it’s all advertising nobody believes in
advertising nowadays true yeah let me
when I say creativity imagination and
purpose am I really saying that art
science and philosophy coming together
in a way yes and then the context in
which I am going to speak all these
three subjects is not in an Academical
way but in a way which is applied in
business innovation communication
marketing and impact on the consumers
when you ple see what is creativity
creativity is nothing but to find a
commonality between two things which
otherwise are not connected if you were
to find two things which are not
connected see something new in that and
then connect them it becomes creativity
I’ll give you an example you guys are
familiar with this because of sculpture
there are two parts of a cycle which
were not connected we see a cycle as a
cycle and he brought in two different
objects together to form something new
that is what is creativity creativity is
to connect two unconnected things and
then find a newer idea newer object you
are expression into it however we often
get confused between
creativity and craftsmanship and we
think that if you don’t paint then we
are not creative if we can’t sing then
we are not creative if you can’t write
poetry we think it is not creative we
are not creative but we think this is
how creative people look but contrary to
popular belief this is what crews have
become highly skilled at making a living
in these new urban environments in this
Japanese city they have devised a way of
eating a food that normally they can’t
manage they stationed themselves beside
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who is not creative every living being
is creative I think our ability to think
and then find an innovative solution to
a problem is what creativity is all
about creativity is to really find newer
ways of doing things
creating newer objects and then creating
newer processes in a way the
craftsmanship and creativity creativity
thrives when there is craftsmanship and
then if you see how people use the
craftsmanship to really give wings to an
idea here is an example of Samsonite
while communicating the idea of while
you enjoy the luxury of flying your
suitcase will go through hell and even
being half even after going through the
hell you still come out smelling roses
it’s a simple idea and which is being
brought to life by using craft the idea
first and then the craft next here is
another example of how craftsmanship so
it is only one word which is written
next to a car just one word the idea is
to connect a beetle which gives you fuel
efficient engine versus a lime which we
squeezed till the last ounce so it is
this is what the creativity always been
how do you connect how do you talk to
people who are intelligent who already
read an intelligent newspaper called
economists the people who don’t read
must be fools that’s what it says I
never read The Economist Management
Trainee age 42
you can’t get more intelligent than that
that’s how creativity always you know
thrived with part of craftsmanship now
we talk about innovation isn’t
innovation and creativity or both sides
of the same coin of course they are
creativity thrives with lots of
craftsmanship and innovation thrives
with lots of technology and this day and
age it’s a combination of that
creativity which is ideas and then the
innovation which is the process of
building things which actually give
wings to your ideas and here are some
great examples of innovation here is an
innovation which was done out of New
Zealand you collect water from a pond
and then you cycle back home by the time
you reach home you get filtered water
using simple mechanical energy beautiful
isn’t it this is one more innovation
which actually created one of the most
desirable thing for anyone else anyone
which is the supersonic jet conquered
but conquered thought or it was designed
for businessmen in future would be
travelling and wanting to travel faster
paying more money and more businessmen
in the global world would fly and then
then you have another innovation called
segue Sigma is again it’s self balancing
electrical vehicle which goes at a speed
of 21 km/h but created with an intent of
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[Applause]
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it’s what IBM did they not only made
atoms dance but they animated you made a
film out of it isn’t it wonderful
innovation then let me come to the last
part of this which is purposeful
innovations without a purpose
innovations are of no use to anyone
purpose is to find a place in people’s
life if innovations and ideas and
creativity does not find a place in
people’s lives then these innovations
are useless for any commercial purpose
it is more important than anything else
to find a purpose and purpose you can
find when you actually look close to how
people live and what are the issues they
have and then what insights you have
into their life and into their behavior
and most ideas often generated out of
these deeper insights of human
observation lead to greater inventions
and then those inventions because they
have come from observing a human
behavior
the problems with people face and when
you solve those problems you will find a
place in their heart
that is where the successful brands
innovations enterprises today are formed
here are some examples which I will
quickly run through this is a cue drum
which was created the designer was just
looking at women in Africa carrying tons
and tons of water miles and mines
together every day and he wanted to do
something to solve a problem for them
and then he created a water can in his
space of a drama and then he called it
as Kouta today it is revolutionizing the
way people carry water not just in
Africa but also in interiors of India
isn’t this more purposeful innovation
than the cycle which we have seen that
here today if you can refer to by a
cycle you would have drinking water at
home true Concord thought there are more
people more businessmen would travel in
the future at higher cost therefore you
have a profitable business and it was
went the other way because more and more
people wanted to travel at cheaper and
cheaper cost and then this came true and
then people wanted to travel today
everyone wants to travel across the
world his greater mobility and millions
of people are travelling across the
continent because of effort ability and
Mitch has found far more place in our
hearts there is another example of
drones compare this to Segway Segway is
now relegated to theme parks and malls
and it has never replaced the cars but
groans have started finding a place in
our lives
they started with defense and then went
on to delivery and then today they do
almost everything and then tomorrow
uber is going to introduce personal
transport where uber will come in and
pick you up in a drone and then drop you
wherever you want to go so innovations
you know which find the
place in your in your life will always
be more purposeful
nearly every day something almost
happens you’ve kind of got to be able to
second-guess the taxi in front of you or
the pedestrians coming up I end up
getting nearly at least once they the
young driver lost concentration and hit
me from behind I was extremely lucky
that day the doctor said that 95% of
people that would have sustained those
injuries would have been killed by them
wrong roads that were built really a
hundred years ago for far less traffic
in terms of cycling at night I feel way
less visible sometimes I choose not to
cycle home at night it’s a lot more
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life’s pain sees the unique spray
difference are the reflected products on
the market when you try to surface the
reflective particles will stick together
with a special adhesive making the spray
invisible by days but light up at night
can declare headlights
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Phobos renowned for its safety
innovations large paint takes the
principles about 20/20 vision
protecting passengers inside the car to
protect those outside trees I think
you’ve just got to be invisible as you
can and that’s the good thing about life
brain as it makes it very hard view to
be miss putting something on that will
make you scream out of drivers like me
I think cycle safety in London is not
all about bicycles
it’s about cars is about pedestrians is
about sharing the road with other users
so it’s great that a car brand has got
involved to essentially help cyclists
and help drivers in the end and save
lives
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even if you save one life it’s perfect
purposeful the road accidents are caused
by cars and cars are worried about
cyclists isn’t it
purposeful the moral of the story is if
you have all three creativity innovation
and purpose purpose comes from
observation insights and relevance
creativity solves a problem which exists
an innovation gives the technology and
then wings to those ideas and then
finally you have purposeful enterprises
these are the new new kind of companies
you know Airbnb the purpose is today
people don’t want to go to experience
hotels we go we travel to experience
people culture geography a part of
something you know which you wanted to
be familiar with you wanted to
understand and that inside has really
led them to really find that people
learn more living it somebody else’s
house about themself about them rather
than seeing them in a photo album and
then that led them to really find a new
business innovative model of making
people host guests and in the process
guests have become hot and host have
also become guests and that’s how the
entire community has spread and then
today technology is enabling and then
giving a platform to people to choose
the kind of families they wanted to live
with and that is the reason why today’s
enterprises are far more purposeful when
they actually bring in all the things
together
uber serving a purpose in your life
swinging serving a purpose in your life
all these
or something which is purposeful which
is driven by a human observation trying
to solve a problem which is real if you
try to solve a problem it does not exist
and then you will be we will not be
welcomed if you if you really solve a
problem which really exists and find
your solution to that world will embrace
you and then that is where your
innovation your thought process or your
enterprise will become purposeful thank
you [Applause]