Ekaterina Khramkova - Thinking for a Living in the Participation Economy (TEDxMoscow, 24.05.2009)

8/14/2019 Ekaterina Khramkova - Thinking for a Living in the Participation Economy (TEDxMoscow, 24.05.2009)

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TEDxMoscow, May 2009, Ekaterina Khramkova 2

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3TEDxMoscow, May 2009, Ekaterina Khramkova

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It is impossible to squeeze a 3D space around us

into a two-dimensional retina without any distortion. 4TEDxMoscow, May 2009, Ekaterina Khramkova

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Big Picture: The enigmatic Nazca lines of

Peru which can only be recognized from heightof the bird's flight. 5TEDxMoscow, May 2009, Ekaterina Khramkova

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Duality the tendency of humans to perceive and understand

the world in the categories of opposition has become theleading mindset of the 20th century economy.

Opposites destroy each other, and hence, accidentally, by theirdestruction, whatsoever is attributed to them is destroyed.Aristotle


Good - Bad,Day - Night,Black - White,Empty - Full

Woman - Man,Company Company..


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An endless amount of texts of Greek and Roman antiquitiesindicates that it is only sight was regarded as that learningprocess which was able to represent a given thing as it wasAleksei Losev, The History of Classical Aesthetics, 1974.

Ideameant the seen, theatrical performance literally meant

theoretical.TEDxMoscow, May 2009, Ekaterina Khramkova 8


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[In Ancient Greece] the worked stone is only a something insofar as ithas considered boundaries and measured form; what it is is what it hasbecome under the sculptors chisel. Apart from this it is a chaos,something not yet actualized, in fact for the time being a null.

Oswald Spengler, The Decline of the West.TEDxMoscow, May 2009, Ekaterina Khramkova 11


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Rethinking a concept ofboundary in physics:

The wave character of matter The nature of the subatomic particlesis a blur The corpuscular-wave dualism of light - In the microcosmicdomain, boundary between particles and waves is blurring Discontinuity-continuity consistency.



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1960 1970 1980 1990

Joined together, the great massof human minds around the earthseems to behave like a coherent,

living system. The trouble isthat the flow of information ismostly one-way. We are allobsessed by the need to feedinformation in, as fast as we can,but we lack sensing mechanisms

for getting anything much back.TEDxMoscow, May 2009, Ekaterina Khramkova 13


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Connected Planet:Now, the flow of information is two-way

Representation of the structure of the Internet. Designing Interactions, Bill Moggridge,



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The Whole behind the blurred boundaries helps ussee the forest for the trees



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Open, unfinished products ready to customization:


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ommunications technology has turned consumers into participants

who add intrinsic value to products and services. The implications of thatis that any service organization has got to get over the idea thata great service is something where a consumer doesn't have todo anything. That's a really bad service. A great service is wherethe consumer actually participates and where they get drawn in andwhere they become part of it.

Tim Brown, IdeasProject.com, 2009TEDxMoscow, May 2009, Ekaterina Khramkova 20


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At the heart ofwuwei the object subject fusion lies:

The brush itself executes the work quite outside the artist; who just letsit move on without his conscious efforts. If any logic or reflection comesbetween brush and paper, the whole effect is spoiled. In the way sumiyeis produced.

D. T. Suzuki.Zen Buddhism. Selected Writings, ed. by W. Barrett, 1956.TEDxMoscow, May 2009, Ekaterina Khramkova 21

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The customer objectives are to increase

satisfaction and loyalty??

Indi Young Mental Models: Sparking Creativity Through Empathy.IIT Institute of Design, Design Research Conference 2008.



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You have folks marketing tomato sauce, for example, who dontmake their own spaghetti but dine at fine Italian restaurants andhave not opened a jar of spaghetti sauce in their own house inyears.

Interview with Dev Patnaik, Author ofWired to Care: How CompaniesProsper When They Create Widespread Empathy, 2009, New York Times,TEDxMoscow, May 2009, Ekaterina Khramkova 23


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Copyright A. Kitoaka 2003

Every year brings 30,000 of new products. About 90% of them faildespite thorough and expensive market research.Harvard Business Review, December 2005



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Copyright A. Kitoaka 2003

40 CMOs from a range of companies around the globe admit thatexplosion of customer segments, products, media vehicles, anddistribution channels has made marketing more complex, more

costly, and less effective.McKinsey quarterly, 2004, N4TEDxMoscow, May 2009, Ekaterina Khramkova 25


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Measuring ethnicity, age,wealth, urbanization,housing styles, even

family structures, thedemographic companyClaritas determined in the1970s that 40 lifestylesegments weresufficient to define theU.S. populace.Harvard Business Review,Rigby & Vishwanath, 2006



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Today, that number hasgrown to 66, a 65%

increase.

Harvard Business Review,Rigby & Vishwanath,2006



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Optimus Maximus keyboard,Art.Lebedev Studio, Russia

Optimus Store in New York



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Katsushika Hokusai, ukiyo-eseries Thirty-six Views ofMount Fuji, 19 c.

J.M.W. Turner, Vesuvius in Eruption, 19

c.TEDxMoscow, May 2009, Ekaterina Khramkova 31

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If your aim is to better comprehend Fuji, first try to understand its


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Chief among these

advantages would seem to bethe ability of the brain tohandle vague ideas, as yetimperfectly definedIn poems,in novels, in paintings, thebrains seems to find itself able

to work very well with materialthat any computer would have 33


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Ekaterina Khramkova - Thinking for a Living in the Participation Economy (TEDxMoscow, 24.05.2009)

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