Our series of book recommendations to empower talent and fuel brands.

Why Perpetual recommends it
Tom Kelley’s The Ten Faces of Innovation, drawing on his years leading IDEO, reframes innovation away from a single job title, the chief innovation officer, and toward ten distinct roles anyone in an organisation can play, from the anthropologist who observes customers closely, to the devil’s advocate who beats the drum for critical thinking, to the storyteller who builds internal support for new ideas.
The book’s real usefulness is in naming roles that are often present informally on innovative teams but rarely recognised or deliberately cultivated. Kelley argues that innovative organisations don’t just need creative individuals, they need a healthy mix of these ten personas working together, since no single person, however talented, can play all ten roles well at once.
Kelley is also candid about the roles that actively slow innovation down inside big organisations, three of the ten faces are explicitly devil’s advocates and hurdlers whose job is to stress-test ideas, a reminder that innovation isn’t just about generating ideas freely, it also depends on people willing to challenge them rigorously.
We find this framework genuinely useful in team composition conversations, helping clients notice which of the ten roles their team is missing rather than assuming everyone needs to be a generic idea generator.
- Innovation depends on ten distinct roles, not a single innovation champion
- Naming informal roles already present on a team makes them easier to strengthen deliberately
- No single person can play all ten innovation roles well at once
- Some roles exist specifically to stress-test ideas, not just generate them
A useful team exercise is mapping which of the ten faces are naturally present on your team already, and which ones are genuinely missing.
We give this book four out of five stars.