The standard by which all other design firms are measured, Palo Alto-based IDEO had a great year, even against its own high bar. Unlike past years, where design firm innovation was often about a creating a new laptop or other electronic gadget, in 2007, IDEO's initiatives spanned areas far beyond the realm of traditional product design. The CDC asked the company to help it tackle the problem of childhood obesity; the Acumen Fund enlisted the firm to collaborate on a slate of products, services, and business models for delivering clean water in the developing world; the Red Cross hired IDEO to come up with ways to encourage blood donations; and HBO asked them to envision how people will view content five years from now.

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