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What would nature do?
Biological ecosystems vs. Design/business ecosystems

IXDA 2012, Dublin, Ireland




  Joshua Sin
  Experience Designer at Crispin Porter + Bogusky
  @Joshuasin
Today we will focus on nature’s model and how it can
              inspire/influence us to solve human problems -
              design and business systems.




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                          Page 2
Why should we listen to nature?

              •	 Nature has survived 3.8 billion years of changes.
              •	 Nature has learned what works, what is appropriate, and
                 what lasts.
              •	 A lot of our inventions already appear in nature in more
                 elegant forms.




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                 Page 3
Nature integrates a cyclic process




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                        Page 4
Energy transfer across a trophic level


                                                                                                  Abiotic environment: solar
                                                                  Producers grows on              radiation, water, oxygen,
                                                           photosynthesis and external nutrient    carbon dioxide, mineral




                                 Primary consumers eat                                            Scavengers/decomposers feed
                                 photosynthetic species                                             on dead tissues and waste




                                    Predator eats                                                      Consumer
                                     consumer                                                         decomposes




WHAT WOULD NATURE DO?   IXDA12     @JOSHUASIN                                                                                   Page 5
Energy transfer across a trophic level




                                                                 Carbon in
                                                                atmosphere

                                          Plants use CO2 for
                                            photosynthesis

                                                                                        Carbon uplift over time




                                                                CO2 is released after
                                                               organic matter decays



WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                                                       Page 6
Unlike nature, humans work linearly.
              Linear processes are a short term strategy that lead to dead ends.



                                                                   store




                        Advertising            Online experience      Point of sale   What’s next?
                                                                                      (Dead end)




WHAT WOULD NATURE DO?    IXDA12   @JOSHUASIN                                                         Page 7
Linear leads to waste




              Raw material                    Manufacturing         Transportation    Consumer      Disposal
               extraction                      production                             utilization




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                                                    Page 8
What if our experiences could be cyclical,
              continuous like the carbon cycle?




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                Page 9
Like the carbon cycle, platform works                       DRIVER/
     towards a cyclical system providing a                     AWARENESS


     long term strategy.

                                                  store




                                              POINT OF SALE
                                                                            ADVOCACY




                                                              USE PRODUCT


     •	Platform instead of project                              REWARD
     •	Dynamic framework that                                  PROGRAM
       can adapt and change
     •	Long term strategy
                                                                 EARN
                                                                POINTS

WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                            Page 10
Nature uses keystone species to maintain
                                            structure in the ecosystem

WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                     Page 11
Prairie dogs enable opportunities for other species


                 Burrows aerate the soil.
                 Bringing the soil’s nutrient
                 to its surface for grazers


                                                                                    Burrows become homes
                                                                                    for burrowing owls

                Burrows become
                homes for insects

                                                Burrows become
                                                homes for rabbits



                                                                                                           Burrows become
                                                                                                           homes for ferrets




                                                                    Burrows channel rainwater
                                                                    to prevent erosion




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                                                                    Page 12
Keystone species are the architects of biodiversity.
         They maintain the healthy functions of the entire ecosystem.
         They keep everything together, continuously flowing,
         and in equilibrium.




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                             Page 13
Unlike nature, we see projects as singular items. We become
         disconnected from the larger picture and loose focus on the vision.




                             Project A        Project B        Project C




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                    Page 14
What if our businesses could function like keystone species
         enabling opportunities for growth and diversity?




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                            Page 15
Like the prairie dog that digs one hole that enables several other
         opportunities. Can one business decision, one project, one idea
         enable several more opportunities.
                                                                  Idea #1




                                                                             Idea #2


         •	Does one thing that enables several more
           (low biomass, high impact)
         •	Multipurpose                                One idea                        Idea #3
         •	Create opportunities
         •	Create diversity which leads to stability

                                                                             Idea #4




                                                                   Idea #5




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                                      Page 16
Nature fosters cooperative relationship



WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                        Page 17
Clownfish and the anemone have a symbiotic relationship
                               where both mutually benefit.

                        Clownfish also protect the anemone
                        from predators such as the Butterfly
                        fish. Clownfish takes care of the
                        anemone by getting rid of its parasites.




                                                                   Clownfish are protected from
                                                                   predators by the stinging tentacles
                                                                   of the anemone.




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                                              Page 18
What if our systems could form
         symbiotic relationships with each other?




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN         Page 19
Like the clownfish and the anemone, Kalundborg, Denmark is a city
         that forms symbiotic relationship with several different sectors within
         the city by sharing resources with them.
                                                                                                                                          Pig farmers
                                                                                                                                                                  Yeast


                                                                                      Steam
                                                              Sulfur
                                                                                                                           Steam
                                                                                                                                                           Bioplant
                                                                       Oil	refinery     Gas


                                              Sulfuric acid             Gas
                                               producer                                                      Electric                                      Fermentation
                                                                                                           power station                                      sludge
                                                                                                                           Waste heat
                                                                                      Gypsum
                                                              Plasterboard
                                                                  plant                       Waste heat

                                                                                                        Waste heat
                                                                                                         (return)
         •	Waste=food                                                                                                              Fish culture


         •	Resourceful and opportunistic                                                                                            Sludge

         •	Relationships that self organize                                                                                                       Local farmers
                                                                                      Municipality of
                                                                                       Kalundborg
                                                                                                                              Road
                                                                                                                           construction




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                                                                                                               Page 20
Nature is locally attuned and responsive.




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                        Page 21
Galapagos Finches adapted to the environment to survive food
         scarcity. Their beaks adapt towards the most abundant food resource.




                                                                             Location 1:
                                    Location 4:                              seed eaters
                                    Insect eater



                                                         Ground	finch	




                                     Location 3
                                  Buds and fruit eater
                                                                             Location 2:
                                                                         Cactus seeds eaters

WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                                    Page 22
How can businesses adapt and evolve in the
         changing environments like Galapagos Finches?




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN              Page 23
•	 Evolution is not a one-stop shop. Adaptation is a
            game of singles and not home runs.
         •	 A step in the right direction is far more important than one big step.
         •	 Observe and adapt to the environment.
         •	 Rapid changes is a two-edged sword - a threat but
            also an opportunity.




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                     Page 24
“It is not the strongest species that
         survive, nor the most intelligent,
         but the ones most responsive
         to change.”
                                              - Charles Darwin




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                      Page 25
Nature...
                                          •	 Integrates cyclic process
                                          •	 Feedback loops
                                          •	 Optimizes rather than maximizes
                                          •	 Is resourceful and opportunistic
                                          •	 Fosters cooperative relationships
                                          •	 Is locally attuned and responsive
                                          •	 Is diverse
                                          •	 Strives for equilibrium
                                          •	 Focuses on a long tem strategy




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                                      Page 26
What would nature do?
                                                    @Joshuasin




WHAT WOULD NATURE DO?   IXDA12   @JOSHUASIN                           Page 27

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What would nature do? Natural ecosystems vs. design/business ecosystem

  • 1. What would nature do? Biological ecosystems vs. Design/business ecosystems IXDA 2012, Dublin, Ireland Joshua Sin Experience Designer at Crispin Porter + Bogusky @Joshuasin
  • 2. Today we will focus on nature’s model and how it can inspire/influence us to solve human problems - design and business systems. WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 2
  • 3. Why should we listen to nature? • Nature has survived 3.8 billion years of changes. • Nature has learned what works, what is appropriate, and what lasts. • A lot of our inventions already appear in nature in more elegant forms. WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 3
  • 4. Nature integrates a cyclic process WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 4
  • 5. Energy transfer across a trophic level Abiotic environment: solar Producers grows on radiation, water, oxygen, photosynthesis and external nutrient carbon dioxide, mineral Primary consumers eat Scavengers/decomposers feed photosynthetic species on dead tissues and waste Predator eats Consumer consumer decomposes WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 5
  • 6. Energy transfer across a trophic level Carbon in atmosphere Plants use CO2 for photosynthesis Carbon uplift over time CO2 is released after organic matter decays WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 6
  • 7. Unlike nature, humans work linearly. Linear processes are a short term strategy that lead to dead ends. store Advertising Online experience Point of sale What’s next? (Dead end) WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 7
  • 8. Linear leads to waste Raw material Manufacturing Transportation Consumer Disposal extraction production utilization WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 8
  • 9. What if our experiences could be cyclical, continuous like the carbon cycle? WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 9
  • 10. Like the carbon cycle, platform works DRIVER/ towards a cyclical system providing a AWARENESS long term strategy. store POINT OF SALE ADVOCACY USE PRODUCT • Platform instead of project REWARD • Dynamic framework that PROGRAM can adapt and change • Long term strategy EARN POINTS WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 10
  • 11. Nature uses keystone species to maintain structure in the ecosystem WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 11
  • 12. Prairie dogs enable opportunities for other species Burrows aerate the soil. Bringing the soil’s nutrient to its surface for grazers Burrows become homes for burrowing owls Burrows become homes for insects Burrows become homes for rabbits Burrows become homes for ferrets Burrows channel rainwater to prevent erosion WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 12
  • 13. Keystone species are the architects of biodiversity. They maintain the healthy functions of the entire ecosystem. They keep everything together, continuously flowing, and in equilibrium. WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 13
  • 14. Unlike nature, we see projects as singular items. We become disconnected from the larger picture and loose focus on the vision. Project A Project B Project C WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 14
  • 15. What if our businesses could function like keystone species enabling opportunities for growth and diversity? WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 15
  • 16. Like the prairie dog that digs one hole that enables several other opportunities. Can one business decision, one project, one idea enable several more opportunities. Idea #1 Idea #2 • Does one thing that enables several more (low biomass, high impact) • Multipurpose One idea Idea #3 • Create opportunities • Create diversity which leads to stability Idea #4 Idea #5 WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 16
  • 17. Nature fosters cooperative relationship WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 17
  • 18. Clownfish and the anemone have a symbiotic relationship where both mutually benefit. Clownfish also protect the anemone from predators such as the Butterfly fish. Clownfish takes care of the anemone by getting rid of its parasites. Clownfish are protected from predators by the stinging tentacles of the anemone. WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 18
  • 19. What if our systems could form symbiotic relationships with each other? WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 19
  • 20. Like the clownfish and the anemone, Kalundborg, Denmark is a city that forms symbiotic relationship with several different sectors within the city by sharing resources with them. Pig farmers Yeast Steam Sulfur Steam Bioplant Oil refinery Gas Sulfuric acid Gas producer Electric Fermentation power station sludge Waste heat Gypsum Plasterboard plant Waste heat Waste heat (return) • Waste=food Fish culture • Resourceful and opportunistic Sludge • Relationships that self organize Local farmers Municipality of Kalundborg Road construction WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 20
  • 21. Nature is locally attuned and responsive. WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 21
  • 22. Galapagos Finches adapted to the environment to survive food scarcity. Their beaks adapt towards the most abundant food resource. Location 1: Location 4: seed eaters Insect eater Ground finch Location 3 Buds and fruit eater Location 2: Cactus seeds eaters WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 22
  • 23. How can businesses adapt and evolve in the changing environments like Galapagos Finches? WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 23
  • 24. • Evolution is not a one-stop shop. Adaptation is a game of singles and not home runs. • A step in the right direction is far more important than one big step. • Observe and adapt to the environment. • Rapid changes is a two-edged sword - a threat but also an opportunity. WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 24
  • 25. “It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change.” - Charles Darwin WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 25
  • 26. Nature... • Integrates cyclic process • Feedback loops • Optimizes rather than maximizes • Is resourceful and opportunistic • Fosters cooperative relationships • Is locally attuned and responsive • Is diverse • Strives for equilibrium • Focuses on a long tem strategy WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 26
  • 27. What would nature do? @Joshuasin WHAT WOULD NATURE DO? IXDA12 @JOSHUASIN Page 27