LISBON STRATEGYTZ1 LISBON STRATEGY : WHAT’S WRONG ? Tania ZGAJEWSKI Zagreb, 3.05.2006.
Lisbon Strategy 2
description
Transcript of Lisbon Strategy 2
Vision for Lisbon 2.1Vision for Lisbon 2.1
dr. Žiga Turk, ministerGovernment Office for GrowthSLOVENIA
Lisbon 2.1 …Lisbon 2.1 …think versions of software think versions of software ……
Lisbon 1.0 most competitive economy in the world
Lisbon 2.0 growth and jobs
if it's not broken don't fix it …
Lisbon 2.1 most creative economy in the world
5A Challenges5A Challenges
Ageing theme #3 … social policies
Atmosphere theme #4 … energy and
climate Asia
manufacturing and R&D moving to China and India
Automation increased use of computers
and robots Abundance
Europeans are buying what they do not need
Lisbon is about addressing these challenges
innovation is the base
it strives in open markets, competitive, entrepreneur-friendly environment, including labor market
socially and environmentally friendly way
the point of the talk is that just innovation is not enough
0.20 EUR/kg 4 EUR/kg
Price of function and price Price of function and price of meaningof meaning
price of funcion
pric
e of
mea
ning
imageimage
trade marktrade mark
designdesign
environmentalyfriendly
environmentalyfriendly
"home made""home made"
who can thinkof it
who iswilling topay for it
trustedtrusted
generic salt extra salt
"healthy""healthy"
“fair”“fair”
who cansell it
marketingmarketing
Innovation is not a Innovation is not a (whole) solution for:(whole) solution for:
Abundance … previous slide Asia
EU graduates 120.000 enineers, China 600.000, India 350.000. ½ of software developed in India ½ of Fortune 500 outsource software work to India new R&D centers of Microsoft, Cisco, Google, IBM … are in Asia,
not Europe Automation
automation is result of innovation mass production is result of automation leads to commoditization of products bidding for the lowest prices can Europe beat the price?
Atmosphere, environment, energy change of values - green petrol, green electricity, habits new business opportunities
Dan Pink:Dan Pink:A whole new mindA whole new mind
“The past few decades have belonged to a certain kind of person with a certain kind of mind—computer programmers who could crank code, lawyers who could craft contracts, MBAs who could crunch numbers. But the keys to the kingdom are changing hands. The future belongs to a very different kind of person with a very different kind of mind—creators and empathizers, pattern recognizers and meaning makers. These people—artists, inventors, designers, storytellers, caregivers, consolers, big picture thinkers—will now reap society’s richest rewards and share its greatest joys.”
A short history of A short history of progressprogress
Agriculture Age farmers
Industrial Age factory workers
Information Age knowledge workers
Conceptual Age creators, meaning makers and
empathizers … direction for Europe
Conceptual age suites Conceptual age suites Europe in globalizationEurope in globalization
it is ultimately about values well designed, fair, environmentally
friendly, nice, trustworthy … Europe's role in the world is to
shape values … practicing empathy in dealing with conflict, addressing climate change, generation agreement, social sensitivity … valuing design, brand, intellectual property
export values creating products fitting this picture exporting products
Creativity is the key!
Europe has always been Europe has always been creativecreative
Europe is not a continent of Frederick Winslow Taylor, Henry Ford, Thomas Edison or …
it is the continent of Da Vinci, Goethe, Bach, The Beatles, Alfred Nobel, Louis Pasteur, Nikola Tesla … they saw beyond logic, rationality, left brain …
Creativity as the Creativity as the horizontal issue in the horizontal issue in the four themesfour themes
innovation and creativity not only engineers but designers, artists
competitiveness how to make talents enterpreneurial
people how to educate, attract and retain talent,
how to make talent entrepreneurial environment
make it into a value, make it into a business opportunity
Lisbon Strategy 2.1Lisbon Strategy 2.1
strategy where Europe shapes, leads globalization, not only responds to it
strategy for leadership in ideas, ethics, values, concepts, meanings
strategy to make Europe the most creative place in the world
ReferencesReferences
Dan Pink, A Whole New MindRichard Florida: The Raise of the Creative Class
Jeremy Rifkin: The European Dream