this Olivetti Valentina typewriter was designed when I was only 10 and I just
designed when I was only 10 and I just
designed when I was only 10 and I just starting my secondary school so although
starting my secondary school so although
starting my secondary school so although I was taught the core skills of drawing
I was taught the core skills of drawing
I was taught the core skills of drawing and making beautiful things this was
and making beautiful things this was
and making beautiful things this was happening we were learning that design
happening we were learning that design
happening we were learning that design was not just about drawings and
was not just about drawings and
was not just about drawings and beautiful things it was about ideas that
beautiful things it was about ideas that
beautiful things it was about ideas that would improve and enrich our lives as
would improve and enrich our lives as
would improve and enrich our lives as human beings the designer of this Ettore
human beings the designer of this Ettore
human beings the designer of this Ettore Sottsass said of Asst miss thing as he
Sottsass said of Asst miss thing as he
Sottsass said of Asst miss thing as he was beginning to design the human
was beginning to design the human
was beginning to design the human experiences around this thing he said
experiences around this thing he said
experiences around this thing he said this is for the use in a place except
this is for the use in a place except
this is for the use in a place except the office do not use this in an office
we must not remind people of the
we must not remind people of the monotonous working hours of office life
monotonous working hours of office life
monotonous working hours of office life but rather we must keep amateur poets
but rather we must keep amateur poets
but rather we must keep amateur poets company on Sunday afternoons in the
company on Sunday afternoons in the
company on Sunday afternoons in the country or provide highly colored
country or provide highly colored
country or provide highly colored objects on a table in a studio apartment
objects on a table in a studio apartment
objects on a table in a studio apartment this is an anti machine machine built
this is an anti machine machine built
this is an anti machine machine built around the communist mass-produced
around the communist mass-produced
around the communist mass-produced mechanism of the time the works inside
mechanism of the time the works inside
mechanism of the time the works inside any typewriter it may just be an
any typewriter it may just be an
any typewriter it may just be an unpretentious toy as well so even in
unpretentious toy as well so even in
unpretentious toy as well so even in 1969 Sottsass and perry king of Olivetti
1969 Sottsass and perry king of Olivetti
1969 Sottsass and perry king of Olivetti design studios knew that the typewriter
design studios knew that the typewriter
design studios knew that the typewriter was not a tool for doing a job it was a
was not a tool for doing a job it was a
was not a tool for doing a job it was a creative engine a catalyst to inspire
creative engine a catalyst to inspire
creative engine a catalyst to inspire and to enable our each of our creative
and to enable our each of our creative
and to enable our each of our creative contribution this was over fifty years
contribution this was over fifty years
contribution this was over fifty years ago and people have been talking about
ago and people have been talking about
ago and people have been talking about this even before that time so I went to
this even before that time so I went to
this even before that time so I went to a school where although I was taught
a school where although I was taught
a school where although I was taught these core skills actually what I was
these core skills actually what I was
these core skills actually what I was really being introduced to was that
really being introduced to was that
really being introduced to was that there are too many things
there are too many things
there are too many things and the essential ones should last
and the essential ones should last
and the essential ones should last longer and be more efficient and that
longer and be more efficient and that
longer and be more efficient and that people should get together remember that
people should get together remember that
people should get together remember that get together more often to plan the kind
get together more often to plan the kind
get together more often to plan the kind of places they would like to live and
of places they would like to live and
of places they would like to live and the ways they would like to live yes
the ways they would like to live yes
the ways they would like to live yes beautiful and design things do help
beautiful and design things do help
beautiful and design things do help people be hunt become happier but we
people be hunt become happier but we
people be hunt become happier but we need to understand the human mess which
need to understand the human mess which
need to understand the human mess which Kirsten has just talked about which is
Kirsten has just talked about which is
Kirsten has just talked about which is around us in order to build a better
around us in order to build a better
around us in order to build a better place to be and to live so I was being
place to be and to live so I was being
place to be and to live so I was being trained to be an industrial designer as
trained to be an industrial designer as
trained to be an industrial designer as many of us here I think the challenge
many of us here I think the challenge
many of us here I think the challenge for our lives then and now is still to
for our lives then and now is still to
for our lives then and now is still to make life for our professional life is
make life for our professional life is
make life for our professional life is to make our environment for being and
to make our environment for being and
to make our environment for being and working more humane more humane what
working more humane more humane what
working more humane more humane what does that mean and how do we get
does that mean and how do we get
does that mean and how do we get together to do that so strangely
together to do that so strangely
together to do that so strangely although we knew that design should
although we knew that design should
although we knew that design should concern itself with new ideas the future
concern itself with new ideas the future
concern itself with new ideas the future of the human experience and the new ways
of the human experience and the new ways
of the human experience and the new ways of creating value how we do business how
of creating value how we do business how
of creating value how we do business how we exchange value and even the new forms
we exchange value and even the new forms
we exchange value and even the new forms of trade as I say most people even today
of trade as I say most people even today
of trade as I say most people even today and in this room are still obsessed with
and in this room are still obsessed with
and in this room are still obsessed with the idea that design is about drawings
the idea that design is about drawings
the idea that design is about drawings and beautiful things to make money for
and beautiful things to make money for
and beautiful things to make money for someone else
we need to co-create our preferable
we need to co-create our preferable desirable futures that are meaningful to
desirable futures that are meaningful to
desirable futures that are meaningful to us innovation and design needs to change
us innovation and design needs to change
us innovation and design needs to change if it is further to enrich our culture
if it is further to enrich our culture
if it is further to enrich our culture in order to respond to a new world needs
in order to respond to a new world needs
in order to respond to a new world needs new economies new technologies people
new economies new technologies people
new economies new technologies people are not pigeon-holed no one here is the
are not pigeon-holed no one here is the
are not pigeon-holed no one here is the same as anyone else
same as anyone else
same as anyone else we’re not pigeonhole to any time to any
we’re not pigeonhole to any time to any
we’re not pigeonhole to any time to any place people need to participate in
place people need to participate in
place people need to participate in their own future according to their own
their own future according to their own
their own future according to their own values their own vulnerabilities as
values their own vulnerabilities as
values their own vulnerabilities as we’ve heard and their own beliefs and
we’ve heard and their own beliefs and
we’ve heard and their own beliefs and their own alarms a form of design this
their own alarms a form of design this
their own alarms a form of design this form of design needs to change we need
form of design needs to change we need
form of design needs to change we need to drive new
to drive new
to drive new qualities of life to exploit emerging
qualities of life to exploit emerging
qualities of life to exploit emerging intelligent and adaptive and wise
intelligent and adaptive and wise
intelligent and adaptive and wise technologies which we’ll hear about
technologies which we’ll hear about
technologies which we’ll hear about today and new economies new ways of
today and new economies new ways of
today and new economies new ways of being to find new meaning design and
being to find new meaning design and
being to find new meaning design and innovation is not business as usual it
innovation is not business as usual it
innovation is not business as usual it is about the future I want to talk about
is about the future I want to talk about
is about the future I want to talk about three big changes in design that I’ve
three big changes in design that I’ve
three big changes in design that I’ve encountered in my life
encountered in my life
encountered in my life one is that design is not a tech built
one is that design is not a tech built
one is that design is not a tech built on a technological platform but a
on a technological platform but a
on a technological platform but a cultural one one that it involves all
cultural one one that it involves all
cultural one one that it involves all our disciplines and mixes them it’s a
our disciplines and mixes them it’s a
our disciplines and mixes them it’s a transdisciplinary discipline way of
transdisciplinary discipline way of
transdisciplinary discipline way of being and that it is open it requires a
being and that it is open it requires a
being and that it is open it requires a community to drive our future even in
community to drive our future even in
community to drive our future even in the days when innovation was known from
the days when innovation was known from
the days when innovation was known from the döblin group along these 10 lines
the döblin group along these 10 lines
the döblin group along these 10 lines the most important one was here
the most important one was here
the most important one was here understanding the customer experience
understanding the customer experience
understanding the customer experience but even then it was only 1/10 of the
but even then it was only 1/10 of the
but even then it was only 1/10 of the ways of finding new ways of doing things
ways of finding new ways of doing things
ways of finding new ways of doing things new forms of innovation but actually
new forms of innovation but actually
new forms of innovation but actually we’ve already heard this how we are not
we’ve already heard this how we are not
we’ve already heard this how we are not what we do but how we are is actually
what we do but how we are is actually
what we do but how we are is actually what’s important to us design needs to
what’s important to us design needs to
what’s important to us design needs to drive off a cultural platform not a
drive off a cultural platform not a
drive off a cultural platform not a technological not an efficient one not a
technological not an efficient one not a
technological not an efficient one not a business one later 10 years later 20
business one later 10 years later 20
business one later 10 years later 20 years later nearly I was leading a
years later nearly I was leading a
years later nearly I was leading a design program at the Royal College of
design program at the Royal College of
design program at the Royal College of Art in London
Art in London
Art in London Daniel viola was the professor before me
Daniel viola was the professor before me
Daniel viola was the professor before me and he and I looked very carefully at
and he and I looked very carefully at
and he and I looked very carefully at what it meant to drive the human
what it meant to drive the human
what it meant to drive the human experience as opposed to the
experience as opposed to the
experience as opposed to the technological one and we claimed we
technological one and we claimed we
technological one and we claimed we stated that as a university as a design
stated that as a university as a design
stated that as a university as a design school our aim at that time in the late
school our aim at that time in the late
school our aim at that time in the late eighties beginning of the early 90s was
eighties beginning of the early 90s was
eighties beginning of the early 90s was to renew the professions commitment to
to renew the professions commitment to
to renew the professions commitment to the cultural objectives of design not
the cultural objectives of design not
the cultural objectives of design not the technological objectives as we
the technological objectives as we
the technological objectives as we proposed products systems services that
proposed products systems services that
proposed products systems services that had real integrity
had real integrity
had real integrity the human being the human values and we
the human being the human values and we
the human being the human values and we believe that it was for universities to
believe that it was for universities to
believe that it was for universities to explore an experiment in order to
explore an experiment in order to
explore an experiment in order to provide the research the data and the
provide the research the data and the
provide the research the data and the new methodologies the new processes
new methodologies the new processes
new methodologies the new processes which would enable practitioners the new
which would enable practitioners the new
which would enable practitioners the new profession many of us in this room to
profession many of us in this room to
profession many of us in this room to respond to those opportunities offered
respond to those opportunities offered
respond to those opportunities offered by the new technologies by the new
by the new technologies by the new
by the new technologies by the new global agendas by the new political
global agendas by the new political
global agendas by the new political frameworks we believed even then in 1990
frameworks we believed even then in 1990
frameworks we believed even then in 1990 and universities except in this country
and universities except in this country
and universities except in this country it seems don’t really believe this yet
it seems don’t really believe this yet
it seems don’t really believe this yet it is vital that universities should
it is vital that universities should
it is vital that universities should re-establish themselves as testing
re-establish themselves as testing
re-establish themselves as testing grounds and as laboratories for the
grounds and as laboratories for the
grounds and as laboratories for the trial of new perspectives new approaches
trial of new perspectives new approaches
trial of new perspectives new approaches that create the new every day it should
that create the new every day it should
that create the new every day it should move away from merely understanding the
move away from merely understanding the
move away from merely understanding the past or what is and think about how to
past or what is and think about how to
past or what is and think about how to use that information to drive the future
clearly what I was learning at the 10
clearly what I was learning at the 10 year old and what I was learning as a 30
year old and what I was learning as a 30
year old and what I was learning as a 30 year old with the same lesson it’s
year old with the same lesson it’s
year old with the same lesson it’s amazing how many times I’ve had to learn
amazing how many times I’ve had to learn
amazing how many times I’ve had to learn this lesson I want to show you one
this lesson I want to show you one
this lesson I want to show you one little example of what I mean by
little example of what I mean by
little example of what I mean by connecting technologies with the
connecting technologies with the
connecting technologies with the cultural a cultural event does anybody
cultural a cultural event does anybody
cultural a cultural event does anybody recognize what this might be
recognize what this might be
recognize what this might be give any signals I don’t mind if you
give any signals I don’t mind if you
give any signals I don’t mind if you speak no idea well actually it looks
speak no idea well actually it looks
speak no idea well actually it looks like a piece of architecture doesn’t it
like a piece of architecture doesn’t it
like a piece of architecture doesn’t it those orange things look like curtains
those orange things look like curtains
those orange things look like curtains the circle in the middle looks like a
the circle in the middle looks like a
the circle in the middle looks like a loudspeaker unfortunately because of the
loudspeaker unfortunately because of the
loudspeaker unfortunately because of the perspective this does not look like a
perspective this does not look like a
perspective this does not look like a stage with figures on it but actually it
stage with figures on it but actually it
stage with figures on it but actually it is this is an opera scene this is the
is this is an opera scene this is the
is this is an opera scene this is the proscenium arch these are the curtains
proscenium arch these are the curtains
proscenium arch these are the curtains this is the speaker this is the program
this is the speaker this is the program
this is the speaker this is the program you receive at the Opera and this is the
you receive at the Opera and this is the
you receive at the Opera and this is the stage and these are the actors and this
stage and these are the actors and this
stage and these are the actors and this is as they enter the stage it’s a radio
is as they enter the stage it’s a radio
is as they enter the stage it’s a radio as you turn the stage the figures come
as you turn the stage the figures come
as you turn the stage the figures come onto the stage through the door they are
onto the stage through the door they are
onto the stage through the door they are the tuning moments the curtains are the
the tuning moments the curtains are the
the tuning moments the curtains are the switch the loudspeaker clearly is the
switch the loudspeaker clearly is the
switch the loudspeaker clearly is the loudspeaker and the little printed piece
loudspeaker and the little printed piece
loudspeaker and the little printed piece of paper is the program
of paper is the program
of paper is the program you’re listening to the experience of
you’re listening to the experience of
you’re listening to the experience of the Opera is something we will recognize
the Opera is something we will recognize
the Opera is something we will recognize but listening to a grill on a wall has
but listening to a grill on a wall has
but listening to a grill on a wall has nothing to do with the performance of
nothing to do with the performance of
nothing to do with the performance of the music so we were trying to take the
the music so we were trying to take the
the music so we were trying to take the metaphors even in 1990 to explain and
metaphors even in 1990 to explain and
metaphors even in 1990 to explain and enrich the experience of listening to a
enrich the experience of listening to a
enrich the experience of listening to a very ordinary radio by turning it on by
very ordinary radio by turning it on by
very ordinary radio by turning it on by tuning it and by enjoying the moment it
tuning it and by enjoying the moment it
tuning it and by enjoying the moment it was off a cultural platform not a
was off a cultural platform not a
was off a cultural platform not a technological platform when I joined
technological platform when I joined
technological platform when I joined Philips in 1998 many of you will
Philips in 1998 many of you will
Philips in 1998 many of you will recognize these I’m sure there were many
recognize these I’m sure there were many
recognize these I’m sure there were many many projects that we were looking at
many projects that we were looking at
many projects that we were looking at which were to do with different context
which were to do with different context
which were to do with different context of life there were different visions of
of life there were different visions of
of life there were different visions of a different type of future and we were
a different type of future and we were
a different type of future and we were exploring from a cultural point of view
exploring from a cultural point of view
exploring from a cultural point of view how to use these different technologies
how to use these different technologies
how to use these different technologies in everyday lives whether it was to do
in everyday lives whether it was to do
in everyday lives whether it was to do with how children played whether it was
with how children played whether it was
with how children played whether it was to do with how we remembered why certain
to do with how we remembered why certain
to do with how we remembered why certain objects were important in our life
objects were important in our life
objects were important in our life whether it was how sight and sound were
whether it was how sight and sound were
whether it was how sight and sound were embedded in the bedroom experience how
embedded in the bedroom experience how
embedded in the bedroom experience how we put technology into our clothes with
we put technology into our clothes with
we put technology into our clothes with Levi’s even in 1998 9 was it mm perhaps
Levi’s even in 1998 9 was it mm perhaps
Levi’s even in 1998 9 was it mm perhaps what how the cooking experience became a
what how the cooking experience became a
what how the cooking experience became a performance these were cultural drivers
performance these were cultural drivers
performance these were cultural drivers for new ways of being so that technology
for new ways of being so that technology
for new ways of being so that technology became meaningful to us we were trying
became meaningful to us we were trying
became meaningful to us we were trying to find new value for people by really
to find new value for people by really
to find new value for people by really really valuing them really really
really valuing them really really
really valuing them really really understanding them in their deaths and
understanding them in their deaths and
understanding them in their deaths and to do that we had to work together with
to do that we had to work together with
to do that we had to work together with them with ourselves in real life
them with ourselves in real life
them with ourselves in real life experiences so stay for nomad Sano who
experiences so stay for nomad Sano who
experiences so stay for nomad Sano who many of you will know was our CEO at the
many of you will know was our CEO at the
many of you will know was our CEO at the time my light bulb moment then was that
time my light bulb moment then was that
time my light bulb moment then was that he had made the team at the time in
he had made the team at the time in
he had made the team at the time in which I was fortunate enough to join
which I was fortunate enough to join
which I was fortunate enough to join they had made this claim of how design
they had made this claim of how design
they had made this claim of how design through this amazing company that
through this amazing company that
through this amazing company that we are today was going to create value
we are today was going to create value
we are today was going to create value through the design process through the
through the design process through the
through the design process through the design discipline which was focused on
design discipline which was focused on
design discipline which was focused on people’s personal growth as we’ve
people’s personal growth as we’ve
people’s personal growth as we’ve already heard this morning to help her
already heard this morning to help her
already heard this morning to help her sleeve better harmony with each other
sleeve better harmony with each other
sleeve better harmony with each other and within better harmony of our natural
and within better harmony of our natural
and within better harmony of our natural world so that we could truly be
world so that we could truly be
world so that we could truly be ourselves so that we could truly begin
ourselves so that we could truly begin
ourselves so that we could truly begin to understand how to answer the question
to understand how to answer the question
to understand how to answer the question how then shall we live how then shall we
how then shall we live how then shall we
how then shall we live how then shall we live how then shall we know ourselves so
live how then shall we know ourselves so
live how then shall we know ourselves so that we live for our future sake the
that we live for our future sake the
that we live for our future sake the Phillips family understood all this they
Phillips family understood all this they
Phillips family understood all this they understood what it was to work together
understood what it was to work together
understood what it was to work together to imagine new ways of living new ways
to imagine new ways of living new ways
to imagine new ways of living new ways of experiencing and this building is an
of experiencing and this building is an
of experiencing and this building is an icon to that but in 1958 the year before
icon to that but in 1958 the year before
icon to that but in 1958 the year before I was born
I was born
I was born this installation LuPone electronic was
this installation LuPone electronic was
this installation LuPone electronic was built in Brussels bringing together
built in Brussels bringing together
built in Brussels bringing together sight and sound through architects
sight and sound through architects
sight and sound through architects musicians composers designers Luca Busey
musicians composers designers Luca Busey
musicians composers designers Luca Busey Edgar varèse created an immersive
Edgar varèse created an immersive
Edgar varèse created an immersive experience choreographed to give a
experience choreographed to give a
experience choreographed to give a picture of what future life size and
picture of what future life size and
picture of what future life size and sound in the domestic environment might
sound in the domestic environment might
sound in the domestic environment might be like facilitated by the technologies
be like facilitated by the technologies
be like facilitated by the technologies that this company was delivering they
that this company was delivering they
that this company was delivering they were exploiting all the channels of
were exploiting all the channels of
were exploiting all the channels of expression not just a beautiful thing
expression not just a beautiful thing
expression not just a beautiful thing but a whole beautiful being space 60
but a whole beautiful being space 60
but a whole beautiful being space 60 years ago this was envisaged some of
years ago this was envisaged some of
years ago this was envisaged some of those projects I showed you just touched
those projects I showed you just touched
those projects I showed you just touched on that it still has not happened not
on that it still has not happened not
on that it still has not happened not because it can’t be done
because it can’t be done
because it can’t be done technologically not because it can’t be
technologically not because it can’t be
technologically not because it can’t be done emotionally not because it can’t be
done emotionally not because it can’t be
done emotionally not because it can’t be done spiritually not even because it
done spiritually not even because it
done spiritually not even because it can’t be done economically but somehow
can’t be done economically but somehow
can’t be done economically but somehow we’re still persuaded to drive for
we’re still persuaded to drive for
we’re still persuaded to drive for efficiency somehow we’re still persuaded
efficiency somehow we’re still persuaded
efficiency somehow we’re still persuaded to drive for something else this vision
to drive for something else this vision
to drive for something else this vision is 60 years old at least
when Daniel I were at the Royal College
when Daniel I were at the Royal College of Art this happened in 1994 another
of Art this happened in 1994 another
of Art this happened in 1994 another manifestation of being inside the
manifestation of being inside the
manifestation of being inside the product space
product space
product space Paul Braun called this end space the
Paul Braun called this end space the
Paul Braun called this end space the display the interaction device the human
display the interaction device the human
display the interaction device the human interaction with the space and the whole
interaction with the space and the whole
interaction with the space and the whole room had become one this is just a
room had become one this is just a
room had become one this is just a mock-up but 25 years ago this was
mock-up but 25 years ago this was
mock-up but 25 years ago this was reimagined as a single immersive space
reimagined as a single immersive space
reimagined as a single immersive space where people could become people they
where people could become people they
where people could become people they could create their ideas they could
could create their ideas they could
could create their ideas they could present their images they could become
present their images they could become
present their images they could become part of their own story in a light and
part of their own story in a light and
part of their own story in a light and space sound by 2009 we’d made it happen
space sound by 2009 we’d made it happen
space sound by 2009 we’d made it happen some of the research projects that I was
some of the research projects that I was
some of the research projects that I was leading in Philips design we were making
leading in Philips design we were making
leading in Philips design we were making this happen and this was the first
this happen and this was the first
this happen and this was the first opportunity where the content was now
opportunity where the content was now
opportunity where the content was now becoming the object and the object was
becoming the object and the object was
becoming the object and the object was becoming the space and the space was
becoming the space and the space was
becoming the space and the space was becoming the experience and we were
becoming the experience and we were
becoming the experience and we were driving it so this object has no edges
driving it so this object has no edges
driving it so this object has no edges the skin is the interaction the skin is
the skin is the interaction the skin is
the skin is the interaction the skin is the display as you use it it changes
the display as you use it it changes
the display as you use it it changes it’s an object in a perpetual state of
it’s an object in a perpetual state of
it’s an object in a perpetual state of becoming the interactions change we made
becoming the interactions change we made
becoming the interactions change we made it for real I don’t I’m not going to
it for real I don’t I’m not going to
it for real I don’t I’m not going to show you a video we made it for real it
show you a video we made it for real it
show you a video we made it for real it became its own projector that became its
became its own projector that became its
became its own projector that became its own light emitter sadly now all data is
own light emitter sadly now all data is
own light emitter sadly now all data is on the cloud so it doesn’t need to exist
on the cloud so it doesn’t need to exist
on the cloud so it doesn’t need to exist but what it showed us that we were now
but what it showed us that we were now
but what it showed us that we were now becoming closer to the full immersive
becoming closer to the full immersive
becoming closer to the full immersive experiences but it took many different
experiences but it took many different
experiences but it took many different channels of expression many different
channels of expression many different
channels of expression many different people from different backgrounds to
people from different backgrounds to
people from different backgrounds to work together on its social
work together on its social
work together on its social anthropologists psychologists
anthropologists psychologists
anthropologists psychologists sociologists technologists engineers
sociologists technologists engineers
sociologists technologists engineers interaction designers artists
interaction designers artists
interaction designers artists photographers futurists historians were
photographers futurists historians were
photographers futurists historians were working together on this
so now
so now universities wouldn’t it be amazing if
universities wouldn’t it be amazing if
universities wouldn’t it be amazing if we could start to bring those
we could start to bring those
we could start to bring those disciplines together not to learn about
disciplines together not to learn about
disciplines together not to learn about the discipline not to learn how to
the discipline not to learn how to
the discipline not to learn how to profess in the profession only but how
profess in the profession only but how
profess in the profession only but how to create the future as an integrated
to create the future as an integrated
to create the future as an integrated whole a whole life a whole life in the
whole a whole life a whole life in the
whole a whole life a whole life in the future most universities are not
future most universities are not
future most universities are not structured like this there’s another
structured like this there’s another
structured like this there’s another generation of University it is really
generation of University it is really
generation of University it is really essential I think that we bring the
essential I think that we bring the
essential I think that we bring the disciplines together to reflect on and
disciplines together to reflect on and
disciplines together to reflect on and create value in the global challenges
create value in the global challenges
create value in the global challenges whether you do it through design or
whether you do it through design or
whether you do it through design or chemistry doesn’t matter but we need to
chemistry doesn’t matter but we need to
chemistry doesn’t matter but we need to work together to think about the future
work together to think about the future
work together to think about the future in the new new way this was my second
in the new new way this was my second
in the new new way this was my second big paradigm shift design also don’t
big paradigm shift design also don’t
big paradigm shift design also don’t only gone from technology to cultural
only gone from technology to cultural
only gone from technology to cultural platform it had moved from single
platform it had moved from single
platform it had moved from single discipline of the hero designer into a
discipline of the hero designer into a
discipline of the hero designer into a co-created facilitated whole life
funnily enough it was like that in the
funnily enough it was like that in the 15th century with the Renaissance it’s
15th century with the Renaissance it’s
15th century with the Renaissance it’s not a new idea it’s not a new idea for
not a new idea it’s not a new idea for
not a new idea it’s not a new idea for some reason we don’t do it the next big
some reason we don’t do it the next big
some reason we don’t do it the next big paradigm shift has been inside the
paradigm shift has been inside the
paradigm shift has been inside the university it’s fine or inside Philips
university it’s fine or inside Philips
university it’s fine or inside Philips we managed to do it to a certain extent
we managed to do it to a certain extent
we managed to do it to a certain extent but we don’t do it as a society now that
but we don’t do it as a society now that
but we don’t do it as a society now that I’m working in a university again I
I’m working in a university again I
I’m working in a university again I begin to see four big stakeholder
begin to see four big stakeholder
begin to see four big stakeholder communities the public us the citizens
communities the public us the citizens
communities the public us the citizens we are the drivers of the future are we
we are the drivers of the future are we
we are the drivers of the future are we the most important our academic research
the most important our academic research
the most important our academic research groups research centres our research
groups research centres our research
groups research centres our research institutes are another player government
institutes are another player government
institutes are another player government policy whether it’s in H 2020 or in the
policy whether it’s in H 2020 or in the
policy whether it’s in H 2020 or in the peak in the Delta or in the UK RI UK
peak in the Delta or in the UK RI UK
peak in the Delta or in the UK RI UK research innovation councils of the UK
research innovation councils of the UK
research innovation councils of the UK the funding that a national agenda
the funding that a national agenda
the funding that a national agenda drives the future
drives the future
drives the future whether we like it or not people lobby
whether we like it or not people lobby
whether we like it or not people lobby on it all the time
on it all the time
on it all the time people make a difference a lot of things
people make a difference a lot of things
people make a difference a lot of things are happening that you might not agree
are happening that you might not agree
are happening that you might not agree with it’s another big stakeholder group
with it’s another big stakeholder group
with it’s another big stakeholder group and industry industry has an agenda
and industry industry has an agenda
and industry industry has an agenda industry has a massive agenda some of us
industry has a massive agenda some of us
industry has a massive agenda some of us are very noble some of us are not so but
are very noble some of us are not so but
are very noble some of us are not so but the four together need to work together
the four together need to work together
the four together need to work together all of the time I know that as I talk to
all of the time I know that as I talk to
all of the time I know that as I talk to you I’m building up a level of
you I’m building up a level of
you I’m building up a level of complexity here which is almost
complexity here which is almost
complexity here which is almost impossible to fathom and almost
impossible to fathom and almost
impossible to fathom and almost impossible to manage and lead the
impossible to manage and lead the
impossible to manage and lead the conundrum with this model is who goes
conundrum with this model is who goes
conundrum with this model is who goes first who starts this process who is the
first who starts this process who is the
first who starts this process who is the creative lead somebody will go first be
creative lead somebody will go first be
creative lead somebody will go first be careful for those who go first the
careful for those who go first the
careful for those who go first the entrepreneurs in this society have a lot
entrepreneurs in this society have a lot
entrepreneurs in this society have a lot to answer for and there’s a lot of
to answer for and there’s a lot of
to answer for and there’s a lot of problems with going second going first
problems with going second going first
problems with going second going first is a real act of leadership and a real
is a real act of leadership and a real
is a real act of leadership and a real point of responsibility with some people
point of responsibility with some people
point of responsibility with some people in my universe you don’t even believe in
in my universe you don’t even believe in
in my universe you don’t even believe in don’t go first we don’t believe in
don’t go first we don’t believe in
don’t go first we don’t believe in leadership don’t do it but somebody
leadership don’t do it but somebody
leadership don’t do it but somebody always goes first we don’t call
always goes first we don’t call
always goes first we don’t call entrepreneurship entrepreneurship for
entrepreneurship entrepreneurship for
entrepreneurship entrepreneurship for nothing someone always goes first and I
nothing someone always goes first and I
nothing someone always goes first and I think it probably is time to go back to
think it probably is time to go back to
think it probably is time to go back to my thoughts with Daniel vile in 1993
my thoughts with Daniel vile in 1993
my thoughts with Daniel vile in 1993 universities can go first in bringing
universities can go first in bringing
universities can go first in bringing people together in bringing people
people together in bringing people
people together in bringing people together to create a different type of
together to create a different type of
together to create a different type of future in a different type of way when I
future in a different type of way when I
future in a different type of way when I led the living memory project with some
led the living memory project with some
led the living memory project with some of you will know with some colleagues in
of you will know with some colleagues in
of you will know with some colleagues in the room we tried to reflect on the act
the room we tried to reflect on the act
the room we tried to reflect on the act of the creative director in a consortium
of the creative director in a consortium
of the creative director in a consortium program like that a consortium program
program like that a consortium program
program like that a consortium program was there a role was there not a role
was there a role was there not a role
was there a role was there not a role was it a beneficial role we concluded
was it a beneficial role we concluded
was it a beneficial role we concluded that there was a role and that it was
that there was a role and that it was
that there was a role and that it was beneficial if led wisely so I am daring
beneficial if led wisely so I am daring
beneficial if led wisely so I am daring to try in our university in a new
to try in our university in a new
to try in our university in a new context to see if we can build a
context to see if we can build a
context to see if we can build a university that can take a leadership
university that can take a leadership
university that can take a leadership position like this not just teach the
position like this not just teach the
position like this not just teach the disciplines not just teach for the
disciplines not just teach for the
disciplines not just teach for the professions not just research in them
professions not just research in them
professions not just research in them deeper and deeper and deeper but bring
deeper and deeper and deeper but bring
deeper and deeper and deeper but bring them together to create a new future
them together to create a new future
them together to create a new future about the
however we’re not the only University
however we’re not the only University because here in Eindhoven there is the
because here in Eindhoven there is the
because here in Eindhoven there is the great mass and stein book you might be
great mass and stein book you might be
great mass and stein book you might be in the room and I give great credit to
in the room and I give great credit to
in the room and I give great credit to you somebody is now telling a story
you somebody is now telling a story
you somebody is now telling a story about a new type of excellent University
about a new type of excellent University
about a new type of excellent University a university for the 21st century I
a university for the 21st century I
a university for the 21st century I can’t take you through all this but if
can’t take you through all this but if
can’t take you through all this but if you can see some of it it talks about
you can see some of it it talks about
you can see some of it it talks about the methods the languages the attitudes
the methods the languages the attitudes
the methods the languages the attitudes the controls and the understanding that
the controls and the understanding that
the controls and the understanding that was sought in the first generation of
was sought in the first generation of
was sought in the first generation of universities defending the truth usually
universities defending the truth usually
universities defending the truth usually the church truth then discovering nature
the church truth then discovering nature
the church truth then discovering nature the scientific truth many universities
the scientific truth many universities
the scientific truth many universities are in this space and they’re now trying
are in this space and they’re now trying
are in this space and they’re now trying to create value usually research value
to create value usually research value
to create value usually research value or professional practice value but very
or professional practice value but very
or professional practice value but very few universities have got the foresight
few universities have got the foresight
few universities have got the foresight and the bravery to move to the next
and the bravery to move to the next
and the bravery to move to the next space which is a new type of value a new
space which is a new type of value a new
space which is a new type of value a new type of being a new type of purpose and
type of being a new type of purpose and
type of being a new type of purpose and what I’m saying might be very naive but
what I’m saying might be very naive but
what I’m saying might be very naive but I know it’s happening in this country
I know it’s happening in this country
I know it’s happening in this country and I’m trying to do it where I am we
and I’m trying to do it where I am we
and I’m trying to do it where I am we have different types of people no one’s
have different types of people no one’s
have different types of people no one’s negated but we’re bringing different
negated but we’re bringing different
negated but we’re bringing different people together to make an ecosystem of
people together to make an ecosystem of
people together to make an ecosystem of thinking that is creating something
thinking that is creating something
thinking that is creating something rather than merely understanding what
rather than merely understanding what
rather than merely understanding what was or what is we have become disruptors
was or what is we have become disruptors
was or what is we have become disruptors it’s open the agendas are not hidden the
it’s open the agendas are not hidden the
it’s open the agendas are not hidden the agendas are not financial the agendas
agendas are not financial the agendas
agendas are not financial the agendas are about serving the vulnerable
understanding our deeper core values and
understanding our deeper core values and beliefs so I propose a university whose
beliefs so I propose a university whose
beliefs so I propose a university whose objective is to lead an open innovation
objective is to lead an open innovation
objective is to lead an open innovation through research and education whose
through research and education whose
through research and education whose role is to enable to support value
role is to enable to support value
role is to enable to support value creation with others outside of itself
creation with others outside of itself
creation with others outside of itself through multi-factor networks which
through multi-factor networks which
through multi-factor networks which include industry professionals of course
include industry professionals of course
include industry professionals of course scientists entrepreneurs artists and
scientists entrepreneurs artists and
scientists entrepreneurs artists and citizens of the future and today we we
citizens of the future and today we we
citizens of the future and today we we are those people we are speaking with
are those people we are speaking with
are those people we are speaking with each other today it is our
each other today it is our
each other today it is our responsibility and our leadership
responsibility and our leadership
responsibility and our leadership opportunity to go to the future I call
opportunity to go to the future I call
opportunity to go to the future I call this a creative transformation an act of
this a creative transformation an act of
this a creative transformation an act of creative transformation as I say each of
creative transformation as I say each of
creative transformation as I say each of us has a role to play in this we need to
us has a role to play in this we need to
us has a role to play in this we need to become more creative and more active and
become more creative and more active and
become more creative and more active and participatory in co-creating our future
participatory in co-creating our future
participatory in co-creating our future whether we’re technologists educators
whether we’re technologists educators
whether we’re technologists educators designers or everything else together we
designers or everything else together we
designers or everything else together we can create a preferable future also
can create a preferable future also
can create a preferable future also possible also plausible rather than
possible also plausible rather than
possible also plausible rather than merely letting it run away with this and
merely letting it run away with this and
merely letting it run away with this and it is running away with us isn’t it look
it is running away with us isn’t it look
it is running away with us isn’t it look at the world I don’t need to blame
at the world I don’t need to blame
at the world I don’t need to blame anybody just look at the world look at
anybody just look at the world look at
anybody just look at the world look at my own country people are running away
my own country people are running away
my own country people are running away with themselves and then being sued off
with themselves and then being sued off
with themselves and then being sued off court as they’re invited to leave the
court as they’re invited to leave the
court as they’re invited to leave the government so please strive for your own
government so please strive for your own
government so please strive for your own human transformation do not take the
human transformation do not take the
human transformation do not take the easy techno path enable the formation
easy techno path enable the formation
easy techno path enable the formation please support us in the enable of the
please support us in the enable of the
please support us in the enable of the for the formation of the fourth
for the formation of the fourth
for the formation of the fourth generation University it can deliver
generation University it can deliver
generation University it can deliver great value on these principles at their
great value on these principles at their
great value on these principles at their core promote creative innovation
core promote creative innovation
core promote creative innovation wherever you are in this connected and
wherever you are in this connected and
wherever you are in this connected and transdisciplinary form so that we can
transdisciplinary form so that we can
transdisciplinary form so that we can meaningly drive and contribute to
meaningly drive and contribute to
meaningly drive and contribute to society in general and both the
society in general and both the
society in general and both the industrial and government sectors so
industrial and government sectors so
industrial and government sectors so that they know they are committed to the
that they know they are committed to the
that they know they are committed to the same aims truly democratize the future
same aims truly democratize the future
same aims truly democratize the future as our great friend Joseph in green used
as our great friend Joseph in green used
as our great friend Joseph in green used to preach as a prophet of the future
to preach as a prophet of the future
to preach as a prophet of the future 20 years ago what doesn’t matter is how
20 years ago what doesn’t matter is how
20 years ago what doesn’t matter is how you do it just do it nobody cares if you
you do it just do it nobody cares if you
you do it just do it nobody cares if you can’t dance well just get up and dance
can’t dance well just get up and dance
can’t dance well just get up and dance great dancers aren’t great because they
great dancers aren’t great because they
great dancers aren’t great because they dance well they’re great because of
dance well they’re great because of
dance well they’re great because of their passion because they believe it
their passion because they believe it
their passion because they believe it because they need it to happen thank you
because they need it to happen thank you
because they need it to happen thank you [Applause]
”
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