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SIX BEHAVIORS OF CREATIVE
& INNOVATIVE TEAMS
MURAL WEBINAR
HOSTED BY
DAVID AYCAN
MANAGING DIRECTOR
IDEO
@daycan
MARIANO SUAREZ-BATTAN
CEO/FOUNDER
MURAL
@batmelon
@mural @ideo_cd
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
2
There are six qualities that 

define an organization’s 

creative culture:
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
3
understand why you exist,

beyond making money
PURPOSE
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
4
leaders that foster
strong purpose and
consistent intent
SUCCESS RATES
20%
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
5
be inspired by users
and trends
LOOKING OUT
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
6
SUCCESS RATES
24%
teams that

frequently pulse

their customers

( > 1x / month )
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
7
test, learn, repeat
EXPERIMENTATION
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
8
businesses that
explore and iterate 5
or more solutions
SUCCESS RATES
50%
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
9
working together
COLLABORATION
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
10
teams work in

parallel across 

functions, and work
together daily
SUCCESS RATES
38%
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
11
equip and trust people to
do the right thing
EMPOWERMENT
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
12
teams that
challenge status
quo, have autonomy
and clear processes
SUCCESS RATES
69%
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
13
move from good to great
REFINEMENT
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
14
teams who

create space to

problem solve during
implementation
SUCCESS RATES
25%
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
15
successfullaunches
building capabilities
3.4x
20%
24%
50%
38%
69%
25%
Teams work in

parallel across 

functions, and work
together daily
Leaders who
foster clear
purpose and
consistent
intent
Teams that

frequently pulse

their customers
more than once a
month
Teams with

decision-making 

authority and 

a clear way forward
Teams that
explore and
iterate 5 or more
solutions
Teams who

create space to
problem solve during
implementation
SOURCE: CREATIVEDIFFERENCE.IDEO.COM
Six factors for tripling 

the effectiveness of teams
IDEOPRODUCTS••CREATIVEDIFFERENCEOVERVIEW••2018
16
Thanks!
Questions?
daycan@ideo.com
ideo.to/creative

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IDEO Creative Difference: Six Behaviors of Creative and Innovative Teams