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Lee-Sean Huang / ls@foossa.com / @leesean
Innovation Spirit Animals
How 5 Mythical Beasts Can Help You
Tackle Real-World C...
Lee-Sean Huang / ls@foossa.com / @leesean
Meet five spirit animals from Foossa’s
innovation menagerie
FOOSSA
Ouroboros Chim...
Lee-Sean Huang / ls@foossa.com / @leesean
More than just mascots, each mythical creature
embodies a mindset and a methodol...
Lee-Sean Huang / ls@foossa.com / @leesean
The Ouroboros is a snake or
dragon eating its own tail. It
symbolizes the circle...
Lee-Sean Huang / ls@foossa.com / @leesean
Ouroboros teaches us to revive,
revise, and recontextualize old
concepts and wis...
Lee-Sean Huang / ls@foossa.com / @leesean
Ouroboros reminds us to look
backwards as we can move forward
with innovation. I...
Lee-Sean Huang / ls@foossa.com / @leesean
Ouroboros In Action
While designing Happy Mango,
a new kind of alternative credi...
Lee-Sean Huang / ls@foossa.com / @leesean
This kind of social reference for determining credit
worthiness is not a new con...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
Learn more about historical perspectives in my
keynote at the Impacto Conf...
Lee-Sean Huang / ls@foossa.com / @leesean
A Chimera is a hybrid beast
with parts from multiple
animals. Chimera combines
a...
Lee-Sean Huang / ls@foossa.com / @leesean
Chimera is the spirit animal of the cronut, the spork,
the skort and the Swiss A...
Lee-Sean Huang / ls@foossa.com / @leesean
One of my favorite comfort foods, Japanese
curry, is a Japanese interpretation o...
Lee-Sean Huang / ls@foossa.com / @leesean
Chimera is also an act of curation.
It is what makes a collection of
things and ...
Lee-Sean Huang / ls@foossa.com / @leesean
Chimera works at the scale of cronuts as well
as at the scale of countries.
Nati...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
Nation-builders like Singapore’s Lee Kwan Yew and
Japan’s leaders during t...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
In Japanese folklore, Kitsune
(“Fox”) is a trickster figure, a
transgressor...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
Misfits like Kitsune bend and
break norms. This is the source
of their char...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
Kitsune is a rebel with a tune.
Some of the greatest musical
innovations e...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
Related Reading
Alexa Clay and Kyra Maya
Philips have written a book
calle...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
The Hydra is a many-headed
aquatic monster from Greek
mythology. If one of...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
Hydra is the genius of
decentralized and strategically
redundant networks....
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
This ability to multiply and
regenerate is what allows the
Pirate Bay and ...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
On the side of good, we have The Awesome
Foundation. It is very much a Hyd...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
The Awesome Foundation started with a few friends in
Boston, and with its ...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
Related Reading
Hydra in our terminology is
analogous to Brafman and
Bekst...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
As the story goes, Trojan
Horse was a ruse that allowed
the Greek army to ...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
Trojan Horse is a kind of
gateway drug. It gets you in
the door.
At its wo...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
As design and strategy consultants, we often tap into
the power of the Tro...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
In a recent Tech Republic
article, Tony Bradley discusses
“Microsoft’s Tro...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
For Amazon, the Trojan Horse
was books. Amazon started up
as an online boo...
Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA
What is Medium’s Trojan Horse strategy?
They started as a platform for med...
How would you integrate these 5
spirit animals into your practice?
Do you have your own innovation
spirit animals?
Let me ...
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Innovation Spirit Animals

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How 5 Mythical Beasts Can Help You Tackle Real-World Challenges

Innovation Spirit Animals

  1. 1. Lee-Sean Huang / ls@foossa.com / @leesean Innovation Spirit Animals How 5 Mythical Beasts Can Help You Tackle Real-World Challenges FOOSSA
  2. 2. Lee-Sean Huang / ls@foossa.com / @leesean Meet five spirit animals from Foossa’s innovation menagerie FOOSSA Ouroboros Chimera Kitsune Hydra Trojan Horse
  3. 3. Lee-Sean Huang / ls@foossa.com / @leesean More than just mascots, each mythical creature embodies a mindset and a methodology for solving social and business challenges. Together they enhance our strategic toolkit for creative action. Let’s learn more about these spirit animals: FOOSSA
  4. 4. Lee-Sean Huang / ls@foossa.com / @leesean The Ouroboros is a snake or dragon eating its own tail. It symbolizes the circle of life and the cycle of time. The mythical Phoenix, reborn in its own ashes, is an analogous spirit animal. FOOSSA 1. Ouroboros
  5. 5. Lee-Sean Huang / ls@foossa.com / @leesean Ouroboros teaches us to revive, revise, and recontextualize old concepts and wisdom. Innovation in fields like agriculture and medicine will require us to reawaken ancient practices along with developing new methods and technologies. For example, scientists have recently discovered that an ancient Anglo-Saxon potion can kill a contemporary superbug. FOOSSA
  6. 6. Lee-Sean Huang / ls@foossa.com / @leesean Ouroboros reminds us to look backwards as we can move forward with innovation. It explains why the same classic stories get told over and over again with new embellishments. Ouroboros is the impulse behind retro music and fashion. As the Cylon Number 6 said in Battlestar Galactica, “This has all happened before and it will happen again.” FOOSSA
  7. 7. Lee-Sean Huang / ls@foossa.com / @leesean Ouroboros In Action While designing Happy Mango, a new kind of alternative credit rating service, we incorporated social references in the process of determining a user’s credit worthiness. In other words, friends or colleagues of credit applicants vouch for their trustworthiness through the Happy Mango platform. FOOSSA
  8. 8. Lee-Sean Huang / ls@foossa.com / @leesean This kind of social reference for determining credit worthiness is not a new concept. In fact, it comes from a previous era where small local banks banks were the norm, long before we had FICO scores or online banking platforms. Lenders would consider personal character references from prospective borrowers to help determine their credit worthiness. We have taken old practices and brought them back in a new digital context. FOOSSA Ouroboros In Action
  9. 9. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA Learn more about historical perspectives in my keynote at the Impacto Conference: https:// www.youtube.com/watch?v=OF7nsDwM4NM
  10. 10. Lee-Sean Huang / ls@foossa.com / @leesean A Chimera is a hybrid beast with parts from multiple animals. Chimera combines and remixes disparate elements. It echoes what Steve Jobs said in a 1996 Wired Magazine interview: “Creativity is just connecting things.” FOOSSA 2. Chimera
  11. 11. Lee-Sean Huang / ls@foossa.com / @leesean Chimera is the spirit animal of the cronut, the spork, the skort and the Swiss Army Knife. FOOSSA
  12. 12. Lee-Sean Huang / ls@foossa.com / @leesean One of my favorite comfort foods, Japanese curry, is a Japanese interpretation of the British navy’s version of Indian “curry.” It is a culinary chimera serving up multiple cultural influences on a single plate. FOOSSA
  13. 13. Lee-Sean Huang / ls@foossa.com / @leesean Chimera is also an act of curation. It is what makes a collection of things and a team of people greater than the sum of their parts. FOOSSA
  14. 14. Lee-Sean Huang / ls@foossa.com / @leesean Chimera works at the scale of cronuts as well as at the scale of countries. Nation-builders like Singapore’s Lee Kwan Yew and Japan’s leaders during the Meiji Restoration embraced the spirit of Chimera as they built their own modern state institutions based on models drawn from various other countries. FOOSSA
  15. 15. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA Nation-builders like Singapore’s Lee Kwan Yew and Japan’s leaders during the Meiji Restoration embraced the spirit of Chimera as they built their own modern state institutions based on models drawn from various other countries.
  16. 16. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA In Japanese folklore, Kitsune (“Fox”) is a trickster figure, a transgressor, and a misfit. Kitsune is a shapeshifter, changing from fox to human female form and back again, transgressing fixed ideas of gender and species. 3. Kitsune
  17. 17. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA Misfits like Kitsune bend and break norms. This is the source of their charisma and power. Kitsune teaches us that breakthrough art and innovation require us to know the rules; break the rules; and then make new rules. Kitsune is the spirit animal of outliers and disruptors. Apple’s “Think Different” campaign was full of Kitsune spirit.
  18. 18. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA Kitsune is a rebel with a tune. Some of the greatest musical innovations emerged from misfits and marginalized peoples: jazz, hip hop, flamenco, house. The list goes on and on. The vibrancy of rock, punk and grunge comes from their misfit edge.
  19. 19. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA Related Reading Alexa Clay and Kyra Maya Philips have written a book called The Misfit Economy, in which they examine various sub-archetypes of misfits and explore lessons that these misfits can teach conventional organizations and entrepreneurs.
  20. 20. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA The Hydra is a many-headed aquatic monster from Greek mythology. If one of its heads gets cut off, two more grow back in its place. 4. Hydra
  21. 21. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA Hydra is the genius of decentralized and strategically redundant networks. It is the resilience of the hive mind. Hydra-like groups have the ability to multiply, regenerate, and mutate rapidly. Hydra is the logic of open source systems. More heads are better than one. It is the peer-to-peer logic that powers Bitcoin and BitTorrent.
  22. 22. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA This ability to multiply and regenerate is what allows the Pirate Bay and other torrent sites to spring up again soon after they are shut down. Hydra is also the evil genius behind terrorist organizations made up of independent cells that wreak death and destruction across geographies.
  23. 23. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA On the side of good, we have The Awesome Foundation. It is very much a Hydra organization as well. It is made up of nearly 50 independent chapters united under a shared identity and a simple set of common principles. We forward the cause of awesome in the universe through $1000 (or local equivalent) monthly microgrants to projects related to the arts, education, media, or community engagement.
  24. 24. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA The Awesome Foundation started with a few friends in Boston, and with its decentralized Hydra structure, has spread quickly into a worldwide movement.
  25. 25. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA Related Reading Hydra in our terminology is analogous to Brafman and Bekstrom’s starfish in their book about the power of leaderless organizations.
  26. 26. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA As the story goes, Trojan Horse was a ruse that allowed the Greek army to sneak into the city of Troy. In the context of innovation, we can think of the Trojan Horse as a way for getting a foothold somewhere and using that foothold to gain a favorable strategic position. 5. Trojan Horse
  27. 27. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA Trojan Horse is a kind of gateway drug. It gets you in the door. At its worst, Trojan Horse is a crude bait-and-switch con job. At it’s best though, it’s all about patient, sly seduction. It’s a progressive reveal rather than a sudden ambush.
  28. 28. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA As design and strategy consultants, we often tap into the power of the Trojan Horse. Clients will hire us for something like a visual rebranding or a website design, but then we realize we need to work with them to solve a much bigger problem or a different one altogether. The initial project is our Trojan Horse, it starts the relationship, it gets us in the door, but once we are in, we sometimes need to adjust the scope of a project in order to best be of service.
  29. 29. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA In a recent Tech Republic article, Tony Bradley discusses “Microsoft’s Trojan Horse Strategy to Rule the World.” No longer able to maintain an operating system near- monopoly in today’s environment, the strategy is to get Microsoft applications on rival platforms as a way to maintain its market dominance.
  30. 30. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA For Amazon, the Trojan Horse was books. Amazon started up as an online bookseller, and from there they built themselves up into “The Everything Store.” Books were just the starting point to build the Amazon brand and supply chain, preparing the way for the company to expand into more and more product categories.
  31. 31. Lee-Sean Huang / ls@foossa.com / @leeseanFOOSSA What is Medium’s Trojan Horse strategy? They started as a platform for medium to long-form prose. With the recent interface design updates, users can now publish Medium stories from the mobile app, and the affordances have changed to accommodate shorter-form content as well. This makes Medium feel more like a social network. Will it go head to head with Twitter and Facebook? What sort of Chimera will Medium become?
  32. 32. How would you integrate these 5 spirit animals into your practice? Do you have your own innovation spirit animals? Let me know at ls@foossa.com. @leeseanFOOSSA

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