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Research’s subject02
Berlin School of Creative Leadership, 2009

Agenda
01
AGENDA

Background03

http://www.gartner.com
Hype Circle Curve04
THE SPEED OF CHANGE.

Hype Circle Curve05
TECHNOLOGY TRIGGER

Hype Circle Curve06
PEAK OF INFLATED
EXPECTATIONS

Hype Circle Curve07
TROUGH OF DISILLUSIONMENT

Hype Circle Curve08
SLOPE OF ENLIGHTENMENT

Hype Circle Curve09
PLATEAU OF PRODUCTIVITY

"”THE WORLD IS GOING THROUGH THE
INFORMATION ERA, WHICH BEGUN IN 1971
WHEN COMPUTER CHIPS STARTED BEING
PRODUCED IN SERIES AND ITS ALMOST
UNIVERSALIZATION IN THE THREE
SUBSEQUENT DECADES IN THE “INSTALLATION
PHASE”. DURING THE FOLLOWING PHASE,
WHICH THE WORLD HAS JUST ENTERED, AND
THAT MIGHT LAST THIRTY YEARS, NEW
TECHNOLOGIES WILL PROMOTE AN
INCREASINGLY BETTER QUALITY OF LIFE FOR
THE MAJORITY OF THE WORLD’S POPULATION
IN THIS NEW PERIOD “UNFOLDING PHASE”.””
CARLOTA PEREZ, 70, VENEZUELAN ECONOMIST. TEACHER IN CAMBRIDGE
UNNIVERSITY, ENGLAND.
Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14.
Information Era, Installation Phase & Unfolding Phase10

Problem11

Luddites13

Luddites do Slide14

Luddites16

Luddites15

Luddites17

England Strategic Plans18

“"WHEN SPEAKING OF THE INDUSTRIAL
REVOLUTION OF THE END OF THE SEVENTEENTH
CENTURY IN ENGLAND, ALWAYS THINK ABOUT
INTRODUCTION OF TEXTILE MACHINERY AND
HUGE JUMP IN PRODUCTIVITY ENTAILING, BUT
RARELY ARE GIVEN THE CREDIT TO THE
NETWORK CHANNELS THAT LOADED COTTON ,
COAL AND PRODUCTS THROUGHOUT THE
COUNTRY, MOVING FROM A RIVER TO ANOTHER,
TO THE SEA. THIS WAS THE INTERNET THAT
PERIOD.“ "
” CARLOTA PEREZ
Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14.
Network Channels19

Network Channels20

Statement Question21

MADPROJECT
720 PEOPLE ANSWERED.
18 AND 56 yYEARS OLD.
35 DIFFERENT COUNTRIES.
REAL TIME RESULTS.
USING GOOGLE ANALYTICS.
MadProject22

http://madproject.orgfree.com/.
Questionnaire23
MADPROJECT

QUESTIONNAIRE ANSWERS
MadProject24

A SUCCESSFUL LEADER
MUST UNDERSTAND ALL
STAGES OF THE HYPE
CIRCLE TO ALIGN
DIFFERENT
PROFESSIONALS AT
DIFFERENT STAGES
OF TECHNOLOGyY
DEVELOPMENT.
MadProject: Conclusions25

54% OF USERS BELIEVE THE BEST SOLUTION IS DIGITAL STRATEGY
26
MadProject: Conclusions

27
57% OF USERS BELIEVE THE BEST SOLUTION IS TO MIX BABY BOOMERS AND MEMBERS OF THE GENERATION NEXT
IN THE SAME TEAM TO CREATE FRESH IDEAS

CONCLUSIONS AND FINAL
RECOMMENDATIONS.
28
73%% OF USERS BELIEVE THAT AN OUTSTANDING IDEA COMES FIRST, AND THEN, IF IT
PROVES TO BE THE CASE, ADD TECHNOLOGY TO IT.

29
64%% OF USERS BELIEVE THAT CREATIVE WORK SHOULD BE ENSEMBLE, AN OPEN
SOURCE OF IDEAS BROUGHT TOGETHER BY THE CONCEPT AND NOT BY EXECUTION.

Final Considerations30
STATEMENT OF THE RESEARCH:
SUCCESSFUL LEADERS CAN TRANSFORM RESISTORS INTO
ADOPTERS?
!

FINAL CONSIDERATIONS
Final Considerations31
IN CASE THERE ARE LUDDITES IN THE
COMMUNICATION INDUSTRY, THEY RISK TWO
THINGS:
!
A. NOT ENJOYING ALL THE RICHNESS
TECHNOLOGY HAS TO OFFER AT ANY GIVEN
TIME.
!
B. BECOMING OUTDATED AND BEING
SURPASSED BY THOSE WHO DO NOT IGNORE
THE TECHNOLOGICAL TOOLS THAT MIGHT BE
AVAILABLE.

ACKNOWLEDGMENTS
Acknowledgments32
TO MY LITTLE BIG FAMILY, ANDREA AND THEO.
TO MUGNAINI FAMILY, FOR COMPASSION AND ADMIRATION.
TO MY FRIEND GABRIELA, FOR HELPING ME TO CHOOSE THE RIGHT WORDS.
TO ALMAPBBDO, ENCOURAGING AND BELIEVING IN MY CAREER
TO THE BERLIN SCHOOL, FOR THE EXCHANGING OF KNOWLEDGE.
TO MICHAEL CONRAD, FOR THE WISDOM TO SPREAD HIS CREATIVITY SKILLS
ALL AROUND.

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