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TEDxMoscow, May 2009, Ekaterina Khramkova                                 2
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                  It is impossible to ‘squeeze’ a 3D space around us into a
                  tw...
3476859117_fd2a34b45a




             «Big Picture»: The enigmatic Nazca lines of Peru which can
             only be rec...
Good - Bad,
       Day - Night,
       Black - White,
       Empty - Full……

       Woman - Man,
       Company – Company…...
TEDxMoscow, May 2009, Ekaterina Khramkova   7
«An endless amount of texts of Greek and Roman antiquities indicates that it is
  only sight was regarded as that learning...
TEDxMoscow, May 2009, Ekaterina Khramkova   9
TEDxMoscow, May 2009, Ekaterina Khramkova   10
«[In Ancient Greece] the worked stone is only a something insofar as it has considered
      boundaries and measured form;...
Rethinking a concept of boundary in physics:

       The wave character of matter – The nature of the subatomic particles ...
1960                   1970     1980           1990

                                                   «Joined together, ...
Connected Planet:
                                  Now, the flow of information is two-way…




              Representat...
The Whole behind the blurred boundaries helps us see the
         forest for the trees…

TEDxMoscow, May 2009, Ekaterina K...
1
TEDxMoscow, May 2009, Ekaterina Khramkova   16
Open, unfinished products ready to customization:
Open, unfinished products ready to customization:




TEDxMoscow, May 2009, Ekaterina Khramkova                           ...
Open, unfinished products ready to customization:




TEDxMoscow, May 2009, Ekaterina Khramkova                           ...
«Сommunications technology has turned consumers into participants who add intrinsic
    value to products and services. Th...
2
     At the heart of wuwei the object – subject fusion lies:

     «The brush itself executes the work quite outside the...
«The customer objectives are to increase satisfaction
     and loyalty??»
     Indi Young «Mental Models: Sparking Creativ...
«You have folks marketing tomato sauce, for example, who don’t make their
   own spaghetti but dine at fine Italian restau...
Copyright A. Kitoaka 2003




       «Every year brings 30,000 of new products. About 90% of them fail despite
       thor...
Copyright A. Kitoaka 2003


      «40 CMOs from a range of companies around the globe admit that “explosion of
      custo...
Measuring ethnicity, age,
          wealth, urbanization, housing
          styles, even family structures,
          the ...
Today, that number has grown
            to 66, a 65% increase.

            Harvard Business Review,
            Rigby & ...
+
TEDxMoscow, May 2009, Ekaterina Khramkova       28
Optimus Maximus keyboard,
         Art.Lebedev Studio, Russia




                                            Optimus Stor...
TEDxMoscow, May 2009, Ekaterina Khramkova   30
3
  Katsushika Hokusai, ukiyo-e series
  Thirty-six Views of Mount Fuji, 19 c.




                                       ...
If your aim is to better comprehend Fuji, first try to understand its environment.
                                       ...
«Chief among these advantages
would seem to be the ability of the
brain to handle vague ideas, as yet
imperfectly defined…...
1
TEDxMoscow, May 2009, Ekaterina Khramkova   34
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TEDxMoscow, May 2009, Ekaterina Khramkova   35
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TEDxMoscow, May 2009, Ekaterina Khramkova   36
Zen, Visual Thinking & the Participation Economy
Zen, Visual Thinking & the Participation Economy
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Zen, Visual Thinking & the Participation Economy

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Talk at first Russian TED like conference TEDxMoscow of CEO of Russian design research consultancy Lumiknows Ekaterina Khramkova late May 2009.

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Zen, Visual Thinking & the Participation Economy

  1. 1. Flickr 302579586_5833ae38fb_o.jpg TEDxMoscow, May 2009, Ekaterina Khramkova 2
  2. 2. 3309417982_4df70c603a http://www.flickr.com/photos/fandi3/3050946045/ 3353564366_65e6c6af12 226228060_c88ba6cf6b 1706987985_8ca6257f10 TEDxMoscow, May 2009, Ekaterina Khramkova 3
  3. 3. 3528046933_c22d5ab32e It is impossible to ‘squeeze’ a 3D space around us into a two-dimensional retina without any distortion. TEDxMoscow, May 2009, Ekaterina Khramkova 4
  4. 4. 3476859117_fd2a34b45a «Big Picture»: The enigmatic Nazca lines of Peru which can only be recognized from height of the bird's flight. TEDxMoscow, May 2009, Ekaterina Khramkova 5
  5. 5. Good - Bad, Day - Night, Black - White, Empty - Full…… Woman - Man, Company – Company….. Duality – the tendency of humans to perceive and understand the world in the categories of opposition – has become the leading mindset of the 20th century economy. «Opposites destroy each other, and hence, accidentally, by their destruction, whatsoever is attributed to them is destroyed.» Aristotle TEDxMoscow, May 2009, Ekaterina Khramkova 6
  6. 6. TEDxMoscow, May 2009, Ekaterina Khramkova 7
  7. 7. «An endless amount of texts of Greek and Roman antiquities indicates that it is only sight was regarded as that learning process which was able to represent a given thing as it was…» Aleksei Losev, The History of Classical Aesthetics, 1974. “Idea” meant “the seen”, «theatrical performance» literally meant “theoretical”. TEDxMoscow, May 2009, Ekaterina Khramkova 8
  8. 8. TEDxMoscow, May 2009, Ekaterina Khramkova 9
  9. 9. TEDxMoscow, May 2009, Ekaterina Khramkova 10
  10. 10. «[In Ancient Greece] the worked stone is only a something insofar as it has considered boundaries and measured form; what it is is what it has become under the sculptor’s chisel. Apart from this it is a chaos, something not yet actualized, in fact for the time being a null». Oswald Spengler, The Decline of the West. TEDxMoscow, May 2009, Ekaterina Khramkova 11
  11. 11. Rethinking a concept of boundary in physics: The wave character of matter – The nature of the subatomic particles is a blur – The corpuscular-wave dualism of light - In the microcosmic domain, boundary between particles and waves is blurring – Discontinuity-continuity consistency. TEDxMoscow, May 2009, Ekaterina Khramkova 12
  12. 12. 1960 1970 1980 1990 «Joined together, the great mass of human minds around the earth seems to behave like a coherent, living system. The trouble is that the flow of information is mostly one-way. We are all obsessed by the need to feed information in, as fast as we can, but we lack sensing mechanisms for getting anything much back.» Lewis Thomas. The lives of a Cell, 1974. TEDxMoscow, May 2009, Ekaterina Khramkova 13
  13. 13. Connected Planet: Now, the flow of information is two-way… Representation of the structure of the Internet. Designing Interactions, Bill Moggridge, 2007 TEDxMoscow, May 2009, Ekaterina Khramkova 14
  14. 14. The Whole behind the blurred boundaries helps us see the forest for the trees… TEDxMoscow, May 2009, Ekaterina Khramkova 15
  15. 15. 1 TEDxMoscow, May 2009, Ekaterina Khramkova 16
  16. 16. Open, unfinished products ready to customization:
  17. 17. Open, unfinished products ready to customization: TEDxMoscow, May 2009, Ekaterina Khramkova 18
  18. 18. Open, unfinished products ready to customization: TEDxMoscow, May 2009, Ekaterina Khramkova 19
  19. 19. «Сommunications technology has turned consumers into participants who add intrinsic value to products and services. The implications of that is that any service organization has got to get over the idea that a great service is something where a consumer doesn't have to do anything. That's a really bad service. A great service is where the consumer actually participates and where they get drawn in and where they become part of it.» Tim Brown, IdeasProject.com, 2009 TEDxMoscow, May 2009, Ekaterina Khramkova 20
  20. 20. 2 At the heart of wuwei the object – subject fusion lies: «The brush itself executes the work quite outside the artist; who just lets it move on without his conscious efforts. If any logic or reflection comes between brush and paper, the whole effect is spoiled. In the way sumiye is produced.» D. T. Suzuki. Zen Buddhism. Selected Writings, ed. by W. Barrett, 1956. TEDxMoscow, May 2009, Ekaterina Khramkova 21
  21. 21. «The customer objectives are to increase satisfaction and loyalty??» Indi Young «Mental Models: Sparking Creativity Through Empathy». IIT Institute of Design, Design Research Conference 2008. TEDxMoscow, May 2009, Ekaterina Khramkova 22
  22. 22. «You have folks marketing tomato sauce, for example, who don’t make their own spaghetti but dine at fine Italian restaurants and have not opened a jar of spaghetti sauce in their own house in years.» Interview with Dev Patnaik, Author of Wired to Care: How Companies Prosper When They Create Widespread Empathy, 2009, New York Times, 2009 TEDxMoscow, May 2009, Ekaterina Khramkova 23
  23. 23. Copyright A. Kitoaka 2003 «Every year brings 30,000 of new products. About 90% of them fail despite thorough and expensive market research.» Harvard Business Review, December 2005 TEDxMoscow, May 2009, Ekaterina Khramkova 24
  24. 24. Copyright A. Kitoaka 2003 «40 CMOs from a range of companies around the globe admit that “explosion of customer segments, products, media vehicles, and distribution channels has made marketing more complex, more costly, and less effective.» McKinsey quarterly, 2004, N4 TEDxMoscow, May 2009, Ekaterina Khramkova 25
  25. 25. Measuring ethnicity, age, wealth, urbanization, housing styles, even family structures, the demographic company Claritas determined in the 1970s that 40 lifestyle segments were sufficient to define the U.S. populace. Harvard Business Review, Rigby & Vishwanath, 2006 TEDxMoscow, May 2009, Ekaterina Khramkova 26
  26. 26. Today, that number has grown to 66, a 65% increase. Harvard Business Review, Rigby & Vishwanath, 2006 TEDxMoscow, May 2009, Ekaterina Khramkova 27
  27. 27. + TEDxMoscow, May 2009, Ekaterina Khramkova 28
  28. 28. Optimus Maximus keyboard, Art.Lebedev Studio, Russia Optimus Store in New York TEDxMoscow, May 2009, Ekaterina Khramkova 29
  29. 29. TEDxMoscow, May 2009, Ekaterina Khramkova 30
  30. 30. 3 Katsushika Hokusai, ukiyo-e series Thirty-six Views of Mount Fuji, 19 c. J.M.W. Turner, Vesuvius in Eruption, 19 c. TEDxMoscow, May 2009, Ekaterina Khramkova 31
  31. 31. If your aim is to better comprehend Fuji, first try to understand its environment. 32
  32. 32. «Chief among these advantages would seem to be the ability of the brain to handle vague ideas, as yet imperfectly defined…In poems, in novels, in paintings, the brains seems to find itself able to work very well with material that any computer would have to reject as formless...» Norbert Wiener. God & Golem, Inc. 33
  33. 33. 1 TEDxMoscow, May 2009, Ekaterina Khramkova 34
  34. 34. 2 TEDxMoscow, May 2009, Ekaterina Khramkova 35
  35. 35. 3 TEDxMoscow, May 2009, Ekaterina Khramkova 36

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