world needs creative confidence. We need such brilliant ideas that we can bring down in reality. We need new products and systems that can improve the lives of people. In this book, you will read about human sentinel design. This book will inspire you to think out of the box and help you to get out of a dumb situation. Believe it or not, there is also a creative side inside you, which can help you in getting this book out.

Who should get this title? Who will learn from this summary?

• Students Students
• People from all occupations of any field or business
• Everyone who thinks they are creative. Anyone who thinks that they are not creative

About the Author:

David and Tom Callie are two brothers who live in Ohio. David is a professor and entrepreneur. He is the founder of IDEO, a global design company, and the Design Institute D. School of Standford University. Tom has written the best seller book "The Art of Innovation and The Ten Faces of Innovation". He is also a partner in IDEO.

CREATIVE CONFIDENCE: Unleashing The Creative Potential Within Us All - Book Summary - Tom Kelley & David Kelley

Let's We Start Summaries:


Suppose you have a piece of paper. Now draw 30 circles of bean size in it. But you have to draw circles in such a way that an object can be created from it. Any object can be such as a clock, ball, fish tank, or any sign of a stop. If you want, you can transform as many circles as you want in 3 minutes.

If you are not able to finish all 30 circles, then it is fine. Most people are not able to do it. But what made you image from these circles? Any normal things like a basketball, a Ballard ball, or a soccer ball? Or a funny cheese like Planet, Cookie, Pizza, or Happy Face?

Have you ever broken rules? Or thought about it? With these 30 circles, you can create a big image like snowmen or traffic lights. You can make anything, there is no rule fix. Make whatever you want from these 30 circles.

There are some similar experiences in D. School where you are given tasks of this type. David Kelly had laid the foundation of this institute at Standford University. If B is a school for business, then a design is a D school for thinking. People from different fields come here who are taught creative confidence.

When you hear the word creativity, what comes to your mind? You might say that artists, painters, musicians, and animators are creative people. You might also find web designers and archives as creative, whereas lawyers, scientists, and CEOs do not. Or maybe you will say that you are not the creative type.

But David and Tom Callie believe that everyone can be creative. No matter which field you are in, whatever job you are in, any position, you can make your task creative. When you bring a new idea or solution to your job that benefits people, then this is also your creativity. Now, suppose you have created a tool or system that is easier to use, affordable, and productive, then it will be considered your creativity.

Creative confidence is the ability to create and implement new ideas in us. Most of us are busy with our routine jobs. Therefore, whatever strategy or system is there, we will expose it. But is it not good if you get a better solution? If someone gets a brilliant idea that benefits everyone?

Flip flip:

Doug Dietz has been working at Journal Electric for 24 years. Nowadays he has got an assignment to develop imaging systems for GE Health Care. This is an $ 18 billion division of the company. It took Doug two and a half years to finish the new high-tech MRI machine. Each unit costs millions of dollars.

Doug went to visit the hospital where First Units was installed. He met MII Technicians and asked him how did you like this machine. Doug also told him Proudly that this machine has been nominated for the International Design Excellence Award. These awards are considered Oscars of Design Awards. But after listening to Doug, the technician simply said that to get a little side.

Then a patient came there who was to be scanned. It was a thin skinny girl who held her parents' hands. She was nervous. He got very scared while scanning it. The machine was quite large and made of the mantle. Had to go inside the machine for scanning. When that girl was taken to MRI, she started crying.

Despite the fact that his parents were giving him courage, the girl was afraid. In the meantime, the anesthesiologist was called. Doug finds out that young children are very scared to see the machine, so they are ceded before sending them inside the MRI machine.

And at that moment Doug felt that his design had failed. Although he was proud of his design, the patients who had to use this project in real, if they do not like this project, then what is the benefit? Doug became very disappointed with the fact that his machine was scaring young children.

If there was someone else, he might not have taken much tension and would have engaged in his remaining project. But Doug knew that he had to do something. He was advised by the boss that he would go and take a course from D. D. School, Standford. This was a one-week course called the Executive Education Course. Doug was a bit dumb about whether he would benefit from this course or not, but he agreed to his boss and went to do this course.

In D. School, Doug learned about Creative Confidence. He got to learn about the Human-Centered Design Process, in which users' need, its thoughts, and feelings are considered to be the number one priority of the design. That is, for those people for whom you are making a product, you should have empathy in actuality.

Doug also learned that human-centered design is very important in any industry. Because this is the factor that can change the life of people. Doug dissuaded that he will now make such a machine so that young children do not get scared at all.

But Doug also knew that he could not get more funding to build another new MRI machine. So he focused on re-creating the experience. And named it Adventure Series.

Doug did not make any changes inside the scanner. Rather, he thought of transforming from outside it. Instead of just white and metal, Dug got MRI machines painted in the design of pirate ships or spaceships. He also got the walls and ceiling of the room decorated. Decorated the metal bed on which patients had to lie. All this equipment became part of the theme.

Now the new scanner machine was ready to be made and it was fun He felt as if he was going for an amusement park ride, not for a scary medical procedure. After this experiment, nine different adventures have been installed in children's hospitals within the US. When a child enters the scanner, the MRI machine expresses that he is lying quietly because he is about to go on a sea journey or his spaceship is about to take off. Therefore, children do not need to be sedated for scanning, nor do they have to call an anesthesiologist because most of the children go happily inside the machine.

Now more and more children become ready for this process by themselves. And this is nothing less than a win-win situation for the children as well as their parents, hospital, and GE Healthcare. Doug's happiest moment was when he heard that a little girl was asking, "Can I have an MRI scan one more time"? At that time, Doug experienced 100% satisfaction. And from that day onwards, Dug applies Creative Confidence and Human-Centered Design in every project.

It is often the case that human touch is left while designing the product. We focus only on the technical and business sides. Now think of a Venn diagram that has three overlapping circles. It is for First Practical Technology, Second for Sustainable Business and Empathy with Third Logo.

Organizations should create a balance between these three factories in design making. It is on a common spot where all the circles are overlapping. Because this is the secret of a successful project.

Dare dare:

From Fear To Courage From Fear To Courage
Are you afraid of snakes? Albert Bandura, Professor Emeritus of Standford University, says that to get rid of your phobias, you have to touch the snake once. And Bandura claims that this treatment will remove your snake fear forever in a day.

As a psychologist, Bandura has more than 50 years of experience in this field. He is now 87 but still likes to work in his Standford office. Most of the people whom they treat, most of them have lived their whole life with this phobia and got rid of it, but new courage has come in them.
This technique has to be done step by step. Imagine you are in Bandura's office and you are most afraid of snakes. So first Bandura will tell you that there is a boa constrictor in the accompanying room and you have to go to that room. Of course, you will say "What! No, never, no matter what happens".

Now after that you will get some Challenges that will take you near the snake. There is a one-way mirror through which you can see that a man is standing with a boa constrictor wrapped around his neck. Bandura will ask you what will happen next. So you will say "The snake will choke this man's throat and kill it."

But nothing happens to that man. The boa constrictor remains in the neck of the man like this. Its long and thick body moves slowly. Now Bandura will ask you to stand at the door of the room where the snake is. You just have to see from a distance. Bandura stands with you to increase your courage.

So far, you have already come close to some snake steps. Now you are just a few feet away from the snake. And till the end of the session, you will be asked to go near the final snake and touch it. You touch the snake hesitantly. You extend your hand and touch his body. And finally, you have done what you were most afraid of. After this experiment, the phobia of most of the patients of Bandura has been removed. After a few months, when they meet the patients again, the patients tell that now they are not afraid of snakes. A woman also had a dream that the boa constrictor is helping her to wash the dishes. He no longer has scary dreams of snakes.

So what happens in this treatment? Bandura calls it "Guided Mastery". Its secret is to give the patient a task that he can handle easily, then the second and then the third until he achieves his goal. That is one small step at a time.

After this treatment, the patients told that not only their phobia has been removed, but they have also discovered new things about themselves. Now he has got more courage to try new experiences like horse riding, public speaking, or new responses in jobs. When he touched the snake, he felt that now he can do everything.

Similarly, the concept of one step at a time can also be applied in creative confidence. What is your biggest fear that is preventing you from becoming creative? Are you afraid of trying something new? It can also be called Fear of Failure. Just like a snake, this fear will only go away until you experience it yourself.

In fact, creative geniuses such as Mozart and Darwin often failed. But these people became successful because they did not stop trying for fear of failing. He kept hitting more shots towards his goal. Creative geniuses fail, but do not stop trying.

The secret is that you learn from your mistake. Think of Fellers as a learning opportunity. Whenever Thomas Edison failed, he used to say that at least I came to know that this method will not work. He used to do as many experiments as possible throughout the day. This is what makes the learning process fast and more effective.


From Blank Page to Insight
Linus Ling (Linus Liang,) Jane Chen, Rahul Panikkar, and Naganand Murthy have taken admission in D. School's Design for Extreme Affordable Course. It is called Extreme in short. Here participants have to develop solutions for real-world problems.

At this time, he got the project to design a low-cost incubator for developing countries. Now there was no health expert in the team. Two people were MBA students, one was an electrical engineer and the other was a computer scientist.

So Linus, Jane, Rahul, and Naganand first searched Google to find out the infant mortality rate. He came to know that every year 15 million children are born pre matured and low weight. And one million of them die within 24 hours of being born.

The biggest reason for his death is hypothermia, ie death due to excessive cold. These children are born weak and small and their body is not so fat that their body temperature can be regulated. Normal room temperature is also as cold as freezing cold water for them. This is the reason that premature babies need to be kept in an incubator.

Death due to hypothermia can be prevented by the incubator's help, but the cost of incubators is about $ 20,000 per unit.

By reducing some parts of the incubator and using cheaper materials, the team could create a low-cost incubator, but they kept in mind the human-centered design. He had the full attention of the Mothers and their New Born Babies.

Linus went to a city hospital in Nepal. But he was surprised to see that most of the incubators there were keeping unused. The doctor said that the children who need incubators in real, they are mostly born in small villages of far-flung areas. Traveling so far with their mothers New Born Baby cannot come to the hospital.

So the team thought up a solution for the mothers and children living in the remote area. Instead of a cheap incubator, he thought of a new idea. If the team creates a device that the mothers can use in their homes?

The team brainwashed and created a prototype until they found Ambras. It is like a small sleeping bag for the baby. Inside it is a pouch made of paraffin. The mother has to take it out and heat it to 37 ° C. It can keep the baby warm for four whole hours.

The device was already built, now was the time to test it. The team came to India and tried Ambras on some of the mothers. In Maharashtra, he came to know about an important factor about improving the device.

Ambras has an LCD thermometer that guides the mothers in heating the paraffin pouches. Rahul announced that he would have to heat it to 37 degrees Celsius. Mothers were surprised to hear. He used to think that Western medicine is very strong. If the doctor asks for a teaspoon of medicine, then the mother gives only half a teaspoon to her babies.

So, if the pouch was asked to heat up to 37 degrees, then the mother was heating only up to 30 degrees. This was like an eye-opener for the team. He thought that instead of displaying the numbers, the thermometer would indicate "OK" so that the paraffin pouch was ready for use.

So this is how the extreme course ended. The team had made the prototype, so their work was now complete. But this product is very important for New Born Babies, so Rahul said that he cannot move on just by thinking that Ambras is now saving the lives of many children.
Even if those people are busy in their careers, the team is said that they will launch this product in the market. But it was also very challenging because those people did not know anything about making and distributing a medical device. But he took the first step and kept on doing things one after the other.

In 2010, the baby warming device was featured on ABC News. It featured a story show of Nisha, a premature baby born in Bangalore. She was a part of the clinical trial. Ambras saved his life.

Since then, this team of four people has turned into a company of 90 people. These people continued to improve the product design. This team reached the needy children of villages and towns and saved their lives. The Ambras team has also partnered with NGOs from other countries and recently signed a global distribution deal with GE Health Care.

When the Ambras team started, they had nothing, no money, nor any experience in the medical field. At the beginning of this project, the team's condition was like a blank page. But how did this spark come in them? Here are some strategies that you can apply.

Number One: Be Creative. From this, things will start changing for you. Number Two: Think Like a Traveler. Look at things from a new perspective. New ideas need to open their mind. Look for new experiences in life.

Number three: rise above mediocrity. Take time to explore, of course.
Number Four: Keep Empathy From Your Customers. Before making any product, think about placing yourself in the place of the customers. Try to see, think and feel like them. Number Five: Challenges the rules made, put the Habit to ask questions, this will help you to think deeply about the problem.


From Planning to Action
Akshay Kothari and Ankit Gupta are New Graduates of Standford. Akshay has done Electrical Engineering from Purdue while Ankit has done Computer Science from IIT. Both are geek type, shy but analytical natures.

Akshay heard about the Design Thinking Bootcamp of D School and decided that he would join the course. He started this course a little different, completely different from the college routine classes. And Ankit himself believes that when he came to first time D. School, he felt a bit strange. Colorful posts were installed everywhere, and there is no single right answer to the questions like Math.

He was asked to design a new ramen experience for his first task. Akshay gave a common solution while his classmates had better creative ideas. One of them gave the idea of ​​a big straw from which noodles and soup can be eaten together. Another classmate came up with the idea of ​​a special cup so that noodles could be eaten on the go.

Gradually, Akshay and Ankit started getting more creative ideas. He also learned about Human-Centered Design which was a completely new idea for him. And he also taught the Important of Empathy in Product Making.

Now that they were enjoying this experience, Akshay and Ankit thought of attending another class in D. School. Launchpad is a program of four months in which students have to start their own company from scratch and incorporate and launch their own product. Akshay and Ankit felt that they would not be able to do this.

The first step was to find a business idea. Now because Ipad had come into a new market on those days, Akshay and Ankit decided that they will design a daily news application for this. He had only four days to build the prototype.

Both boys lived in a university café all day. He used to sit there for 10 hours every day and discuss his idea. The idea was very good, he saw that people liked to read the news while drinking coffee. So he created a prototype and set up an iPad. Now any visitor could browse through his app through the news.

Akshay and Ankit were seen using the app and kept listening to the response of the users. He immediately saw the drawbacks of the interface. Due to this feedback, he got a lot of help in improving the product. Akshay focused on user research while Ankit coded new updates on the app.

They used to change a hundred things in a single day. By putting so much effort, he made the Daily News app even easier and more smooth. On his first day, he got some such comments "This app is useless, has made a useless app. And later the same users started asking "Is this app already on the iPad?"

The result of this hard work of Akshay and Ankit is "Pulse News", which is a brilliant newsreader which covers all major publications. After a few months, Steve Jobs himself presented Pulse News at the Apple Worldwide Developers Conference. And it became one of the original Fifty Apps of the Apple Store Hall of Fame. Later, Akshay and Ankit sold Pulse News Linkedin for $ 90 million.

How did he do all this? How did Akshay and Ankit transform planning into successful action? He first adopted the "Do Something" Mindset. Both of them thought ahead of the launchpad course requirement. Second, both of them created a prototype as soon as possible. Whatever he did, he fasted in the Affordable Way. Third, he took feedback from potential customers and understood their needs. Fourth, he used the time limit properly to innovate more effectively.

Both of these young made the show how to take the right action. Sometimes individuals and organelles get caught in the cycle of analysis. People waste a lot of time in the planning stage itself. They do not know the effectiveness of the plan because they do not dare to launch it.
As Newton's First Law of Motion says "A body at rest steps at rest." You have to get out of this dumbness, this steeliness. For example, if you want to become an entrepreneur or businessman, then go ahead with planning. Create and launch a prototype. Don't forget to get valuable feedback from your customers. And as the product goes on, keep upgrading it.


In this book, you read about Creative Confidence. Creative confidences are called when we come up with a new solution or idea for something and apply that idea in real so that it can become a life better for us and others. Think if Doug had not redesigned the MRI machine? What if Embrace did not launch its device in Team Market? And if Akshay and Ankit Pulse had stopped with the news prototype? stopped with the Pulse News prototype? So the world could never take advantage of these brilliant ideas.

That is why we give Importance to Creative Confidence. It does not matter who you are, where you are, or what you do, because if you want, you can put an impact on your work, bring a positive change to it. So take out the creativity inside you and improve the lives of people along with you.

You read about Empathy and Human-Centered Design in this book. Research this, interact with end-users and try to understand their situation. With this, you will be successful in making a successful product with heart.

You have to learn how to speed up the learning process by avoiding the fear of failure. Take only one step at a time. Every disciple of your path will boost your confidence and you will come closer to your goal. The sooner you fail, the sooner you will be able to learn. That is, the only secret of success is that the more times you try and the more you fail, the more you will learn.

You learned in this book how to bring that spark in you which can give you some innovative ideas. Think and explore a different way of looking at things. Always ask questions. Learn to chalk up ready-made rules.

You have to learn how to turn plans into action. Don't just hang out in the planning stage. Create a prototype, get candid feedback on it, and make the necessary improvements.

Hopefully, this book will make you feel more creative. Change your mindset, fight against what scares you, think of new ideas and take action. Believe in yourself You have the ability to make this world a wonderful solution.

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