Ideo is an ideas factory, its stock in trade is ideas and the resulting products, that others commercialise. As such, it has been a lab or case study in how to innovate as they have grown. As a small business, they all knew each other, collaboration happened as a part of the DNA of the place, but growth and geographic spread made it increasingly difficult, so they set out to use themselves as the lab for themselves, evolving what they have called the “Tube”  in which they mash up all the collaboration tools enabled by web 2.0 into a form that works for them.

Then, god bless them, they put it out there in the spirit of transparency and the collaborative energy that can be created, for us all to learn from.