By Pilar Gallo, Google Spain
9 principles of innovation in Google
1. Innovation, not instant perfection. Ex.: chrome
2. Share everything you can
3. You’re brilliant, we’re hiring
4. A licence to pursue dreams
5. Ideas come from everywhere
6. Don’t politic – use data
7. Creativity loves restraint
8. Worry about usage and users, not money
9. Don’t kill projects – morph them
Understanding the attractiveness of the city for creative and knowledge workers
By Montserrat Pareja-Eastaway, economist and coordonator of ACRE Barcelona, universiy of Barcelona
What is ACRE
www.acre.socsci.uva.nl
The mission of ACRE is to learn more about the conditions that are important to the development of creative and knowledge intensive industries in various european urban regions.
13 urban regional partners:
Amsterdam
Helsinski
Leipzig
Bulgaria
Dublin
Barcelona
Birmingham
Budapest
Milan
Sofia
… …
by Nectarios Economakis, Agency lead, Google Montreal
Half million of telephones Android are connected every day.
Mission of Google : Organize the world information and make it universally accessible and useful.
Values of google :
-Key emphasis is put on people (be sure that they are happy).
-The rule of 80/20 is taken seriously : 20% crazy projects that employees can submit.
-Test and reiterate.
-Ideas matter
-Data driven
-Doing good is good for business… …
By Armand Hatchuel, Ecole des mines de Paris
Theme: How the creativity is used by engineering schools.
Why engineering schools?Because they focus on solving problems.
CK theory is based on modern maths. It is a systematic method
invented by the mathematician Paul Cohen in the 1960′s.
C = concept space
K = knowledge space
Use your knowledge to associate new attributes and create a new meaning to existing objects.
The challenge is to overcome the fixation… …
“I never copy myself“, Ferran Adria
Ferran Adria is a creator bout he also manages a creative organization.
He wrote a manifesto about the molecular gastronomy.
He codified all ingredients.
Creative method I
-Traditional and local cuisines
-Influences from other cuisines
-Techniques concept search
-Applied to food
Creative method II
-Association
-Inspiration
-Adaptation
-Deconstruction
-Minimalism
-Changes of the structure
-Search for new ingredients
Creative method III
… …
The brand of yesterday was easy to understand and previsible.
Creativity is not a process. We are condemned to be creative.
It’s a starting point. A must. A mental posture.
Advertising in the 80′s was easy. Today is completely crazy.
Brand is only perception. It has no reality.
It has to communicate values.
Brands are now evolving in a very complex egosystem for tribal and disciplined targets.
A brand is:
Identity
Vision
Expression
… …
Rick Seifeddine
Senior vice-president Brand strategy
Operating revenue mix
Wireless 30%
TV/fiber 11%
wireline internet 27%
Media 12% (acquisition of CTV)
Wireline voice 20%
Bell 46%
Telus 29%
Roger 25%
Brand requirements 2008 :
English/French
Business/customer
Internal/External
Narrative legs
Easily recognized/simple trigger
Bell centric
Consistent
Key brand elements :
New logo
New tagline
The notion of “On bell”
Consistent and clean… …
