Talk at first Russian TED like conference TEDxMoscow of CEO of Russian design research consultancy Lumiknows Ekaterina Khramkova late May 2009.

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It is impossible to ‘squeeze’ a 3D space around us into a
two-dimensional retina without any distortion.
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«Big Picture»: The enigmatic Nazca lines of Peru which can
only be recognized from height of the bird's flight.
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6. Good - Bad,
Day - Night,
Black - White,
Empty - Full……
Woman - Man,
Company – Company…..
Duality – the tendency of humans to perceive and understand the world in the
categories of opposition – has become the leading mindset of the 20th century
economy.
«Opposites destroy each other, and hence, accidentally, by their destruction,
whatsoever is attributed to them is destroyed.»
Aristotle
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8. «An endless amount of texts of Greek and Roman antiquities indicates that it is
only sight was regarded as that learning process which was able to represent a
given thing as it was…»
Aleksei Losev, The History of Classical Aesthetics, 1974.
“Idea” meant “the seen”, «theatrical performance» literally meant “theoretical”.
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11. «[In Ancient Greece] the worked stone is only a something insofar as it has considered
boundaries and measured form; what it is is what it has become under the sculptor’s
chisel. Apart from this it is a chaos, something not yet actualized, in fact for the time
being a null».
Oswald Spengler, The Decline of the West.
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12. Rethinking a concept of boundary in physics:
The wave character of matter – The nature of the subatomic particles is a blur – The
corpuscular-wave dualism of light - In the microcosmic domain, boundary between
particles and waves is blurring – Discontinuity-continuity consistency.
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13. 1960 1970 1980 1990
«Joined together, the great mass of
human minds around the earth seems to
behave like a coherent, living system.
The trouble is that the flow of
information is mostly one-way. We are
all obsessed by the need to feed
information in, as fast as we can,
but we lack sensing mechanisms for
getting anything much back.»
Lewis Thomas. The lives of a Cell, 1974.
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14. Connected Planet:
Now, the flow of information is two-way…
Representation of the structure of the Internet. Designing Interactions, Bill Moggridge, 2007
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15. The Whole behind the blurred boundaries helps us see the
forest for the trees…
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16. 1
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17. Open, unfinished products ready to customization:

18. Open, unfinished products ready to customization:
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19. Open, unfinished products ready to customization:
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20. «Сommunications technology has turned consumers into participants who add intrinsic
value to products and services. The implications of that is that any service organization
has got to get over the idea that a great service is something where a consumer
doesn't have to do anything. That's a really bad service. A great service is where the
consumer actually participates and where they get drawn in and where they become
part of it.»
Tim Brown, IdeasProject.com, 2009
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21. 2
At the heart of wuwei the object – subject fusion lies:
«The brush itself executes the work quite outside the artist; who just lets it move on
without his conscious efforts. If any logic or reflection comes between brush and paper,
the whole effect is spoiled. In the way sumiye is produced.»
D. T. Suzuki. Zen Buddhism. Selected Writings, ed. by W. Barrett, 1956.
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22. «The customer objectives are to increase satisfaction
and loyalty??»
Indi Young «Mental Models: Sparking Creativity Through Empathy».
IIT Institute of Design, Design Research Conference 2008.
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23. «You have folks marketing tomato sauce, for example, who don’t make their
own spaghetti but dine at fine Italian restaurants and have not opened a jar of
spaghetti sauce in their own house in years.»
Interview with Dev Patnaik, Author of Wired to Care: How Companies Prosper When They
Create Widespread Empathy, 2009, New York Times, 2009
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24. Copyright A. Kitoaka 2003
«Every year brings 30,000 of new products. About 90% of them fail despite
thorough and expensive market research.»
Harvard Business Review, December 2005
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25. Copyright A. Kitoaka 2003
«40 CMOs from a range of companies around the globe admit that “explosion of
customer segments, products, media vehicles, and distribution channels has made
marketing more complex, more costly, and less effective.»
McKinsey quarterly, 2004, N4
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26. Measuring ethnicity, age,
wealth, urbanization, housing
styles, even family structures,
the demographic company
Claritas determined in the 1970s
that 40 lifestyle segments
were sufficient to define the
U.S. populace.
Harvard Business Review,
Rigby & Vishwanath, 2006
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27. Today, that number has grown
to 66, a 65% increase.
Harvard Business Review,
Rigby & Vishwanath, 2006
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28. +
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29. Optimus Maximus keyboard,
Art.Lebedev Studio, Russia
Optimus Store in New York
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31. 3
Katsushika Hokusai, ukiyo-e series
Thirty-six Views of Mount Fuji, 19 c.
J.M.W. Turner, Vesuvius in Eruption, 19 c.
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32. If your aim is to better comprehend Fuji, first try to understand its environment.
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33. «Chief among these advantages
would seem to be the ability of the
brain to handle vague ideas, as yet
imperfectly defined…In poems, in
novels, in paintings, the brains seems
to find itself able to work very well
with material that any computer
would have to reject as formless...»
Norbert Wiener. God & Golem, Inc. 33

34. 1
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35. 2
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36. 3
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