sexta-feira, julho 11, 2008

Inovação pelo Design Thinking (IDEO) - Harvard Business Review

Saiu na Harvard Business Review, do mês de Junho, um artigo do Tim Brown (Presidente da IDEO), com o tema Design Thinking.
Falo-se sobre a necessidade inerente hoje de uma postura de inovação por parte das empresas e principalmente dos diretores, que detém a postura de decisão, como fator estratégico e social. Citando vários exemplos de como um pensamento interdisciplinar e individual pode ajudar no processo do design e da inovação.

Antes de mais nada, seria interessante apresentar um pouco da IDEO.
É um escritório sediado no Palo Alto, na Califórnia comandado por Tom Kelley (CEO) e por Tim Brown, como presidente. Atende clientes dos mais diversos setores como: Apple, Cisco Systems, Basf, Caterpillar, HBO, Polaroid, Xerox, Sega, Target, Whirlpool, entre outras.

A metodologia que a IDEO, apresenta para seus clientes pode parecer óbvia, mas não é. Ela busca trazer soluções utilizando os próprios meios da empresa, adequando as opiniões com um brainstorm, criando protótipos e muito do lado empírico, conversando com as pessoas envolvidas no processo a ser trabalhado. É colher o máximo de informações pesquisadas com quem entende como forma de apoio para propor coisas novas adotando a abordagem centrada no homem.


Para baixar o artigo da Harvard Business Review de Junho 2008 - aqui (em inglês).


Mudanças de cenários

Atualmente empresas buscam cada vez mais o lucro, o fluxo de caixa permanente e a lealdade de seus clientes, porém muitas e muitas vezes estas empresas esbarram na importância de se ter um pensamento consistente sobre como desenvolver habilidades (ou encontrar essas habilidades) para ter um resultado diferenciador perante os concorrentes.

Hoje existem muitos gurus, ferramentas, tecnologia, disciplinas que estão disponíveis a todos, e dispostas a serem usadas, mas o que acontece muito é a falta de um estudo holístico para observar tendências tecnológicas, tendências de consumo, entre outras. Mudanças de foco sempre podem ocorrer, exemplo: A JVC criou o videocassete, aperfeiçoo-o, foi líder de mercado, ganhou mercado e participação, fazendo-se conhecida, porém não se preocupou em olhar para fora e perceber as mudanças que o cenário e os avanços tecnológicos impunham no seu negócio. Fato é que hoje a JVC, é uma empresa tímida, acanhada frente a concorrência das gigantes Panasonic, Sony Philips, Samsung que outrora tinham uma participação menor no segmento de video (e som) e souberam se reinventar e inovar em seus conceitos. Um exemplo rápido é o investimento contínuo da Samsung em design em seus produtos, como o Monitor de LCD Mobius, desenvolvido recentemente pela IDEO.

E a partir desta percepção de que a diferenciação e a necessidade de uma visão mais holística agregando valores de comunidade, educação de qualidade, biotecnologia, sustentabilidade e respeito ao consumidor, a inovação toma a frente de muitas disciplinas propondo a reestruturação de um modelo já carente de aperfeiçoamentos, para dar lugar a uma perspectiva constante de mudança e reciclagem.

Partindo dessa visão que Tim Brown comenta em seu artigo, a necessidade de perceber que a mudança deve encabeçar primeiramente os executivos e os detentores do fator 'poder de mudança'. Abrindo possibilidades de que todos na empresa participem de um processo que tem a finalidade de sempre deixar lubrificada a engrenagem empresarial.

Conceitos como mídia, stakeholders, branding, design, nunca estiveram tão em evidência no mundo dos negócios sendo disciplinas que só crescem e ganham importância. Elas são um reflexo de que o ser humano e podemos incluir as empresas neste ecossistema, estão procurando se encontrar provocando uma necessidade de transformação nunca vista tão grande quanto hoje. E a busca por soluções empresariais, sociais e ambientais, exige um pensamento inovador por conta dos detentores do 'poder da mudança'. É a era da junção da forma com o conteúdo e, quem estiver apto a traduzir os sinais do futuro, prevalecerá.

Enfim, o mundo hoje perde cada vez mais barreiras demográficas e geográficas, além disso vem se tornando um pequeno espaço de experimentação e interação entre os mais diversos mercados e empresas. E aqueles que não estiverem aptos a entender essa relação, executando através de um raciocínio "racional-emocional-interativo" as necessidades e desejos de desenvolvimento humano e social, poderão entrar na vala mediana da paridade.


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