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Sergio Mugnaini
Sergio Mugnaini

This document discusses the concept of the hype cycle curve and how new technologies progress through different stages. It references an economist who divides the information era into the installation and unfolding phases. A questionnaire was administered that provided conclusions about how to best develop new ideas and technologies. The final considerations discuss how leaders can help turn resistors into adopters and the risks of ignoring new technological tools.

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Luddites print version
Research’s subject02 Berlin School of Creative Leadership, 2009
Agenda Berlin School of Creative Leadership, 2009 01 AGENDA
Background03 Berlin School of Creative Leadership, 2009
http://www.gartner.com Hype Circle Curve04 THE SPEED OF CHANGE. Berlin School of Creative Leadership, 2009
http://www.gartner.com Hype Circle Curve05 THE SPEED OF CHANGE. Berlin School of Creative Leadership, 2009 TECHNOLOGY TRIGGER
http://www.gartner.com Hype Circle Curve06 THE SPEED OF CHANGE. Berlin School of Creative Leadership, 2009 PEAK OF INFLATED EXPECTATIONS
http://www.gartner.com Hype Circle Curve07 THE SPEED OF CHANGE. Berlin School of Creative Leadership, 2009 TROUGH OF DISILLUSIONMENT
http://www.gartner.com Hype Circle Curve08 THE SPEED OF CHANGE. Berlin School of Creative Leadership, 2009 SLOPE OF ENLIGHTENMENT
http://www.gartner.com Hype Circle Curve09 THE SPEED OF CHANGE. Berlin School of Creative Leadership, 2009 PLATEAU OF PRODUCTIVITY
"”THE WORLD IS GOING THROUGH THE INFORMATION ERA, WHICH BEGUN IN 1971 WHEN COMPUTER CHIPS STARTED BEING PRODUCED IN SERIES AND ITS ALMOST UNIVERSALIZATION IN THE THREE SUBSEQUENT DECADES IN THE “INSTALLATION PHASE”. DURING THE FOLLOWING PHASE, WHICH THE WORLD HAS JUST ENTERED, AND THAT MIGHT LAST THIRTY YEARS, NEW TECHNOLOGIES WILL PROMOTE AN INCREASINGLY BETTER QUALITY OF LIFE FOR THE MAJORITY OF THE WORLD’S POPULATION IN THIS NEW PERIOD “UNFOLDING PHASE”.”” CARLOTA PEREZ, 70, VENEZUELAN ECONOMIST. TEACHER IN CAMBRIDGE UNNIVERSITY, ENGLAND. Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14. Information Era, Installation Phase & Unfolding Phase10 Berlin School of Creative Leadership, 2009
Problem11 Berlin School of Creative Leadership, 2009
Statement12
Luddites13 Berlin School of Creative Leadership, 2009
Luddites do 狠狠撸14 Berlin School of Creative Leadership, 2009
Luddites16 Berlin School of Creative Leadership, 2009
Luddites15 Berlin School of Creative Leadership, 2009
Luddites17 Berlin School of Creative Leadership, 2009
England Strategic Plans18 Berlin School of Creative Leadership, 2009
“"WHEN SPEAKING OF THE INDUSTRIAL REVOLUTION OF THE END OF THE SEVENTEENTH CENTURY IN ENGLAND, ALWAYS THINK ABOUT INTRODUCTION OF TEXTILE MACHINERY AND HUGE JUMP IN PRODUCTIVITY ENTAILING, BUT RARELY ARE GIVEN THE CREDIT TO THE NETWORK CHANNELS THAT LOADED COTTON , COAL AND PRODUCTS THROUGHOUT THE COUNTRY, MOVING FROM A RIVER TO ANOTHER, TO THE SEA. THIS WAS THE INTERNET THAT PERIOD.“ " ” CARLOTA PEREZ Carlota Perez, “O melhor está por vir,” Veja magazine, Ed. 2114, 27 May 2009, 8-14. Network Channels19 Berlin School of Creative Leadership, 2009
Network Channels20 Berlin School of Creative Leadership, 2009
Statement Question21 Berlin School of Creative Leadership, 2009
MADPROJECT 720 PEOPLE ANSWERED. 18 AND 56 yYEARS OLD. 35 DIFFERENT COUNTRIES. REAL TIME RESULTS. USING GOOGLE ANALYTICS. MadProject22 Berlin School of Creative Leadership, 2009
http://madproject.orgfree.com/. Questionnaire23 MADPROJECT Berlin School of Creative Leadership, 2009
QUESTIONNAIRE ANSWERS MadProject24 Berlin School of Creative Leadership, 2009
A SUCCESSFUL LEADER MUST UNDERSTAND ALL STAGES OF THE HYPE CIRCLE TO ALIGN DIFFERENT PROFESSIONALS AT DIFFERENT STAGES OF TECHNOLOGyY DEVELOPMENT. MadProject: Conclusions25 Berlin School of Creative Leadership, 2009
54% OF USERS BELIEVE THE BEST SOLUTION IS DIGITAL STRATEGY 26 Berlin School of Creative Leadership, 2009 MadProject: Conclusions
27 57% OF USERS BELIEVE THE BEST SOLUTION IS TO MIX BABY BOOMERS AND MEMBERS OF THE GENERATION NEXT IN THE SAME TEAM TO CREATE FRESH IDEAS MadProject: Conclusions Berlin School of Creative Leadership, 2009
CONCLUSIONS AND FINAL RECOMMENDATIONS. 28 73%% OF USERS BELIEVE THAT AN OUTSTANDING IDEA COMES FIRST, AND THEN, IF IT PROVES TO BE THE CASE, ADD TECHNOLOGY TO IT. Berlin School of Creative Leadership, 2009 MadProject: Conclusions
29 64%% OF USERS BELIEVE THAT CREATIVE WORK SHOULD BE ENSEMBLE, AN OPEN SOURCE OF IDEAS BROUGHT TOGETHER BY THE CONCEPT AND NOT BY EXECUTION. Berlin School of Creative Leadership, 2009 MadProject: Conclusions
http://www.gartner.com Final Considerations30 STATEMENT OF THE RESEARCH: SUCCESSFUL LEADERS CAN TRANSFORM RESISTORS INTO ADOPTERS? ! Berlin School of Creative Leadership, 2009
FINAL CONSIDERATIONS Final Considerations31 IN CASE THERE ARE LUDDITES IN THE COMMUNICATION INDUSTRY, THEY RISK TWO THINGS: ! A. NOT ENJOYING ALL THE RICHNESS TECHNOLOGY HAS TO OFFER AT ANY GIVEN TIME. ! B. BECOMING OUTDATED AND BEING SURPASSED BY THOSE WHO DO NOT IGNORE THE TECHNOLOGICAL TOOLS THAT MIGHT BE AVAILABLE. Berlin School of Creative Leadership, 2009
ACKNOWLEDGMENTS Acknowledgments32 TO MY LITTLE BIG FAMILY, ANDREA AND THEO. TO MUGNAINI FAMILY, FOR COMPASSION AND ADMIRATION. TO MY FRIEND GABRIELA, FOR HELPING ME TO CHOOSE THE RIGHT WORDS. TO ALMAPBBDO, ENCOURAGING AND BELIEVING IN MY CAREER TO THE BERLIN SCHOOL, FOR THE EXCHANGING OF KNOWLEDGE. TO MICHAEL CONRAD, FOR THE WISDOM TO SPREAD HIS CREATIVITY SKILLS ALL AROUND. Berlin School of Creative Leadership, 2009

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