Darwin, Design e Inovação
Título da Palestra/Oficina
Nome do Palestrante DD/MM/YYYY
PALESTRANTE: MAURÍCIO MANHÃES DATA: 13/11/13
Agenda • 18:30
• 20:00 – Primeira Rodada
– Abertura
• 20:20 – Segunda Rodada
– Identificação de Embaixadores
• 20:40 – Terceira Rodada
– Exposição
• 21:00 – Apresentação
• 19:30 – Intervalo – Orientação Embaixadores
– Organização das Mesas • 19:45 – World Café
– Apresentação do Tema
Embaixadores • 21:30 – Encerramento
Compartilhando conhecimento,
viabilizando inovações e colaborando para o sucesso das organizações
Gest達o de Projeto como um
processo de Design
Maurício Manhães, MSc.
: uma proposta de método para o design de serviço.
Engenharia e Gestão do Conhecimento Prof Gregório Varvákis, PhD Prof Tarcízio Vanzin, Dr. Prof Birgit Mager
Processo de Criação do Conhecimento
Design
Conhecimento
Design de Serviço Inovação
Serviço
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32
Innovation KISS + KISA + PSS Competitive Advantage Creativity Knowledge Management Knowledge Creating Service Innovation Multimodal Imagery + Embodiment SSEM Value Creation Service Design Service Blueprint Service Economy Ethnography + Anthropology Tacitness & Stickyness Design Research Co-Creation New Service Development Co-Production Service Dominant Logic Value Network Design Theory Customer + User centered Design Thinking Experience Economy Concurrent Engineering Nonaka + Toyama + Konno Unified Services Theory Vargo + Nonaka Market Design Vargo + Buchanan Functional Sales
544 484 244
221 158
31
142
29
Lacuna
141 135 125 124 105
27 25 23
86 82 80
21 19
74 73
17
73
15
69 65 45 39
38 38 31 31
13 11 9
7 5
23 18
3
15
1
13 4 4 2
0
100
200
300
400
500
600
Touchpoint – The Journal of Service Design
ACM Interactions Magazine Hugh Dubberly Shelley Evenson Tradução da dissertação : a proposal for a service design method. downloads
Prof Ulla Johansson, PhD Design Management
Prof Birgit Mager Diretora da SDN
Maurício Manhães, MSc.
A inovação, entendida como fenômeno social que gera uma mudança qualitativa em produtos e processos, obtida através da criação de novos conhecimentos e percebida como novo valor por uma rede social, ocorre a partir de uma de criação do conhecimento e de design.
(VARGO ET AL., 2008; FAGERBERG, 2003; BALDWIN ET AL., 2006; POPADIUK; CHOO, 2006; SPOHRER; KWAN, 2008) (NONAKA; VON KROGH, 2009) (EDMAN, K. W., 2009).
Global Entrepreneurship Monitor 2010 Global Report
Bounded rationality
(TANGEN, 2005; MANHAES, & VANZIN 2010)
Estabilidade
Estabilidade
Estabilidade
Etc..
Extinção
Caos
Caos
Caos
Etc..
Extinção
Estabilidad
Caos
Estabilidad e
Etc..
Evolução
Monopólio Temporário “Schumpeter (1934) argues that innovation is an opportunity for entrepreneurial firms to gain rents through the temporary establishment of a monopoly and considers continuous innovation activity as the key source of long-term entrepreneurial success.” (ROSENBUSCH et al., 2011) p. 444. Inovação gera “bounded rationality”
Charles Darwin
+
Orelhuda
+
Chifruda
+
Pernuda
+
Dentuça
+
Pescoçuda
+
Linguaruda
+
se refiere al hecho de que en las decisiones y acciones que implican futuras consecuencias inciertas, no siempre está claro ex
ante en qual determinada información pena prestar atención y qué no [...].
[…] real gains must have been the products of explorations going beyond the limits of foresight or prescience, and in this sense blind. In the instances of such real gains, the successful explorations were in origin as blind as those which failed. The difference between the successful and unsuccessful was due to the nature of the environment encountered, representing discovered wisdom about that environment. (CAMPBELL, 1960) p. 381
The Law of Requisite Variety “variety can destroy variety“ (ASHBY, 1958)
A Dinâmica Darwiniana da Inovação
VaCa RoSa
ex-Chief Technology Officer da Microsoft Fundador do Microsoft Research
36
Erro!
Jobs: Sortido+ Designer
John Sculley
Darwin & Jobs
Darwin e o iPod
Darwin e o iPod iPods VC
Darwin e o iPod SimpleScreen RS
VC e RS Paralelos
Darwin e o iPod
Open Innovation “Open Innovation is about design and design thinking. But if I had used the word “design”, my books would end up on the “art” shelves and corporate people would not by them.”
Dr. Henry Chesbrough (2011)
Variação Cega
Retenção Seletiva
Variação Cega
Retenção Seletiva
Open Innovation
(TANGEN, 2005; MANHAES, & VANZIN 2010)
A Dinâmica Darwiniana da Inovação
How to Think
“Rather than teach people WHAT to think. If I can teach people HOW to think. They can then look through the lens of the problem with some of the things that I am trying to offer.�
Dr. Clayton Christensen (2011)
Design Thinking
“We are cheating people here. There are no real rules to be followed. There are no process in design thinking.�
David Kelley (2012)
How to Design Thinking
“If Design is Thinking, Design Thinking means Think Think!�
Prof Ulla Johansson, PhD Design Management
“Behind every innovation lies a new design.” (BALDWIN; CLARK, 2005, p. 3)
Descubrir
Definir
Desarrollar
Delivrar
(NONAKA; TAKEUCHI, 1997)
Proceso de co-evoluci贸n entre los espacios problema y soluci贸n.
(BOLAND; COLLOPY, 2004; DORST, 2006; DORST; CROSS, 2001; HATCHUEL; WEIL, 2008; STEMPFLE; BADKE-SCHAUB, 2002)
Solução Solução Solução Problema
Tempo
Problema
Problema
Greg贸rio Varvakis, PhD Professor Knowledge Management and Engineering Federal University of Santa Catarina
Florian贸polis, Brazil Birgit Mager, Professor in Service Design KISD, K枚ln International School of Design
Cologne, Germany Ulla Johansson, PhD Professor Professor of Design Management
University of Gothenburg, Sweden
“The horizon is the range of vision that includes everything that can be seen from a particular vantage point.”
Limitações cognitivas Tendência à linearidade Tempo
(GADAMER, 2004)
Building bridges between the different
Dr. Marcus Jahnke (2013)
+Variação Cega +Estabilidade + Caos +Diferente
+Design +Thinking +Doing +Speaking...