I N N O VI N N O V A T I O N P R I N C I P L E S 

part 1

insightsinsights

Anderson Penha@anderson penha

Marcelo Fernandes@fernandes2050

André Coutinho@andreh o tinho

Daniel Egger@daniel egger@anderson_penha @fernandes2050@andrehcoutinho @daniel_egger

What is a principle?(Lat principium = start origin)(Lat. principium  start, origin)

norms or conducts that guide the individual; 

universal maximsi iti t d b d iinitiated by desire

should be followed by everyonestart of somethingstart of something

creation of a causalityfurther possible axiom

empiric monitoringreproducibility

(lat innovatus pp of innovare “renew alter“)• (lat innovatus, pp. of innovare renew, alter )• 16 century• renew something that exist or not• introduction of something• initially not linked with financial terms• change the social value (to the better)change the social value (to the better)• changes the cognitive process• origin in art and cultural movements• positive impact (subjective)• positive impact (subjective)

Innovation principlesInnovation principles

=

start something to create or renew something

something * (start + create)

something * (start + create)g

innovationmolecules

ActAct

InspiraçãoInspiração

Inspirations Exploration

C it ti

Production & experimentatio

nExploit

ConceituationIntegrationLIVRE

Creation ExtrapolationThink CreateInspiração

Prototipation

Create

insights ideas thingsg g

Insights Idéias Coisas

I i htInsight...

...happens when people pp p precognize relationships or

t i ticreate new association between objects and actionsbetween objects and actions

who could help in solving blnew problems.

(source: Britânica)

relationshipsrelationshipsl telements

whatever

looklookintuitivelyintuitively

(source: webster)

insightinsight=

open to experimentationopen to experimentation and capture whatever newand capture whatever new

and old elements, connecting them intuitively.

world of ideas and things reality(subjective or 

I

“individual”)(Realität)

cognitionperception

understand, concepts, memogroup social

insights

ries, appearance, introspection

conscious

reality(objective or 

we

insights

imagination, fantasy, you  subconscious

( j“social”)(Wirklichkeit)

dream, intuition, attention

affects, emotions

(source: Lutz Hartmann)

I

(Anderson Penha)

socrates

consent

“Each individual plays his role in life has been determined by thebeen determined by the 

propellant engines of the machine that was not built by the individual ", La 

Mettrie (Man Machine, 1748)

Industrial Engineer:Industrial Engineer:–Batch processing–Continuous flow

StandardizationC C l• Coca Cola 

• LampsV lid i• Validation

• Educational Systemsl d l• Financial Model, 

Fashion

Vail, Tayler e Lenin 

• Specialization– Do the same task every day (Taylor fashion)day (Taylor‐fashion)

– Adam Smith's division of labor

– Dehumanization

Henry Ford (Model T) ‐19087882 i7882 operations to assemble the car

949 people physical strong people3338 normal peoplep pRest: women and children670: men without legs2637: with only one legy g2: armless man10: blind

(source: third wave)

dcost

stem

c.

on mean

orm

ion sys

emetc

oniza

tioe)

=tim

‐17h

sol Unifo

portat

h syste

ynchro

f(tim

e09hs

‐Scho

oTransp

Health

Sy

Creativity is decliningCreativity is declining since...

19901990

(Kyung Hee Kim)

Efficiency vs ResiliencyEfficiency vs. Resiliency

(source: creative man, Kopenhagen Institute for Future)

Conceptualize Conceptualize

• Latin ‐"something conceived“

• Cognitive unit of meaning• Abstract ideas mental sy• Abstract ideas, mental sy

mbol• Mental representations• Abstract objects• Priori and posteriori

P i th t i th lik lih d fPremises that may increase the likelihood of insights:

• Look for the contrast• Interact with everythingInteract with everything• Be chaordic• Question a lot• Look beyond the obvious• Do not be afraid to re‐structure the initial 

blproblem• Trust your intuition• Try new relationships• Try new relationships

A h i• Anachronism• Reality (technical mode, intelligent 

mode, unmod)• Isomorphism• Scenography• Multi‐sensory stimulationMulti sensory stimulation• Contextualize• Theory paper (social atom; new 

)papers)• Storm and calm• Passion and pain (trigger for changes)• Parasite• Chunking• Mental ModelMental Model

I i ht id thiInsights=

ideas=

things=

whatever somethingpossibility to create

innovationinnovation=

whatever possibility to create something