Frequently Asked Questions

Idélaboratoriet is a consulting company specializing in creativity and innovation. Idélaboratoriet was founded in 2000.

Idélaboratoriet works in the field of creativity and innovation. We create value for our clients for example through innovation strategy planning, facilitation of creative processes, training programs in professional idea creation and implementation of digital idea management solutions.

Idélaboratoriet is Swedish for The Idea Lab.

Idélaboratoriet was founded in Sweden and has its headquarters in Malmö in southern Sweden, but works with clients worldwide.

Idélaboratoriet likes to say that creativity is a process of getting original ideas that have some sort of value and innovation is the profitable implementation of creativity.

Call +46 734 340031. Please do not hesitate to contact us for a discussion on how we can help your organization!


#23 The Personas of Innovation – how to scare the Devil’s Advocate

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The Serious Innovation Newsletter #23

We have all met him. He might even have shown up inside of us once in a while. The Devil’s Advocate. Everyday he kills thousands and thousands of ideas in organizations around the world with phrases like: “Haven’t that been done before?, “That will be far to expensive…”, or “Can you really do that in yellow?”. In the new book, The Ten Faces of Innovation, by the IDEO-guys Tom Kelley and Jonathan Littman, the matter of how to tame the Devils Advocate takes a central role. They find ten different personas that could be used both as perspectives for idea generation or even as a scheme for hiring people to an innovation team.

However… The ten masks have three different headings. The first categories of personas are called the Learning Personas and are curious, outgoing roles always on the look out for the next thing. Restless and humble early adaptors, so to speak.

1. The Anthropologist creates ideas through seeing things through the looking glass and watching how people interact and behave in contact with products, services or spaces. Go hiking with your colleagues! In the mountains…? NO! At your customer’s site, stupid.

2. The Experimenter is the prototyping guy who can not keep his hands from forming new things in paper or drawing sketches during meetings. This persona gains success through the formula of “experimentation as implementation”.

3. The Cross-Pollinator inhales and sniffs up different industries or regional influences like a dog and transforms it into a new reality for her organization. Sometimes when you are traveling it seems so easy to just cannibalize on a regional business idea and launch it at home, doesn’t it?

OK. After the geniuses comes the movers. It is time to get to work and look at the pragmatic perspectives. Time for the Organizing Personas. Try these to give the ideas some structure and tactical bearing in the implementation process.

4. The Hurdler knows the rocky road of innovation and effectively finds different unconventional ways of finding solutions and resources. Kelley and Littman talks about the way the inventor of the Post-its, Art Fry, was rejected and rejected internally with his idea. Staying within his expense limit of 100 dollars he made lots of micro purchases of 99 dollars to buy critical equipment and produce his first batch of sticky notes!

5. The Collaborator is the glue that holds eclectic groups together. A persona that is much underestimated when it comes to success in process. The trick is to lead from the middle but finds cutting edge results!

6. The Director has to find the creative talents and ignite their creative spirits. The role of the Director is to be the brain coach, not the steering committee. Time to get a new leader?

The last four personas are buddies with Bob the Builder and have a constructing angle on things. These Building Personas are often very visible in the organizations and often in the forefront of action.

7. The Experience Architect designs experiences that creates identity beyond mere function, that creates meaning beyond mere consumption. This persona understands the difference between the ipod and a usb-memory.

8. The Set Designer will be the produce the physical stage, the arena that makes it possible to be 100% innovative. Everybody that has worked with creative processes will underscore the importance of designing the right energetic as well as functional space for ideation.

9. The Caregiver is the grandma to the customer. The one that nurses and delivers customer care in a loving manner that goes beyond the call center with bad attitudes. What will the customer really care for in this situation? What could make the customer feel like their at home at their grandma just waiting for the chocolate chip cookies to come out of the oven?

10. At last there is the Storyteller who builds internal moral and meaning as well as external aura and fundamental human value to products. Telling stories around the global fireplace will create tribes of allegiance.

OK. So lots of masks and so what. The technique is to use this either as the roles played in a idea generation workshop. Or used the as the optimal way of putting together the innovation team of your dreams. Or even use the different personas as a chronological innovation process from 1 to 10. Or what do you have in mind, you Devil’s Advocate, you?

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