Over more than a century of leadership in the food and beverage industry, The J.M Smucker Company has expanded its range of products to maintain its relevance and address market demand. Today, the company leads numerous categories, with beloved products like Jif, Milk-Bone, and Folgers, which are the top choices of millions of Americans. By growing and diversifying their brands over the decades, Smucker has successfully weathered major shifts in consumer habits and technology. Today, though, CPG companies are experiencing unprecedented disruption, and leaders at Smucker understand that the escalating pace of change will require more than just new products.

Geoff Tanner, Senior Vice President, Growth & Consumer Engagement at The J.M. Smucker Company recognized the need to identify new market opportunities and establish practices that put innovation and growth at the heart of their business. And he saw the potential to bring those goals to life through his relationship with IDEO.

WATCH: Balancing innovation and efficiency through design has helped Geoff Tanner, Senior Vice President, Growth & Consumer Engagement at The J.M. Smucker Company, brave the unfamiliar, transform organizations, and ultimately bring game-changing ideas to market faster.

Geoff has stewarded a close partnership with IDEO for over a decade and throughout roles at numerous organizations. Together, Geoff and IDEO have worked on 25 projects, beginning while Geoff was VP of Marketing at Big Heart Pet Brands, and continuing on throughout his career at The J.M. Smucker Company. By working with IDEO to adopt a design thinking approach, Geoff has enabled collaboration across teams and empowered his organizations to find new ways of working that result in measurable business impact. For The J.M. Smucker Company, the partnership has brought creativity and human-centered design to the forefront of its operations, strengthening its ability to bring new products and brands to market and create a pipeline of growth.

WATCH: The J.M. Smucker Company has shifted to embrace growth and innovation as a mindset throughout the organization to bring more consistency to the innovation process.

Looking to the past to creatively connect with the future

As an example of this, Geoff and The J.M. Smucker Company suggested to IDEO that they explore how Folgers, America’s leading at-home coffee brand, might resonate more deeply with a millennial audience. Design research revealed that the mindset of today’s millennial coffee drinkers aligned with Folgers entrepreneurial brand roots. The teams collaborated to create a new concept: a brand called 1850 and an end-to-end, go-to-market product experience, including packaging, retail, and merchandise. 1850 hit shelves in 2018 and has since been reported by IRI Advantage as the top launch in the Coffee Category for 2019.

Frankly, I don’t think innovation gets any easier. You just get a little more comfortable with the discomfort, and that’s when the work starts to get consistently better.

Geoff Tanner, Senior Vice President, Growth & Consumer Engagement, The J.M. Smucker Company

Creating an innovation pipeline that’s inspired by consumers’ needs

With 1850 underway, Geoff and The J.M. Smucker Company continued to invest in human-centered design to drive new offerings. The next collaboration with IDEO explored how Jif, the iconic peanut butter brand, could extend beyond the jar and become more readily accessible and appealing to busy parents who want to feel confident about the snacks they give their kids.

The design team was moved by the challenges that parents face: They want the best for their kids, but struggle to choose between what’s wholesome and what’s convenient on a daily basis. The ideal foods are filling, nutritious, and energizing, but often take more time to prepare and aren’t backpack or carpool-friendly. On the other hand, more convenient options tend to be full of empty carbs. Based on this insight, IDEO and Jif decided to tackle the snack-time parenting struggle. The IDEO and Jif teams worked side-by-side to prototype multiple product ideas and formats and tested them with on-the-go families to ultimately create Power Ups.

Available at over 200 retailers worldwide and online at Amazon, Jif Power Ups make wholesome, delicious grab-and-go snacking possible for kids and parents alike, across products ranging from Soft Baked Bars to Creamy Clusters, which are filled with peanut butter and rolled in whole grain oats. All are made with peanuts as the first ingredient and contain no high fructose corn syrup. Since going to market in 2018, Jif Power Ups has been named the top innovation launch in the Snack Bars category by IRI Market Advantage.

Design thinking underpins everything we do.

Geoff Tanner, Senior Vice President & Corporate Officer, Growth & Consumer Engagement, The J.M. Smucker Company

WATCH: The J.M. Smucker Company is on a transformational journey, committed to three pillars of growth: Lead in the best categories, build brands consumers love, and be everywhere.

The J.M. Smucker Company has experienced accelerated growth and speed to market by testing bold new ideas and evolving the role of innovation at the company. Design thinking and consumer empathy have permeated the organization’s new product development process, making it easier to uncover sharp, human-centered insights that lead to thoughtful and uniquely differentiated brands in a competitive, ever-shifting, and overcrowded industry. The work has fueled Geoff’s vision to inspire a culture of innovation at the company so that it can move at the speed of consumers and remain a best-in-class family of brands for future generations.

It’s a Thursday afternoon in Oakland, California. A line of lunchtime diners snakes out the door of dosa by DOSA. Upon entering, eaters are greeted by the smell of tangy dosa—a large paper-thin crepe made from a fermented batter of rice and lentils—and sweet, spicy chai. Turquoise chairs pop against a floor-to-ceiling mural by Oakland artist Namita Kapoor that transports diners to Chandni Chowk, one of the busiest markets in Old Delhi, as if enjoying their food at a local vendor.

In 2003, Emily and Anjan Mitra spent their honeymoon in India, savoring the street food of Anjan’s childhood in Mumbai (often still called Bombay). After returning to San Francisco, they found themselves longing for those distinctive flavors and dishes. Realizing that most Bay Area diners had never seen nor tasted these foods, Emily and Anjan founded DOSA, an upscale, full-service restaurant that introduced the Bay Area to Southern Indian cuisine. Locals came to try the unique, plant-forward dishes, and left with satisfied bellies and a broader understanding of Indian culture.

The entrepreneurs envisioned a brand extension of DOSA: a counter-service restaurant that could scale nationally. The hospitality venture, called dosa by DOSA, would offer healthful Indian street food made from local and seasonal ingredients. Emily and Anjan also set out to expand their existing product line-up—including cold lassi beverages, simmering sauces, and grab-and-go-meals—to national grocers and retailers and needed launch-ready packaging that was convenient, eye-catching, and environmentally-friendly. The new expression would enable consumers to experience dosa by DOSA and Southern India in a variety of forms and places. Emily and Anjan partnered with IDEO to establish a cohesive and consistent brand experience, from the restaurant and to-go meals to retail stores and mobile delivery.

In close partnership with the founders, their staff, Feldman Architecture and MPADA, IDEO set out to bring dosa by DOSA to life and help it scale through brand, environment, and experience design. This included creating everything from the logo and packaging to the menu and operations strategy, with each element tying back to the founders’ vision of sharing Indian heritage and traditions through cuisine.

The group began by seeking cultural inspiration for dosa by DOSA’s brand identity system—the logo, colors, values, fonts, and messaging—to guide future designs. They were inspired by Indian truck drivers who decorate their trucks with garlands, signs, or flags that engage other drivers or bring luck. The dosa by DOSA logo design and its wood-cut typeface are inspired by the dimensionality of this homespun art form, while the vibrant, eclectic colors reflect the streets and textures of urban Mumbai.

The goal of opening people’s minds to Indian cooking and culture extends to the packaging, which meets customers’ needs and playfully educates them. The food containers—made from recycled and compostable material—feature brightly patterned labels reminiscent of the trucks. Some have built-in compartments suited to multiple dipping chutneys, making it convenient to sample a variety of Indian flavors. Paper tray covers resembling Mumbai newspapers offer eating tips like “Be civilized. Eat with your hands,” encouraging diners to experience an Indian custom.

The vibrant brand comes to life across an array of packaging, including cold cups printed with the phrase “thanda thanda pani”—meaning “cold cold water”—which comes from a popular Indian parody of the Vanilla Ice song "Ice Ice Baby."

To design the diner experience and restaurant environment in a way that invites curiosity about the culture and cuisine, the team started with diners: They identified key moments in their experience like entering, waiting in line, and paying. The floor plan, furniture, lighting, signage, and menu were designed around these touchpoints. For example, while customers wait in line, they can watch dosa being prepared, as if they’re eager and hungry travelers awaiting street food.

The dosa by DOSA menu includes distinctive items like coconut kale mung bean salad and hot masala chai made with caramelized milk—the way Anjan’s mother prepared it. To help the restaurant scale, the team created a preliminary furniture, fixtures, and equipment (FF&E) budget, 3D renderings of the space, and an operations strategy for the founders and their employees.

The dosa by DOSA flagship launched in January 2018 in Oakland, California. The IDEO brand guidelines have enabled the dosa by DOSA team to independently and easily shepherd new product lines to market, including salads, wraps, curry bowls, samosas, and simmer sauces. The brand’s packaged food launched in over 200 natural food stores in 24 months—including over 100 Whole Foods locations—as well as online retailers and delivery services like Good Eggs and Caviar. These items and the restaurant have helped Emily and Anjan realize their vision of bringing the flavor and spirit of Southern Indian cuisine to new communities around the world.

In recent years, due to shifts in Japan’s demographics, the food industry has faced challenges such as a decrease in market size and a shrinking number of producers. As a result, social impact opportunities abound in this field.

When Japanese software company NJC (Nippon Jimuki Co. Ltd.) approached IDEO seeking to identify new business opportunities that would build on the company’s core strengths, the food and agriculture industry rose up as a promising area of focus.

NJC is a well-established software company that has spent over 50 years helping to build backend business systems for small to medium enterprises. NJC works across healthcare, retail, and food and beverage, computerizing core processes to support and improve operations.

In partnership with IDEO, NJC explored its strengths and potential as an organization, as well as the ideas and visions of the employees, and emerged with the goal of using their capabilities to address large-scale issues facing regional farmers.

During research across Japan, local growers described challenges with multi-layered supply chains and analog systems, which led to “overwork for minimal profit,” as well as a gap between supply and demand. Because agricultural wholesalers lacked clear information in advance on the status of crops or the volume to be harvested, they struggled to negotiate with buyers, which led to wasted food On the other hand, the farmers who grow the crops are engaged in manual labor, and do not always have the energy to focus on business aspects such as efficiency or the pursuit of increased profitability, which leads to a diminished interest in farming among young people.

One question that emerged through research was why agricultural producers weren’t utilizing IT. This evolved into “How can profitability be improved for all stakeholders?” and, “How might we create a system that will provide useful data without creating a burden for either farmers or agricultural wholesalers?”

The result was fudoloop.

fudoloop is an app that enables farmers and wholesalers to conduct business more profitably by bringing transparency to the fluctuating produce market. Through fudoloop, wholesalers receive information from farmers a day in advance, and can coordinate the various requests of buyers, such as order size, production location and other special requests. As a result, wholesalers can function as “community managers,” doing business with both producers and buyers at a more appropriate price point.

NJC aims for fudoloop to be the first step in a cycle that brings value to all stakeholders, from farmers to wholesalers, retailers and even customers, by redefining the “middleman” role of produce wholesalers.

The population of Tokyo’s metropolitan area is twice as big as New York, and the daily influx of workers from the suburbs increases that number sixfold. Congestion on trains traveling through the center of Tokyo during commuting hours is said to reach somewhere close to 200 percent of the trains’ capacity.

East Japan Railway Company (known as JR East) is the world’s largest railway company by revenue, operating 12,000 trains daily and serving 6.4 billion passengers per year.

In March 2014, JR East leveraged their extensive operations and passenger data to publish a consumer app that provided train location information, congestion status, air conditioning temperature, and wayfinding tools.

The app was downloaded more than 3.8 million times; however, its features and usability proved unsatisfactory to users. In an attempt to be comprehensive in addressing passenger needs, the app was weighed down with data and worked sluggishly. Competitors’ apps were named above JR East in customer satisfaction surveys, highlighting the company’s need to address the tool’s usability.

JR East’s Technical Division approached IDEO to help design an attractive and consistent user-centered experience through its digital ecosystem. With a team of interaction designers, they launched a project to create a new version of their app.

During the research phase, the IDEO team observed passengers’ behaviors and decision-making processes and noticed that people were using several apps at once to get more personalized and complete information.

The team created a set of paper-based prototypes to test how users would react to various functionalities. Surprisingly, users ranked versions with limited functionalities higher than those with a broad range of features.

This insight informed a new prototype that enabled a customized user experience based on traveler needs. Wayfinding proved to be the most frequently selected feature, so the new app was designed around helping passenger navigate during their trips.

Although JR East had traditionally outsourced their app development, IDEO encouraged them to organize their own internal team. In cooperation with Pivotal—a frequent IDEO partner familiar with human-centered approaches—the internal team was trained in agile development and built the new app themselves. A prototype was released in November 2017 as “Go! by Train.” It was so successful in the market that the earlier JR East app was replaced entirely with the content of the new design.

JR East's internal development team was recognized by the company for their exceptional output, and will be integral to the company's human-centered digital transformation going forward.

For listeners, the panoply of podcasts seems to grow daily; and for creators, there’s an exponentially growing audience, which means even the most obscure subject matter is bound to find eager ears.

In 2016, we posted 15 inspiring podcast recommendations from IDEO designers, and exactly two years later, we’ve built a whole new list. This time, we put the call out to all of IDEO, inviting recommendations for all types of programming—whatever our teammates are currently listening to and loving. Hopefully many on this list will be new to you, and will help freshen and diversify your own audio queues.

1. Ear Hustle

Ear Hustle takes an honest look into the lives of people within the confines of the American prison system, and it invokes both laughs and tears. Nigel Poor, a Bay Area-based artist, teams up with Earlonne Woods and Antwan Williams, both current prisoners at San Quentin, which is California’s oldest prison and houses the greatest number of death row inmates in the nation. The three hosts produce stories at the facility’s media lab, where they explore topics as light as how “cellies”—or roommates—are assigned, and as dark as the gut-wrenching effects of the three strikes law. Regardless of the topic, each episode is eye-opening and humanizing, allowing listeners to understand the realities of living behind bars. —Sue-Jean Sung

2. How I Built This

How I Built This takes listeners on a “behind the scenes” tour of how driven entrepreneurs turned innovative ideas into world-changing companies. The stories are full of passion, challenges, successes, and failure...how couldn't you get hooked on this podcast!? Most compelling is the overwhelming humanity that comes through in each founder’s story. Without question a feel-good podcast that will get your creative juices flowing! —Andrew Evans

3. Switched on Pop

I love Switched on Pop because I love music, and pop music tends to get a bad rap or get brushed off as sugary, over-simplified sound, which is just not the case. This podcast is run by a musicologist and a pop songwriter. They deconstruct songs sonically and lyrically to help give some insight into what the song is doing, and how it achieves its goals. The musicology perspective is fascinating to me and helps me deconstruct other songs that I hear. —Meg Rice

4. How to Be Amazing

How to Be Amazing is an in-depth interview show hosted by comedian, author and actor Michael Ian Black. I love this podcast because Michael Ian Black as a host is simultaneously witty, vulnerable and empathetic. Thus, the conversations move fluidly between banter and deep revelations. The guests are creative types: artists, authors, chefs, musicians. Black's focus is on how each guest manages to find creativity and persevere in his or her field. Every episode ends with an “Amazing 5” recommendation segment, in which the guests recommend a book, music, food, TV, and miscellaneous item. My favorite episodes: David Sedaris, Elizabeth Gilbert, Maira Kalman, and Judd Apatow. —Mollie West Duffy

5. Love + Radio

I love Love + Radio! It has amazing non-fiction, long-form stories. Each one is unique and totally unexpected. Every time I listen to this podcast, I find myself transported to another world. It's truly magical. One episode in particular that stands out is a series of interviews with a man who is dating a life-sized doll, but [spoiler alert!] you don't realize his girlfriend is a doll until the very end. It’s incredible! You really learn how to feel empathy for people whose lives are worlds away from your own. There's also a three-part series about a woman in Colombia who realizes that the family she's just married into are drug lords. The series follows her story as she moves to the US and later is forced into hiding in the Witness Security Program, after providing information to the US government. Another story I loved was from a woman who had an out-of-body experience while undergoing surgery. —Ali Cottong

6. Containers

I got really into the Containers podcast. I never thought I would geek out so hard on this seemingly mundane part of the global supply chain. As a designer at IDEO, I work with a lot companies on their journeys to become “future fit.” One way companies are becoming future fit is by making the bold shift from a increasingly strained linear economy (take, make, waste) to a more prosperous, circular one (one that is regenerative and keeps materials and resources in flow at their highest use for as long as possible, creating new value along the way).

One huge part of redesigning a future economy is understanding how our economy today is designed. This podcast tells the story of containers, something so seemingly banal and ubiquitous. It colorfully illuminates how they came to be and the role they’ve had in transforming not only our economy but so many facets of our modern society in such a short amount of time.

As we design and prototype new tools, platforms, products, services and ventures in the circular economy, Containers inspired me to see the transformative power that a single, simple, and elegant innovation can have when it allows people to do something they couldn’t do before, at a tremendous scale. —Rhys Thom

7. Death of 1000 Cuts

I’m listening to Season 1 of Death of 1000 Cuts. It’s actually an 8-week writing course given by a poet, Tim Clare. The 15-minute podcast gives advice and a structured 10-minute writing exercise every day for 8 weeks. It helps with stagnant writer’s block, writing confidence, writing fatigue and helps exercise the writing muscles for people to feel empowered to write and to dedicate the time to creativity. I love it because while I’m an (IDEO) lawyer by day, it means I get to do the creative flex thing by night. —Rebecca Wint

8. My Favorite Murder

My Favorite Murder is a true crime comedy podcast—not a combination you'd expect, but the hosts, Karen and Georgia, make it go down like chocolate and peanut butter. It’s not at all about glorifying the crimes, but rather, looking into the darkest parts of the human experience and finding a way to laugh. MFM (as fans call it) has also inspired a feminist movement with a massive fan base. There's even an IDEO Slack channel devoted to the podcast. —Jennifer Maer

9. NPR's Hidden Brain

Hidden Brain features amazing storytelling on why we do and think the ways that we do (backed with experts in the field!). Why are people in multi-cultural relationships more creative? Why did a competitive luxury brand gift Snookie a rival Gucci handbag? Why does wearing bright red sneakers make other people feel you're more influential? Why should marriages be more like Pinot than Cabernet? All these questions answered (and more) through the Hidden Brain. —Mike Peng

10. Mothers of Invention

Mothers of Invention is about climate change, how it's a feminist problem, and has a feminist solution. It's hosted by Maeve Higgins, an awesome comedian and storyteller; and Mary Robinson, the former president of Ireland (!). It's the first thing I've listened to on climate change that has made me feel something like hope. —Ashley Holtgraver

11. Cocaine and Rhinestones

Cocaine & Rhinestones is an in-depth look at some of the wildest stories of 20th century country music. I suppose I love it because I love old country music and was raised in an environment where Hank Williams was God. But these stories go much deeper than fading memories of hearing steel guitar over a busted truck radio. It's so well researched I might compare it to a Ken Burns documentary. Yes, it's dark, and that's why you'll love it. Murder...check. Alcoholism and adultery...check. People behaving in intolerable ways...check. But all of the negativity and carnage are balanced by unflinching tributes to a truly unique American musical creation. It's incredibly respectful of those who wrote and performed the music. Irony is uncool now anyway. This feels real. —Zach Hobbs

12. The Longest Shortest Time

The Longest Shortest Time is a parenting show. I like to think about someday becoming a parent, but even as someone without children, the way they talk developmental theory makes the whole concept of parenting feel more diverse and accessible. I don't have kids yet, so I listen in to see what my future could look like, and to learn more about youth today. —Stuart Getty

13. Getting Curious with Jonathan Van Ness

I love Getting Curious with Jonathan Van Ness because, well, Queer Eye is my new obsession, and he just absolutely delights me. He's so smart and yet somewhat hides it to remain more "curious," and he really explores every topic under the sun, from Saudi Arabia to abstinence in addiction therapy. —Madeline Armstrong

14. Change Agent from The New York Times

I've been surprised by how much the stories told on Change Agent stick with me, and how powerful analogous inspiration can be in helping us change our behavior. —Em Havens

15. Racist Sandwich

Racist Sandwich is a podcast about food, race, gender, and class. It's a refreshing, honest, and deeply human look at what happens at that intersection. I really like the podcast because they tell different stories from points of view that are rarely highlighted by traditional media channels. I am a latecomer to the show, but I found their episodes "Tasting Something other than Shame" and "Detroiters are Fighters" to be particularly inspiring. —Sandeep Pahuja

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Now that we consume most of our information through screens, audio programming is a breath of fresh air. Podcasts enable us to get up and out, liberating us from the tether of phones and computers.

That’s a shame, because research shows that feeling joy at work not only increases our wellbeing, but also our performance across the spectrum. Joy increases our working memory and cognitive flexibility, which in turn leads to better problem-solving. Take doctors, for example: Those who have been primed to feel joyful make a correct diagnosis earlier than those in a neutral mindset. Joyful businesspeople consider a wider range of scenarios and make more accurate decisions. Joyful negotiators are more likely to achieve win-win agreements. And it turns out it’s infectious: Joyful leaders spread positivity to their teams, increasing rates of effort and cooperation; and when salespeople exhibit joy, customers respond by spending more time in a store, giving higher satisfaction ratings, and expressing a greater likelihood to return.

Have I convinced you yet? Ok, then. Here are six ways you can transform your work environment to increase joy, and bring out your most productive, collaborative, and creative self.

1. Add a pop of color and light

Research with nearly a thousand office workers across four continents shows that people in more colorful workspaces are more joyful and alert than those in drab spaces. They’re also more confident and friendly. Bright colors reflect more light, which acts like a stimulant, a shot of caffeine for the eyes. If you can’t paint your whole office, try adding an item with a strong pop of color to your desk, like a vibrant piece of art or a yellow mug, to brighten up your space—and your spirits!

For even more joyful energy at work, go toward the light. There’s a reason most people prefer a desk near a sunny window. Light helps regulate our Circadian rhythms, leading to higher energy levels and mood. Research shows that workers who get more light exposure in their offices are more physically active during the day and sleep better at night. Among nurses working on acute care wards, more sunlight exposure correlates to an increase in spontaneous laughter. If you are slow to get going in the morning, see if you can find a spot near a window. Or fight the afternoon slump by taking your meetings outside.

2. Buy a plant

When you’re working in a high pressure situation, make sure to introduce some greenery to your workspace. Exposure to nature helps restore our attention and can mitigate the effects of stress on our bodies and minds—making it less likely that we’ll snap at our teammates. Psychologists believe that looking at nature refreshes our ability to concentrate because it is passive, but also stimulating. In many offices, nature views are a perk reserved for management. But the good news is that studies show even a few plants can improve attention, reduce blood pressure, and even prompt more generous behavior toward others.

3. Keep it cute

One of my most memorable days at IDEO was when one of my coworkers surprised us by arranging for fifteen puppies to visit our office. As people moved from one meeting to another, they couldn’t resist spending a few minutes sitting on the floor cooing and cuddling. It might sound like a distraction, but researchers in Japan have found that looking at pictures of cute things, such as baby animals, may actually help increase concentration. One theory is that cuteness elicits a nurturing impulse that requires focus and care, priming the mind to zoom in and tune out distractions. So, go ahead, share the latest otter video on Slack, peep the We Rate Dogs Twitter feed on your lunch break, and keep those photos of your adorable nieces and nephews on your wall. These joyful bursts of cuteness might just help you when you’re doing work that requires careful thought and attention to detail.

4. Get some air

When you need to zoom out and get perspective on a work challenge, seek out the joy of elevation. Our emotions often seem to lie along a vertical axis: we’re in high spirits or light-hearted when happy, we feel low or heavy-hearted when sad. By moving ourselves physically upward in space—ascending to a roof deck or even just climbing a set of stairs, we not only find a joyful lightness, but also a shift to more big-picture thinking. Psychologists have tested this by intercepting people who have just walked up or down a flight of stairs and asking them to think about people’s behavior. When participants are told that someone is painting a room, those who have just walked down a flight of stairs are more likely to think about the specific actions involved (“applying brush strokes,”) while those who have just walked up the stairs are more likely to think about the broader purpose behind the actions (“making the room look fresh”). Ever have a flash of insight on an airplane? When we need to make big decisions or solve intractable problems, elevation can help us literally “see the forest for the trees” and avoid getting caught in the weeds.

5. Keep the ball rolling

To cultivate a creative mindset, keep a ball or frisbee at your desk. Research shows the kinds of fluid, curving motions we make when we play can help unlock a more flexible thought pattern, which in turn heightens creativity. In one study, participants who made curving motions with their arms came up with more ideas for uses of a newspaper than those who made angular motions. And the ideas they came up with were more original. This might explain why you often find ping pong tables at startups, and suggests that taking time to play might be the perfect warmup for creative work.

6. Turn up the tunes

When you want to help your team find its groove, give them an actual groove. That can produce a phenomenon that scientists call synchrony—when we sing or move in the same rhythm with others. When people experience synchrony, either by tapping out a beat or a rocking in chairs at the same tempo, they display greater generosity and perform better on a cooperative task. Some researchers have speculated that this may have originated when humans first began to coordinate their efforts to achieve complex goals. By noticing the rhythms created through repetitive manual tasks, people could better synchronize their efforts, and perhaps this led to an unconscious sense of unity. If it’s not too distracting, one way to harness this effect may be to play music with a strong beat in your workspace. People will naturally begin to tap or nod along with the music, creating a synchronicity that helps you find your flow.

To learn more about Ingrid’s research on how to design for joy, check out her new book Joyful.

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As a designer who studies joy for a living, one of the questions I am asked most frequently is: How can I find more joy at work? We spend at least a third of our waking hours at the office, and some of us much more than that. Yet most workspaces, with their beige carpets and rows of cubicles, aren’t exactly designed to delight.

Creative Confidence has inspired thousands of people to adopt a creative mindset and apply it to the diverse real-world challenges they face. In this series, we’ll share some exercises from the book that can help you approach your challenges from a new perspective.

Creativity Challenge # 2: Increase your creative output

Anyone who studies dreams will tell you that if you want to remember your dreams, you need a dream journal right beside the bed. The moment you wake up—whether it’s the middle of the night or in the morning—you should capture those dreams before they fade away. The same holds true with your waking “dreams,” your partially or fully formed ideas, your glimpses of possible futures. If you want to maximize your creative output, don’t rely on short-term memory.

Even if you never get to experience Andy Warhol’s fifteen minutes of fame, you’re likely to have your own moments of brilliance once in a while. When that happens, make an effort to capture those ideas right away, because your short-team memory only holds a thought for fifteen to thirty seconds. One simple way to have more ideas in your arsenal is to start keeping track of them as they occur.

Tool: 15 Seconds of Brilliance
Participants: This is a solo activity
Time: 10 minutes per day
Supplies: Paper and pen, or a digital means of keeping notes

Instructions

When you have an idea or observe something intriguing, take note of it. The actual means of capturing the idea doesn’t matter as much as having it with you at all times. Choose a method or a technology that fits with your lifestyle and your personality:

• Digital tools are great, but paper still works exceptionally well. I always have a pen and a simple folded piece of paper in my back pocket. I also keeps a small pad of paper on my bedside table, with a lighted pen that I can use to jot down an idea while reading or in the middle of the night without fear of waking up my wife.
• My brother David has a whiteboard marker in his shower, so he can write a passing idea before it disappears.
• IDEO partner Brendan Boyle has experimented with various forms of “idea wallets” designed specifically to record his thoughts.
• Mobile voice assistants will let you dictate a quick mental note.
• Your laptop or tablet has all kinds of notepad applications. But we think you’ll get more functionality out of purpose-built programs like Evernote, specifically designed to store such ideas.

So increase your odds in the war against lost ideas. You’ll be amazed at how many good ideas you end up with when you make an effort to jot down those sudden moments of insight. Our brains are constantly making connections and associations with other people, things, and ideas we come in contact with. Don’t let those serendipitous insights go to waste.

This post is the second in a series of exercises taken from Chapter 7 of Creative Confidence. Purchase the book for more on how to use creativity to solve problems. Read part one here.

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Everyone is creative. This belief runs through everything we do at IDEO, and in 2013, it led my brother David and me to write a book that would help others—even those who don’t think of themselves as “creative types”—to unleash their creative potential.

How do you prevent a handoff from becoming a drop-off? I recently wrote an article for Harvard Business Review that explores this very question. The following is an excerpt of that article.

How should you create a smoother handoff between teams? In short, you can avoid a drop-off by tailoring each handoff to the teams involved. In many companies, innovation teams tend to fall into three buckets: Explorers, Scalers, and Optimizers (with credit to Bud Caddell and Simon Wardley).

There are four basic models for the handoff, and dozens of hybrids. The right one for each part of your innovation portfolio will depend on how integrated your projects need to be with your core business.

1. The Owner’s Manual

After months—sometimes years—of work, an innovation team extensively documents their work in hundreds of pages of slides, spreadsheets, and other files, and then hands all of that over to a new team to execute. When was the last time you read an Owner’s Manual? Exactly. The new team then risks moving on without absorbing the learning of their predecessors.

2. The Architect

The best way to avoid a drop-off is to eliminate the handoff. In this model, the future owner of the work embeds in the Explorer and Scaler teams. That person then acts as a connector, knowing all of the avenues already explored and all of the learning gained.

3. The Ambassadors

Similar to the previous model, in this model, members of the Explorer, Scaler, and Optimizer teams remain embedded in each phase of the project to ensure that no learning is lost and that each phase of work is designed to feed smoothly into the next. In addition, this model improves the future work of innovation teams by helping them build an awareness of what downstream teams need most.

4. The Hive

The difference here is that team members don't roll off the project—it remains a blended team from idea to implementation. This model improves the future work of innovation teams by helping them build an awareness of what downstream teams need most.

Want to dive deeper on innovation handoffs? Read my article in Harvard Business Review.

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If innovation projects are going to succeed, they’ll need to survive a handoff from an innovation team to an execution team. And every time you create a handoff, you risk dropping the baton.

I help organizations cut through complexity by shaping how they show up, through brand strategy, identity, and storytelling.

Working at the intersection of brand and business, I bring an editorial eye and a bias toward making—turning ideas into tangible experiences that people can understand, trust, and believe in.

My work spans government, healthcare, financial services, media, and consumer goods, from launching Gen Z-focused ventures to building innovation labs and reimagining legacy brands. I relish moments of ambiguity and enjoy translating across teams, perspectives, and priorities to move ideas forward.

I started my career in editorial and digital design, shaping cross-platform experiences and identity systems in publishing and agency environments. That foundation still shapes how I work today: I’m detail-oriented, collaborative, and overreliant on the Oxford comma. I hold a BFA in Visual Communication from the School of the Art Institute of Chicago.

For 25 years, I've asked the same question: Who does this design exclude—and what are we going to do about it?

My work spans human-centered strategy, inclusive design, and qualitative research, with clients ranging from Microsoft, Google, and Verizon to the National Science Foundation, and San Francisco Unified School District.

Before IDEO, I taught elementary school in East Palo Alto and spent a decade doing design work with social service organizations—where I learned firsthand what it costs people when systems are built without them in mind.

I am currently writing User Error, a nonfiction book about digital access and the design decisions behind it. I live in Oakland, California.

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My expertise spans brand, communication, and product design across tech, education, the arts, and social impact.

I believe great work demands both high-level vision and obsessive attention to detail, and only happens through collaboration.

I bring an inclusive, hands-on approach and a deep understanding of business, which enables me to consistently deliver excellence while always asking why.

Before joining IDEO, I worked at the brand firms Pentagram and VSA Partners. I began my career as a designer, leading teams at the School of the Art Institute of Chicago and the Milwaukee Art Museum. I hold an MFA in graphic design from Maryland Institute College of Art and a BFA in communication design from the Milwaukee Institute of Art & Design, and have taught at some of the best design schools in the US.

I am responsible for IDEO’s long-term success in China and working with clients to use design as a tool to enable growth. Specifically, I have helped Chinese companies design holistic brand solutions through the development of their products, communication, services, and innovation teams, and I have helped multinationals expand their presence and influence in China.

I advise global leaders on developing China-led innovation and capabilities.

In over 15 years in IDEO Shanghai, I have worked on projects that use design to elevate the quality of the experience of healthcare products and services, streamline processes that increase productivity, create spaces and programs that promote and enable inclusive communities, and build next generation mobility solutions that are planet-positive.

Before joining IDEO, I worked at Philips Electronics and the Electrolux Group in Italy, the Netherlands, and Singapore on a number of breakthrough commercial products. I am a member of the Young President Organization in Shanghai.

Most AI products today are built for work—a space with clear problems and established systems. One founder noticed a gap: personal life is messier, harder to systematize, and mostly left behind by the AI boom. So she built Cue, a personal AI that lives inside iMessage and group chats, to go where the other tools haven't.

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In this episode, Becca Carroll, IDEO's Chief Strategy Officer, talks with Sida Li, co-founder and CEO of Shared Context Lab, about staying anchored to a human need while the technology around her keeps changing shape, why she treats her business model with the same rigor she'd bring to a product, and what it feels like to build a company at this particular, disorienting moment in AI.

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The conversation also gets into how Sida makes design decisions: the language Cue uses to describe itself, the tradeoffs behind building inside iMessage instead of a new app, and a real story about a business idea that didn’t pan out.

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This is the second in a two-part series profiling founders from IDEO's Startups-in-Residence program. The first conversation is with Johannes Seemann, founder of Sooner, on designing GenAI for the emotional side of money.

Most personal financial tools are built to run the numbers and optimize towards a budget. While that works for some, most people experience money as a lived relationship that does not neatly fit into a spreadsheet. Johannes Seemann and Becca Carroll discuss why money is emotional before it is mathematical, and what a human-centered approach to building a generative AI financial product looks like in practice.

Mina Seetharaman talks with Scott Shigeoka, author of Seek and Head of Curiosity Cultivation at the Eames Institute, about what distinguishes genuinely curious leadership from performative curiosity, how power dynamics shape curiosity, and why practicing curiosity can restore energy rather than drain it.

Mina Seetharaman talks with David Epstein, author of Inside the Box and Range, about why total freedom often produces average work, how leaders can design useful limits on purpose, and what organizations such as General Magic and Pixar reveal about the relationship between boundaries and creativity.