Culturing Innovation - 23 May 2012

“Culturing Innovation” explored the intersections between humanity, digital technology and creative industries, and how these have impacted global culture.

Speakers included Theresa Anderson, Senior Lecturer, IKM and Digital Studies Program UTS, Craig Davis, Co-Chairman & Chief Creative Officer Australia & New Zealand, Publicis Mojo, and Professor Dick Rijken, Professor of Information Technology & Society, The Hague University of Applied Sciences, The Netherlands.

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armed k
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critiquing everyone
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and thank you for joining us this evening for you t_s_ speaks honest
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hill ko bhi achhi the executive director of the creative innovation unit at uti s
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and the associate director of the creative industries innovation centre
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tonight
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we will look at how innovation is shaping and changing our understanding
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of creativity and continued importance of taking risks
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how should we navigate forward during this phase of tremendous uncertainty
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where many seek the stabilized world of the former century
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well justice many are embracing the unknown
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how is all of this impacting our perception
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of culture and humanity
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we have a hunger for the bigger world
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tonight
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you will hear brief presentations from three thought leaders
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they will each offered a unique and very personal view of how creativity and
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innovation have been part of their journey so far
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as practitioners were prototyping new ways for us to reflect an act as
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individuals and as a global community
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tonight we also want to here from you
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the audience
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questions you may have for our speakers and your views and ideas
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we will be opening up the floor for discussion on these themes and questions
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whence all three of our shape shifters have given their perspectives
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let's meet the first of our thought leaders who will be sharing their twenty
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first century perspective on creativity and innovation
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dr tereza
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to raise a is a senior lecturer with the uti s center for creative practices and
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cultural economy
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her research explores the relationship between people and emerging technologies
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with a particular interests in how information systems and institutional
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policies might better support creative analytic
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activities
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tereza designs and delivers courses in the communication and you learning
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programs that you two yes
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in twenty ten she was awarded a national teaching prize for sustained innovation
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in relation to her socio technica technical curricula
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tereza began university studying physics and she started her career as a dance
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party d_j_
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please welcome tereza anderson
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thank you wellstone
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inviting me to be a part of this feel very on edge to the opening
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given the
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might to coca centers and entertainment tonight but i'm also very excited
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because i
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like to take this opportunity to share with you
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some of the insights that i've cleaned
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uh... through the time that i've been engaging with
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an exploration ethnographic exploration of research as a creative practice
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as a part of my thesis in my work and information science which was one of
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mine
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later career choices
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and son i'm speaking today about the time
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labeling the four p's of innovation culture
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city begin with what i'd like you don't think about is
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how you would answer this particular question and maybe in the discussion
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period and we can come back to this
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wherein deal ideas come from where your ideas come from or where do you think
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creative insights
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ameritech
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cousin away the four p's and i'm going to put to you
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art my response to that question where do ideas come from
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as a sex
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the question as i've been gauge twisted started as an investigation of the
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research practices of academics
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in a university context
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than a lot of ways it opened the door to an understanding of research as a
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creative practice in a number of contexts uh... similar to the sorts of
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things that are discussed in this scientific american article of two
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thousand and six where there's an exploration of what constitutes a sudden
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flash of insight
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and all the work that's associated with trying to get
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to that insight
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so there's a lot of what i would call invisible work
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that actually enables you to get to that stage
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before i actually introduced as for peace though what i'd like to do a share
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with you know a little bit of my own heritage my own family's history
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because it's a very important part
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of how i've come to engage as a creative and reflective practitioner in
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but mine
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and in my academic and scholarly work
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borders and margins have been a very uh...
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engaging concept for me intellectually and in recent years i started to realize
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that it has a lot to do in a way with my family ends the story that my parents
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have gift its main through my breath
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my parents were part of the central european gaspara
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that was
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prompted by the end of the second world war
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and the prize of the iron curtain so here's this very interesting little
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stitch of the iron curtain that was put together by student
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researching the iron curtain for a lot of people the iron curtain conjures up
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images of
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the berlin wall in checkpoint charlie has executed here
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and certainly for me in my professional
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uh... life
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because after
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uh... starting as a student of physics i ended up
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becoming a student of cold war history and nuclear decisionmaking and went on
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to be a research analyst and a diplomat
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and so this
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part of the cold war this image of the cold war figured very strongly
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in my professional life
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but the iron curtain has also been a very powerful metaphor for me
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um... that has informed and influencing shaped mine personal history as well
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because this was the iron curtain that i experienced as a child
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this iron curtain existed a little pocket in
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was high-tech sleep point to you from here but it's not a corner where
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germany austria and what was at that time czechoslovakia come together
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the scene that's right at the top here's this image that you see
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the front
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image surcharge that's their is in germany it's in the variant fareast
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the mountain and that you see on the left hand side
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is what was czechoslovakia and is now the czech republic
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the kingdom of bohemia
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and the mount and that's on the right hand side is austria
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and this area for a long time has has been a very
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of rich and vibrant and very mixed culture
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it's a place where in the year twenty ten the communities of all those
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countries
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celebrated one thousand years of a trade route that was a very significant
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connection
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between the danube amin and the kingdom of bohemia
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and that legacy has had profound impacts
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in terms of the commercial influence that it is prop to that stays
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but also the cultural influence and certainly in terms of the blending
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of families and that was the story that i had
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the picture that's down
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in this corner
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is open on men's lands that existed as a consequence of
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the decision that was made to clear
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assuage twenty five kilometers wide
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of all villages in all farms to make sure that that iron curtain state
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security are in the cold war
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and that image was taken two years after
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the fall of the iron curtain
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when i went back to visit a space that prior to that had never been allowed to
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getting to
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so that was taken from my parents to show them what that look like
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now one of the interesting things and i want to come back to this near the end
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of of my time here so this is why bring this up
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one of the interesting unintended consequences of
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this no-man's land being created
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is that now post-cold war first iron curtain
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this has become one of the largest green spaces left in central europe
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it's been marketed in branded as green roof top
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of europe
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and its brought back together
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the people's of austria
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the czech republic the kingdom of bikini in particular
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and bavaria at the very fast
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and it's now being marketed in that way
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so will return to that
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at the end
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of my part of this evening
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what's happened
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so the four p's our planet
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and parts
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the sauce a little bit about each of those
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and how i've come to understand these is being four core elements that i see is
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being critical
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for actually enabling creativity and innovation in the number of contexts
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i'll start with planned because
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as and it's not a fair of academic practice
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i was looking at star lawyers who were starting with research plans with
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grandson research questions and ideas that were actually
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uh... driving their interest in particular ideas in exploring his ideas
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suck some point you usually start even if you're not an academic
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if you are
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venturing into the new
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he still in town to the existing
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u_n_ encountered unknown information wells
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have always been taken by this
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this little sign here which is actually at the reference library here a_t_t_ s
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um... and some of you may have recognized that idea keep calm and carry
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on
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metaphorically speaking i'll be referring to some elements of world war
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two and the cold war
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uh... throughout this session
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and so in uh... early world war two
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uh... keep calm and carry on with the way of trying to keep people quiet and
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secure
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and so this idea now this is becoming mean in recent years and the idea of
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asking the librarian just moving date is may because
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uh... for a long time not just recently but as you can see from this wonderful
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image of the library and from the sixteenth century
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the library andy
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these human stat people who were engaging with that information and could
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offer assistance for a very critical part
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of the quest for knowledge
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engaging with existing information venturing into new worlds
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that involved working with
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old and then
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and if you look at the letters baxter thomas partly rat to thomas james the
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first librarian of
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what is considered by many to be
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one of the earliest examples of
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and university lime green english speaking world
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you can see that there was this desire to set up the space that would a enable
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that particular community to see the world beyond the boundaries of
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their existing understanding so
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so here this idea of planning in working with known world still about reaching
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beyond
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those boundaries and his attention that i want to come back to me a few minutes
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and in status from in these early faces
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happily you can meet some of this
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this is uh... again tradition that that's still carries on now in the
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bosnian library this idea of taking and of says a patron of this library yes the
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library exists to enable you to engage with information
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but it is a library that also has
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material elements that need to be protected in need
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to to be
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resorts
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and so the pledge was the way of making sure that patrons who work at the
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library
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without a not stealing to not to facing take things out
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informations and planning in engaging with ideas in the twenty-first century
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usually involves a computer
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and i've always loved this nation on the associate technical research and i
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and as in the story into a light i'd love
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visions of the future from the nineteen fifties in particular
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and this one is great
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a popular mechanics article from nineteen fifty four when researchers and
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and thought leaders at the rand corporation imagines what the home
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computer in the year two thousand four would look like
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now it says here that it's it
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one of the things that he features they like to emphasize in the little
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description
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is at the computer will be easy to use no doubt because of the steering wheel
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actually enables you to drive it around
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so that was the nation in nineteen fifty four and again remembering that in the
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fifties this is just after the end of the warren is the real
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dr information sciences and computing science is a starting to
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to to engage with the series problematic of how we actually provide access
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to the men morals and interestingly
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here we are in two thousand and twelve and we've gone way past this lovely
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image of the projected future
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and so the capacity the computing capacity in our small memory drives his
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is larger than anything online for mentioned even in the nineteen eighties
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and now not only do we have to be home computer we probably have multiple
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devices in the home
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so far long before i move on to one of the other piece by just wanna
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reflect from moment on some words from another future
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a futurist
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him in the nineteen forties was writing about uh... waves of accessing
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information to enable us to
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solve some very critical problems that the world was dealing with out of our
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bushes cited many times as
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as being one of the first
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visionaries to imagine what a hypertext hyper connected world would look like
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and a lot of times statements from the latter part of his essay or invoked
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as evidence of
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this desire to actually
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takeaway
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the humanity to take away the the craft
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of human fought
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and enabled machine to actually start
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shaking are thinking
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when in fact a lot of time people miss out that earlier in the essay
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one of the key points out of our bush is making in a number of different passages
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it's it's it's very important certainly to be able
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to find a way to allow us to actually do have that information faster
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he remembered again nineteen forty-five
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some horrific
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cataclysmic events that happened
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and this is real dr
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that i think if there is no accident that that this is a in in the cold war
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hero when
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when there's real concerns about global security and safety and
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and and this
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this hope this aspiration
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that if we just knew more
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we would be able to solve lots of problems
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but what's interesting in this prestigious over here on the left
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it is that as he says for mature thought there is no mechanical substitute he
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goes on to talk about supporting the human spirit
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and recognizing the difference between one and machine can do
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and the creative inventive
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qualities of the human
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talking about machines driving
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one way that we can be created is to play
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suppliers that second g and this is already recognize the loss of designed
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spaces now playfulness this is why introduce myself as a d_-day
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this was mean act
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i want to say what decade but it was many moons ago when um...
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analog devices were still around
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now decided
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serious play has been a part of design and engineering for a long time here's
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one example from the nineteen forties and nineteen fifties
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the stump works of lockheed martin
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where again as a consequence of the cold war there was a drive to find a way for
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a company to actually be a little more adventurous and be a little more
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inventiveness and this idea of setting up a unit that could be slightly
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opponents within that organization
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was seen as a way of trying to kick start some new ideas in this case to try
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to develop tactical response weapons
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that's gone on to be a model in some other organizations but you can see
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and how howell
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a crisis is brought that about
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for me playfulness is also about allowing ourselves to experiment and
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make mistakes yes have a plan but when that time goes wrong don't see that as a
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failure c_n_n_ is a celebration of some lesson that you have learned
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thing about ways
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playfulness can maybe enable us to experiment in to take a leads into the
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young man to take risks
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and actually
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celebrate and enjoy the uncertainties that we might find ourselves facing i
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could see that that sometimes is a lot harder in our world's today to do
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because of the expectations that are put on us
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because of the planning that seems to dominate our thinking and dominate our
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practices
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but in planning as i love in this little cartoon you can't really
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plan to be imaginative and plan to be creative
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and yet in place on this there are also sometimes crises that we have
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if you can read that in the back this is something doable i've always loved the i
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feel lucky
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to just let it be a little playful every now and again and see where it goes
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and for any of you dirty harry fence in the audience depression that's put in
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there is
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did you fire six shots or only farm
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do you feel lucky
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so this was a phrase from dirty harry and it reminds me that sometimes we
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don't want to be all that playful and take all that many risks so it's about
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finding that balance
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sebab recognizing that divergence in convert its about very valuable
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that critical thinking in creative thinking are
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are very important to us that we need to be able to play but also to plan
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now the third he is about pressure
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and this is something we can probably all experience since then recognize this
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idea of
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of being being turns under the screws and having to deal with that pressure
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the the overwhelming paperwork that we're dealing with an information
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overloading information abundance
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working
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to a deadline and the pressure that that puts asunto now those can be really
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really powerfully productive forces
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but there are times when it's very difficult for us to stay focused
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there's a lot literature and a lot of of the work that i saw in in terms of mine
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agents with my informants who showed me
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but sometimes those deadlines
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and they were lost actually stop thinking too much into just go with a
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heartened to go with
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with with
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if you like intuition
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but sometimes it's very difficult to do that when that pressure gets too much
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and that's why he made that fourth p which is that idea of taking a policy
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taking a break
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seemed fly in space and namely to think a lot of this is the statement from john
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hopkins
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where do we want to think decided that uh... david levy a colleague of mine who
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was was a prominent researcher and xerox parc
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and then moved into an academic context and lamented that he found it so
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difficult
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to find time to think and that really surprised but it is quite aware you
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anything of the expectations that are on us as
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researchers to try to
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to engage with sting and to contribute new knowledge well
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there has to be thinking involved in a so we need to make space for that
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thinking
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internet robot psychoanalyst would describe his nurturing the felt cents
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in dealing with thinking at the age
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and this is where these boundaries coming at the margins of our
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understanding
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what are you thinking
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and when do we take a pause to actually think
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about our thing
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this is the ideas of reflective practice
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so people like let me and uh... it's a actually encourage us actually question
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and challenge this idea of more faster better
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not to say that we need to dismiss it but to say that they're isn't
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necessarily only
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the fast has been productive that sometimes the slows what enables us
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to find that balance somalis like this idea of david levy is engaged quite a
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lot of information systems and and the affects of information to song saying
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we're losing the time to look and if i get exactly the moment in in this
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century
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where we have produced a remarkable new tools first following wiring in the
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search
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so the plan pressure seemed to be is that the two nd piece that are
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privileged
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we put a lot of resources into this would put a lot of time to put a lot of
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energy
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we value i think in our society
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the playfulness the experimentation
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we recognize the need for parsons
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but i think we taken for granted we sideline because we've put so much of
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our energy and resources as a society
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into the planning and its pressure points and those deadlines that seem to
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be driving past
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so we have to change that landscape and this is where in closing i when i return
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to my story
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when i return to the same this fascination i've had with orders and
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boundaries because one of the things i realized in recent years is that i
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really love
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trans disciplinary tape
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and i love this idea of crossing borders and in the white house feel
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like it's been a part of my blood from day one
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because i come from a space where the people
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in this discard the world this little corner that has always had these these
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fluid boundaries
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i mean they've always played with boundaries so this
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is a press card i don't expect anyone in this audience to be able to return if
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you do understand this and we're probably neighbors and a former life and
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will have to talk afterwards
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this is written in very local dialect in its uh... snapshot of a postcard from
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of the nineteen thirties
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and it shows a man who's actually this is something i've
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done in recent years and it's something that a lot of people do in this area
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this is a marker that shows where the three countries actually come together
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and the idea is that you can put one part of your body in one country one
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part of your body in another and
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and another part
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in a third-country and of course you can hold
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a bottle or
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in this case a stein of beer
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and still be happening
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it missus ideals of the supply for miss in this idea of straddling
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boundaries and i want to play with
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but because it talked about the iron curtain has a very powerful metaphor i
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wanna
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as one of my last images
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what for many years of very powerful image
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of the iron curtain in the berlin wall
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and this is a photo that was taken of in east german soldier in the nineteen
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sixties
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straddling that border in jumping
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moving across
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what was in some ways a very very clear
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physical barrier
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between east and west
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and in other ways in this very acts that is depicted in the snapshot an imaginary
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one one that he was able to transcend time to move across and be impact it
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would have had on his life we can all imagine
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so that
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that's me
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to me that's a connection to trans to slow married to this idea
22:04
these problems face
22:06
basis in the space very different from the organizational constraints that
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we're dealing with but a lot of times does imagined
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divides
22:14
can become very profound constraints so how do we get past that how do we
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actually
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across those borders and how do we
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um... in days with those four p so that we can find balance individually and as
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a society
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so that close
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this is the suggestion that i put to you
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and i think if we're going to try to allow ourselves to space to creative and
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inventive
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we need to be boundary spends
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we need to straddle those boundaries in whatever ways we can
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so this photo that's on
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the last this is the the way that this pantry between east and west looks at
22:45
the moment
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since very lush green place that has been delayed allowed to
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to flourish when i was a child it didn't look that dissimilar because we're
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talking about a mountain area that's about twelve hundred thirteen hundred
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meters high
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and so it's very hard to get a soviet end up that hill
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but he did have guards that use to go up
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in that space is a message via old
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one of my most
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powerful memories that still resonates with me today is
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is the the opportunities i took to trying to sneak across the border to
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grab they resort to grab mushrooms
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because for some
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reason that has no scientific basis at all
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they always tasted better from the other side of the border
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so you'd bring them back in and they would enrich experience of cooking
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whatever it was it was being prepared if that makes the berries
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so this at a lower of crossing the boundary
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and the richness of that experience and how it actually
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uh... enabled me to to have a fuller
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personal experience if you like and i think metaphorically i would suggest
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that i did
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i would like to see us traveling those borders more actively in our personal
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lives and in our professional lives
23:51
because of the richness that that will bring to us
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so sometimes we need to follow that paths that is to find
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but we can also try to find opportunities to go off road
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to dial into those mountains and find those places were straddling those
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borders is possible
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so that we can reach for the mountains and ultimately the stones
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now okay
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pathways
24:20
quite a powerful insight into trans disciplinarian crossing borders thank
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you very much tracer
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and thank you for sharing that perspective
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and now
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introduce craig davis
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craig is revered
24:35
has a creative leader worldwide he is co-chairman inc chief creative officer
24:40
trust really and new zealand
24:42
a publicist moto and founder of the world's first
24:45
brand centric social media platform brand karma dot com
24:51
he is chairman of award an important ember of the communications counsel
24:56
whose mutual mandates arctic champion commercial creativity
25:01
craig was the former worldwide executive creative director
25:05
for j w_t_ and regional
25:09
ec d at saatchi and such occasion
25:12
he has an accent professor at the uti s business school
25:16
and ally flung shapeshifter
25:18
with a personal mission to improved the quality of life
25:23
for all
25:24
and early on in his life
25:26
craig was basking to support himself
25:29
through university
25:30
please welcome cracked
25:36
many years later on still basking
25:39
uh... it's a pleasure to be here thank you filed for the opportunity really
25:42
it's uh...
25:44
reason on us and thank you all for being here
25:48
so uh... what i'd like to do is here fee things with you uh...
25:53
that kind of medics made and that have been helpful at least in what i've done
25:58
cited firing with any luck
26:00
uh... some of those things that matter to me in mind that to you and i might be
26:03
helpful for you to
26:05
i guess we're all here because honda mentally we are interested or invested
26:09
in
26:10
innovation
26:12
and uh... and the question up dog really that i kinda wanna
26:16
drawer at a little bit is why
26:18
and why is an excellent question
26:20
so i believe in creativity and innovation for a number of reasons that
26:23
first of all i think that
26:25
uh... it plays a really important brawling wealth and job creation
26:29
uh... uh... in artistic provocations in self expression in a less sorts of
26:33
things
26:34
by also happen to believe
26:36
that innovation uh...
26:38
is an agents of real change
26:41
and as traces pointed out is number ways in which the world has changed
26:44
profoundly interpreter and then there's many more of course
26:48
i believe fundamentally that for every problem has a creative solutions and the
26:51
creativity can make the world
26:54
it's at now they are really big lofty themes for a wins tonight your yuki s
26:59
and uh... i thought pinch myself often when i get a chance to talk to people i
27:03
remind myself that i've had the privileges doing lots of things and
27:07
living and working in most parts the world
27:10
that i don't think it will try not to get my rates
27:13
so i came from
27:15
a small town six hours
27:17
wasted here
27:19
does is anyone can you think the small town success was to be
27:25
compared to learn
27:26
uh... about
27:29
uh... so i kind of us are going to drive into town as a small kid for the very
27:33
first time in these to be signed on the on the outskirts intensive dubbo above
27:37
the waist
27:38
and my father saying craig that's short for published in world that i've been
27:41
mess-up
27:43
i never quite boards that uh... but as a consequence uh... i've always
27:50
uh... of always thought that was important for my income remain living in
27:53
governor's anyone else if another
27:56
fantastic
28:00
yet that happens i come down for these two so they can find a way that they
28:03
like that
28:06
uh... yet it sounds very often in talking to audiences and funding from
28:09
from government assignment as anyone from azerbaijan but um...
28:13
anyway dot i was a fantastic place to go up
28:16
and opened the first thing i had to said to be thankful for
28:19
in growing up being is in nineteen hundred in other words you just you just
28:22
got a sort of a racist appetite to set things up from the outside world
28:26
and that's uh...
28:28
that's really important and i think it's why
28:30
and discover this that uh... and too many years later but the is really
28:33
important to curiosity
28:35
uh... is secure for boredom does not kill two curiosity i think that's
28:38
fundamentally one of the building blocks for
28:41
creating anything uh... innovating anything
28:45
so i do wonderful time growing up but not to find lots of friends i have lots
28:48
of freedom that was kind of country life in them
28:52
in the seventies and and and i tease
28:54
uh...
28:56
and uh... and had a really good time uh... it was a great place to exercise a
28:59
curiosity in your imagination and and to make your own fund as he contacted
29:03
without sounding like an old fat but you have to make a lot of fun then
29:06
and for yourself in my parents in cars are sold to kinda collect things to be
29:10
magpies uh... literally to kind of rights and and gather up stuff and
29:15
talk about it and it was always in in the family was always quite important
29:19
it's good to remind very curious and then to come and bring things han
29:24
uh... enemy that raw material to work with
29:28
the other thing that that's true and i have my parents attend to this is is
29:31
restlessness i think that that
29:33
are being created first we need to be fundamentally
29:36
discontent with the status quo
29:39
you have to think that the head of the things that i just might be better if
29:42
you can find an idea that could get you the that that would be great
29:45
uh... insider restlessness is something that i have uh... kept thank my parents
29:49
for a wetland the president of my mind upgraded that what they want to do
29:54
or indeed where they want to live for them
29:56
and so you know that was that he was a d_j_ briefly he was obama news about a
30:00
ca
30:01
his a publisher in a small way and gives a painter
30:04
uh... eventually settle down side of the business years later though he designed
30:07
and built a boat since i'll be around the world
30:09
it's not a we had in my man
30:12
mom was a on this in a sort of community work and i remember one day she came
30:16
home today
30:17
but i got for bike right now in regards to china
30:22
as they do you need to take your own bottles to try to be seated
30:25
uh... you know this is back in the eighties and they'll still be more bikes
30:28
in them
30:29
timmymoe boxing cows could be more bikes and people but that restlessness is is i
30:33
think really important in the credit presses so i think them for that
30:37
but the thing i think the most for is this
30:40
when i was five years all of my mom told me that happiness was the key to life
30:43
when i went to school they asked me what i want to be when i grew up by read down
30:47
happy they told me i didn't understand the assignment
30:53
heights older method it but none the standby
30:56
uh... i didn't actually write that
30:59
i stole that from the internet last night
31:03
that my mother did say that she oh i think right look we don't mind what you
31:06
do as long as you happy and happiness was always a really important value in
31:10
the family
31:12
and i think it is in my family's so
31:14
on a steady but i'm talking about packing
31:18
side in the pursuit of happiness i did a lot of things uh... and you know it's
31:22
university some stuff and then uh... twenty five years ago it was stumbled
31:26
into advertising the thing i continue to love about advertising is that
31:30
it exposes you to some of the most interesting and challenging aspects of
31:34
lots and lots of different businesses so that you know i meant
31:37
you know one more another round of kind of being involved
31:40
and that teaches you very particular strategic in creative problem solving
31:43
skills to win the exercising the development of exercise in those skills
31:47
is is wonderful it's a privilege
31:49
and um...
31:51
it use to be
31:53
great
31:54
it's now kind of dates and one of the things that's happened nice particularly
31:57
in the last ten years is the convergence of media entertainment and technologies
32:03
and what is meant for advertising is that what used to be
32:07
uh... relatively simple and sometimes when the lenient prices that ended up
32:11
with that
32:12
message that was transmitted in the audience
32:15
the suddenly um...
32:17
a lot more complex a lot more interesting potentially a lot more
32:20
challenging and i had to be a lot more creative sides wanted to share something
32:23
with you it's a it's a video steffi minutes on something that we did them
32:27
uh... he had that for europe uh... about eighteen months ago
32:40
calcagnie help me out
32:53
scaling fantasy in my head that were were just a little trapped in
33:00
it's atkinson korean dancin staring
33:07
and
33:12
possible as
33:14
program
33:16
companies from this and stop signs in the corner
33:20
cost art
33:22
stored or
33:24
anything beyond expectations will be cancelled
33:35
hitting
33:36
at i wasn't really angry at a young age of what controls are expected to deliver
33:40
what like so discipline
33:42
planned and life against kind of a statement in society as well
33:47
decides first about this and everything but
33:51
all
34:14
we need to step
34:18
commissioned a series of hearings
34:20
decorated
34:24
miscommunication
34:44
reincarnation
34:46
technical party doing
34:48
enhance brands
34:51
and defeat done scandal
34:54
it's big trees again
34:57
fiercely
34:58
a
35:00
perry
35:04
it
35:06
thrives thank you
35:10
just extract beatrice
35:11
bbc t_v_
35:23
blank and apparently things comes temperatures patient
35:26
and the worst
35:27
bigger
35:39
so that was that was a lot of fun and i mean mexico communicated a skateboard
35:42
create together who were prepared to certain cells on fire for the kids
35:47
traits
35:47
uh... but no one was that in the making of that but i think you know what it
35:50
speaks to his as i say this kind of sophistication the complexity now that's
35:54
involved in mounting any
35:55
kind of significant
35:57
communications and marketing campaign
36:00
so in the uh...
36:03
that might do it again tonight
36:06
so this is what kind of used to look like we had been with brandon sealed
36:09
customers of consumers out there and we would just kind of broadcasting stuff
36:13
but now it looks a lot more like this
36:14
and i think this is relevant for lots of this 'cause this is kind of how the
36:17
world works with medway you're brand or person or a government
36:21
country
36:22
um... there's people that they had that have massive massive influence and sway
36:26
on the way the stories uh... developed and ideas developed in the way that they
36:30
shared
36:31
the way the nets and so when i don't want to that and i think this kind of
36:35
looks a bit like that
36:36
but i'll show you another film critics alaska's video that i'll show you and i
36:39
had nothing to do with its one of those things are wish that i had because i
36:42
think it's just
36:44
but a kind of takes that models that diagram
36:47
and it shows you gives you a very clear sense is that how it works in the world
37:13
pack
37:26
that connection
37:30
highest helped
37:33
field but the victims of anti houses
37:37
for the perfect
37:41
uses
37:42
situation
37:44
planes
37:45
pocketbooks it's reasonably reasonably poet
37:48
and resilient yourself here
37:56
brotherhood task now how do the same unyielding
38:00
plainclothes soldiers hostile since the truth about the contents of the above
38:05
them
38:08
there's no reason why those two thousand wanted
38:12
withdrew collapsed
38:14
healthy hotelclub bring them down
38:19
silent
38:23
reading the wall
38:24
itself of course
38:26
for us
38:28
since the last fall
38:33
on the market
39:00
geniuses met this fantastic
39:05
so m
39:07
it's a great time to be involved in this is really exciting really challenging
39:10
and as i say the convergence in the air in time and technology that hasn't
39:13
that's not done that's happening and will continue to happen
39:17
and will continue to provide wonderful opportunities
39:20
so i get back to happiness uh... and talk about this for a minute and i seem
39:23
like a trivial goal the trivial come alive coltie
39:27
and but i think it has filed wider implications for all of us
39:30
uh... i think that happiness is being massively undervalued in in western
39:34
culture and economics in business and politics
39:38
specially
39:39
economics
39:41
uh... i think that happiness may actually be a matched bits are objective
39:44
for innovation ban growth or prophet
39:47
and may now be easy dot com student and have a before so
39:52
you know the question that i've been asking myself is why has economics
39:54
become kind of the religion of a rise in why his growth become the dominant
39:58
mentor why is that picked my question my parents and why keep asking why right
40:04
and what happened to happiness and that now i imagine that somebody might be
40:07
asking either directly or indirectly those things were two questions too
40:12
so i started thinking that this is the north pole own on my way to the north
40:15
pole at that site a few years ago to combine to two designs that kill two
40:19
birds with one stands i want to run a marathon
40:22
and i wanted to give
40:23
to the optic
40:24
and his son matt irishman coleridge and donovan who arranged a marathon a parent
40:28
is a marathon of north pole every year so i read in fact not stupid
40:32
never done a marathon
40:33
what do you think anew and it'll be great
40:37
so uh...
40:39
fell free when i found myself and a originally according to price quote from
40:42
site which is very near the arctic circle in the far north of norway
40:46
and i knew at this stage that this whole and this guy who's going to get to live
40:50
and i didn't have enough reading material so i popped off the plane
40:53
tiny little
40:54
hyping it was a bookshop you see what's hyping that
40:57
with that but most of what had not just norwegian books but it might have some
41:00
english
41:01
books that mike agreed
41:03
and lo and behold didn't had to box in particular which i was staggered by an
41:06
irate is a sign from the nordic god's one was called after winds up
41:10
and the other one was cold enough
41:11
and so i grabbed them hop on the next time
41:14
and while i was running around in circles alone on the ice cap i had some
41:17
time to think for the what's really happening at this intersection of
41:20
business in brands in marketing communications and
41:23
clearly the beginning of the the mounting um... movement around
41:27
subconscious uh...
41:28
capitalism in and conscious consumers
41:32
suddenly not conduct any stuff to be contemplating and most people disco want
41:36
public-private fraud but a sort of thinking that the stuff
41:39
and then shortly after that um...
41:42
bentley released the song in america been ladies for a musician braces on
41:45
america other pop music
41:48
he won uh... that
41:50
confirmed about coming up
42:01
uh... part of ben's lyrics sky like this
42:03
tsa imagine buried
42:05
dairy copied boppy little song
42:08
uh... and one of this is goes great to see a seem to be the driving force is
42:12
among my friend cards to consuming consumers and i thought of all the where
42:15
it comes from or where it goes
42:17
elisa rick seller writings before that of touch with nature and i think should
42:20
make we desperately in need of the brand new drain
42:24
and then what happens
42:26
the g_s_a_
42:29
the global fund crisis i've put see that actually one of the biggest consequences
42:33
of the condom meltdown that we've experienced last couple of years is that
42:36
farmers being sucked out of things a man to rise it talks about play
42:40
it's got really really important consequences
42:42
for all of us
42:44
uh... in australia
42:46
econ looks like this
42:47
so these are recent kinda numbers so if you uh... i'm not a recent survey of the
42:51
strain with full stands at a twenty percent of us are exhausted
42:55
fifty four percent of this a feeling overwhelmed
42:58
between eleven and twenty percent of us uh... depressed
43:02
uh... the good news is uh... oh sorry
43:04
uh... trusting companies has fallen about twenty percent in the last twenty
43:07
years that's a north american number but i wouldn't imagine inside it from here
43:11
the good news is that we've all got twenty two and return on face book
43:14
friends
43:16
on average but the truth it is uh... the truth is that
43:20
uh... we've all got to this people that we prepared to confide in and we had
43:24
fifteen twenty years ago
43:26
and for twenty five percent of this we've got no one
43:29
at which your confidence with that's not much fun that's pretty that's pretty
43:34
awful
43:34
and this one scares me as a parent so ritalin prescriptions are up ninety
43:38
percent last ten years in the strategy and must be ten fourteen year old so i
43:41
can look come on
43:43
what we do it
43:44
what are we doing 'cause cells where we're going to each other when i was a
43:47
kids from his medication i can remember was beijing mod
43:51
so uh... you know it's not it's not cry and it's almost impossible to innovate
43:56
or creates
43:57
an atmosphere of cynicism or distrust
44:00
and what we've checked we need is to have an atmosphere that's positive and
44:04
confidence and encourages risk taking
44:08
you know how much happier more innovative and more satisfied mott what
44:12
but sorry might we be is a nice and his people
44:15
if we had that kind of creative culture that was actually working for us
44:19
so i'm i'm a non taking happiness seriously got most of the time we think
44:23
innovation is about
44:25
fueling growth
44:26
uh... but for the most bad economic growth hasn't made a skinny happier
44:30
and beyond a certain point money materialism doesn't buy lovina doesn't
44:33
buy you happiness
44:35
uh... and that's not me saying it um... it's becoming unit happiness is getting
44:39
grown up in the in the big wide world out there and on the business agenda
44:43
so uh...
44:46
recently
44:47
people have been looking at b_-ten
44:49
not as kind of
44:51
with curiosity just curiosity but as a bit of a model
44:55
to extend that is now case study on the ten which is part of the one hundred and
44:59
fifty eight page report just released by the u_n_ about happiness
45:04
and it's fronted by people like jeffrey sachs
45:08
a columnist
45:09
pieces them some pretty interesting things he stays in the in the
45:12
introduction to this report he said that we live in a night
45:15
the stock contradictions the world enjoys technologies of unimaginable
45:18
sophistication years at least one billion people without nafta israelis
45:23
there's one minute one billion people that not to eat every day
45:26
the world economy is compelled to soaring new kinds of productivity
45:29
through ongoing technological in organizational abounds
45:33
yet is relentlessly destroying the natural environment in the process
45:37
countries achieve great progress in economic development is conventionally
45:40
made mated
45:41
it along the way succumbed to new crises would be city
45:45
smoking diabetes depression
45:46
now the milta other deals of my mind
45:50
and he's a smart guy
45:52
but clearly that's nine from
45:54
so far from being self-indulgent
45:57
uh... more individualistic i think that mentioned it is much more about
45:59
happiness is a much kinder an inclusive
46:03
and whilst born about a bitter
46:05
obviously happy in society so instead of innovating for profit why don't we
46:08
unified happiness fun and fitness
46:10
so whatever people in this written
46:13
and i think that what might happen if we did shift orientation a little bit is
46:16
that the prophet might come
46:19
anyway
46:20
the happy consequence
46:21
the being motivated and working in a slightly different direction
46:24
setup here's a few minutes on my team coronas understand even guy one of the
46:28
car from advertising lindsey banging on about what's he doing so i just want
46:32
spend a couple minutes about this
46:34
uh... on this
46:35
we uh... we do live in a high-tech connected in hyper links world it's not
46:39
going away and it's only just the beginning so if you think he sing
46:42
something now just white
46:46
if then we sort of the three little pigs it was about to god and i was about a
46:49
media brand that it might as well have been about anything it could've been
46:52
about any
46:53
grant
46:57
and the way that hard to connect to the chinese things food brands in this world
47:00
is pretty profound
47:02
so an advertising brands used to interrupt messaging more recently brands
47:05
to create content might have been an example that i said you could cut so
47:09
what's mix well
47:10
i would say what's next is brands become the entertainment
47:15
i think the brands a getting more interesting for more people what
47:18
companies are up to not just the stuff that marketing is happy to share that
47:21
the other stuff to do you think about what surfaced in needs a laugh six
47:26
months wilson apple and
47:28
supply chain issues b_h_p_ and people that sardi pmd order drilling
47:33
uh...
47:34
calls on the lease in technicians close behind you know these are things that
47:37
are becoming of mounting interest in this and i would hide now that things
47:40
are hard to connected
47:42
more stories
47:43
about more organization zero out of the public and in the search for the money
47:48
so that people are asking questions about brands and i think it's fair
47:51
enough that they do you know is it fair but business continues to privatize
47:54
profit and socialize some of the social and human uh... an environment costs
47:59
and so i really like the idea of com
48:02
uh...
48:04
what goes around comes around units the universal lower calls and faith in the
48:08
tutsi universal or than why wouldn't apply to companies in brands just as
48:11
applies to individuals
48:14
so this is what i'm doing is a personal project is called bran comma and it's
48:18
kinda sneak under reputation system decide that's a bit like this
48:22
i mean this in in this them
48:24
thomas jacob things in a minute but relieved when i said sneak on a
48:26
reputation system it's based on user ratings and suggestions
48:30
and that's it simply click a contender go i kind of thing the stuff that brand
48:34
the thing is really news it's just insisting on a new lens to put across
48:37
companies so of course
48:40
of course many prosperity and we knew khana me and we need successful
48:43
organizations and of course for them to succeed they need to continue to
48:47
surprise and delight customers with really great products and services and
48:51
that's what happened and that's really important
48:53
but equally important is how well they treat people on the way through and how
48:58
well they look up to the planet so all we're really doing is
49:01
is this
49:02
product people planet so that's what did the looks like right now you might argue
49:05
that doesn't seem right will get on brand commons exercise your opinion and
49:09
tell your friends uh... but at the moment product people planet calmer
49:13
uh... tens out to be seventy seven to google for apple at the moment it's
49:16
fifty accept product greiz
49:19
and the people in panama said right currently
49:22
and uh... through that one in uh...
49:26
yeah i wouldn't say good and obviously they've been in the news lately and
49:29
um...
49:30
silent on the suggesting that this is a cure for everything but i think from a
49:34
fundamentally it's about
49:36
trial encouraged or dr organizations in healthy white towards that the outcomes
49:41
not just in terms of customer satisfaction
49:43
that have tech initiatives around people and around the environment
49:47
and uh...
49:49
much as work
49:50
thanks very much
49:55
thanks very much crank
49:59
again
50:00
brady perspective about what's happening in the world today
50:04
down and indeed what goes around comes around
50:06
we'll be talking a little bit more about that
50:09
after next presenter
50:10
who is
50:12
decry can
50:13
dick is a professor of information technology and society at the hague
50:18
university of applied sciences in the netherlands
50:21
he is director of studio
50:24
for elect
50:25
oh instrumental music steam
50:28
he is the chairman of the ecology committee of the dutch culture council
50:32
co-chair of the european union working group on cultural and create industries
50:37
and a board member of no academy
50:39
the laboratory for art and society postgraduate program in social
50:44
design
50:46
the catholic background in cognitive psychology and electronic music
50:50
and we are very fortunate to have him here at u_p_s_
50:54
as our guest innovator in residence
50:57
please welcome
51:00
authorizations for the arts and culture in the never to cite the uh...
51:05
and because that's the specific perspective i want to take at this
51:08
evening
51:11
we're talking about and everything abrasions this program is called
51:14
culturing innovation so
51:16
there is this sense of
51:18
job we need to
51:20
creativity we need
51:22
culture but what is the difference between creative team culture we need
51:25
to renew ourselves something is happening
51:28
and we've heard retrieved already seen many examples of that uh...
51:33
and what i'd like to do now is to really focus on
51:37
the culture part of innovation
51:40
if you define creativity and your very simply as
51:44
generating new ideas for making new things
51:49
the cultural part of it or the part part of it
51:52
has more to do with the deeper sense of deeper sense of meaning what is it all
51:56
about
51:56
that's easy to come up with something new
51:59
but it's harder to come up with something meaningful that's that's what
52:01
the presentation is about so in the end
52:04
it's also about what the rule of
52:07
parties and the role of artistic
52:09
thinking design thinking and because of the things i'd like to explain a bit
52:14
but let's first look at but that the network society and how how it came
52:18
about
52:21
i'm going to be very simple perspective of web we're gonna try to do is to sort
52:24
of do not have graham stories and make the best smallest also all the facts of
52:28
the the individual that the person
52:31
the psychologist who had caused from a background so
52:34
i'd like to focus on email on on the person in the end
52:38
but let's look at the individual in twenty of twentieth century two things
52:41
that these two things that we thought
52:43
basically we've sent everybody to school
52:46
you know you we don't realize these things
52:48
this was a major decision more than a century ago
52:52
but very idealistic one we didn't need to do this at that time
52:56
but many people thought this was a very good idea
52:59
education is good for people is good for kids
53:02
who creates
53:03
you know better generations
53:05
pestle all of us have gone to school for many years you know and contribute in
53:10
our younger years
53:12
and what this has done it has caught just to think
53:15
heads to still be important differences between you know some people
53:19
between intelligence from people still of course we're smarter than other
53:22
people book
53:23
we've all lawrence to think of some basic level
53:27
than it is for you to dispute the same picture
53:30
president of the respect corporations d
53:34
at the end of the twentieth century we basically gave all these people who
53:37
learns to think
53:40
we can give them but no they now all of computers and to those computers are all
53:44
connected
53:47
what that does it allows all of us
53:51
to think together
53:53
and give these to simple ideas
53:56
have massive implications
53:59
and it's going to be a lot of fun i hope
54:01
i mean we design our new products well it will be
54:05
but but they mentioned you know
54:08
the difference between you know a world where this didn't happen and and and our
54:11
world
54:12
we now have in the western world we have societies
54:16
what all citizens are massively thinking together
54:21
and we're spending our money on it
54:24
at the picture of that somebody but it's a picture from from from from from dutch
54:27
computer stores
54:29
uh... this is where
54:31
men by their mother ports
54:34
that they need for their computers computers will not run without a
54:37
motherboard
54:40
sis's all these stores police chase
54:43
and this is an advertising advertisement from untouched newspaper
54:46
it's a new window living room
54:49
and the idea behind this trip
54:51
this stuff
54:53
these you know computers that work
54:55
well excuses it's easy to use because
54:58
it has the fortran programming language
55:00
do we have a real geeks in the hall
55:02
has anybody ever used fortran
55:05
okay then you understand why this is such an amazingly funny statement
55:09
this fortran is like
55:10
pelican program unit
55:12
i've been there i know
55:14
uh...
55:16
but anyway
55:19
store is advertising itself with
55:22
win in living rooms they are the living room they are our life
55:27
that's what they're saying
55:29
so let's let's let's take a nasty look at this
55:32
everybody has stuff in their home
55:35
there's a laptop at e_p_a_ pc digital photo camera video camera
55:40
printer
55:41
high-powered
55:45
i don't think that me and i think i mean wrote
55:47
the cautious here to say what we all have five thousand dollars worth of
55:50
stuff
55:51
most people have more
55:54
but the point is more about the order of magnitude
55:58
together if you know in australia there is a two half million households
56:02
times say five thousand dollars
56:09
sporty billion dollars
56:13
you price
56:15
have invested
56:16
in this stuff
56:19
and i don't know who knows you know who's familiar with like these orders of
56:22
magnitude
56:23
this is the budget of a serious ministry at least it is in poland
56:27
our biggest ministries
56:29
spend this deal that that this is there
56:31
order of magnitude when it comes to money
56:35
so we
56:36
as citizens have invested
56:38
chilling amount of money
56:40
in this stuff
56:42
then the question of course is what is the stuff for
56:46
that's a lot of money
56:51
i've heard rumors that this is your national borders right for him
56:55
if he wants to know you know why
56:57
why spend all that money
57:00
and so now let's go back to the basics again what are we spending it on why are
57:04
we spending that's what
57:05
we're spending it on networks and networking
57:09
all that stuff
57:11
brings us together
57:15
were missing proof is to be a bit of the left side of the screen it does say
57:18
nodes there
57:22
and networks have notes and between those knows there are no relationships
57:27
there is a business in the
57:30
and you are where we are good
57:32
analysis group the pope doesn't matter
57:35
this is a very fundamental thing
57:38
as we move from hierarchical structures
57:41
into a network structures
57:44
we are
57:45
notes that
57:46
are linked to each other
57:48
we people are going to each other
57:50
we are connected to all checks the object star connected them you know
57:54
between each other
57:55
so we have we were living in this this this
57:58
medford structured
58:01
most important difference
58:03
between networks and and and hierarchy says that when you're in a network
58:09
it's not clear
58:10
what your relationships are
58:12
somebody is your boss
58:14
then it's clear
58:15
they give you money and they tell you what to do when you do it
58:19
you know i myself i have different jobs and different
58:22
positions and i know that i work in different projects
58:26
you know there are people i work with
58:28
indifference kinds of relationships sometimes
58:31
on the project manager nine they do something for me and other times there
58:35
the same people they are the project manager i do something for them
58:40
inherently inherently in efforts is the idea that
58:44
your identity who you are specifically is very important that you have to show
58:49
that to the war
58:51
and this is why
58:53
abridge site what facebook is so popular
58:56
that allows costs
58:58
chill the world who we are shore friends who we are to show
59:03
the people we want got to know
59:07
simply for you choose same thing for flickr these are infrastructures
59:11
that we use
59:12
to express ourselves
59:15
and also
59:16
when you look at the social part of it
59:18
what is it that we do
59:20
already mentioned sort of the the thinking together part
59:23
within these relationship we reflect on the world we help
59:26
the brent karma things beautiful example there's groups of people
59:29
sharing
59:31
amongst each other what they think of a brand or there's millions of unvarnished
59:35
that are like that
59:41
from this word it's really interesting
59:43
if you look at these concepts
59:45
expression reflection
59:48
these are
59:49
traditionally to prep and butter
59:52
off the arts and culture sector
59:54
spring to see
59:56
this there's a sector in society we used to call it the cart sector
60:00
that formal when he has done nothing got
60:03
expression and reflection
60:04
hearts media zoning all about
60:07
expression in reflection
60:10
there's a central phenomenon
60:12
here
60:14
that's gonna be all over the place in the network society
60:17
and we have a whole sector that has done nothing but that
60:20
for for for centuries
60:23
so that's why if you really want innovation
60:26
in an effort to psyche conduit without art
60:30
and what it creates
60:32
and this enormous complexity there's another argument
60:36
and so these rivers are arbiter of durban
60:39
they're not complicated their complex
60:41
and that means
60:43
have some things complicated it can be understood
60:46
for me the ultimate example of really complicated thing is an airplane
60:51
i don't understand it but there are people who do
60:54
and it can be understood their stories and there's you know
60:57
it can be effectively
60:59
breaks you can repair it
61:02
things that are truly complex
61:05
cannot be understood and that's that something is very important
61:07
and it means
61:08
very much for business
61:10
means that we have to rethink everything
61:12
we know about business or about making friends
61:16
and this is why did we are involved in many relationships
61:19
all of us
61:22
have tons more relationships
61:25
other people and with the world in our parents did
61:28
and there are many different kinds of relationships are ready explained that
61:31
the big just now
61:32
and that's just a structural part if you look at the dynamics of this
61:38
there's lots of change everything's unpredictable and things change very for
61:41
pretty quickly
61:42
so weak were in this world that sort of uh... you know
61:46
a bubbling network full of stuff
61:49
and summer in the mail was awesome our friends and we should have to sort of
61:52
people together
61:55
and week fundamentally can't understand it
61:57
so we now have people explaining to us
62:00
how we need to wash our hands
62:02
permit such and and and interesting phenomenon i've seen these things all
62:05
over the world
62:07
this whole mexican flu thing exploded a couple years ago
62:11
anderson similarities to explain to me how i should wash my hands
62:15
i don't even need water to do it
62:18
hotel in brussels
62:21
facilities
62:22
this this this is a kind of complexity that's all realms and makes us confused
62:30
it means i can't understand the world anymore in the world that i live in
62:35
i can't understand it in the way
62:38
we thought we could understand things in twentieth century
62:41
had the idea was won't wait a minute
62:43
if you want to do something
62:45
to just look at it very closely you colonel isaac
62:47
and the understand what happens in the u do something and you know the result
62:51
it was rejected
62:54
but my favorite examples as somebody like michael schumacher the famous race
62:58
car driver some he once told me that
63:00
in a single curvy does more than three hundred steering movements
63:05
and so i think at the edge of no way beyond the point where you can wear your
63:09
losing control
63:11
you can't really think anymore
63:13
so the only way to deal with
63:15
with with complexity
63:17
pushed the amount of choice in the world
63:19
or who m i n like new environments
63:23
is not about understanding anymore
63:26
and where is
63:27
like i said before even we've richie ching orchids in schools too
63:31
to speak cognitively but it's not enough
63:38
and this is this is this is suffering from through sociologist gold rush in
63:41
hurry
63:43
they make are fine viewed a very interesting distinction between what
63:46
they call cognitive reflection
63:48
anesthetic reflection
63:50
uh... and knock on on the left side there
63:53
is what we're used to thinking of
63:55
and terms of
63:56
what thinking is
63:58
this is sort of scientific
64:01
take your distance from something in the release of the funeral secure kareem
64:04
repair
64:06
computer too
64:08
whereas they say there's another kind of thinking it's called aesthetic
64:11
reflection is a different there two ways of learning
64:14
you can learns you can learn about something by taking distance
64:18
and you can learn about something more diving in
64:21
but getting a little bit but we did in your hands dirty
64:24
and they call it a static reflection
64:27
and and
64:29
this is really
64:30
to a large extent what art is about this is what artist to do
64:35
as things aren't analytically synthetically we build things
64:39
things are in structural demerit if not objective and subjective
64:43
the definition of the bills tration
64:46
the bull thinking as being a bit what what thinking doesn't that world
64:50
isn't jewish in this world
64:53
and when things becomes
64:54
too complex to understand
64:57
we may have nothing else but intuition
65:01
but how how how do we trailing commissions we teach our children
65:04
to use their intuition
65:06
no we don't even though they do it all the time and we'll do it all the time
65:11
using your intuition as it as an instrument
65:15
that you monster
65:17
is something that were not you know stuff something we do would like that
65:20
even though we use our intuition all the time
65:23
has any
65:23
businessman any
65:25
artist or anyone else
65:27
we know what the role of intuition is in the states crucial
65:30
but still it's sort of you know it happens
65:34
somewhere
65:35
and we don't consciously train
65:37
it as a as an instant
65:41
so let's let's let's and let me let me show you an example of
65:45
an interesting phenomenon funk we all know funk music i guess right you know
65:48
we're familiar with
65:49
george plimpton and parliament and
65:51
james brown
65:53
and our look at fault
65:55
at something
65:56
from the twenty eighth on the twenty first century
66:00
so first let's do that the modernist twentieth-century thing let's try to
66:04
understand fark
66:05
i must ask the people who will do it
66:08
let's ask them to to to explain it
66:10
this is a very pretty a famous of functor
66:13
and all of
66:14
to explain to us a bit more
66:16
what form please he's talking about ghost notes
66:20
now
66:35
hat
66:37
aural
66:39
cover style
66:43
was so much
66:45
at the hyatt instead of the big center
66:53
but they were black
66:56
planned a back seat
66:58
talking prospect
67:02
contract
67:05
off well
67:08
discovered
67:13
i got some hair
67:17
padmaja net
67:22
skylight that down
67:27
twelve
67:30
the first time domain
67:32
it was an accident
67:38
sixty notes
67:40
will highlight
67:44
thoughts about it
67:46
do a lot more
67:50
knock out the at the back gate
67:57
tobacco
67:59
we have to remember
68:03
the pacific
68:04
pat
68:19
i think threatened
68:33
but the uh... this is a this this these caucuses on a bicycle drummer world
68:37
this to your spirit
68:40
comment is that your zero two eight percent at selma's you're gonna learn
68:44
how to drum here
68:45
which is not true of course disguise very inspiring but have we actually
68:48
learns anything you're
68:51
not we had a great time and you know maybe some of you want to become a
68:54
front-burner now
68:56
but uh... ice hockey i did when i first saw this
68:59
but we haven't really learned anything
69:02
even though it's called drummer world in the city of this this whole thing ur
69:04
and here's another example
69:06
this does more honest
69:08
booty coleman's famous bass player also plays were james brown indian commander
69:13
bill clinton george with
69:16
booties basic form form
69:20
pipeline
69:27
can do it right fitted no what seltzer and that's when i left
69:31
combat
69:33
committed out at the top and
69:40
activist and that's that
69:43
are enough approach
69:44
on goes on illegitimate
69:47
but when it's great that most favorite debt which is
69:54
it off
69:58
alive and well that the apartment prior
70:03
it out
70:08
and now you know you got to basic with it
70:11
standard
70:16
activity for the review to determine how
70:21
that little space that you know this is the one in the of the little space you
70:24
can read the wonder that little space
70:27
and uh...
70:28
also bring a pretty good religious ed
70:32
first time that happened to me was an accident also very interesting uh...
70:35
phenomenon
70:36
this is like you know birch rid we were trying to understand funk at the
70:39
twentieth century way
70:41
which of course made a lot of sense in the twentieth century if you want to
70:43
make music
70:44
you had to learn to play
70:46
an instrument restart runs whatever
70:49
uh... there's tons of tons of these videos on youtube where people show you
70:53
how to play guitar on the toy piano and
70:56
all these different instruments
70:58
and if you want to make music you have to play an instrument you have to learn
71:01
the musical technique
71:03
now
71:05
so yes this was a very conscious learning process
71:08
jacket understand funk before you can play
71:13
here's another example and this is like the twenty-first century version of this
71:18
now
71:22
play that sixteen will grew
71:25
the and
71:27
got anything off
71:31
and
71:33
and analytics
71:36
and
71:38
off-track
71:39
problems
71:42
and sir
72:44
tannery goes on for report
72:46
three three four minutes but uh...
72:49
password
72:51
chair here this without the need to go anyway
72:54
this is the point
72:55
that's of course this is great fun the guy who made this is amazing
72:59
you've really understands
73:01
what funk is at its intuitive level
73:05
you see the fundamental change that's happening here he'd doesn't have to
73:08
understand it at a technical instrumental level he just needs to be
73:11
of to recognize it
73:12
you don't need to understand what a group that is if you can hear one
73:17
grab it music
73:19
so the intuitive judgment is much more important then the court of
73:22
understanding
73:24
for me this is fairly representative of the things that happen
73:28
from allah let's look at innovation
73:30
let's look at some of the stuff we do over you want to
73:34
this is
73:36
on the brink west side of your business
73:38
the stuff we can do
73:40
we have signs of heart and media cultural heritage you know we can make
73:46
and from that world comes all this
73:51
these are all new things
73:53
we can make stories we can do and in computing all these different things
73:57
this is the new world practices
74:01
what people are trying to sell us
74:03
this is what we want to make a morning
74:05
let's all new record innovation
74:10
at the other side
74:12
there's this thing called life
74:14
but life is about something completely different
74:17
life is about beliefs values desires needs inhabits
74:21
stuff like this
74:23
this is what life is all about
74:27
weather in in any kind of society
74:31
even though vessel the new stuff
74:34
that's all the eternal stuff
74:37
this is not going to change will the way we do it exchange
74:40
the way we
74:42
inspire each other changes
74:45
but the need for a fundamental understanding of
74:48
things things like the ones over here
74:51
is just as strong as ever you want to tell me something
74:54
you have to understand this side of the picture
74:57
and you have to be able to translate
75:00
whatever you're going to do there
75:02
to something
75:03
that works over there
75:04
that's not meaningful
75:06
i don't care how innovative it is i'm won't bite
75:09
i won't use it
75:14
this is again and the domain
75:17
of meaning which is the domain of heart
75:20
briefly what's a better way to understand hope
75:23
is that took ask an artist
75:24
or is it to ask
75:26
a computer programmer
75:29
have we really want to understand this human don't human dimension of
75:32
innovation
75:34
we need to look at art there's no other way
75:37
to so-so
75:38
this is the last section of my talk
75:40
let's look at art
75:43
let's look at that the creative process from the cultural point of view
75:47
and uh... because there's this misunderstanding sea life and i i'm
75:51
hoping to clean up
75:52
clear up a couple of them
75:54
and there's the content
75:56
an art of things we make
75:57
there's method how we do it
76:00
and there is what i call an artist mentality
76:04
the artists korean patient
76:07
and i'll talk a bit about all three of them
76:10
actually content is not that interesting
76:13
content is the literally the stuff
76:16
we make the music films the books
76:18
uh... it's it's really
76:20
the knowledge there and if you for talking but how can we have an art or
76:24
how does the part need to
76:25
inspire innovation
76:28
this is all very media specific
76:31
few units about obtain a brighter needs to know about the structure of a novel
76:36
film makers need to know their travel charge
76:39
but when you're designing a new
76:42
surface were interface
76:44
world maybe drama charge is not the most that you need or maybe it is but you
76:48
know it's it's different this all this knowledge is really
76:51
has defied counterpoint of harmony remote law dick
76:54
relationships
76:55
are unique to music
76:58
and if you make something that's not musical you can't use this knowledge
77:02
then at them but i think that the other level as well
77:04
the method how is art mate
77:08
then you sort of rise above the specific medium that art is made
77:16
that's this kind of stuff
77:18
there's intuitive decisionmaking
77:20
these are all things we associate with
77:24
artistic method rather than the scientific method
77:27
associate differently
77:28
processes that occur sometimes very unstructured or sometimes there are
77:32
structured
77:33
there's discontinuous progress
77:36
i know theater directors who literally changed everything one week before the
77:40
premier
77:41
which would not
77:42
finding a nike company
77:47
and uh...
77:50
there's this vehicle design thinking everybody now wants design thinking
77:53
you're working out by economics use it
77:56
preside comstock when my product development and i need is i think it
77:59
does then i will sell more products
78:02
uh... and it's true
78:04
pick a source professor here at u_p_s_
78:06
has this method for
78:09
what he calls suffering creation
78:11
indesign thank you
78:12
it's a very specific and very new very good method
78:16
that takes the computer couple steps
78:19
mid courage you through
78:21
a radically new way of looking at problems
78:24
uh... it it it's called
78:26
frame creation
78:27
so it's all about
78:28
asking the right kind of question makes
78:30
it easier
78:32
to solve the problem were to come up with a good idea
78:35
but at the central at the center of this method
78:40
revit identified you know what kinds of problems are
78:42
and use it really need to define tokyo
78:45
what is this think about
78:47
but that's where that separates
78:49
fifteen level there
78:52
what essentially is this kind of design problem what is the essence of it
78:56
ken you get into this unique blend of at that side of the preview screen
79:01
you really need to understand what
79:03
what it means for people to
79:06
not know where they are
79:09
want to help somebody else
79:12
those are the kinds of themes that allow you to phrase
79:15
could frame better questions
79:20
their again you need
79:21
arts not at a very instrumental or
79:24
or craftsmanship level
79:26
but you need
79:27
victim mentality of art the way in artists
79:31
stands in the world the way they
79:35
at a very fundamental level interact with with with life
79:40
and i was vibes mentioned the whole life
79:42
company example before in
79:45
thinking about this concept of at the artistic mentality which is completely
79:48
independent of any kind of art artistic medium
79:53
the first time i thought of it was when i heard
79:57
dot gov thing which is a dutch who's a dutch designer
80:01
who used to design a bank notes
80:03
beautiful migrants we now have these crafty euro
80:06
dragons which has more problems attached to it than just announced by the way
80:10
fitter
80:11
anyway ya design these beautiful minors
80:15
and aka but years ago he did
80:17
a provider asked him to decide the portal of their website
80:21
and uh... so i'm sorry you know so lecture that he gave me such a
80:26
recalled the opening statement in the world
80:29
you design a website than a million i've never designed websites before
80:33
well you know
80:33
website is this is like an early days of the internet
80:37
and uh...
80:39
but you know so
80:41
i thought you know btw i've never done this for so that's that's a political
80:45
idea let's do it
80:47
now i've never heard a ninety company say to a client
80:50
all that's cool you know we've never done something like that before
80:53
will do it for you
80:54
but such a completely different mentality
80:59
he said you know and i would say to me and then you can do this and then you
81:02
can do that then you can do that and i would always say but you don't have to
81:04
put enough to put you don't have to
81:07
so it's it's a fundamentally different way of of being in the works
81:11
and it's about
81:13
these kinds of things
81:14
artistic mentality that's at the core
81:17
of what you really
81:17
needs for design thinking
81:20
is about this kind of stuff
81:21
it's personal there's ambiguity
81:24
the artist love ambiguity i was once on the committee of of of of uh...
81:29
a media file independent between the money for artistic media productions
81:33
and literally ambiguity was one of the criteria
81:36
if it's not ambiguous thought any good
81:41
head so we have this discipline it's all about these things
81:45
this and of course intuitive is at the bottom as one of the most important ones
81:49
this stuff makes you understand the world and people
81:53
and and meaning
81:55
like nothing else
81:57
so in one sense it's the easy part
82:00
what we what we call art admitted that the content the method and and the
82:04
mentality
82:05
because it is so completely independent of any kind of medium
82:09
i couldn't i couldn't file a lawsuit
82:12
with an artistic mentality firmly creased lawson probally
82:15
i can do anything
82:16
with that mentality andrew i myself trying to do so
82:20
like try to run departments you know from this kind of mentality to be open
82:23
like that
82:25
to embrace
82:26
things are disruptive or chaotic or
82:28
accidents are opportunities
82:32
drivin over with uh...
82:34
first musician once said
82:37
owners by error as a hit in intention
82:41
nonsense from a cognitive standpoint it's very inspiring four
82:45
for artists who want to make something
82:48
the point is
82:50
yes i i truly believe that
82:52
innovation is crucial
82:54
especially in in this day and age where there's so many new technologies
82:57
everyday
82:59
but it's only going to work
83:01
if we can
83:02
really deeply understand life and people
83:06
at a level that's about meeting and the only way we can do that
83:10
is through
83:11
making insulin and avoid this kind of an artistic mentality workforce
83:15
there is no other way
83:17
thank you very much

 

 

Acknowledgement of Country

UTS acknowledges the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We would also like to pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.