This document discusses using an MRI scan to 3D print a model of a person's brain in order to help develop innovative products and services focused on understanding the customer experience over the next three weeks. The process of getting the MRI scan produced stress responses in the person's brain like increased cortisol and decreased oxytocin due to the loud noises and strong magnetic field. Over 1000 images of the brain were captured and a 3D printed model was produced by Fabulonia Ltd. The goal is for this printed brain to help guide efforts to "print" the customer experience into globally scalable offerings, though it acknowledges this will be challenging.

1. Alar Kolk
President, European Innovation Academy

2. Welcome to Tallinn University of
Technology, Tallinn Tech!

3. We welcome students,
mentors and professors from
40 countries!

5. Optogenetics – a simple procedure that uses surgical
lasers to illuminate select neurons, changing the way
you think and feel … about innovation.

8. • I: Ideas, customers
• III: Prototype & $$
• II: Business Models
The Academy
8 – 26 July, weeks 1-3
Startup your business in 15 days!

10. Grow Fast or Die

12. Orville and Wilbur Wright were outstanding
innovators. Their achievement went far
beyond the complex challenge of powered
flight. They knew that their idea not only had
enormous commercial potential. They also
realised how aviation would change our lives.

17. Technology change…

19. 3D Print of your unborn baby: ultrasound image based

20. New Normal
New Standards
Japan Railways East Japan Water
Business, installed in its railway
stations vending machines for drinks.
Not only does it serve drinks, it
intelligently suggests and displays what
your sex and age group buy via
statistical data from its database. The
"recognition" is about 75 percent
accurate. The machine is armed with
face and body recognition
camera/software and WiMAX, the new
3.9G wireless communication allowing
its operators to change the display to
meet purchasers' profiles. It is
evidence of how "suggestive selling"
will become more intelligent and
natural in all areas of our daily life.

21. Towards Technological Singularity

22. …and You need to practice
Innovators’ Failure
Pitching!!!
ChallengeYourself @ European Innovation Academy!
Why 90% of
new products
and services
fail…

24. Fail fast.
Fail cheap.
Fail early.
Go out to fail.
Follow The Innovation F-word!

25. Chief Executive Customer
The new Chief Executive Customer expects “companies to
respect their time, preferences, values, and privacy. Meeting
these expectations requires insight, innovation and a system of
engagement that delivers an intelligent guided customer
experience at every touch point.”

27. Who?
Which new customer segments will emerge
in the next 5 years?
YUPPIES
YUFFIES
MOBY/DOBY
WOOFS
SKIPPIES
SANDWICHERS Adults caught between caring their
children and their older parents
School Kids with Income +
Purchaing Power
Well Off Older Folks
Mom/Dad Older – Baby Younger
Young Urban Failures
Youg Urban Professionals

28. ARE YOU
SOLVING THE RIGHT
PROBLEM?
“If I were given one hour to save the planet, I
would spend 59 minutes defining the problem
and one minute resolving it,” Albert Einstein
Most firms are not and that undermines
their innovation efforts…
Indeed, when developing new products, processes, or even businesses,
most companies aren’t sufficiently rigorous in defining the problems
they’re attempting to solve and articulating why those issues are
important. Without that rigor, organizations miss opportunities, waste
resources, and end up pursuing innovation initiatives that aren’t aligned
with their strategies.

30. Customer Brain
Service Design

31. 1 DAY X 15 = start-up
Theory & Methods
Professors
Consultants
Anayltics
Practice & Prototype
Meet Customers
Business Mentors
Executives
Venture Capitalists
Angels
Day 1st Part Day 2nd Part
Listen & Think Team work

32. DEVELOP INTERDICIPLINARITY
TEAM WORK = SUCCESS

34. Execution
Ideas Without Execution Are A Hobby
Market
Validation
Customer
Validation
Limited
Launch
Global
Launch

35. The Prize 10 000 EUR
The most innovative Start Up will win €10 000!
• The startup will be selected by venture capitalist.
• VC panel has to confirm high growth business potential.
• The moneyCN will be transfered to your new startup account.

36. Experiment Competition

37. 25 – 26 July pitch your idea to
venture capitalists

39. You have 70 000
thoughts per day!

40. Innovation, its me!

43. Innovation, its me!

44. At the University of Pittsburgh,
the neurobiology department
worked with 52-year-old Jan
Scheuermann over the course of
13 weeks to create a robotic arm
controlled only by the power of
Scheuermann's mind.
The team implanted her with two
96-channel intracortical
microelectrodes. Placed in the
motor cortex, which controls all
limb movement, the integration
process was faster than anyone
expected. On the second day, Jan
could use her new arm with a 3-D
workspace. By the end of the 13
weeks, she was capable of
performing complex tasks with
seven-dimensional movement,
just like a biological arm.
To date, there have been no
negative side effects.
New Normal

45. British Columbia
company HyperStealth
Biotechnology showed a
functioning prototype of
its new fabric to the U.S.
and Canadian military
this year. The material,
called Quantum Stealth,
bends light waves
around the wearer
without the use of
batteries, mirrors, or
cameras. It blocks the
subject from being seen
by visual means but also
keeps them hidden from
thermal scans and
infrared.
New Normal

46. Usenix Security had a
team of researchers use
off-the-shelf technology
to show how vulnerable
the human brain really
is. With an EEG
(electroencephalograph)
headset attached to the
scalp and software to
figure out what the
neurons firing are trying
to do, it watches for
spikes in brain activity
when the user
recognizes something
like one's ATM PIN
number or a child's face.
New Normal

48. To develop innovative services
next 3 weeks we have to dedicate
our startup experiment to
customer mind and experience,
what they feel and think.

49. To remember the
commitment - Let´s
print out my brain!

50. I was excited and motivated about the idea.
In the hospital my brain produced huge
amount of Dopamine

51. Next moment I was informed the MRI procedure will involve
very strong noise. They gave me a panic button. My brain
produced very little amount of Oxytocin.

52. Meeting with the machine. MRI powerful
magnet makes my Cortisol level go crasy.

53. No turning back. A strong magnetic field was created, coils in the
magnet sent and received radio waves. This triggered protons in my
body to align themselves. Radio waves were absorbed by the protons.
Energy was released after "exciting" the molecules, which in turn
emited energy signals that awere picked up by the coil.
This information was sent to a computer. All the signals were
processed into images.

55. The MRI and the computer made
1000 images about my brain!

56. Fabulonia Ltd. designed and printed a 3D model.

57. Next 3 weeks „print“ customer brain into
innovative and globally scalable products
and services. It is not easy, it is hard!