A guide to managing creativity in a business environment from the co-founder of an innovative design company. Discover the ten commandments of creativity, and much more. Founded by Thomas Kelley and his brother David, IDEO is responsible for the first commercial mouse, a virtual reality headset for Sega and the handheld Audible Mobile Player - a new device that downloads recorded books from the Internet. The company was recently challenged by US television programme Nightline to redesign a traditional shopping trolley in just 4 days in front of the cameras. They took up the challenge with alacrity and produced a radically new design incorporating six small portable baskets fitted into the frame, an improved child's seat with play area, and back wheels that turn at 90 degrees so you can move your trolley sideways. The book explores their corporate culture - one which encourages original and creative ideas to develop. IDEO is structured around small design studios, which are seen as "villages", each with its own identity. All of their office furniture is on wheels which provides fluidity as individuals move between projects wherever their expertise is needed.