The Deep Dive

The Deep Dive

One Company's Secret Weapon for Innovation

Streaming Video - 2006
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Numbering Nike, Apple, and Procter & Gamble among its many big-name clients, it looks as if IDEO, one of the most influential product development firms in the world, is on to something. In this program, ABC News anchor Ted Koppel and correspondent Jack Smith visit IDEO to see the company demonstrate its highly effective form of brainstorming called the "deep dive. An enemy of planning done by a lone genius behind closed doors, this company uses its deep dive technique-a form of focused chaos-to creatively redesign a shopping cart through what it refers to as a process of enlightened trial and error.

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