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The Epidemiology of Innovation

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a talk about Culture Mapping and Innovation to be presented at HCI International 2016 in Toronto http://www.scenariodna.com/culturemapping

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The Epidemiology of Innovation

  1. 1. scenarioDNA data science + anthropology 1 HCI International 2016 Toronto The epidemiology of innovation
  2. 2. scenarioDNA data science + anthropology 2 The Big Short (2015) (crisis clarifies our weaknesses)
  3. 3. scenarioDNA data science + anthropology 3 The sad state of innovation A recent McKinsey poll revealed that 94% of managers are dissatisfied with their company’s innovation performance.
  4. 4. scenarioDNA data science + anthropology 4 innovation has moved from the efficient production of goods…
  5. 5. scenarioDNA data science + anthropology 5 …to the pursuit of greater shareholder returns (both approaches are proving to be outdated and unsustainable)
  6. 6. scenarioDNA data science + anthropology 6 culture is a system the diffusion model of innovation reflects this outdated linear framework
  7. 7. scenarioDNA data science + anthropology 7 the diffusion of inventionS is not linear the success of new technologies will requires conspiring with the natural creativity of people adapting over time.
  8. 8. scenarioDNA data science + anthropology 8 creativity & society are the new key pillars for shaping innovation going forward technology has transformed innovation to be much more about variability and adaptability than how quickly ideas spread.
  9. 9. scenarioDNA data science + anthropology 9 we need a systems approach to innovation an inductive, rather than deductive approach, to encouraging new ideas.
  10. 10. scenarioDNA data science + anthropology 10 an approach more akin to epidemiology an approach that leads us to uncovering evolving patterns.
  11. 11. scenarioDNA data science + anthropology 11 1. 2. 3. a methodology reboot is vitally needed detect brand dilution earlier make capital investments earlier develop measurable co-creation frameworks
  12. 12. scenarioDNA data science + anthropology 12 semiotics gives us a critical structure to work with patterns dynamics dimensions
  13. 13. scenarioDNA data science + anthropology culture mapping is our structured approach to visualize changing cultural signals 13 symbol vision and purpose 1 ritual placing vision in the context of everyday life 2 badge consumption as social currency 3zeitgeist cultural saturation 4 the pattern of dissent the pattern of aspiration 1 2 34
  14. 14. scenarioDNA data science + anthropology 14 good visualizations reveal dynamic stories when we analyze data it should convey the full dynamics of how people are processing the world around them. ritualsymbol badgezeitgeist emergent codes dominant codes
  15. 15. scenarioDNA data science + anthropology 15 the epidemiology of coffee in america the meaning of coffee reveals deeper cultural dynamics.
  16. 16. scenarioDNA data science + anthropology the rise and fall of cultural signifiers 16 we can leverage greater information from these dynamics the rise and fall gourmet coffee
  17. 17. scenarioDNA data science + anthropology 17 LOCAL COFFEE SHOPS starbucks had lost touch with the deeper cultural meaning of coffee in 2008 vision and purpose technique
  18. 18. scenarioDNA data science + anthropology 18 technique a sourcing vision statusroutine what we share these patterns in language represent a cultural immune response of sorts what we know the pattern of dissent the pattern of aspiration
  19. 19. scenarioDNA data science + anthropology starbucks is now tapping into this system of cultural language 19 Starbucks Reserve Roastery & Tasting Room techniquevision statusroutine emergent codes dominant codes
  20. 20. scenarioDNA data science + anthropology 20 techniquevision statusroutine emergent codes dominant codes the efficiency of the brand cannot compromise the cultural depth of the brand Starbucks Express
  21. 21. scenarioDNA data science + anthropology 21 the epidemiology of luxury in asia there is a split between younger and older millennials in China and South Korea when it comes to the perception of indulgence and luxury.
  22. 22. scenarioDNA data science + anthropology analyzing the signifiers in selfies reveals discrete cognitive frameworks 22 older millennial younger millennial
  23. 23. scenarioDNA data science + anthropology these emerging signifiers are revealing fundamental cognitive shifts 23 rank freedom older millennials respect approvalin the know younger millennials guilt perfection restlessaccountable inquisitive
  24. 24. scenarioDNA data science + anthropology 24 the epidemiology of food in america the meaning of food has broad implications from how healthy we are to how livable our cities are.
  25. 25. scenarioDNA data science + anthropology 25 we’ve come a long way from frozen tv dinners organic food dominates over 80% of all food we consume today in America.
  26. 26. scenarioDNA data science + anthropology 26 organic food was cultivated as a system of language over the last half century the story started here 60 years ago 1940s - 1960s 1970s - 1980s 1990s - 2000sToday
  27. 27. scenarioDNA data science + anthropology 27 synchronized natural emergent codes dominant codes This system of language and codes continues to evolve (and reveal future narratives) living craft Open AG at MIT
  28. 28. scenarioDNA data science + anthropology 28 in the future our kitchen will be a growing space
  29. 29. scenarioDNA data science + anthropology in the future ugly food is good food 29
  30. 30. scenarioDNA data science + anthropology in the future we will be networked with our food sources 30
  31. 31. scenarioDNA data science + anthropology 31 “Man cannot stand a meaningless life” - Carl Jung
  32. 32. scenarioDNA data science + anthropology 32 we can coax a better potential out of today’s technology
  33. 33. scenarioDNA data science + anthropology 33 impactful innovation is about conspiring with humans naturally (and learning to love the poetry )
  34. 34. scenarioDNA data science + anthropology thank you. 34 Email @timstock timstock@scenariodna.com 34

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