Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
scenarioDNA connecting ideas to culture 1
by visualising Culture
Knowledge  of  Design  Week  2015  Hong  Kong
seeing the ...
scenarioDNA connecting ideas to culture 2
i study
culture
i’m an
anthropologist
scenarioDNA connecting ideas to culture 3
what is
culture?
past present future
scenarioDNA connecting ideas to culture 4
when you take a
selfie you are
engaged in
culture
identity
scenarioDNA connecting ideas to culture 5
when you take
pictures of
your food you
are engaged in
culture
ritual
scenarioDNA connecting ideas to culture 6
when you video
your shopping
hauls you are
engaged in
culture
aspiration
scenarioDNA connecting ideas to culture 7
every 60
seconds
50 billion
messages
41, 000
photos
120 hours
of video
scenarioDNA connecting ideas to culture 8
a kind of
cognitive
hacking
identity ritual aspiration
scenarioDNA connecting ideas to culture 9
language
tells us
how culture
is working
scenarioDNA connecting ideas to culture 10
language helps us see
the future
scenarioDNA connecting ideas to culture 11
fast &
empathetic
research
ideas
the
worldideas
ideas
ideas
scenarioDNA connecting ideas to culture 12
the context of
language shapes
cultural value
cultural
meaning
scenarioDNA connecting ideas to culture
symbol
zeitgeist badge
action
we can visualise how meaning migrates through cultur...
scenarioDNA connecting ideas to culture
symbol
zeitgeist badge
action
understanding the patterns of cause & effect
“you ne...
scenarioDNA connecting ideas to culture
starbucks had a
language
problem in 2008
15
zeitgeist
scenarioDNA connecting ideas to culture 16
starbucks had become a stale commodity in 2008
collective
progressive
analytic ...
scenarioDNA connecting ideas to culture 17
a new language had emerged in response
collective
progressive
analytic expressi...
scenarioDNA connecting ideas to culture
crisis forces a
return to
fundamentals
18
actionsymbol
scenarioDNA connecting ideas to culture
action
mq coffee institute
in shanghai
inspires new
consumers with
relentless
tech...
scenarioDNA connecting ideas to culture 20
fashion retail has
a language
problem in china
“Shanghai already has
more flags...
scenarioDNA connecting ideas to culture
Louis vuitton has
become the bag of
secretaries in china
21
zeitgeist badge
scenarioDNA connecting ideas to culture 22
lane crawford builds
symbolic relevance by
cultivating chinese
designers
symbol
scenarioDNA connecting ideas to culture 23
virtual dressing
rooms should be
about fit not
gimmickry
action
badge
scenarioDNA connecting ideas to culture 24
21st century
design is about
more than
product
scenarioDNA connecting ideas to culture 25
seeing the future is
about cultural literacy
past present future
scenarioDNA connecting ideas to culture 26
connecting with a
sense of place
past present future
scenarioDNA connecting ideas to culture 27
check out our
book on
mapping
culture
scenarioDNA connecting ideas to culture
thank you.
28
Email
@timstock
timstock@scenariodna.com
Upcoming SlideShare
Loading in …5
×

Seeing the Future by Visualising Culture

3,683 views

Published on

keynote given on June 10th at Knowledge of Design Week 2015 in Hong Kong on Culture Mapping and Innovation.

http://www.past.kodw.org/kodw2015

http://www.stylebyasia.com/kodw2015/

http://www.scenariodna.com/culturemapping

Published in: Business
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Seeing the Future by Visualising Culture

  1. 1. scenarioDNA connecting ideas to culture 1 by visualising Culture Knowledge  of  Design  Week  2015  Hong  Kong seeing the future
  2. 2. scenarioDNA connecting ideas to culture 2 i study culture i’m an anthropologist
  3. 3. scenarioDNA connecting ideas to culture 3 what is culture? past present future
  4. 4. scenarioDNA connecting ideas to culture 4 when you take a selfie you are engaged in culture identity
  5. 5. scenarioDNA connecting ideas to culture 5 when you take pictures of your food you are engaged in culture ritual
  6. 6. scenarioDNA connecting ideas to culture 6 when you video your shopping hauls you are engaged in culture aspiration
  7. 7. scenarioDNA connecting ideas to culture 7 every 60 seconds 50 billion messages 41, 000 photos 120 hours of video
  8. 8. scenarioDNA connecting ideas to culture 8 a kind of cognitive hacking identity ritual aspiration
  9. 9. scenarioDNA connecting ideas to culture 9 language tells us how culture is working
  10. 10. scenarioDNA connecting ideas to culture 10 language helps us see the future
  11. 11. scenarioDNA connecting ideas to culture 11 fast & empathetic research ideas the worldideas ideas ideas
  12. 12. scenarioDNA connecting ideas to culture 12 the context of language shapes cultural value cultural meaning
  13. 13. scenarioDNA connecting ideas to culture symbol zeitgeist badge action we can visualise how meaning migrates through culture “you need to see things this way” “i’ll have what she’s having” “look what i have” “let me show you how to enjoy that” 13 1 2 34
  14. 14. scenarioDNA connecting ideas to culture symbol zeitgeist badge action understanding the patterns of cause & effect “you need to see things this way” “i’ll have what she’s having” “look what i have” “show me how to do that” 14 pattern of dissent pattern of aspiration 1 2 34
  15. 15. scenarioDNA connecting ideas to culture starbucks had a language problem in 2008 15 zeitgeist
  16. 16. scenarioDNA connecting ideas to culture 16 starbucks had become a stale commodity in 2008 collective progressive analytic expressiveCOFFEE zeitgeist badgeaction symbol the pattern of aspiration the pattern of dissent
  17. 17. scenarioDNA connecting ideas to culture 17 a new language had emerged in response collective progressive analytic expressive LOCAL COFFEE SHOPS COFFEE zeitgeist badgeaction symbol the pattern of aspiration the pattern of dissent
  18. 18. scenarioDNA connecting ideas to culture crisis forces a return to fundamentals 18 actionsymbol
  19. 19. scenarioDNA connecting ideas to culture action mq coffee institute in shanghai inspires new consumers with relentless technique 19 symbol
  20. 20. scenarioDNA connecting ideas to culture 20 fashion retail has a language problem in china “Shanghai already has more flagships than the Spanish Armada.” zeitgeist badge
  21. 21. scenarioDNA connecting ideas to culture Louis vuitton has become the bag of secretaries in china 21 zeitgeist badge
  22. 22. scenarioDNA connecting ideas to culture 22 lane crawford builds symbolic relevance by cultivating chinese designers symbol
  23. 23. scenarioDNA connecting ideas to culture 23 virtual dressing rooms should be about fit not gimmickry action badge
  24. 24. scenarioDNA connecting ideas to culture 24 21st century design is about more than product
  25. 25. scenarioDNA connecting ideas to culture 25 seeing the future is about cultural literacy past present future
  26. 26. scenarioDNA connecting ideas to culture 26 connecting with a sense of place past present future
  27. 27. scenarioDNA connecting ideas to culture 27 check out our book on mapping culture
  28. 28. scenarioDNA connecting ideas to culture thank you. 28 Email @timstock timstock@scenariodna.com

×