sosa 2011 modulo 6 dcmd
TRANSCRIPT
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CREATIVIDAD E INNOVACIÓN
para el diseño de estrategias de comunicación y MKT online
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2
Mexico DF 1972Diseño Industrial, UAM 1991-5Medalla al Mérito Universitario 1996Diseño freelance: Tetrapak, Papalote Museo 1994-7Research Assistant NUS, Singapore 1998-9Doctor in Design (PhD) USYD, Sydney 2000-5Profesor de planta ITESM 2005-7Director Departamento Diseño, ITESM 2007-2011Sistema Nacional de Investigadores 2008-2011Profesor de Generación y profesor “Estrella” 05/2009Profesor de Generación (posgrados) 05/2010Evaluador de Convocatorias Conacyt 2010-actualSingapore University of Technology and Design 2012-
Journal of Engineering Design, Journal of Innovation: Management, Policy & Practice, Rapid Prototyping Journal Univ Cuenca Ecuador, Univ Intercultural Indígena Michoacán, Univ Azuay Ecuador, Univ Isthmus Panamá
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http://www.dangerousideas.co.uk/
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http://mostinnovativeideas.blogspot.comhttp://www.slideshare.net/rsm
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¿Qué frase te hace más sentido?
a) "La creatividad es una forma de improvisar, ahorrar el trabajo y obtener mejores resultados rápido y con menos esfuerzo"
b) "La creatividad es el punto de inicio de un arduo camino que demanda un gran esfuerzo y aprendizaje por un largo tiempo”
¿Por qué?
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Problema: "Faltas al reglamento de tránsito en Querétaro"
• 10 minutos para formar equipos y generar ideas
• 5 minutos para elegir la mejor idea por equipo
• 1 minuto cada equipo para presentar propuestas al grupo con retroalimentación
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Reflexiones sobre taller vivencial
• Multas, incentivos, vigilancia, conciencia
• “Reglas del juego”
• Escuchar, construir, no pre-juzgar (son posibilidades), cantidad sobre calidad, actitud positiva, mantener objetivos, alentar y "cómo sí", no interrumpir…
• Juicios en la creatividad
• Frases que matan y frases suicidas
• Aprender a escuchar y construir
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Donde cualquiera hubiera visto la solución en reglamentos más duros y multas más altas para los infractores, Mockus vislumbró una salida mucho más ingeniosa, cuyo éxito inmediato aún causa
admiración en el mundo entero. La receta, tremendamente sencilla, fue lanzar 500 mimos a las calles, quienes tenían como misión señalar a todos aquellos cuya conducta vial se apartara de las buenas
costumbres de tránsito.
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toolstop @flickr.comrednut @flickr.com
honestamente:¿qué imagen relacionas más con creatividad?
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hollyclark @flickr.comkayusa @flickr.com
honestamente:¿qué imagen relacionas más con creatividad?
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jegomezr @flickr.comdenemilles @flickr.com
honestamente:¿qué imagen relacionas más con creatividad?
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illumiquest @flickr.combrittanyculver @flickr.com
honestamente:¿qué imagen relacionas más con creatividad?
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coda2 @flickr.comphotokupi @flickr.com
honestamente:¿qué imagen relacionas más con creatividad?
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gcfairch @flickr.com
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mindaugasdanys @flickr.com
la rebelión no es linda
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¿una cámara de video de peor calidady sin ninguna función extra?
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No debería de funcionar porque:
• la gente quiere video de alta calidad• la gente quiere grabar muchas horas
• la gente quiere muchas funciones más• si no, usarían su teléfono para tomar video
¿cierto?
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“pocket video camera”
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No es que las ideas creativas sean "especiales" y no estén al alcance de
la mayoría
el problema es que la mayoría no ve las ideas creativas disponibles
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No es que las ideas creativas sean "especiales" y no estén al alcance de
la mayoría
el problema también es que normalmente quienes tienen ideas
nuevas no las ejecutan
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Irónicamente…
Es muy fácil tener ideas nuevas(El problema es entender qué necesitamos cambiar)
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El mayor reto de la creatividad no es la generación de ideas, es
más importante aprender a evaluar y comprender el
potencial de las nuevas ideas
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… ¿entonces porqué casi todos los libros y sitios web sobre creatividad se centran en la
generación de ideas?
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(o más bien ejercicios mentales triviales que solo hacen sentir bien al que los conoce)
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¿dónde están todas las revistas para ejercitar la creatividad?
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lo más cercano son "pasatiempos", inclusive perjudiciales a la creatividad ya que ejercitamos la "lógica"
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¿rutinas creativas?
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“In 1999, I was a gold medalist at the Sanshou (Chinese kickboxing) national championships. I arrived the on-site at 84 kg, weighed in at 74 kg, and stepped on the platform to compete the next morning weighing 87 kg.
There was a technicality in the fine print: If one combatant fell off the elevated platform three times in a single round, his opponent won by default. I decided to use this technicality as my single technique and just push people off. As you might imagine, this did not make the judges the happiest Chinese I’ve ever seen."
- Tim FerrissTim Ferriss
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Fosbury se hizo famoso por utilizar una nueva técnica para pasar encima del listón, que
posteriormente han aplicado todos los saltadores y que se conoce como "Fosbury Flop".
empezó a experimentar con la nueva técnica, luego llamada Fosbury Flop, cuando tenía 16
años, pues encontraba demasiado difíciles los estilos que entonces se utilizaban para ejecutar el
salto.
"El salto de espaldas ya lo practicaba en el instituto y todos se reían de mí, considerándome
un chiflado y algunos como un snob por salirme de las normas conocidas. Hasta que gané (el oro) en México 1968 pasando a la categoría de héroe"
Richard Fosbury
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Cinco preguntas clave1) La innovación se logra…
a) Teniendo ideas extraordinarias a problemas urgentesb) Redefiniendo problemas que no habíamos percibido
2) La innovación sucede cuando…a) Seleccionamos una idea factible entre muchas ideas nuevasb) Encontramos una gran idea que a nadie se le había ocurrido
3) La creatividad es…a) Un talento individual con el que se naceb) Una actitud y una habilidad que todos podemos desarrollar
4) Para que mi empresa sea innovadora necesito…a) Dar incentivos para que más empleados generen iniciativasb) Tolerar el riesgo y dar apoyos para la experimentación
5) Para la innovación, la toma de decisiones debe ser…a) Basada en evidencias de lo que ha funcionado antes (predecible)b) Basada en el potencial de nuevas iniciativas (válido)
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¡olvídate de las técnicas, lleva una vida creativa!
• cultiva la diversidad• cuestiona tus hábitos y tus acciones
• cuestiona tradiciones y valores• pasa de hablar a la acción
• aprende nuevas cosas y habilidades• prueba cosas nuevas que nunca has hecho
• lee!• sé tonto/a
• métete en problemas
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evita una vida "blanda"
• actividades monótonas• establidad laboral• experiencia ("experto")• gustos promedio• día a día predecible• «estrés del tedio»
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http://www.e-mancipate.nethttp://comfort4men.com
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http://www.ecolunas.com
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http://www.vibramfivefingers.com
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Bicicleta Commuter Pro R20 7V Plegable$5,150
Bicicleta Crucero De Luxe R26 1V. Hombre$1,995
Bicicleta Crucero De Luxe R26 1V. Hombre$1,995
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Points of discomfort
1. List 5 things that are considered crucial in your family/company
2. Try to engage with their direct antithesis developing "reverse scenarios"
1. To attract top faculty2. Establish a stable pedagogy and curriculum3. To have a strong and stable senior leadership
team4. Strong endorsement from industry5. Stable financial base and model
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Unearth assumptions
1. Analyze the strategy of your company to find what is being left out or ignored
2. Reveal the hidden assumptions behind the strategy
"Formar personas íntegras, éticas, con una visión humanística y competitivas internacionalmente en su campo
profesional"
"To advance knowledge and nurture technically grounded leaders and innovators to serve societal needs"
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Misión: Satisfacer las necesidades de los consumidores, elaborando productos innovadores de alta calidad, que brinden un estilo de vida saludable, proporcionando la mejor nutrición y confianza.Visión: Ser la empresa número uno, en calidad e innovación de productos lácteos y bebidas nutricionales.
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http://www.soyfoods.com/soyfoodsdescriptions/soymilk.html
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Be silly!
• Stop seeking rational questions about what people "need" or what "works"?
• When looking for new ideas, discard the first answers and pursue the more difficult, tough and irrational ones
• Try to understand a "silly" idea, and all of its consequences
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Don't copy… steal!
• Stop judging: copying is learning• Distinguish pros and cons of existing ideas• Change contexts or domains• Mix & match (n!)• Small changes, large/indirect effects• nth-mover advantage (nMA)• Listen to feedback, reflect and learn
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Prisoners of familiarity
• Build a list of "normal" stuff in your life/work• Ask other people to build a similar list• Compare and learn from the differences
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"When you think about a new paradigm, it's very hard to do so without putting it in the context of the existing mindset" -- Microsoft corporate strategy man Rolf Harms
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"From those moments on, I recognized that I had attained the transmission of human words by means of a wire conductor with a battery of electrical cells, and so named it the Speaking Telegraph" (1847)
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Blind descriptions
• One blind-folded person touches and describes an object, while another person draws from this description
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Metaphors
1. Life is like….2. My company is like…
• Find 10 metaphors in today's newspaper
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Obsolete reasons
1. Make a list of 5 current traditions and habits that persist even when the reasons behind them are obsolete
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Möbius Strip
1. Build a Möbius Strip out of paper2. Draw a line along the strip3. Use it as a metaphor to explain a problem at
work
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Commonsense answers
abc abdxyz ?
The Copycat Project: A model of mental fluidity and analogy-making. DR Hofstadter, M Mitchell
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Commonsense answers
abc abdxyz ?
xya, xyy, xyx, xyz, xyd…
The Copycat Project: A model of mental fluidity and analogy-making. DR Hofstadter, M Mitchell
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More original answers
abc abdxyz ?
wyz, xy1, xyA,, xy*, xy
The Copycat Project: A model of mental fluidity and analogy-making. DR Hofstadter, M Mitchell
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Unrelated stuff
1. Make a list of 20 things that are entirely unrelated to your work
"______________ has nothing to do with my work"
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Unrelated stuff
1. Make a list of 20 things that are entirely unrelated to your work
2. Then pick 3 really weird ones (funny, odd) and find an unexpected connection to your work
"______________ could actually be related to my work if/when ________________"
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Not an expert
1. Find someone who has nothing to do with your work/problem at hand
2. Explain it in an understandable way and ask them to explain it using concepts of their expertise
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Not an expert
1. Find a five-year old2. Explain him/her your problem3. Listen carefully to their feedback
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Become a stranger
1. Try to avoid the natural tendency to look for things in common with your team members
2. Spend 10 minutes finding out what makes all of you unique and different
3. Generate ideas focusing on your differences
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Paradoxes
1. Find a paradox in your life/work
Paradoxes are: "seemingly contradictory statements that may nonetheless be true"
<< Less is more >><< This sentence is false >>
<< One should not tolerate intolerance >><< We learn from history that we do not learn from history >>
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I dislike…
1. Make a list of 20 things that you like the least2. Then pick the 3 worst and find a way you'd
like them
"I'd like ______________ if/when ___________"
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creativity
creatividad
souzouryoku
http://a-small-lab.com/japanese-creativity/
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Cultural Dimensions of Innovation
http://files.gereports.com/wp-content/uploads/2011/01/GIB-results.pdfhttp://www.eiu.com/site_info.asp?info_name=cisco_innov_09&page=noads&rf=0
http://images.businessweek.com/ss/09/03/0312_innovative_countries/1.htm
http://www.geert-hofstede.com/geert_hofstede_resources.shtml
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• Power Distancethe degree of equality/inequality between people in a particular society• Individualismthe degree to which a society reinforces individual or collective achievement and interpersonal relationships• Masculinitythe degree societies reinforce, or do not reinforce, the traditional masculine work role model of male achievement, control, and power• Uncertainty Avoidancethe level of acceptance for uncertainty and ambiguity within a society• Long-Term Orientation
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There are only seven (7) countries in the Geert Hofstede research that have Individualism (IDV) as their highest Dimension: USA (91), Australia (90), United Kingdom (89), Netherlands and Canada (80), and Italy (76). The high Individualism (IDV) ranking for the United States indicates a society with a more individualistic attitude and relatively loose bonds with others. The populace is more self-reliant and looks out for themselves and their close family members.
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The low Individualism ranking is manifest in a close and committed member 'group', be that a family, extended family, or extended relationships. Loyalty in a collectivist culture is paramount. The society fosters strong relationships where everyone takes responsibility for fellow members of their group.
South Korea displays Hofstede Dimensions similar to Latin American countries.
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The Hofstede Dimensions for the Netherlands are very similar to that of other Scandinavian countries.A low Masculinity (MAS) may be indicative of a low level of differentiation and discrimination between genders. In this culture, females are treated more equally to males in all aspects of society. This low Masculinity ranking may also be displayed as a more openly nurturing society.
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The Hofstede Dimensions for the Netherlands are very similar to that of other Scandinavian countries.A low Masculinity (MAS) may be indicative of a low level of differentiation and discrimination between genders. In this culture, females are treated more equally to males in all aspects of society. This low Masculinity ranking may also be displayed as a more openly nurturing society.
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Mexico is similar to many Latin countries when Hofstede's Dimensions are compared and analyzed.
Mexico's highest Hofstede Dimension is Uncertainty Avoidance (UAI) (82), indicating the society’s low level of tolerance for uncertainty. In an effort to minimize or reduce this level of uncertainty, strict rules, laws, policies, and regulations are adopted and implemented. The ultimate goal of this population is to control everything in order to eliminate or avoid the unexpected. As a result of this high Uncertainty Avoidance characteristic, the society does not readily accept change and is very risk adverse.
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http://www.mindtools.com/pages/article/newLDR_66.htm
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http://www.mindtools.com/pages/article/newLDR_66.htm
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http://www.mindtools.com/pages/article/newLDR_66.htm
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http://www.mindtools.com/pages/article/newLDR_66.htm
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http://www.mindtools.com/pages/article/newLDR_66.htm
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¿"explorador" o "explotador" de ideas?
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“The Decca audition”
“Guitar groups are on the way out, the
Beatles have no future in show business"
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Grover Cleveland
“Sensible and responsible women do not want to
vote” US President Grover
Cleveland, 1905
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Scientific American
“That the automobile has practically reached the limit of its development
is suggested by the fact that during the past year no improvements of a
radical nature have been introduced” Scientific American, January 1909
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aquellos que se oponen a nuevas ideas no son
estúpidos, de hecho son totalmente razonables
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entonces... evita ser razonable!
practica el pensamiento contra-intuitivo
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la resistencia al cambio es muy necesaria y puede ser
muy útil
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un "si" puede ser la peor respuesta posible al cambio…
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Creative destruction needs constructive criticism
Constructive criticism focuses on ideas, not people!
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¿Como matar la creatividad?
Ver presentación en: http://www.slideshare.net/rsm/como-matar-la-
creatividad-en-10-sencillos-pasos
"How to Kill Creativity" by Teresa Amabile" How To Kill An Idea" by Kermit Pattison
" Ways to kill ideas" by creatingminds.com" Ways to kill and ways to help an idea" by brainstorming.co.uk
" When to kill an idea" by Jeffrey Baumgartner
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http://www.ted.com/talks/ken_robinson_says_schools_kill_creativity.htmlhttp://www.youtube.com/watch?v=iG9CE55wbtY http://www.youtube.com/watch?v=zDZFcDGpL4U
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Be a kid…
• Dirty• Noisy
• Annoying• Ignorant
• Irresponsible
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Brainstorm with criticism allowed…
Then focus on the most criticised ideas
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“Most new ideas arewrong or absurd”
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“Most new ideas arewrong or absurd”
The promising ones are those that are wrong or absurd in
an interesting way
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Do we all need to be creative?
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Who invented the light bulb?
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Creativity isn’t enough.
Innovation happens on top of someone else’s “first” idea
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Stop pondering.
Start “poking” systems (and never stop thinking)
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1. Read a magazine you’ve never read before
2. Learn 3 new and useful things for your work
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Thomas Kuhn"Los paradigmas son logros
reconocidos y seleccionados como ejemplos a seguir por una
comunidad en particular"
GRiD Compass, first laptop 1979 by Bill Moggridge ($8150)
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Thomas Kuhn
"Los paradigmas son también la constelación de ideas, valores y
creencias que comparte una comunidad (y la define)"
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Cuestionando paradigmas
• ¿Necesitas usar el automóvil?
• ¿Laptop o desktop?
• ¿Usas el mejor sistema operativo?
• ¿Necesitamos topes?
• ¿Corbatas?
• ¿Somos machistas?Ken Robinson Cambiando Paradigmas
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http://www.thereifixedit.com/
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Congressional testimony (2008 ): Greenspan acknowledged that he was "partially" wrong in opposing regulation and stated "Those of us who have looked to the self-interest of lending institutions to protect shareholder's equity are in a state of shocked disbelief." Referring to his free-market ideology, Greenspan said: “I have found a flaw. I don’t know how significant or permanent it is. But I have been very distressed by that fact.” Rep. Henry Waxman (D-CA) then pressed him to clarify his words. “In other words, you found that your view of the world, your ideology, was not right, it was not working,” Waxman said. “Absolutely, precisely,” Greenspan replied. “You know, that’s precisely the reason I was shocked, because I have been going for 40 years or more with very considerable evidence that it was working exceptionally well.”
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Benjamin Franklinhttp://upload.wikimedia.org
“The way to be safe is never to be secure... each one of us requires the spur of insecurity to force us to do our best“
Benjamin Franklin
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• Todas las innovaciones son cambios, pero no vice-versa. Las innovaciones deben ser propuestas intencionales de mejora.
• Las revoluciones son cambios en comunidades
• Cambios incrementales o cuantitativos
• Cambios radicales o cualitativos
Revoluciones
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¿Cómo serán las engrapadoras en el futuro?
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Stapless Stapler Make Magazine
http://www.koziol.de/
¿Cómo son las propuestas actuales de engrapadoras?
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Reflexiones sobre paradigmas
• Los paradigmas son invisibles
• Definen y son definidos por comunidades
• Todo dogma fue una idea revolucionaria alguna vez
• Improvisación vs. solución real de problemas
• Imitación y transiciones al caos
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?
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Del velocípedo a la 'safety bicycle': componentes
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De la 'safety bicycle' a la VW e-bike: conceptos
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http://www.uliwestphal.110mb.com/mutatoes.html
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wonderlane @flickr.com