SlideShare a Scribd company logo
inspire with attraction
The evocative            use of Geomag’s potential
for smart       “inspired” management solutions:
Geomag and the developing of “biz-viz” tools.


©2006
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction




toys, plays, games… tools. why?


                       Many organizational processes are           abstract.
                       A “tool”           helps overcome this issues
                       by representing the reality in a concrete       way.


                      “Reality is always more complex than
                        the ways in which we can represent it”



©2006                                                                          3
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction




     representing reality:
                                         multimodal technique


                to be seen and visualized
                                     (visual information)
to be verbally enriched and evaluated
                               (narrative information)
          to be physically constructed
              (kinaesthetic/ haptic information)



     ©2006                                                            4
     by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction


              “biz-viz” tools: which kind?
                                                    not IT integrated



                                                                        Metalog Tools
                       LEGO Serious Play
                                                                        Stuckitools
                               Compad                                   Physical Ice Breakers

Cont. developed                                                                                 Cont. predefined


                                 Senseboard
                            Illuminating clay                              Cognitive Cubes
                                     Build-it


                                                       IT integrated



              ©2006                                                                                                5
              by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction


specific market characteristics
(Physical-cognitive tools with content developed)


                  Illustrate complex                     situations,
                  visualize structure understanding,
                  solve problems involving all team members
                  allows comment on their situation building
                  an understanding for identities
                  and dynamics in a company




©2006                                                                  6
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction


introducing Geomag in this market




                                                Just an idea
                                                or a real opportunity of   success?


©2006                                                                                 7
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction

strengths                                                         weaknesses
     S1: High potentiality of the structure:                       W1: Panels: few shapes
     Flexibility, Modularity, Multi-shapes, multicolor, 2D-3D,     W2: Labelling problems: balls, sticks, panels
     magnetism                                                     W3: You must start building from zero
     S2: Attractiveness for an adult public (E.g. Gift design),    W4: Not for big groups
     Sophisticated design, Material quality, Status Symbol         W5: Practice required
     S3: Physical experience of abstract concept
     S4: Stimulator of thinking and creativity
     S5:Suitable for many scopes (structure, process, team
     building, facilitator, conceptual map, memo, antistress)
     S6: Overlapping targets (kids-adults)
     S7: Geomag as innovator
     S8: Individual and group usage
     S9: Sharing of usage approaches


opportunities                                                     threats
     O1:visualisation tools trend                                  T1: Other competitors operating in this segment
     O2:new markets (businesses, universities,                     (LEGO Serious Play)
     research, ad agencies, web/IT agency)                         T2: Many competitors on magnetic tools
     O3: Creative Problem Solving Skill                            T3: reluctant old fashioned management
     required by companies
     O4:Team working orientation
     O5: Search for enhancers of the job quality
     O6:Static behavior of competitors




©2006                                                                                                                8
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction

                     swotting up
                        strengths                                                               weaknesses
                        S1       S2       S3      S4       S5       S6       S7       S8   S9   W1   W2   W3   W4   W5

                O1
opportunities




                O2

                O3

                O4

                O5

                O6

                T1
threats




                T2

                T3



                     ©2006                                                                                               9
                     by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction



drivers of success to say “why not?” 1/2
                        > An answer                   to the trend of Viz Tools
                                    An useful “system” to improve the potential
                                    of the almost diffuse brainstorming technique,
                                    adding value to actual Biz-Viz Tools.



                        > Businesses ask for specific                skills…
                                    Creativity in problem solving and decision making,
                                    team working capability, Reasoning and thinking,
                                    Synthesis, Prioritization.


Management become smarter and more efficient.
©2006                                                                                    10
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction



drivers of success to say “why not?” 2/2
                        > Structural flexibility
                                    High potentiality of the structure
                                    (sticks, panels, balls, colours, shapes…
                                                …and the power of magnetism)
                                    Always changing as circumstances do
                                    (the structure is constantly modifiable)


                        > Suitable for many                      scopes
                                    Structure, Process, Facilitator, Conceptual Map,
                                    Team Building, Memo, Anti-stress

                                    metaphoric usage of the structure


©2006                                                                                  11
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction



One instrument, many tools 1/4




     Structure & Process
     > Hierarchical structure; Organization Chart; Prioritizing structure.
     > Value Chain; Flows of Info



©2006                                                                        12
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction



One instrument, many tools 2/4




                                                Brainstorming facilitator
                                                > Six Thinking Hats; Do It;


©2006                                                                         13
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction



One instrument, many tools 3/4




Conceptual map - Laddering Technique
> Web sites/DB project design - Attributes, Values, Mission, Vision
Team Building                                  Memo
> Coordination                                 > something that remains

©2006 USI – Università della Svizzera Italiana – Lugano, Master of Science in Communication and Economics   14
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur – Corporate Communication
inspire with attraction



One instrument, many tools 4/4

                                            Presentation support
                                            > also an aid in the preliminary phase


                                            Anti-stress
                                            > use an instrument which is not the computer


                                            Aesthetic object
                                            > sophisticated design on your desk


                                            High Status          Symbol potential

©2006                                                                                       15
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction



Key of success for business 1/2
> Confirm Geomag as innovator…
                     … and the product differentiation strategy
            Geomag as a first-mover
            Dynamic spirit (Competitors are static)
            Being competitive in the management segment


> Target overlapping advantage
            Same target of other Geomag products: secondary target group
            for classical lines (with buying power) and exactly alike adult target
            of the new “Gift” line. > Benefit for the entire production.




©2006                                                                                16
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction



Key of success for business 2/2
> Importance of these tools in University…
  … to introduce the next managerial class to Geomag
          > At the moment Viz tools are explored at an academic level;
          > Introduce them in order to explore all the potentialities;
          > Introduce them in order to form the future managerial class


> Creation of a management community
          > Managers can meet on a Web Community where
             they can share info on the way they can use the tool
             after experience and playing




©2006                                                                     17
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
inspire with attraction


Thanks for your attention.
For any question do not hesitate to contact   us.




©2006 by
Vincenzo Cammarata, Valentina Maj,
Sarah Milani, Maja Pazur
Vincenzo Cammarata, nato a Palermo nel 1978. Diplomato nel 2000 in
                                                                 Graphic Design all’Accademia di Comunicazione di Milano, a seguito di varie

The team                                                         esperienze lavorative in campo creativo per Web & Advertising agency,
                                                                 consegue nel 2003 il Diploma di Master in E-Design al Politecnico di Milano.
                                                                 Dopo una significativa esperienza presso la Ericsson Lab Italy, si trasferisce a
                                                                 Locarno a fini professionali. Nel 2005, per coniugare e consolidare creatività e
                                                                 capacitä strategiche decide di riprendere gli studi iscrivendosi al Master of
                                                                 Science in Communication & Economics, Major in Corporate Communication
                                                                 presso l’Università della Svizzera Italiana (USI).


                                                                 Valentina Maj,         nata a Carate Brianza (Milano) nel 1982. Dopo il
                                                                 conseguimento della licenza linguistica, si laurea nel 2004 (bachelor) presso La
                                                                 Scuola Superiore per Mediatori Linguistici Carlo Bò di Milano (ex Scuola
                                                                 Superiore per Interpreti e Traduttori). Nel 2005 si trasferisce a Lugano dove
                                                                 attualmente frequenta il Master of Science in Communication & Economics,
                                                                 Major in Corporate Communication presso l’Università della Svizzera Italiana.
                                                                 L’unione delle competenze linguistiche acquisite, gli studi in comunicazione e le
                                                                 esperienze di mediatrice linguistica in campo commerciale, costituiscono il suo
                                                                 naturale background professionale in costante evoluzione.


                                                                 Sarah Milani, nata a Gallarate (Varese) nel 1983. Laureatasi in Scienze
                                                                 della Comunicazione presso l’Università degli Studi dell’Insubria di Varese
                                                                 (2005), decide di completare il suo percorso formativo iscrivendosi al Master of
                                                                 Science in Communication & Economics, Major in Corporate Communication
                                                                 presso l’Università della Svizzera Italiana (USI).
                                                                 A seguito di varie esperienze professionali in ambito commerciale,
                                                                 organizzazione di eventi e PR, ha sviluppato interessi nel campo dell’arte
                                                                 moderna e contemporanea e nel design, collaborando con la Civica Galleria
                                                                 d’Arte Moderna di Gallarate, Fiera MiArt, Salone del Mobile di Milano e
                                                                 l’azienda Rossi di Albizzate - industria per l’arredamento.


                                                                 Maja Pazur, dopo aver conseguito la maturità linguistica a Zagabria
                                                                 (Croazia), dove è nata nel 1977, decide di intraprendere una significativa
                                                                 esperienza formativa e lavorativa a Londra, dove risiede per quattro anni.
                                                                 Si trasferisce in Ticino nel 2001, iscrivendosi all’Università di Lugano, per
                                                                 conseguire nel 2006 il Bachelor in Comunicazione Istituzionale.
                                                                 Con l’intenzione di finalizzare in ambito aziendale le proprie competenze
                                                                 interculturali, frequenta ora il Master of Science in Communication &
                                                                 Economics, Major in Corporate Communication (USI).




©2006
by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
Vincenzo Cammarata, Valentina Maj,
Sarah Milani, Maja Pazur



for




Contact person

Vincenzo Cammarata

vincenzo.cammarata@lu.unisi.ch

+41 (0)79 512 78 14
+39 347 66 88 124

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inspire with attraction

  • 1. inspire with attraction The evocative use of Geomag’s potential for smart “inspired” management solutions: Geomag and the developing of “biz-viz” tools. ©2006 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 2. inspire with attraction toys, plays, games… tools. why? Many organizational processes are abstract. A “tool” helps overcome this issues by representing the reality in a concrete way. “Reality is always more complex than the ways in which we can represent it” ©2006 3 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 3. inspire with attraction representing reality: multimodal technique to be seen and visualized (visual information) to be verbally enriched and evaluated (narrative information) to be physically constructed (kinaesthetic/ haptic information) ©2006 4 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 4. inspire with attraction “biz-viz” tools: which kind? not IT integrated Metalog Tools LEGO Serious Play Stuckitools Compad Physical Ice Breakers Cont. developed Cont. predefined Senseboard Illuminating clay Cognitive Cubes Build-it IT integrated ©2006 5 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 5. inspire with attraction specific market characteristics (Physical-cognitive tools with content developed) Illustrate complex situations, visualize structure understanding, solve problems involving all team members allows comment on their situation building an understanding for identities and dynamics in a company ©2006 6 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 6. inspire with attraction introducing Geomag in this market Just an idea or a real opportunity of success? ©2006 7 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 7. inspire with attraction strengths weaknesses S1: High potentiality of the structure: W1: Panels: few shapes Flexibility, Modularity, Multi-shapes, multicolor, 2D-3D, W2: Labelling problems: balls, sticks, panels magnetism W3: You must start building from zero S2: Attractiveness for an adult public (E.g. Gift design), W4: Not for big groups Sophisticated design, Material quality, Status Symbol W5: Practice required S3: Physical experience of abstract concept S4: Stimulator of thinking and creativity S5:Suitable for many scopes (structure, process, team building, facilitator, conceptual map, memo, antistress) S6: Overlapping targets (kids-adults) S7: Geomag as innovator S8: Individual and group usage S9: Sharing of usage approaches opportunities threats O1:visualisation tools trend T1: Other competitors operating in this segment O2:new markets (businesses, universities, (LEGO Serious Play) research, ad agencies, web/IT agency) T2: Many competitors on magnetic tools O3: Creative Problem Solving Skill T3: reluctant old fashioned management required by companies O4:Team working orientation O5: Search for enhancers of the job quality O6:Static behavior of competitors ©2006 8 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 8. inspire with attraction swotting up strengths weaknesses S1 S2 S3 S4 S5 S6 S7 S8 S9 W1 W2 W3 W4 W5 O1 opportunities O2 O3 O4 O5 O6 T1 threats T2 T3 ©2006 9 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 9. inspire with attraction drivers of success to say “why not?” 1/2 > An answer to the trend of Viz Tools An useful “system” to improve the potential of the almost diffuse brainstorming technique, adding value to actual Biz-Viz Tools. > Businesses ask for specific skills… Creativity in problem solving and decision making, team working capability, Reasoning and thinking, Synthesis, Prioritization. Management become smarter and more efficient. ©2006 10 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 10. inspire with attraction drivers of success to say “why not?” 2/2 > Structural flexibility High potentiality of the structure (sticks, panels, balls, colours, shapes… …and the power of magnetism) Always changing as circumstances do (the structure is constantly modifiable) > Suitable for many scopes Structure, Process, Facilitator, Conceptual Map, Team Building, Memo, Anti-stress metaphoric usage of the structure ©2006 11 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 11. inspire with attraction One instrument, many tools 1/4 Structure & Process > Hierarchical structure; Organization Chart; Prioritizing structure. > Value Chain; Flows of Info ©2006 12 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 12. inspire with attraction One instrument, many tools 2/4 Brainstorming facilitator > Six Thinking Hats; Do It; ©2006 13 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 13. inspire with attraction One instrument, many tools 3/4 Conceptual map - Laddering Technique > Web sites/DB project design - Attributes, Values, Mission, Vision Team Building Memo > Coordination > something that remains ©2006 USI – Università della Svizzera Italiana – Lugano, Master of Science in Communication and Economics 14 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur – Corporate Communication
  • 14. inspire with attraction One instrument, many tools 4/4 Presentation support > also an aid in the preliminary phase Anti-stress > use an instrument which is not the computer Aesthetic object > sophisticated design on your desk High Status Symbol potential ©2006 15 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 15. inspire with attraction Key of success for business 1/2 > Confirm Geomag as innovator… … and the product differentiation strategy Geomag as a first-mover Dynamic spirit (Competitors are static) Being competitive in the management segment > Target overlapping advantage Same target of other Geomag products: secondary target group for classical lines (with buying power) and exactly alike adult target of the new “Gift” line. > Benefit for the entire production. ©2006 16 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 16. inspire with attraction Key of success for business 2/2 > Importance of these tools in University… … to introduce the next managerial class to Geomag > At the moment Viz tools are explored at an academic level; > Introduce them in order to explore all the potentialities; > Introduce them in order to form the future managerial class > Creation of a management community > Managers can meet on a Web Community where they can share info on the way they can use the tool after experience and playing ©2006 17 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 17. inspire with attraction Thanks for your attention. For any question do not hesitate to contact us. ©2006 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 18. Vincenzo Cammarata, nato a Palermo nel 1978. Diplomato nel 2000 in Graphic Design all’Accademia di Comunicazione di Milano, a seguito di varie The team esperienze lavorative in campo creativo per Web & Advertising agency, consegue nel 2003 il Diploma di Master in E-Design al Politecnico di Milano. Dopo una significativa esperienza presso la Ericsson Lab Italy, si trasferisce a Locarno a fini professionali. Nel 2005, per coniugare e consolidare creatività e capacitä strategiche decide di riprendere gli studi iscrivendosi al Master of Science in Communication & Economics, Major in Corporate Communication presso l’Università della Svizzera Italiana (USI). Valentina Maj, nata a Carate Brianza (Milano) nel 1982. Dopo il conseguimento della licenza linguistica, si laurea nel 2004 (bachelor) presso La Scuola Superiore per Mediatori Linguistici Carlo Bò di Milano (ex Scuola Superiore per Interpreti e Traduttori). Nel 2005 si trasferisce a Lugano dove attualmente frequenta il Master of Science in Communication & Economics, Major in Corporate Communication presso l’Università della Svizzera Italiana. L’unione delle competenze linguistiche acquisite, gli studi in comunicazione e le esperienze di mediatrice linguistica in campo commerciale, costituiscono il suo naturale background professionale in costante evoluzione. Sarah Milani, nata a Gallarate (Varese) nel 1983. Laureatasi in Scienze della Comunicazione presso l’Università degli Studi dell’Insubria di Varese (2005), decide di completare il suo percorso formativo iscrivendosi al Master of Science in Communication & Economics, Major in Corporate Communication presso l’Università della Svizzera Italiana (USI). A seguito di varie esperienze professionali in ambito commerciale, organizzazione di eventi e PR, ha sviluppato interessi nel campo dell’arte moderna e contemporanea e nel design, collaborando con la Civica Galleria d’Arte Moderna di Gallarate, Fiera MiArt, Salone del Mobile di Milano e l’azienda Rossi di Albizzate - industria per l’arredamento. Maja Pazur, dopo aver conseguito la maturità linguistica a Zagabria (Croazia), dove è nata nel 1977, decide di intraprendere una significativa esperienza formativa e lavorativa a Londra, dove risiede per quattro anni. Si trasferisce in Ticino nel 2001, iscrivendosi all’Università di Lugano, per conseguire nel 2006 il Bachelor in Comunicazione Istituzionale. Con l’intenzione di finalizzare in ambito aziendale le proprie competenze interculturali, frequenta ora il Master of Science in Communication & Economics, Major in Corporate Communication (USI). ©2006 by Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur
  • 19. Vincenzo Cammarata, Valentina Maj, Sarah Milani, Maja Pazur for Contact person Vincenzo Cammarata vincenzo.cammarata@lu.unisi.ch +41 (0)79 512 78 14 +39 347 66 88 124