How does IDEO create and sustain a culture of creativity? It is not easy for companies to keep themselves innovative and flexible while they are growing, but IDEO achieved that by consciously building a corporate culture oriented toward creativity. IDEO cultivates its innovative corporate culture in the following ways: For a design firm, human resource is the most important capital. One of IDEO�s important strategies to keeps its innovative edge is to hire right employees. IDEO carefully selects young graduates out of its internship by which young graduates and the firm can know each other well. Carefully selection also contributes to a low turnover, less than 5% per year. Besides, members with diversified backgrounds, including art and engineering, help IDEO to achieve technically competent. IDEO�s another successful strategy is to build a flat organizational structure so that it can keep itself apart from bureaucracy. In IDEO, there are no permanent job assignments, job titles, and organization chart. As a result, employees can concentrate on the core of their jobs�the quality......

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