Creativity = Remix | Workshop Ecapital Culture Start-Up Business School

CREATIVITY=REMIX
WORKSHOP
ECAPITAL CULTURE
START-UP SCHOOL
hosted by Ronnie Garattoni and Massimiliano Camillucci

Hi, my name is Massimiliano. I work as a Freelance
Software Developer. My ﬁelds of interest are VR, AR,
Web and Cloud services.
My passions are: music, digital & visual arts, DIY
projects.
I’m a member of Warehouse Coworking Factory’s
professional community.
Massimiliano Camillucci
WORKSHOP | CREATIVITY = REMIX

TODAY @ ECAPITAL CULTURE
Creativity = Remix : Workshop about
creativity as a key competence
‣ Deﬁnition of “creativity”
‣ Case Studies
‣ Tools and methods to co-create
business ideas within
multidisciplinary teams
▸ Creative challenge: create,
develop and share a business idea
Photo: Workshop “Creativity as a key competence”
Product Vision Box @ Bologna Business School

CULTURAL AND CREATIVE INDUSTRIES (CCIS)
▸ Cultural and creative sectors are important for ensuring the continued
development of societies and are at the heart of the creative economy.
Knowledge-intensive and based on individual creativity and talent, they
generate considerable economic wealth; more importantly, they are critical to a
shared sense of European identity, culture and values. They show above-
average growth and create jobs – particularly for young people – while
strengthening social cohesion.
▸ Cultural and creative sectors drive innovation, acting as a catalyst for change
in other sectors – and stimulate invention and progress across Europe’s diverse
cultural landscape. With the emergence of progressively complex, creative and
intertwined business models, the cultural and creative sectors are increasingly
becoming a decisive component of almost every product and service.
https://ec.europa.eu/culture/policy/cultural-creative-industries_en

ENTREPRENEURSHIP COMPETENCE
▸ The entrepreneurship competence is increasingly recognised as
a competence for life, relevant to personal development and
fulfilment, finding and progressing in employment, as well as
initiating new ventures ranging from community campaigns, social
enterprises to new start-up businesses.
▸ Being creative or thinking about how to do things in new ways
is equally relevant to progressing your career as well as coming up
with new business ideas. Taking the initiative and mobilizing
others to get involved are useful skills when fundraising for your
local sports team, or establishing a new social enterprise.
https://ec.europa.eu/jrc/en/publication/eur-scientific-and-technical-research-reports/entrecomp-
action-get-inspired-make-it-happen-user-guide-european-entrepreneurship-competence

ENTRECOMP FRAMEWORK
▸ Entrepreneurship as a competence is deﬁned as the capacity
to act upon opportunities and ideas to create value for
others. The value created can be social, cultural, or ﬁnancial.
▸ EntreComp recognises the opportunity to be
entrepreneurial in any situation: from school curriculum to
innovating in the workplace, from community initiatives to
applied learning at university.
▸ In the EntreComp framework, entrepreneurship competence
is both an individual and collective capacity.

ENTREPRENEURSHIP AND CREATIVITY
Creativity
▸ Creativity is a crucial competence needed in a process of
empowerment and self-empowerment.
▸ It helps people to initiate things, to ideate and to connect
new ideas with existing experience.
▸ It is a key competence for adapting proactively toward
social change and to co-create this change.

ENTREPRENEURSHIP AND CREATIVITY
▸ Entrepreneurship is a competence for life. Being creative or
thinking about how to do things in new ways is equally relevant to
progressing your career or coming up with new business ideas.
▸ Creativity: Develop creative and purposeful ideas
▸ Develop several ideas and opportunities to create value,
including better solutions to existing and new challenges
▸ Explore and experiment with innovative approaches
▸ Combine knowledge and resources to achieve valuable
effects

CREATIVITY = REMIX
▸ Marc Ronson - Music Producer an DJ (Amy Winehouse, Paul McCartney)
▸ TED Talks - How Sampling Transformed Music
▸ “We live in post-sampling era. We take the things that we love, and we
build on them” … “and when we really add something signiﬁcant and
original we merge our musical journey with this, then we have a chance
to be a part of the evolution of that music that we love, and be linked
with it when it comes something new again”.
▸ https://www.ted.com/talks/
mark_ronson_how_sampling_transformed_music?referrer=playlist-
the_remix

CREATIVITY = REMIX
▸ Kirby Ferguson - Filmmaker and remixer
▸ TED Talks - Embrace the remix
▸ “Copy, transform and combine” … “I think these aren’t just the
components of remixing [music], I think these are the basic
elements of all creativity. I think everything is a remix, and I think
this is a better way to conceive of creativity.” … “Our creativity
comes from without, not from within.”
▸ https://www.ted.com/talks/kirby_ferguson_embrace_the_remix?
referrer=playlist-the_remix&language=en

COPY, TRANSFORM, COMBINE
▸ Exploring the remix as a form of innovation.
▸ The reuse of existing knowledge is an indispensable part
of the creation of novel ideas. In the creative domain
knowledge reuse is a common practice known as
“remixing”.
▸ With the emergence of open internet-based platforms in
recent years, remixing has found its way from the world of
music and art to the design of arbitrary physical goods.
CREDITS: https://link.springer.com/article/10.1057/s41265-017-0043-9

REINVENTING THE WHEEL
Here we have a series of products and
business examples where remixing ideas,
products and knowledge is the key to
innovation:
‣ Mr. Jaws - A Thingiverse story
‣ Cronut - Croissant + Doughnut =
Success
‣ LiFi - WiFi through light bulbs
‣ IOT - Internet of Thing
‣ 3D Printing - Disruptive creativity
Product Vision Box @ CLab UNIVPM

MR. JAWS
‣ A Thingiverse story
‣ Category transitions: Every Thing on Thingiverse
is assigned a category, which allows users to
browse and ﬁnd familiar designs; example
categories include ‘‘household,’’ ‘‘toys and
games,’’ and ‘’art’’. Remixes occur both within a
single category and across multiple categories.
While the majority of remixes remain within the
same category as their respective parents,
approximately 8% of remixes transfer knowledge
from one domain to another. An example of a
cross-category remix is the ‘‘Cable Organizer’’
from the ‘‘household’’ category that is based on
‘‘Mr. Jaws,’’ a stylized shark from the ‘‘models’’
category. The cable organizer uses the shark’s
teeth to hold cables in place.
https://link.springer.com/article/10.1057/s41265-017-0043-9

CRONUT
‣ Croissant + Doughnut = Success
‣ “It’s still difﬁcult to describe the success of the
Cronut. I think it’s a mix of so many things
together that work perfectly. Everyone’s had a
doughnut before. Everyone’s had a croissant
before,” … “But there’s always a different
source of inspiration when it comes to pastry. It
can sometimes be color, sometimes an
ingredient, sometimes a technique, sometimes
a story. But it all comes together around the
same thing when it comes to creating a new
product, and it’s to do something good and
tasty and something that people remember.”
Dominique Ansel
https://www.cntraveler.com/stories/2016-05-09/the-
complete-history-of-the-cronut

LI-FI
‣ WiFi through light bulbs
‣ What if every light bulb in the world
could also transmit data? At
TEDGlobal, Harald Haas
demonstrates, for the first time, a
device that could do exactly that. By
flickering the light from a single LED,
a change too quick for the human
eye to detect, he can transmit far
more data than a cellular tower --
and do it in a way that's more
efficient, secure and widespread.
https://www.ted.com/talks/
harald_haas_wireless_data_from_every_light_bulb

IOT
‣ Internet of Thing
‣ “The Internet of Things represents a
vision in which the Internet extends
into the real world embracing
everyday objects. Physical items are
no longer disconnected from the
virtual world, but can be controlled
remotely and can act as physical
access points to Internet services.
An Internet of Things makes
computing truly
ubiquitous.” (Mattern et al., 2010)
https://iot.ieee.org/images/ﬁles/pdf/
IEEE_IoT_Towards_Deﬁnition_Internet_of_Things_Issue1_14MAY15.pdf

3D PRINTING
‣ The disruptive nature of 3D printing
‣ Signiﬁcant advances in additive
manufacturing (AM) technologies,
commonly known as 3D printing, over the
past decade have transformed the ways in
which products are designed, developed,
manufactured, and distributed.
‣ 3D printing’s ability and advantages over
traditional manufacturing open plenty of
opportunities for verticals, spanning from
product design and development,
customization service, to restructuring of
supply chain for higher efﬁciency.
https://ec.europa.eu/growth/tools-databases/dem/
monitor/content/disruptive-nature-3d-printing

REMIX YOUR BUSINESS MODEL
▸ Sharing Economy
▸ Five key ingredients
▸ Open Source
▸ Business Models
▸ Creative Common
▸ Share your work. Use &
remix.
http://www.bmi-lab.ch/tubemap.pdf

Five key ingredients
▸ The core business idea involves unlocking the value of unused or under-utilized assets,
whether it’s for monetary or non-monetary benefits.
▸ The company should have a clear values-driven mission and be built on meaningful principles
including transparency, humanness, and authenticity that inform short and long-term strategic
decisions.
▸ The providers on the supply-side should be valued, respected, and empowered and the
companies committed to making the lives of these providers economically and socially better.
▸ The customers on the demand side of the platforms should benefit from the ability to get goods
and services in more efficient ways that mean they pay for access instead of ownership.
▸ The business should be built on distributed marketplaces or decentralized networks that create
a sense of belonging, collective accountability and mutual benefit through the community they
build.
SHARING ECONOMY
https://www.fastcompany.com/3046119/defining-the-sharing-economy-
what-is-collaborative-consumption-and-what-isnt

OPEN SOURCE
Business Models
▸ Support and services
▸ Offer software for free and charge enterprise users for technical support services.
▸ Advertisement partnerships
▸ Earn revenue from partnerships with other companies, which pay to be included as
recommended partners.
▸ Paid additional features
▸ Charge for enterprise-oriented, premium features that are not included in the open-source basic
version. You can also sell support services.
▸ SaaS
▸ Companies can also make money from open source software by selling it as cloud-based
software-as-a-service (SaaS). WordPress.com is one example of this model.
https://opensource.com/article/17/12/open-source-business-models
https://opensource.org/osd

CREATIVE COMMON
Share your work. Use & remix.
‣ What is Creative Commons?
‣ “Creative Commons helps you legally share your knowledge and
creativity to build a more equitable, accessible, and innovative world.
We unlock the full potential of the internet to drive a new era of
development, growth and productivity.”
‣ “Our free, easy-to-use copyright licenses provide a simple,
standardized way to give your permission to share and use your
creative work— on conditions of your choice. “
https://creativecommons.org

TOOLS AND METHODS
▸ LEAN
▸ Manufacturing Industry
▸ Agile
▸ Software Development
▸ Design Thinking
▸ Service & Product Design

LEAN
‣ "KAIZEN™ means improvement. Moreover, it
means continuing improvement in personal
life, home life, social life, and working life.
When applied to the workplace KAIZEN™
means continuing improvement involving
everyone – managers and workers alike."
Masaaki Imai, Founder of Kaizen Institute
‣ Lean manufacturing, is a systematic method
for the minimization of waste (muda) within a
manufacturing system, without sacriﬁcing
productivity. Working from the perspective
of the client who consumes a product or
service, "value" is any action or process that
a customer would be willing to pay for.

AGILE
We are uncovering better ways of developing 
software by doing it and helping others do it. 
Through this work we have come to value:
‣ Individuals and interactions over processes
and tools
‣ Working software over comprehensive
documentation
‣ Customer collaboration over contract
negotiation
‣ Responding to change over following a plan
That is, while there is value in the items on 
the right, we value the items on the left more.

DESIGN THINKING
▸ “We use a mixture of design processes.
We’ve got a diversity of designers,
including service designers, graphics
designers, information designers,
programmers, marketers, social
scientists, positive psychologists, and
even anthropologists. This diversity of
experts bring different techniques
related to their disciplines, and this
mixture creates a unique design
process — we call it a co-design process
— whereby we capture public views.”
Deborah Szebeko, founder @ thinkpublic

CREATIVE CHALLENGE
▸ Business Idea:
▸ Design a diffused museum in the
city of Ancona
▸ Focus Areas
▸ Business Model
▸ Marketing & Communication
▸ Mobility & Accessibility
▸ Ideas to Remix:
▸ E-bike services, Recording A/V
Studio, Video Game, Jewels,
Theatre, Train Station.

https://stanwick.be/en/blog/design-thinking-creative-thinking-and-action
https://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond
Credits:

PRODUCT VISION BOX
▸ The basic idea behind the product vision box is
to create an actual, physical box that has to be used to
market the product.
▸ Each side of the box contains information that
summarises the benefits and features of the product.
▸ The name, logo and slogan are on the front, as are a
couple of points highlighting the top benefits of that
brand.
▸ On the back you find more detailed information about
the product’s ingredients and attributes, and some
history about the product or company.
▸ The sides of the box also feature some additional
information about the cereal brand.
https://reqtest.com/agile-blog/how-to-build-a-
product-vision-box-and-clarify-your-software-goals/

S.C.A.M.P.E.R.
▸ SCAMPER is really easy to use.
▸ First, take an existing product or service. This
could be one that you want to improve, one that
you're currently having problems with, or one
that you think could be a good starting point for
future development.
▸ Then, ask questions about the product you
identiﬁed, using the mnemonic to guide you.
Brainstorm as many questions and answers as
you can.
▸ Finally, look at the answers that you came up
with. Do any stand out as viable solutions? Could
you use any of them to create a new product, or
develop an existing one? If any of your ideas
seem viable, then you can explore them further.
https://www.mindtools.com/pages/article/newCT_02.htm

PRODUCT TREE
▸ Start by drawing a very large tree on a whiteboard or
printing a tree as a poster. Thick limbs represent
major areas of functionality within your system. The
edge of the tree – its outermost branches – represents
the features available in the current release.
▸ Write potential new features on several index cards,
ideally shaped as leaves. Ask your customers to place
desired features around the tree, deﬁning the next
phase of its growth.
▸ Do they structure a tree that is growing in a balanced
manner? Does one branch – perhaps a core feature of
the product – get the bulk of the growth? Does an
under-utilised aspect of the tree become stronger?
▸ We know that the roots of a tree (your support and
customer care infrastructure) need to extend at least
as far as your canopy. Do yours?
https://www.innovationgames.com/prune-the-product-tree/
Product Tree @ CLab UNIVPM

ELEVATOR PITCH
By deﬁnition, an elevator pitch is a quick persuasive
speech that is used to create interest in a project. It distills
your ideas into the simplest, clearest points of value, what
makes you different, and instills enough curiosity to make
the prospect want to hear more. It should be no longer
than the time it takes to ride an elevator to the top ﬂoor
in a building, between 30 seconds to 2 minutes.
The following is a standard pitch format that can be
applied to almost any situation.
My name is <<NAME>>, the <<ROLE>> of
<<COMPANY>>. Our company manufactures
<<PRODUCT>> for <<TARGET CUSTOMER>> that
allows them to <<YOUR VALUE PROPOSITION>>.
Unlike <<OUR COMPETITION>>, we <<PRIMARY
COMPETITIVE POINTS OF DIFFERENCE>>.
<<CALL to ACTION>>
Elevator Pitch @ Bologna Business School

Brainstorming S.C.A.M.P.E.R.
Product
Vision
Box
Elevator
Pitch
Clustering
Ideas
1h 1h 1h 1h

WRAP-UP
Creativity = Remix
‣ Creativity. Develop several ideas
and opportunities to create value,
including better solutions to
existing and new challenges.
‣ Remix. Copy, Transform and
Combine.
▸ Agile & Design Thinking. Tools to
create value, involve the users,
quickly adapt to changes.

THANK YOU
Ronnie Garattoni
Massimiliano Camillucci
ECAPITAL CULTURE
START-UP SCHOOL

Creativity = Remix | Workshop Ecapital Culture Start-Up Business School

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Creativity = Remix | Workshop Ecapital Culture Start-Up Business School