OINNOVATION

2nd part

PRINCIPLES

2nd part

ideas

A d P h M l F dA d é C i h D i l EAnderson Penha@anderson_penha

Marcelo Fernandes@fernandes2050

André Coutinho@andrehcoutinho

Daniel Egger@daniel_egger

idea

Wh t iWhat is an id ?idea?

thieverthingyou known, wear,eat like follow useeat, like, follow, usewas once anideaidea

i i ht id thiinsights=

ideas=

things=

whatever somethingpossibility to create

insights ideas thingsinsights ideas things

ActAct

InspiraçãoInspiração

Inspirations Exploration

C it ti

Production & experimentation Exploit

ConceituationIntegrationFREE

Creation ExtrapolationThink CreateInspiração

Prototyping

Create

creationcreation

00 1chaos order

(fonte: Jason Theodor)

reality(subjective or 

I

world of ideas and things( j“individual”)(Realität)

cognitionperception

Group Social

understand, concepts, memoriconscious we

insights

es, appearance, introspection

Realityinsights

imagination, fantasy, you subconscious

Reality(objective or “social”

(Wirklichkeit)dream, intuition, attention (Wirklichkeit)

affects, emotions

SubstantialBreakthrough

EU

cognitionperceptionreality

(subjective or “individual”)

Incrementalunderstand, concepts, memori

cognitionindividual )(Realität)

Incrementalunderstand, concepts, memories, appearance, introspectionconscious

imagination, fantasy, you dream intuition attention

insights

How would you classify:How would you classify:facebook, twitter and i-phone?

Some say incremental someSome say incremental some breakthrough?

Perhaps only a “social wave”Perhaps only a social wave” can be seen as breakthrough, and companies and products

“ride and influence it” byride and influence it by adding incremental an

b i l lsubstantial value.

creation extrapolation

Inspiraçãocreation extrapolation

prototyping

Why create ideas?

What do we needWhat do we need to create ideas?to create ideas?

symbolsyritualsmythsmyths

+paradigmparado esparadoxes

+circumstances

t tcontexts

ritualsrituals

the act of...

extrapolationCREATIONInspiração

extrapolationCREATION

prototyping

Creativespace

All innovative companies have a creatively (cool) mythspace.

b lWe have a creativity space.

symbol

Nobody uses our creative ritualspace. ritual

the 10%the 10%myth

individualcollective

sociometryy

how?

EXPANSIVEEXPANSIVE(quantity)

INTENSIVE(quality)

oriented(outside > inside)(outside > inside)

spontaneous(inside > outside)(inside outside)

let`s create

creation EXTRAPOLATION

Inspiraçãocreation EXTRAPOLATION

prototyping

limits

premisesp

example:example:

We have to changeWe have to change the traffic in Sãothe traffic in São

Paulo!Paulo!

quality of life

city rhythmcity rhythm

status

flooding

KALIKALI

SHIVASHIVA

1 2 31 Desconstruir2 3

free ideation deconstruct reconstructfree ideation deconstruct reconstruct

explorationextrapolation

ideas

premises

ideas

complexitycomplexitysimplicitysimplicity

extrapolationcreation

Inspiraçãoextrapolationcreation

PROTOTYPING

“Language is convincingS i i b li iSeeing is believingTouching is reality”

(Alan Kay)

www.symnetics.com.br . .

Prototyping is the creation of something incomplete and simple. It is whatever thing that allows the individuals toindividuals to...

• see• feel• understand• explore• explore• reflect• recreate

A d P h M l F dA d é C i h D i l EAnderson Penha@anderson_penha

Marcelo Fernandes@fernandes2050

André Coutinho@andrehcoutinho

Daniel Egger@daniel_egger