IDEO, a product design company in Palo Alto, California, which is run by Stanford engineering professor Dave Kelly, is known for its unconventional - though effective - management style. To demonstrate IDEO’s innovative approach to industrial desig n for this ABC Nightline segment, reporter Jack Smith dared IDEO to redesign the supermarket shopping cart in five days. Originally broadcast on July 13, 1999. See also vhs, AT # 81178. ABC News. Closed captioned.