One principle that I found rather refreshing was their belief that all ideas are worth expressing, no matter how crazy they may sound. Throughout the segment the IDEO team was asked to create a new, more functional shopping cart. Ideas were offered from every member of the team, seniority didn't matter, and extreme, silly thoughts were encouraged. It makes sense that you want to express all your ideas even if they aren't realistic. Discussing anything and everything will help others generate ideas, which in turn develops a very open discourse of creativity. Negativity wasn't allowed, nor were criticisms.
I agreed with the video, many companies today do not encourage this kind of discussion. Many employees do not feel like they have the grounds for voicing their opinions even if they are better for the company than the boss's ideas. The real goal of IDEO is to create a successful product and from viewing the video it seems that they will do whatever it takes to break down barriers that hinder true creativity. One thing that I think helped this process was IDEO's extremely relaxed work environment. Group spaces were open, bright, and big, while individual offices were customizable and personally decorated to suit the needs of the designer.
It was neat to watch the entire design process. All the steps that went into creating the final, modern shopping cart seemed rather laborious but also really rewarding. Watching IDEO's design process makes me wish more companies would take such an innovative problem-solving route. The finished product was a quite an improvement over the cart models we still see to this day. I was disappointed to learn that IDEO's great idea has not replaced our old, outdated carts. I think the shopping experience could really be improved by their cart. I especially liked the fact that the cart had improved mobility and could be pushed sideways, not just backwards and forwards.
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