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INNOV
   O
ATION
PRINCIPLES
 2nd part

 ideas
Anderson Penha
 A d      P h     André Coutinho
                  A d éC i h         Daniel Egger
                                     D i lE         Marcelo Fernandes
                                                    M    l F      d
@anderson_penha   @andrehcoutinho   @daniel_egger    @fernandes2050
idea
What i
Wh t is an
    idea?
    id ?
everthing
    thi
you known, wear,
eat, like, follow,
eat like follow use
was once anidea
insights
i i ht       ideas
             id           things
                          thi
    =           =            =
            possibility
 whatever                 something
             to create
insights   ideas   things
Act

Inspirations       Exploration                                  Production & 
                                                               experimentation
                                                                                       Exploit
        Inspiração
                                                                        Inspiração
       Conceituation
       C    it ti

                                      FREE                               Integration




Think                            Creation      Extrapolation
                                                                             Create
                                       Inspiração

                                      Prototyping
creation



0                        1
chaos                order




                   (fonte: Jason Theodor)
I
reality                                         world of ideas and things
( j
(subjective or 
“individual”)
(Realität)
                                           perception
                    cognition                                       Group         Social


conscious         understand, concepts, memori                               we
                  es, appearance, introspection


                                insights
                                                                    Reality
subconscious                                                        (objective or “social”
                    imagination, fantasy, you 
                   dream, intuition, attention                      (Wirklichkeit)


                        affects, emotions
Breakthrough                      Substantial


                                  EU

reality                                   perception
(subjective or 
“individual”)
 individual )      cognition
(Realität)




                  understand, concepts, memori
                  es, appearance, introspection
                                                       Incremental
conscious




                               insights

                     imagination, fantasy, you 
How would you classify:
facebook, twitter and i-phone?

Some say incremental some
breakthrough?
Perhaps only a “social wave”
                  social
can be seen as breakthrough,
 and companies and products
     “ride and influence it” by
      ride               it
        adding incremental an
            substantial value.
               b     i l l
creation        extrapolation
      Inspiração

      prototyping
Why create ideas?
What do we need
to create ideas?
symbols
   y
   rituals
   myths
     +
 paradigm
 paradoxes
 parado es
     +
circumstances
   contexts
      t t
rituals
the act of...
CREATION       extrapolation
     Inspiração

     prototyping
Creative
 space
All innovative companies
have a creatively (cool)   myth
space.

We have a creativity
space.
                           symbol
                              b l
Nobody uses our creative
space.
                           ritual
10%
the 
the
    myth
individual
collective
sociometry
         y
how?
EXPANSIVE
  (quantity)
INTENSIVE
  (quality)
oriented
  (outside > inside)

spontaneous
  (inside > outside)
let`s create
creation       EXTRAPOLATION

      Inspiração

      prototyping
limits
p
premises
example:

We have to change
 the traffic in São
       Paulo!
quality of life




                      city rhythm




                                    status



flooding
KALI
SHIVA
1                   2    Desconstruir
                                                3

    free ideation       deconstruct                     reconstruct


                                        exploration
                                        extrapolation
ideas




    premises




ideas
complexity
 simplicity
creation      extrapolation
      Inspiração

     PROTOTYPING
“Language is convincing
Seeing is believing
S i i b li i
Touching is reality”
(Alan Kay)




             www.symnetics.com.br   .   .
Prototyping is the creation of something incomplete
and simple. It is whatever thing that allows the
individuals to
            to...

                  •   see
                  •   feel
                  •   understand
                  •   explore
                  •   reflect
                  •   recreate
Anderson Penha
 A d      P h     André Coutinho
                  A d éC i h         Daniel Egger
                                     D i lE         Marcelo Fernandes
                                                    M    l F      d
@anderson_penha   @andrehcoutinho   @daniel_egger    @fernandes2050

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Innovation Principles 2_ideas

  • 1. INNOV O ATION PRINCIPLES 2nd part ideas
  • 2. Anderson Penha A d P h André Coutinho A d éC i h Daniel Egger D i lE Marcelo Fernandes M l F d @anderson_penha @andrehcoutinho @daniel_egger @fernandes2050
  • 3.
  • 4.
  • 6. What i Wh t is an idea? id ?
  • 7.
  • 8. everthing thi you known, wear, eat, like, follow, eat like follow use was once anidea
  • 9. insights i i ht ideas id things thi = = = possibility whatever something to create
  • 10. insights ideas things
  • 11. Act Inspirations Exploration Production &  experimentation Exploit Inspiração Inspiração Conceituation C it ti FREE Integration Think Creation Extrapolation Create Inspiração Prototyping
  • 12. creation 0 1 chaos order (fonte: Jason Theodor)
  • 13. I reality world of ideas and things ( j (subjective or  “individual”) (Realität) perception cognition Group Social conscious understand, concepts, memori we es, appearance, introspection insights Reality subconscious (objective or “social” imagination, fantasy, you  dream, intuition, attention (Wirklichkeit) affects, emotions
  • 14. Breakthrough Substantial EU reality perception (subjective or  “individual”) individual ) cognition (Realität) understand, concepts, memori es, appearance, introspection Incremental conscious insights imagination, fantasy, you 
  • 15. How would you classify: facebook, twitter and i-phone? Some say incremental some breakthrough?
  • 16. Perhaps only a “social wave” social can be seen as breakthrough, and companies and products “ride and influence it” by ride it adding incremental an substantial value. b i l l
  • 17. creation extrapolation Inspiração prototyping
  • 19. What do we need to create ideas?
  • 20.
  • 21.
  • 22. symbols y rituals myths + paradigm paradoxes parado es + circumstances contexts t t
  • 24.
  • 26. CREATION extrapolation Inspiração prototyping
  • 28.
  • 29. All innovative companies have a creatively (cool) myth space. We have a creativity space. symbol b l Nobody uses our creative space. ritual
  • 31.
  • 33.
  • 35. how?
  • 37. oriented (outside > inside) spontaneous (inside > outside)
  • 39.
  • 40. creation EXTRAPOLATION Inspiração prototyping
  • 42.
  • 44. example: We have to change the traffic in São Paulo!
  • 45. quality of life city rhythm status flooding
  • 46. KALI
  • 47. SHIVA
  • 48. 1 2 Desconstruir 3 free ideation deconstruct reconstruct exploration extrapolation
  • 49. ideas premises ideas
  • 51.
  • 52. creation extrapolation Inspiração PROTOTYPING
  • 53. “Language is convincing Seeing is believing S i i b li i Touching is reality” (Alan Kay) www.symnetics.com.br . .
  • 54. Prototyping is the creation of something incomplete and simple. It is whatever thing that allows the individuals to to... • see • feel • understand • explore • reflect • recreate
  • 55.
  • 56. Anderson Penha A d P h André Coutinho A d éC i h Daniel Egger D i lE Marcelo Fernandes M l F d @anderson_penha @andrehcoutinho @daniel_egger @fernandes2050