The video clip we watched about the IDEO company really emphasized the value of a relaxed, inclusive working atmosphere. There was no office hierarchy, and that balance truly impacted the outcome of their projects: no one felt like he or she was "lower" than someone else, and there was no pressure to be "the best." They all just worked together to come up with as many ideas as they could, and decided as a group what the final project should be. Even the head of the company stressed that he did not tell anyone what to do creatively; he realized that not everyone's ideas would match up with his, but that they may end up being the most innovative in the end. In the video, the team worked to create a new shopping cart design in one week, and although it seemed like an almost impossible task, they were able to do it because of the creative, equality-based atmosphere the company created.
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