Creativity, and design, is a major force that can shape the experiences we live in our world. We need to understand why creativity is not supported, and nurtured, by the business environment. At the very same time we need to define what creativity is.

1. https://www.flickr.com/photos/-followthemusic-
Creativity Will
Save the
World!

2. https://www.flickr.com/photos/riekhavoc
poll time!

3. Are
you
creative?

4. cre·a·tive noun krē-ˈā-tiv, ˈkrē-ˌ
1 : having or showing the ability to make new things
or think of new ideas.
2 : using the ability to make or think of new things :
involving the process by which new ideas, stories,
etc., are created.
3 : done in an unusual, and often dishonest way.

5. “… unusual, and often dishonest way.”

6. cre·a·tive noun krē-ˈā-tiv, ˈkrē-ˌ
1 : having or showing the ability to make new things
or think of new ideas.
2 : using the ability to make or think of new things :
involving the process by which new ideas, stories,
etc., are created.
3 : done in an unusual and often dishonest way.

7. So, according
to that
definition…

8. everybody is creative!

9. And,
you
know what?

10. https://www.flickr.com/photos/thomashawk
it’s true!

11. or, at least,
everybody used to be

12. do you
remember when?

13. https://www.flickr.com/photos/gideon
when you were a child

14. but why?

15. no fear

16. https://www.flickr.com/photos/leader_maximo
no rules

17. no limits
https://www.flickr.com/photos/vlastula

18. a natural tendency to behave like a brat

19. https://www.flickr.com/photos/atomicshed
able to seamlessy build teams

20. So,
what happened?

21. https://www.flickr.com/photos/rnddave
you just grew up

22. https://www.flickr.com/photos/what_i_see
in a system not built to
nurture creativity

23. When does this
start?

24. from preschool to 1st grade

25. and it goes on…
forever!

26. Shhhhh,
I will tell you
a secret!

27. IT IS ALL INVENTED!

28. but you struggle
with the three
principles (plus one)

29. 1.threat
2.blackmail
3.corruption
4.(love/passion)

30. plus…

31. our brain (Paul D. MacLean model)

32. and…

33. Left Brain vs Right Brain

34. Now, think about
creativity…

35. we are deceived
by assumptions

36. Leonardo?

37. eames lounge chair?

38. fashion design?

39. Car design? (Ferrari 125s)

40. a small tribute - Attilio Galetto (left)

41. reality is…

42. you can be creative
in every field

43. I’ll tell you a story

44. listen to this…

45. what’s that?

46. Спу́тник-1

47. Sputnik 1

48. October 4th, 1957

49. in the meantime…

50. Applied Physics Laboratory - JHU

51. Guier - McClure - Weiffenbach

52. GPS was born

53. here’s another…

54. listen to this…

55. Apollo 13 crew : Haise - Swigert - Lovell

56. Ground Control - Gene Kranz

57. April 11th 1970

58. then something bad
happened…

59. April 14th - an oxygen tank exploded…

60. a little bit of a problem, isn’t it?

61. what can you do?

62. you start thinking…

63. and, as every good
American would do…

64. use duct tape to fix it!

65. here’s how

66. and the last one

67. Doug Dietz - Principal Designer GE HC

68. MRI Machine

69. do you notice anything wrong?

70. https://www.flickr.com/photos/spyndle
80% of child patients must be sedated

71. not so good, huh?

72. GE Adventure Series MRI Machine

73. 10% sedated children
insignificant cost

74. and a personal one…

75. Karotz (formerly Nabaztag)

76. what did we
understand?

77. creativity may have
different origins

78. curiosity

79. urgency

80. understanding

81. Love and passion

82. and very often leads
you to unchartered
territories

83. and it must do…
Remember the
definition!

84. https://www.flickr.com/photos/acplinfo
didn’t we already do that?

85. so, here’s my
definition of
creativity

86. https://www.flickr.com/photos/splorp
willingness to say NO

87. https://www.flickr.com/photos/annnna
ability to ask ‘why?’

88. http://www.flickr.com/photos/joestump
ability to use your (and others) brain

89. willingness to have an impact

90. https://www.flickr.com/photos/old_sarge
ability to think ‘without’ dots

91. https://www.flickr.com/photos/ebjerke
ability to find the balance

92. https://www.flickr.com/photos/leventlecri
ability to restore the value of words

93. https://www.flickr.com/photos/xcezzx
ability to imagine stories

94. https://www.flickr.com/photos/jurvetson/
ability to craft beauty

95. so, what do we
need to do?

96. https://www.flickr.com/photos/jurvetson/
be a revolutionary?

97. problem is…

98. there was only
one Che Guevara

99. all the others…

100. just bought the t-shirt

101. reality is…

102. https://www.flickr.com/photos/jdhancock
YOU ARE A CREATIVE

103. remember,

104. “If you can design one thing,
you can design anything.” (Massimo Vignelli)

105. so, you just need to
stand up, and…

106. save the world!

107. thank you!