What You Will

We will draw the curtain and show you the picture. Twelfth Night, Act i. Scene 5.

At Functioning Form, Luke Wroblewski publishes his notes from a talk at Yahoo! Design Week given by IDEO general manager Tom Kelley on the importance of anthropology in business innovation.

Since I'm generally skeptical of efforts to pin down the bottom line value of design, I appreciate Kelley's emphasis on role playing - an idea that he develops in his book, Ten Faces of Innovation - and how anthropology, rather than metrics, might offer more to business creatives. There's even some evidence that the constant measuring itself can slow innovation.

So I'm with Kelley. Would-be innovators might want, instead, to take in Twelfth Night to understand how identity can be used to get somewhere.

Have a good weekend, all.

Wayne