Post on 11-Jan-2016
description
Arts & Business / Belfast City CouncilLink Initiative 2007 - 2008
Session 7: Creative Business SellingAvoiding the creative guilt trip… and funding it along the way
Justin Magee
creativebusinessselling
What are you selling/ providing?
Is it better/ different from the competition?
Is it new or novel?
Does it have the edge?
creativeindividuality
Is your personality evident in your product?
Is your product/ service IP protected?
Can you keep ahead of the competition?
Be the only one to provide a different approach to the business your are in
creativeguilttrips
It takes time away from core business
It takes money which I don’t have
I have other deadlines -which is most important?
My Boss thinks I am wasting valuable time
I love being creative so it must be wrong!
creativeexemption
The creativity process is your core business
Being creative will earn you money and there are other funding opportunities
Creative R&D needs to be balanced with cash flow business
Creative R&D is Tax claimable and can makes leaders from companies = happy boss
To starve creativity is wrong for you and the wider industry
24% NI Design consultancies are evolving in discipline : Trans-disciplinary = Creative Promiscuity
National average =17%
[Design Council 2005]
creativebusinessfacts
GLOBAL ISSUES2003- South Korea Government: Launch of an aggressive design policy towards a world leading knowledge based economy by 2010. [others have followed in response]
Europe as a nation needs to understand that “it is necessary to invest properly in the development of design as an integral aspect of economic growth”
[Thomson M 2004]
Business survey 2006; from the hundred most innovative companies and the top four were of course Apple, Google, 3M and Toyota, and what the commentators were saying was that these people were innovative because they were focusing right at the front end of innovation, they were putting a lot of effort in to the discovery end of innovation as opposed to not simply the delivery, or even the creative design phase in the middle, they were looking at unmet needs and emerging trends and change
[Meyerson 2007]
Research by the Design Council shows that over a ten-year period, UK quoted companies identified as effective users of design out-performed the FTSE 100 by 200 per cent. But too many UK companies spend nothing on design, which shows that design-led planning is not part of mainstream business thinking
[Darling 2006]
New research from the Design Council confirms that, for SME’s adding value through design is ‘best for boosting competitiveness’
[Design Council 2007]
creative R&D case study
creative R&D case study
Homer goes to Chiropractor with a sore back!
Dr. Steve: We don't actually crack backs. It's merely an adjustment...OK, you're going to hear a loud cracking sound.
Homer: Hey, it feels a little better.
Dr. Steve: I thought it might. Now I need to see you three times a week for many years.
Home again, Homer hurts his back racking leaves and complains that Dr. Steve didn't help his back. Bart, his son, asks if he had been doing the exercises Dr. Steve prescribed. Homer, of course, hadn't followed the DC's instructions. Meanwhile, Homer falls backward over his trashcan and dents it. The fall relieves his pain.
Bart: The trash can must have un-kinked your back.
Homer: That's not a trashcan, it's Dr. Homer's miracle spine-o-cylinder, patent pending.
Homer opens a clinic in his garage [The Simpsons 2001]
creative R&D case study
Skeletal Joe spinal mapping method
Product design my expertise Clinical practice new R&D
Software development future income?
Clinician: Here comes one of those Arty people trying to know what he doesn’t know
Arty person: How can I convince these experts that what I have might offer benefit?
Moment of madness: Join a clinical research group and Do a PhD!!!!!
Typical R&D issue
problem identification
Measuring the profile and form of the skeletal spine is difficult:
Loaded + relaxed spine
Entire spine
Serial monitoring
Need for 3D analysis
problem identification
Modality Accuracy Cost Spinal Capture Invasive
Entire Loaded (IRMER 2000)
MRI (* Upright MRI) High High (most) sections *Yes No
CT High (most) High Yes No Yes
X-ray High High sections Yes Yes
Posture-pro No publications Medium Yes Yes No
Spinal mouse Global only(Mannion et al 2004)
Business Service
Yes Yes No
BioPrint Global only(Nomand et al 2002)
Business Service
Yes Yes No
Inclinometers Low Low Yes Yes No
Flexible ruler Low (MacKenzie 1996)
Low Yes Yes No
MacKenzie T.C., Techniques for measuring Lumbar curvature and lumbar shape of the spine: A literature review, Exploring new horizons…Pioneering the 21st century, RESNA 1996 p43Mannion et al, A new skin-surface device for measuring the curvature and global and segmental ranges of motion of the spine: reliability of measurements and comparison with data reviewed from the literature, Eur Spine J vol. 13, 2004, p122-136Nomand et al, Reliability and measurement error of the Bio-tonix video posture evaluation system-part 1 inanimate objects, JMPT vol. 25 no 4, p246-250
problem identification
hypothesis
The entire static, loaded spine of a healthy individual can be accurately measured for the purpose of serial monitoring, using:
External bony landmarks (+ body markers)
2D digital photography
3D computer modelling
objectives
To develop a software product and protocol for clinicians
Measurement: linear (mm) and angular (° ) dimensions:
Cobb Centroid HPT Centroid
Cervical Spine (neck) Lumber Spine (back)
J Magee 2006 DE Harrison 2001
objectives
Dreyfuss & Dempster independent research
Dreyfuss describes a family of ergonomic manikins: Joe, Josephine & Joe Jr.
Who is/ What is ‘Skeletal Joe’?
How might they move?
Dempster, W.T., Space requirements of the seated operator. Wright-Patterson Airforce Base, Ohio, 1955, pp. 55–159
Dreyfuss H, Designing for People , New York: Simon & Schuster, 1955, p26-43
content development
Data collation
White males and females American, European, Middle Eastern & South African sources 18-65 years old Normal healthy spines
Outcomes
Detailed spreadsheets (M&F) 2D engineering drawings (M) 3D computer model (M)
content development
creative R&D case study
content development
Body Marker
Image registration grids
Posture Rig
content development
enterprise milestones
Feb 2005 Body Marker initial patent application
March 2005 Body Marker prototypes produced
April 2005 Brandt Translations partner company identified computer programming outsourcing
Oct 2005 2D to 3D mapping processethical approval (Health Science IRRB)
May 2006 Modified Patent for filing
June 2007 Ulster Spine Centre partner company identified validation using Adani x-ray system
Jan 2008 Skeletal Joe articulation model evaluation ethical approval (Health Science IRRB)
funding processDate Award
BodyAward/ programme
Success
Rate
Project *Applicants/ Co-applicants
Amount
2001 AHRB Innovation Award scheme
No Bio-Interactive 3D (Digital Human)
None £48,667
2002 DCAL CSF Yes OrthopedX None £44,323
(+£51,000 UU)
2003 DCAL CSF No Big Chief animation T Zeeman £45,158
2003 NESTA Innovation and Invention
No Big Chief Animation T Zeeman £37,946
2003 RCUK National Business Plan Competition
Yes OrthopedX – 1st stage short list
None Training programme
(value = £1K)
2004 AHRC Research Leave Scheme
No Digital Human Project
None £9,009
2004 dti KTP Yes Street Play Leisure D McKeag £104,000
2005 DEL/ UU HEIF8 Yes Spinal imaging aparatus
J Winder
B McClelland
£1,513
Date Award Body
Award/ programme
Success
Rate
Project *Applicants/ Co-applicants
Amount
2005 Interreg III
MIDAS Yes Spinal imaging algorithm
J Winder
B McClelland
£14,000
2005 NORIBIC TSP Yes 1 year consultancy
contract
S McGilloway
UUTech Ltd.
£3,000
2005 dti KTP Yes Decora Blinds *D McKeag £300,000
2005 dti KTP Yes Northstone *D McKeag £144,000
2005 NORIBIC WIN Yes 1 year contract S McGilloway
UUTech Ltd.
£9,240
2005 RCUK Academic
Fellowships
Yes Digital Human Project
Until 2012
K Mey
I Montgommery
£250,000
2006 DEL / UU
HEIF8 Yes 3D Camera lease J Winder
W Mcknight
R Baggs (RVH)
£3,000
funding process
Date Award Body
Award/ programme
Success
Rate
Project *Applicants/ Co-applicants
Amount
2006 Invest NI DDP Yes 3 years consultancy
S McGilloway
UUTech Ltd
£7,840
(so far)
2006 NI HPSS RRG8 Cohesion Fund
Yes Spinal Imaging Algorithm
J Winder
B McClelland
£3,000
2007 DEL/ UU HEIF8 Yes Spinal Imaging Algorithm
J Winder
B McClelland
£4,000
2007 DEL/ UU HEIF8 Yes Reinventing the wheel
(Business & Design)
K Hutchison
B Henderson
S McGilloway
M Cullen
R Hodge
£5,000
2007 DEL/ UU HEIF8 Yes Manufacturing software
*S McGilloway
G Moore
£4,000
2007 DEL/ UU HEIF8 Yes Games Design Workshops
M Cullen
M Callaghan
£5,000
2008 DEL/ UU HEIF8 No 2nd life server system
*M Callaghan
M Cullen
S Wilson
£5,000
2008 DEL/ UU HEIF8 Yes Better design for better well being
M Gillespie
S McGilloway
£5,000
funding process
Date Award Body
Award/ programme
Success
Rate
Project *Applicants/ Co-applicants
Amount
2008 DEL/ UU HEIF8 No MoCap *T Quigley
E Wallace
M Mc Neill
£5,000
2008 DEL/ UU HEIF8 Yes iThink *M Mulvenna + 6
£5,000
2008 DEL/ UU HEIF8 No Anime Society *M Callaghan
M Cullen
S Wilson
£5,000
2008 DEL/ UU HEIF8 No 2nd Life real estate purchase
*M Callaghan
M Cullen
S Wilson
£5,000
2008 DEL/ UU HEIF8 Yes Digital sketching S McGilloway £1,760
2008 25K Awards
NISP Pending Emotionalise *L Bond
T Quigley
R McClean
S McCann
A Bannon
£25,000
Total Applied for
Total Secured
Success Rate
£ 938,676 (£963,676)
£ 777,886
20 / 24 = 83%
funding process
dissemination / credibility/ exposureSkeletal Joe Model
Magee JDM, McClelland B, Winder J, 2007, “A human shape modelling method for quantifying inter-vertebral measurement” IPEM Human Shape: How can measurements and modelling improve outcomes for patients with profound abnormalities of posture? Magee JDM, 2006, “Skeletal Joe Mapping Method”, RRG8 Away Day, Imaging Group, Burrendale Hotel, Co. Down
Magee JDM, McClelland B., Winder J. 2005, “Discovering Skeletal Joe Median”, Humanizing Work and Working Environments, HWWE2005 International Ergonomics conference paper and proceedings, Guwahati, India (ISBN 81-8424-124-0)Magee JDM, 2005, “Discovering Skeletal Joe Median”, Academic Poster, RRG 8 Away Day, Speaker, Belfast Castle Magee JDM, 2005, “Discovering Skeletal Joe Median”, Northern Ireland Medical Imaging (NIMI) Forum, Academic Poster, Abstract and Speaker, Malone House, BelfastMagee JDM, 2005,“Medical Device for Spinal Imaging”, The Research Office, Speaker, Northern Ireland Science Park, Queens Island, Belfast Magee JDM, 2005, “Spinal Mapping using Body Surface Geometry”, RRG8, Imaging Group, Belfast Castle
Spinal Imaging Method
Arthur K, Magee JDM, Winder J, 2007, “A Landmark image registration using an object model approach” IPEM, Human Shape: How can measurements and modelling improve outcomes for patients with profound abnormalities of posture? Magee JDM, 2005, Medical Devices, RRG8 & R&D Office, Queen’s Island BelfastMagee JDM, 2005, Spinal mapping, RRG8 Imaging Group presentation, Belfast CastleMagee JDM, 2003, Knowledge Club: Economy Northwest- Life &Health Sciences. prototype demonstration (UUM)March 2003 Intelligent Multimedia international conference (UUM)Magee JDM, Quigley TM, Lyons S, 2003 “Designing a prototype with elements of virtual behaviour”, Eurographics Ireland Chapter, Coleraine (ISSN 1649-1807)
The Issues: University V’s Commercial sector
Universities recognise the R&D need (20% of time)
Creative Industries need to recognise the R&D value (common practice in science and engineering businesses)
Creative Industries Strategy (Invest NI): initially up-skilling Content Creation (the knowledge base)
These can be achieved through R&D at a % which works for you or your company.
creativeresearch&development