a talk about Culture Mapping and Innovation to be presented at HCI International 2016 in Toronto http://www.scenariodna.com/culturemapping

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HCI International 2016 Toronto
The epidemiology
of innovation

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The Big Short (2015)
(crisis clarifies our
weaknesses)

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The sad state
of innovation
A recent McKinsey poll revealed that 94% of
managers are dissatisfied with their
company’s innovation performance.

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innovation has moved from the
efficient production of goods…

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…to the pursuit of greater
shareholder returns
(both approaches are proving to be outdated and unsustainable)

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culture is a
system
the diffusion model of innovation reflects
this outdated linear framework

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the diffusion of inventionS is not linear
the success of new technologies will requires conspiring with the
natural creativity of people adapting over time.

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creativity & society are
the new key pillars for
shaping innovation going
forward
technology has
transformed innovation
to be much more
about variability and
adaptability than how
quickly ideas spread.

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we need a systems approach to innovation
an inductive, rather than deductive approach, to encouraging new ideas.

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an approach more akin to epidemiology
an approach that leads us to uncovering evolving patterns.

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1. 2. 3.
a methodology reboot is vitally needed
detect brand
dilution earlier
make capital
investments earlier
develop measurable
co-creation frameworks

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semiotics gives us a critical
structure to work with
patterns
dynamics
dimensions

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culture mapping is our structured approach
to visualize changing cultural signals
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symbol
vision and
purpose
1 ritual
placing vision in
the context of
everyday life
2
badge
consumption as
social currency
3zeitgeist
cultural
saturation
4
the pattern
of dissent
the pattern
of aspiration
1 2
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good visualizations reveal dynamic stories
when we analyze data it should convey the full dynamics of how
people are processing the world around them.
ritualsymbol
badgezeitgeist
emergent codes
dominant codes

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the epidemiology of coffee in america
the meaning of coffee reveals deeper cultural dynamics.

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the rise and fall of cultural signifiers
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we can leverage greater information from these dynamics
the rise
and fall
gourmet coffee

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LOCAL
COFFEE
SHOPS
starbucks had lost touch with the deeper
cultural meaning of coffee in 2008
vision and
purpose
technique

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technique
a
sourcing
vision
statusroutine what we share
these patterns in language represent a
cultural immune response of sorts
what we know
the pattern
of dissent
the pattern
of aspiration

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starbucks is now
tapping into this
system of cultural
language
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Starbucks Reserve
Roastery & Tasting Room
techniquevision
statusroutine
emergent codes
dominant codes

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techniquevision
statusroutine
emergent codes
dominant codes
the efficiency of the
brand cannot
compromise the cultural
depth of the brand
Starbucks Express

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the epidemiology of luxury in asia
there is a split between younger and older millennials in China and South
Korea when it comes to the perception of indulgence and luxury.

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analyzing the signifiers in selfies
reveals discrete cognitive frameworks
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older
millennial
younger
millennial

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these emerging signifiers are revealing
fundamental cognitive shifts
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rank freedom
older millennials
respect approvalin the know
younger millennials
guilt perfection
restlessaccountable inquisitive

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the epidemiology of food in america
the meaning of food has broad implications from how healthy we are
to how livable our cities are.

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we’ve come a long way from frozen tv dinners
organic food dominates over 80% of all food we consume today in America.

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organic food was cultivated as a system
of language over the last half century
the
story
started
here 60
years
ago
1940s - 1960s 1970s - 1980s
1990s - 2000sToday

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synchronized
natural
emergent codes
dominant codes
This system of
language and codes
continues to evolve
(and reveal future narratives)
living
craft
Open AG at MIT

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in the future
our kitchen
will be a
growing space

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in the future
ugly food is
good food
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in the future
we will be
networked
with our food
sources
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“Man cannot stand
a meaningless life”
- Carl Jung

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we can coax a better potential out of
today’s technology

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impactful innovation is about
conspiring with humans naturally
(and learning to love the poetry )

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thank you.
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Email
@timstock
timstock@scenariodna.com
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