inspire with attraction

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


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


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


“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


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


introducing Geomag in this market

Just an idea
or a real opportunity of success?

©2006 7


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


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


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


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


One instrument, many tools 1/4

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

©2006 12



Brainstorming facilitator
> Six Thinking Hats; Do It;

©2006 13



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



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


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


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


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

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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