What would nature do? Natural ecosystems vs. design/business ecosystem

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  • 1. What would nature do?Biological ecosystems vs. Design/business ecosystemsIXDA 2012, Dublin, Ireland Joshua Sin Experience Designer at Crispin Porter + Bogusky @Joshuasin
  • 2. Today we will focus on nature’s model and how it can inspire/influence us to solve human problems - design and business systems.WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 2
  • 3. Why should we listen to nature? • Nature has survived 3.8 billion years of changes. • Nature has learned what works, what is appropriate, and what lasts. • A lot of our inventions already appear in nature in more elegant forms.WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 3
  • 4. Nature integrates a cyclic processWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 4
  • 5. Energy transfer across a trophic level Abiotic environment: solar Producers grows on radiation, water, oxygen, photosynthesis and external nutrient carbon dioxide, mineral Primary consumers eat Scavengers/decomposers feed photosynthetic species on dead tissues and waste Predator eats Consumer consumer decomposesWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 5
  • 6. Energy transfer across a trophic level Carbon in atmosphere Plants use CO2 for photosynthesis Carbon uplift over time CO2 is released after organic matter decaysWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 6
  • 7. Unlike nature, humans work linearly. Linear processes are a short term strategy that lead to dead ends. store Advertising Online experience Point of sale What’s next? (Dead end)WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 7
  • 8. Linear leads to waste Raw material Manufacturing Transportation Consumer Disposal extraction production utilizationWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 8
  • 9. What if our experiences could be cyclical, continuous like the carbon cycle?WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 9
  • 10. Like the carbon cycle, platform works DRIVER/ towards a cyclical system providing a AWARENESS long term strategy. store POINT OF SALE ADVOCACY USE PRODUCT • Platform instead of project REWARD • Dynamic framework that PROGRAM can adapt and change • Long term strategy EARN POINTSWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 10
  • 11. Nature uses keystone species to maintain structure in the ecosystemWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 11
  • 12. Prairie dogs enable opportunities for other species Burrows aerate the soil. Bringing the soil’s nutrient to its surface for grazers Burrows become homes for burrowing owls Burrows become homes for insects Burrows become homes for rabbits Burrows become homes for ferrets Burrows channel rainwater to prevent erosionWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 12
  • 13. Keystone species are the architects of biodiversity. They maintain the healthy functions of the entire ecosystem. They keep everything together, continuously flowing, and in equilibrium.WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 13
  • 14. Unlike nature, we see projects as singular items. We become disconnected from the larger picture and loose focus on the vision. Project A Project B Project CWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 14
  • 15. What if our businesses could function like keystone species enabling opportunities for growth and diversity?WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 15
  • 16. Like the prairie dog that digs one hole that enables several other opportunities. Can one business decision, one project, one idea enable several more opportunities. Idea #1 Idea #2 • Does one thing that enables several more (low biomass, high impact) • Multipurpose One idea Idea #3 • Create opportunities • Create diversity which leads to stability Idea #4 Idea #5WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 16
  • 17. Nature fosters cooperative relationshipWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 17
  • 18. Clownfish and the anemone have a symbiotic relationship where both mutually benefit. Clownfish also protect the anemone from predators such as the Butterfly fish. Clownfish takes care of the anemone by getting rid of its parasites. Clownfish are protected from predators by the stinging tentacles of the anemone.WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 18
  • 19. What if our systems could form symbiotic relationships with each other?WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 19
  • 20. Like the clownfish and the anemone, Kalundborg, Denmark is a city that forms symbiotic relationship with several different sectors within the city by sharing resources with them. Pig farmers Yeast Steam Sulfur Steam Bioplant Oil refinery Gas Sulfuric acid Gas producer Electric Fermentation power station sludge Waste heat Gypsum Plasterboard plant Waste heat Waste heat (return) • Waste=food Fish culture • Resourceful and opportunistic Sludge • Relationships that self organize Local farmers Municipality of Kalundborg Road constructionWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 20
  • 21. Nature is locally attuned and responsive.WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 21
  • 22. Galapagos Finches adapted to the environment to survive food scarcity. Their beaks adapt towards the most abundant food resource. Location 1: Location 4: seed eaters Insect eater Ground finch Location 3 Buds and fruit eater Location 2: Cactus seeds eatersWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 22
  • 23. How can businesses adapt and evolve in the changing environments like Galapagos Finches?WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 23
  • 24. • Evolution is not a one-stop shop. Adaptation is a game of singles and not home runs. • A step in the right direction is far more important than one big step. • Observe and adapt to the environment. • Rapid changes is a two-edged sword - a threat but also an opportunity.WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 24
  • 25. “It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change.” - Charles DarwinWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 25
  • 26. Nature... • Integrates cyclic process • Feedback loops • Optimizes rather than maximizes • Is resourceful and opportunistic • Fosters cooperative relationships • Is locally attuned and responsive • Is diverse • Strives for equilibrium • Focuses on a long tem strategyWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 26
  • 27. What would nature do? @JoshuasinWHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 27