There are many creative agencies but only one of those agencies is called IDEO, the granddaddy of them all, which traces its history back to 1978, the year after Star Wars was released. IDEO became a named entity in 1991, since which time they've popularised the idea of human-centred design, a process that seeks to empathise with users and embed the understanding that falls from this within the product design process to create better innovations. That's not what this book is about, but it is written by one of IDEO's elder statesmen, Tom Kelley, who believes that innovation requires ten different kinds of people, each of whom contributes in different ways. Alex and Wais discover who they are and get lost in a lot of stories.