Slides of the talk given at Temasek Polytechnic in Singapore March 18 2016. I really enjoyed this talk about how I got to do what I do and what might come next.

1. From arts to
business strategy…
Upgrading?

2. Asier Perez
• 1970
• Fine Arts
• Artist
• Impact in society. Move to business.
• Funky Projects
• Dowayo Foresight

4. http://www.terra.com/kissarama/kissarama.htm

7. www.dowayo.net

9. A good science fiction
story should be able to
predict not the automobile
but the traffic jam.
Frederik Pohl

10. What design
can do?

11. What can we,
creatives, do?

14. Who said fear?
• How to start a company and keep on being creative?
• How to survive being the boss?
• How to survive corporate culture?

15. How to be a
sustainable
business?

16. No collar vs.
white collar
• Language, habits, credibility, macintosh vs. PC.

18. https://youtu.be/0eEG5LVXdKo

19. “My coach is me, and
the YouTube videos”

20. •Agricultural Age (farmers)
•Industrial Age (factory workers)
•Information Age (knowledge workers)
•Conceptual Age (co-creators and empathyzers)
A Whole New Mind, Dan Pink

24. Empathy as a creative factor.

25. Methologies
& creativity

27. Differences between Design Thinking,
Experience Design and Service Design.
Design Thinking Experience Design Service Design
• Convey the idea of
the need to think as
a designer for
innovation.
• Dummie version of
human-centered
innovation.
• More focus on
creating WOW
moments.
• Seeks greater
adherence to the
brand.
• Closer to marketing.
• Looking to grow the
business from the
services.
• You have to align
the various
stakeholders and
touchpoints.

28. https://youtu.be/JpsI0RzV8pE

29. The Experience Economy:
Work Is Theater & Every
Business a Stage
Mayo 1999 B. Joseph Pine II y James H. Gilmore

30. Trying to be innovative
and delivering
strategic innovation
consultancy services

31. Advertising is the price you pay for
having an unremarkable product
or service.
Jeff Bezos

32. https://youtu.be/73n55HYDUjs

33. Identifies the
industries most likely
to be transformed
by Millennials,the
largest generation in
American history.
“I don’t see the
difference
between my bank
and all the others.”
71%
would rather go
to the dentist
than listen to
what banks are
saying.
53%
don’t think
their bank of-
fers anything
different than
other banks.
Banking
is at the
highest
risk of
disruption. 1 in 3 are open to switching
banks in the next 90 days.
THE MILLENNIAL
DISRUPTION
INDEX
3 years
•
15 categories
•
Risk

34. They believe
innovation
will come
from outside
the industry.
Nearly
half
are counting on
tech start-ups to
overhaul the way
banks work.
(MDI),a three-year study of in-
dustry disruption at the hands
of teens to thirtysomethings.
Millennials, a generation born
1981–2000 and more than 84
million strong in the U.S.alone,
use technology, collaboration
andentrepreneurshiptocreate,
transform and reconstruct en-
tire industries. As consumers,
theirexpectationsareradically
different than any generation
before them.
For the MDI, Scratch surveyed
over 10,000 Millennials about
73 companies spanning 15 in-
dustries. The results paint a
clear picture of which brands
are loved, which are meeting
consumerneeds,andwhichare
poised on the brink of disrup-
tion.The Index also sheds light
on the topline features of com-
panies that Millennials rely on
and identify with.
A business category with a low
MDI score is less vulnerable to
disruption. For categories with
a high MDI, Scratch forecasts
disruption is imminent.
Scratchisacreativeandstrate-
gicSWATteamthatchannelsthe
power of Viacom’s portfolio in
newways. Formoreinformation
andthecompletestudy,contact
us at scratch@viacom.com.
All4 of the leading Banks are among the
ten least loved brands by Millennials.
The change will
be seismic.
68%in 5 years, the
way we access
our money will
be totally dif-
ferent.
70%in 5 years,
the way we
pay for things
will be totally
different.
Love

36. Critical view
& cultural
studies

37. Everything you
look for and all
you perceive is a
way to question
your belives.

38. Design Research

39. The trouble with
market research is
that people don't think
how they feel, they
don't say what they
think and they don't
do what they say.
David Ogilvy

42. You are not what you have,
you are what you use.

45. It’s really hard to design
products by focus groups. A lot
of times, people don’t know
what they want until you show it
to them.
Steve Jobs

46. •how
•why
•when
•how much
•where

47. Biases

49. She is doing a payment with the app.

50. Ecosystems and environments of use.

51. You need more to
your clients than
they need you.

52. Beyond PDFs

53. Keeping high vibes

54. “This really is an innovative approach,
but Iʼm afraid we canʼt consider it.
Itʼs never been done before.”

56. Experiences
you cannot
buy

57. You cannot
buy knoledge

58. To me style is just the outside of
content, and content the inside of style,
like the outside and the inside of the
human body, both go together, they
can't be separated.
Jean-Luc Godard

59. Did I make
any impact?

60. Insights & conclusions
Asier Perez
asier@dowayo.net