By Heidi Wiesspeiner
In “The Ten Faces of Innovation – Strategies for Heightening Creativity” ten personas are depicted that represent the essential elements of an innovation process. The personas are divided into three categories: the learning personas, the organizing personas and the building personas. All of them have a space in the innovation realm, and all contribute in unique ways.
Typically, an individual might take on one or two of these roles, and a team may consist of several personas. Whilst is not necessary to have all personas present, it is useful to be aware of their different approaches. We find the ten personas very useful in guiding our innovation process design work. Using them as a “checklist” allows us to draw on all the different aspects and necessary elements for innovation. Appreciating diversity as an asset and leveraging it is an important IPK value. And the ten personas also speak to this through recognizing how different people contribute to innovation in different ways.
Here are some snippets from the book that describe and provide detail on the different personas and their modus operandi:
The Learning Personas:
“The Anthropologist brings new learning and insights into the organization by observing human behavior and developing a deep understanding of how people interact physically and emotionally with products, services, and spaces.”
“The Experimenter prototypes new ideas, continuously learning by a process of trial and error. The Experimenter takes calculated risks to achieve success through a state of ‘experimentation as implementation’.”
“The Cross-Pollinator explores other industries and cultures, then translates those findings and revelations to fit the unique needs of your enterprise.”
The Organising Personas:
“The Hurdler knows the path to innovation is strewn with obstacles and develops a knack for overcoming or outsmarting those roadblocks.”
“The Collaborator helps bring eclectic groups together, and often leads from the middle of the pack to create new combinations and multidisciplinary solutions.”
“The Director not only gathers together a talented cast and crew but also helps to spark their creative talents.”
The Building Personas:
“The Experience Architect designs compelling experiences that go beyond mere functionality to connect at a deeper level with customers’ latent or expressed needs.”
“The Set Designer creates a stage on which innovation team members can do their best work, transforming physical environments into powerful tools to influence behavior and attitude.”
“The Caregiver builds on the metaphor of a health care professional to deliver customer care in a manner that goes beyond mere service.”
“The Storyteller builds both internal morale and external awareness through compelling narratives that communicate a fundamental human value or reinforce a specific cultural trait.”
What makes the book so interesting is the countless examples that are attached to the personas, providing a real life glimpse of the innovation process. The examples bring to life the process and put into context how the personas work. Each chapter gives insight into each of the personas, and delves into what makes them special. Finally, the last chapter provides some basic principles to help win at innovation, including stretching for strength, going for distance, never surrendering, embracing the mental game, and celebrating coaches. It is less about “doing” innovation and more about “being” innovation. All in all, a worthwhile read that illuminates the sometimes elusive path towards true innovation.