Individuals and organizations need to constantly gather new sources of information in order to expand their knowledge and grow, creating a need to incorporate multiple personas. These personas are driven by the idea that no matter how successful a company currently is, no one can afford to be complacent. The world is changing at an accelerated pace, and today's great idea maybe tomorrow's anachronism. The learning roles help keep your team from becoming too internally focused, and remind the organization not to be so smug about what you “know”.

Ten Faces Of Innovation: The Premise

This is the person who ventures into the field to observe how people interact with products, services, and experiences in order to come up with new innovations. 
This person is good at reframing a problem in a new way, humanizing the scientific method to apply it to daily life. Anthropologists share such distinguishing characteristics as the wisdom to observe with a truly open mind; empathy; intuition; the ability to "see" things that have gone unnoticed; a tendency to keep running lists of innovative concepts worth emulating and problems that need solving.

The Anthropologist

The Experimenter celebrates the process, not the tool, testing and retesting potential scenarios to make ideas tangible. 
A calculated risk-taker, this person models everything from products to services to proposals in order to efficiently reach a solution. To share the fun of discovery, the Experimenter invites others to collaborate, while making sure that the entire process is saving time and money.

The Experimenter

The Cross-Pollinator draws associations and connections between seemingly unrelated ideas or concepts to break new ground. 
Armed with a wide set of interests, an avid curiosity, and an aptitude for learning and teaching, the Cross-Pollinator brings in big ideas from the outside world to enliven their organization. People in this role can often be identified by their open mindedness, diligent note-taking, tendency to think in metaphors, and ability to reap inspiration from constraints.

The Cross-Pollinator

The Hurdler is a tireless problem-solver who gets a charge out of tackling something that's never been done before. When confronted with a challenge, the Hurdler gracefully sidesteps the obstacle while maintaining a quiet, positive determination. 
This optimism and perseverance can help big ideas upend the status quo as well as turn setbacks into an organization's greatest successes—despite doomsday forecasting by shortsighted experts.

The Hurdler

The Collaborator is the rare person who truly values the team over the individual. In the interest of getting things done, the Collaborator coaxes people out of their work silos to form multidisciplinary teams.
In doing so, the person in this role dissolves traditional boundaries within organizations and creates opportunities for team members to assume new roles. More of a coach than a boss, the Collaborator instils their team with the confidence and skills needed to complete the shared journey.

The Collaborator

The Director has an acute understanding of the bigger picture, with a firm grasp on the pulse of their organization. Subsequently, the Director is talented at setting the stage, targeting opportunities, bringing out the best in their players, and getting things done. 
Through empowerment and inspiration, the person in this role motivates those around them to take centre stage and embrace the unexpected.

The Director

The Experience Architect is that person relentlessly focused on creating remarkable individual experiences. This person facilitates positive encounters with your organization through products, services, digital interactions, spaces, or events. 
Whether an architect or a sushi chef, the Experience Architect maps out how to turn something ordinary into something distinctive—even delightful—every chance they get.

The Experience Architect

The Set Designer looks at every day as a chance to liven up their workspace. They promote energetic, inspired cultures by creating work environments that celebrate the individual and stimulate creativity. 
To keep up with shifting needs and foster continuous innovation, the Set Designer makes adjustments to a physical space to balance private and collaborative work opportunities. In doing so, this person makes space itself one of an organization's most versatile and powerful tools.

The Set Designer

The Storyteller captures our imagination with compelling narratives of initiative, hard work, and innovation. This person goes beyond oral tradition to work in whatever medium best fits their skills and message: video, narrative, animation, even comic strips. 
By rooting their stories in authenticity, the Storyteller can spark emotion and action, transmit values and objectives, foster collaboration, create heroes, and lead people and organizations into the future.

The Storyteller

The Caregiver is the foundation of human-powered innovation. Through empathy, they work to understand each individual customer and create a relationship. 
Whether a nurse in a hospital, a salesperson in a retail shop, or a teller at an international financial institution, the Caregiver guides the client through the process to provide them with a comfortable, human-centered experience.

The Caregiver

Successful businesses build fresh innovation strategies into the fabric of their operations. They do it year-round and in widely differing parts of their enterprises. When the team’s creative engine is running at top speed, the momentum and synergy can keep a company ahead through bad times and good.

The practice of innovating is too valuable a skill to overlook. Businesses that downplay the importance of pushing the boundaries and asking the questions run the risk of becoming stagnant, inflexible, and irrelevant. What the author argues in The Ten Faces of Innovation is that “innovation” is more than a buzzword found on the covers of business magazines; it’s a lifestyle and your company’s best secret weapon.

The author of the bestselling The Art of Innovation reveals the strategies IDEO, the world-famous design firm, uses to foster innovative thinking throughout an organization and overcome the naysayers who stifle creativity. The role of the devil's advocate is nearly universal in business today. It allows individuals to step outside themselves and raise questions and concerns that effectively kill new projects and ideas, while claiming no personal responsibility. Nothing is more potent in stifling innovation. Over the years, IDEO has developed ten roles people can play in an organization to foster innovation and new ideas while offering an effective counter to naysayers. Among these approaches are the Anthropologist—the person who goes into the field to see how customers use and respond to products, to come up with new innovations; the Cross-pollinator who mixes and matches ideas, people, and technology to create new ideas that can drive growth; and the Hurdler, who instantly looks for ways to overcome the limits and challenges to any situation. Filled with engaging stories of how Kraft, Procter and Gamble, Safeway and the Mayo Clinic have incorporated IDEO's thinking to transform the customer experience, The Ten Faces of Innovation is an extraordinary guide to nurturing and sustaining a culture of continuous innovation and renewal.

Stashed ideas

The Ten Faces of Innovation

Personas are used by several groups that need to understand customers well.<ul><li>Product: A tool for making the hard decisions. It helps focus on what is important and which customers are most important.</li><li>UX: Very similar to product, as these two groups work in tandem and have similar choices, albeit a different point of reference. The designers care most about the user’s goals and online behaviours,&nbsp;</li><li>Marketing: marketing people use personas as they create their messaging and advertising programs They try to determine the best ways to reach the target customers and appeal to the underlying emotions</li></ul>

Who uses personas?

<ul><li>Personas help you prioritize what’s important. They help avoid the common mistake of building a product for everyone.</li><li>Helps detaching yourself from the customer. You are usually not the customer.</li><li>Help you prioritize the importance of the different users you have and tailor the experience to each personas need (e.g. end-users vs admins)</li><li>Tool for describing to the product team and company who the product is for, how they will use it and why they care</li><li>Help rally the product team around a common vision</li></ul>

Benefits of using personas for product people

<ul><li>Not choosing which persona should be the priority. Consider focusing each release on a single primary persona.</li><li>Sometimes teams create personas based on their assumptions and stereotypes of their users, without validating the assumptions and talking to real users.</li><li>For prototype testing, you’ll want to recruit a range of reasonably-possible users, not just primary personas, as not only the primary personas use the product.</li></ul>

Pitfalls to watch out for

It's not ok to say your product is for everyone. You’re deluding your self.

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The Ten Faces of Innovation

Personas for Product Management | Silicon Valley Product Group

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The Ten Faces of Innovation

Personas for Product Management | Silicon Valley Product Group

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