[Music]
I see my sketch for my cool glasses I’m
a designer and I said shiner I have a
question for you do you think let’s
think for a second using the Korean
patience it’s a sustainable business
model think about it well I guess you
were right it’s not not at all and
that’s not something coming from me it
comes from that for now report form one
of these famous computers infirm
thinking about the treatment based on
gene therapies and they come to this
conclusion the fact that curing patients
is not a good business model in need
it’s better to keep people ill you know
they’re kind of more Victorian customers
and you know what happens when I when
when I read things like this which
happens most my own words every day you
know what comes to my mind what it
reminds me of psychopaths
Psychopaths behave exactly like
corporations there are people that only
think about themselves think about self
you know everything that is they are
driven by self-interest only they’re
people that like a compassion only kind
of consideration for others they like
what we call empathy the thing is that I
wish an official price about this the
very foundations our worship of our
system of our economic kind of framework
is based on the very same principle the
fact that everything is just driven by
self-interest we shouldn’t expect any
kind of generosity from the market
that’s fine we build the system we live
in the system we have business school
just specialize on making the most
efficient kind of optimizing the market
based on this principle but the tillage
is that we people humans are not exactly
like that where it more sophisticated we
are not just doing by self-interest we
are not just driven by the searcher of
just a know shallow profit we’re driven
by where kind of human social am
terrible social animals and efficient
animal means that we live and we only
can survive in a community and that
means that we have to look after each
other we have to look for for
for the interest of the community share
interest is also of self-interest but
not only that the truth is that we we
are not just driven by this kind of we
are not just searching for profit
worship or something that goes well
deeper than that we are defined as
humans our human conditions is they fine
but this intense longing for meaning
we’re able and capable of sacrifice
ourselves for something like justice or
freedom or or love I’m very familiar
with that because I grew up
professionally as an artist I’m believe
it or not is true that we are doing by
something like passion which is the
sense of duty and curiosity that drive
our our day-to-day and this seems to
contradict the very logic of the market
of the system we built so I’d really
struggle when I move into the corporate
world as a designer and for me was quite
difficult to understand something that
was quite obvious for everyone the fact
that and the only reason you were there
working day to day it was just for the
benefit of something for its own
self-interest with no any other
consideration so I would really was my
thought from that very moment I would
wreak on them this is why the Matic put
a way of putting it but I would really
condemn to serve the insatiable hunger
of Psychopaths do we have to put our
creativity our desires our dreams just
to serve the interests of something that
only thinks about itself so the good
news is that the world is changing it’s
becoming more complex it’s becoming more
uncertain so businesses have to learn to
to work to find a new ways of competing
in this complex environment and one of
the good news is that one of the things
that Venus have to list to become more
relevant in human terms they need to be
more competitive and that means to be
more relevant for us for people so they
have to become what we call customer
centric businesses or I have I preferred
to put this pair a people centric
businesses and guess who is in charge of
making this piece this business is more
people centric while people like me
designers design I like to define it as
the place work
creativity meets empathy creativity is
not more than this kind of human
capacity of solving new problems new
unexpected ways something that helped us
to survive during our whole evolution
and empathy is exactly what Psychopaths
like so the center’s believe we work in
this intersection between the world and
ask people where the stress laterz our
only a game our only aim is to make the
this hosted were slightly more human
slobbing more beautiful slightly more
meaningful more useful and more kind our
material is relationships so as
businesses are struggling to survive and
to thrive in this new context there is
they’re hiring people like me I think
I’ll be the responsible of them but they
start hiring designers just for the sake
of making the products more relevant for
people so we can go in we can go in to
help them to be more competitive but as
as we go and get inside the
organizations we all of a sudden have a
great opportunity which is opening the
doors of this trillion horse of the
transformational power of design we can
go in organizations and it’s time to
hold the flag to defend humanity our
human values our to drive and define the
world of witnesses in human terms we can
insert empathy at the very heart of
organizations so how can we do that how
we can set the foundations of this non
psychopathic economy I guess well what
we have to do is understand the were in
a transition and designers are there to
push this transition we’re in a world
that is defined as we said before by
this kind of constant exhausting
negotiation for of two forces the market
an ass that drives in opposite
directions trying to stacked as much as
they can as we can from each other
so we will have to do is to move from
this transactional world into a world of
relations we have to look after each
other business some people who have to
be become relevant
and in order to become relevant for
people as businesses the main goal we
have is to build trust I think Trust is
the most valuable asset of contemporary
businesses and it’s also the most
difficult one to get and how did you get
trust how do you make yourself relevant
and important for people you do it by
having a purpose what the hell is this
thing of a purpose a purpose is a way of
defining yourself as a business in
relation to the others is embedding this
capacity of empathy in the very
definition in the core recognition of
the business I’m going to pursue an
example a quite nice one to understand
what it is this about thing called IKEA
it’s a very well-known brand very
familiar for all of us we can think
about a business like IKEA as this
business I want to sell as much
furniture as possible but they like to
define themselves not the words the
industry or towards the products they
like to define themselves toward us
people and they said that the aim is to
create a better everyday life for the
many people if you look at this
definition is great because it makes
idea the fact that they can offer cheap
furniture not at low cost kind of a
consumption but as a way of
democratization Beauty democratization
harmony and well-being so let’s think
about it for a minute and ask ourselves
what if we can embed empathy at the
heart and the way we can define
businesses from now on what if for
example we started finding the the world
of finance and I guess many of you work
on the phenotype industry or in to work
in banking what if we find our day to
day job in finance as the way of
enabling people’s future our future our
family’s future our business features
what if media for example I have a lot
of experience in the in the media world
becomes not just a way of getting clicks
like crazy but a way of helping people
to make sense of this messy and
uncertain world
what if technology stop looking at
stopping social Center and
promised a way of opening new
possibilities for all of us and worried
it’s going back to the beginning
what is the pharmaceutical industry
becomes the industry or just ensuring
that we are just okay what if I leave
this question for you thanks a lot [Applause]
I see my sketch for my cool glasses I’m
a designer and I said shiner I have a
question for you do you think let’s
think for a second using the Korean
patience it’s a sustainable business
model think about it well I guess you
were right it’s not not at all and
that’s not something coming from me it
comes from that for now report form one
of these famous computers infirm
thinking about the treatment based on
gene therapies and they come to this
conclusion the fact that curing patients
is not a good business model in need
it’s better to keep people ill you know
they’re kind of more Victorian customers
and you know what happens when I when
when I read things like this which
happens most my own words every day you
know what comes to my mind what it
reminds me of psychopaths
Psychopaths behave exactly like
corporations there are people that only
think about themselves think about self
you know everything that is they are
driven by self-interest only they’re
people that like a compassion only kind
of consideration for others they like
what we call empathy the thing is that I
wish an official price about this the
very foundations our worship of our
system of our economic kind of framework
is based on the very same principle the
fact that everything is just driven by
self-interest we shouldn’t expect any
kind of generosity from the market
that’s fine we build the system we live
in the system we have business school
just specialize on making the most
efficient kind of optimizing the market
based on this principle but the tillage
is that we people humans are not exactly
like that where it more sophisticated we
are not just doing by self-interest we
are not just driven by the searcher of
just a know shallow profit we’re driven
by where kind of human social am
terrible social animals and efficient
animal means that we live and we only
can survive in a community and that
means that we have to look after each
other we have to look for for
for the interest of the community share
interest is also of self-interest but
not only that the truth is that we we
are not just driven by this kind of we
are not just searching for profit
worship or something that goes well
deeper than that we are defined as
humans our human conditions is they fine
but this intense longing for meaning
we’re able and capable of sacrifice
ourselves for something like justice or
freedom or or love I’m very familiar
with that because I grew up
professionally as an artist I’m believe
it or not is true that we are doing by
something like passion which is the
sense of duty and curiosity that drive
our our day-to-day and this seems to
contradict the very logic of the market
of the system we built so I’d really
struggle when I move into the corporate
world as a designer and for me was quite
difficult to understand something that
was quite obvious for everyone the fact
that and the only reason you were there
working day to day it was just for the
benefit of something for its own
self-interest with no any other
consideration so I would really was my
thought from that very moment I would
wreak on them this is why the Matic put
a way of putting it but I would really
condemn to serve the insatiable hunger
of Psychopaths do we have to put our
creativity our desires our dreams just
to serve the interests of something that
only thinks about itself so the good
news is that the world is changing it’s
becoming more complex it’s becoming more
uncertain so businesses have to learn to
to work to find a new ways of competing
in this complex environment and one of
the good news is that one of the things
that Venus have to list to become more
relevant in human terms they need to be
more competitive and that means to be
more relevant for us for people so they
have to become what we call customer
centric businesses or I have I preferred
to put this pair a people centric
businesses and guess who is in charge of
making this piece this business is more
people centric while people like me
designers design I like to define it as
the place work
creativity meets empathy creativity is
not more than this kind of human
capacity of solving new problems new
unexpected ways something that helped us
to survive during our whole evolution
and empathy is exactly what Psychopaths
like so the center’s believe we work in
this intersection between the world and
ask people where the stress laterz our
only a game our only aim is to make the
this hosted were slightly more human
slobbing more beautiful slightly more
meaningful more useful and more kind our
material is relationships so as
businesses are struggling to survive and
to thrive in this new context there is
they’re hiring people like me I think
I’ll be the responsible of them but they
start hiring designers just for the sake
of making the products more relevant for
people so we can go in we can go in to
help them to be more competitive but as
as we go and get inside the
organizations we all of a sudden have a
great opportunity which is opening the
doors of this trillion horse of the
transformational power of design we can
go in organizations and it’s time to
hold the flag to defend humanity our
human values our to drive and define the
world of witnesses in human terms we can
insert empathy at the very heart of
organizations so how can we do that how
we can set the foundations of this non
psychopathic economy I guess well what
we have to do is understand the were in
a transition and designers are there to
push this transition we’re in a world
that is defined as we said before by
this kind of constant exhausting
negotiation for of two forces the market
an ass that drives in opposite
directions trying to stacked as much as
they can as we can from each other
so we will have to do is to move from
this transactional world into a world of
relations we have to look after each
other business some people who have to
be become relevant
and in order to become relevant for
people as businesses the main goal we
have is to build trust I think Trust is
the most valuable asset of contemporary
businesses and it’s also the most
difficult one to get and how did you get
trust how do you make yourself relevant
and important for people you do it by
having a purpose what the hell is this
thing of a purpose a purpose is a way of
defining yourself as a business in
relation to the others is embedding this
capacity of empathy in the very
definition in the core recognition of
the business I’m going to pursue an
example a quite nice one to understand
what it is this about thing called IKEA
it’s a very well-known brand very
familiar for all of us we can think
about a business like IKEA as this
business I want to sell as much
furniture as possible but they like to
define themselves not the words the
industry or towards the products they
like to define themselves toward us
people and they said that the aim is to
create a better everyday life for the
many people if you look at this
definition is great because it makes
idea the fact that they can offer cheap
furniture not at low cost kind of a
consumption but as a way of
democratization Beauty democratization
harmony and well-being so let’s think
about it for a minute and ask ourselves
what if we can embed empathy at the
heart and the way we can define
businesses from now on what if for
example we started finding the the world
of finance and I guess many of you work
on the phenotype industry or in to work
in banking what if we find our day to
day job in finance as the way of
enabling people’s future our future our
family’s future our business features
what if media for example I have a lot
of experience in the in the media world
becomes not just a way of getting clicks
like crazy but a way of helping people
to make sense of this messy and
uncertain world
what if technology stop looking at
stopping social Center and
promised a way of opening new
possibilities for all of us and worried
it’s going back to the beginning
what is the pharmaceutical industry
becomes the industry or just ensuring
that we are just okay what if I leave
this question for you thanks a lot [Applause]
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