Sustainability & Design at Davos 2009: Posters in PDF

Sustainability & Design at Davos 2009: Five Posters in A3 size in printable PDF format

Prof M P Ranjan

Image01: Views of Sustainability Design Charette at New Delhi on 15 November 2008 as part of the India Economic Summit which was organised by the World Economic Forum.

The “Sustainability for Tomorrow's Consumers: India Innovation Charette” was organised on the 15th November 2008 at New Delhi as part of the India Economic Summit 2009 under the auspices of the World Economic Forum. The Charette consisted of mixed groups of business executives, sustainability experts, social entrepreneurs, designers and design students, all working together to build on the three pillars which define the initiative were proposed by the World Economic Forum team headed by Marcello Mastioni:

A. Business Case for Sustainability,
B. Innovation for Tomorrow’s Business, and
C. Building the Framework Conditions.

The day long discussions and workshop sessions at the Design Charette at New Delhi saw six key themes emerge:
1.ENGAGE CONSUMERS: co-create and close the loop
2.Move from stuff to VALUE BUSINESS MODELS: consume right, not less
3.Embrace OPEN SOURCED innovation: leverage copy left
4.INTEGRATE to deliver innovation: collaborate along the value chain
5.REDEFINE THE CORE: meta-morph and reinvent
6.Leverage EMERGING TECHNOLOGY: put science at work

Image02: Views from the two day Visualising Sustainability Workshop conducted at NID on 26 and 27 December 2008 for a hands on session for visualising approaches to sustainability along six selected themes.

The push for the follow up meet at NID would now be to understand the ideas that will leverage these broad frameworks into the future. The aspects that currently maintain the status quo must be examined, and concepts that will bring about transformation will have to be envisioned and articulated. The broad themes have to therefore be detailed, visualised and made tangible.

In order to take these themes forward, the National Institute of Design (NID) proposed a two day workshop, ‘Visualising Sustainability for Davos 2009’ and the same was organised on the 26th and 27th of December 2008, where six multidisciplinary teams of design students, faculty, and invited experts explored these six themes, in order to create detailed concepts within each of these broad frameworks.

Image03: Selection of thumbnail sketches that could capture various themes and issues associated with sustainability visualisation as a preparation for the poster making that would follow.

The outcomes of this workshop was further developed by a core team of three faculty and five students at NID so that these could be presented at the “Sustainability for Tomorrow's Consumers” Governors Meeting Session, on the 29 January 2009. What emerged was a set of five posters that drew on the six key themes that were proposed earlier in consultation with the World Economic Forum organisers through online and telephonic discussions while the core team developed the concepts and visualised the specific themes at the NID, Ahmedabad.

Image04: Posters on five themes that were sent to Davos for the closed door meeting of CEO's that discussed various approaches and strategies for sustainability in the business world in the days ahead.Let us look forward to their proposals for all of us.

The five posters are offered here as printable A3 size PDF downloads for use in schools and business settings alike to stimulate the use of design thinking and sustainable practices in the creation and delivery of new and improved products, services and business strategies that are sustainable – both people as well as environment friendly – in both thought and action.

0. Poster introducing the set of five posters on sustaibnability and the process of making these for the World Economic Forum in Davos 2009.

1. Poster on the theme of Co-Creation for Sustaibnability: PDF file 2.9 MB

2. Poster on the theme of Dematerialisation for Sustaibnability: PDF file 2.2 MB

3. Poster on the theme of Essence Making for Sustaibnability: PDF file 3.1 MB

4. Poster on the theme of Innovating the Value Chain for Sustaibnability: PDF file 2.7 MB

5. Poster on the theme of using Emerging Technologies for Sustaibnability: PDF file 2.7 MB

6. Full set of six posters as a compact booklet in A3 size_4 MB pdf.

7. Full set of six posters as a printable booklet in A3 size_16 MB pdf.

Prof M P Ranjan

World Economic Forum – Sustainability & Design at Davos

World Economic Forum – Feedback from Davos.

Prof M P Ranjan

Image 01: CEO’s of major global corporations at the Sustainability session at Davos using the NID designed posters.

We got a brief message from Davos on 31 January 2009 from Marcello Mastioni of the World Economic Forum on the successful completion of a collaborative journey between NID and the WEF that started last year with the Sustainability Design Charette in New Delhi on the 15 November 2008 about which I reported earlier on this blog. The event on sustainability took place at Davos on the 29 January 2009 using the visual materials that were designed for the purpose by students and faculty teams at NID through a two day workshop on the 26 and 27 December 2008 which was followed by an intensive effort to capture all the insights into an expressive set of five posters shown below.

I Quote this below:
“Dear NID Team,

The Sustainability meetings have been successfully completed, but the Davos Meeting is not over yet, and we are still busy closing it. You will forgive us for now for not reaching out with as many details as it would be appropriate.

The sessions went very well, with extraordinary participation and with the definition of a clear mandate for action in 2009, which was our primary objective. The visuals contributed greatly to creating a conducing environment that would inspire the CEOs towards innovation and collaboration.

The pictures the official photographer took are not yet available to me, but I wanted to attach a few pictures to show you how close we put our leaders to the visuals, and the type of environment we created for the event.

Many thanks again for your extraordinary support.

We look forward to talking to you in one week or so for a more thorough debrief.

All best,

Marcello”
UnQuote

Image 02: World business leaders meet world thinkers on sustainability at Davos 2009 and use the NID designed posters on Visualising Sustainability.

In an earlier message on 23January 2009 sent to us after we had submitted all the five posters Marcello informed us of the intentions of the WEF in using the posters at Davos this year.

I Quote from his mail below:
“Dear NID Team,

I wanted to take a moment to say a big thank you to all of you.

The posters are printed and on their way to Davos, where they will be featured in an event with 50 participants, including the CEOs of companies such as Nike Inc., The Coca-Cola Company, Unilever, Land O'Lakes Inc., Nestlé SA, Monsanto Company, Young & Rubicam Inc., METRO Group, Best Buy Co. Inc., Yara International ASA, IDEO Inc., The Olayan Group, nGenera, The Reitan Group, S. C. Johnson & Son Inc., Kraft Foods Inc., General Mills Inc. and Dow Jones & Company Inc., amongst others.

Everybody here expressed wonder and admiration on the work done. You have been very courageous to tackle such a complex systemic issue as Sustainability with an open universal approach, and then go through the immense task of distilling the discussions into meaningful conclusions and relevant visuals.

You had success at your mission, and you can proud of that. Please let us praise your achievement.

I won’t of course miss to keep you in the loop as things develop here.

All best,

Warmly,

Marcello

Marcello Mastioni
Associate Director, Head or Retail and Consumer Goods Industries
Global Leadership Fellow
World Economic Forum”

UnQuote

I will make a detailed post about the process of exploration, cooperation and design that we used to make these posters and the various players involved in this process at NID and at Geneva office of the WEF. I include below images of the five posters for immediate reference and pdf files will be made available soon along with the posts that follow as the story unfolds.

Image 03: Essence Making: Rethinking the Business Models.

Image 04: Innovating the Value Chain: Collaborate along the Value Chain.

Image 05: Co-Creation: Meaningfully Engage Consumers.

Image 06: Dematerialising the Economy: Innovate out of Stuff and into Value.

Image 07: Emergent Technology: Explore Emergent Technology.

Prof M P Ranjan

Four Reasons Economic Downturn is Good Timing For R&D

Global economies run in cycles. What goes up must come down. Likewise, we hope that what goes down must come back up. When we understand economic cycles we see, however, why a downturn is a good time to invest in R&D. Obviously cuts are in order during a downturn, this article explains four reasons why R&D shouldn't be one of them.

1) R&D is a better bargain. Economic downturn is a buyers market. Corporate lay-offs and budget cut-backs can yield a multitude of redundant professionals for cherry picking. The well known Bersin & Associates encourages "Rather than 'freezing all hiring', you should use this as an opportunity to upgrade your own organization. " Supply vendors, also under increased financial pressure, may lower prices for you to maintain sales. For those with cash, downturn is time to buy up, not sell out.

2) R&D keeps businesses internationally competitive. Most companies would agree with this. Some examples are Taiwan, North Ireland, and the USA. R&D also finds smarter and cheaper ways of doing things internally, thus directly saving companies' capital. Some governments award subsidies to product innovation, especially to innovation that will be exported.

3) R&D investment is easier to focus. Poor R&D investment quickly becomes manifest. Durable brands and quality products distinguish themselves from gadgets that consumers start doing without when belts tighten. In times of financial crisis, well focused R&D spending can really make products stand out from the crowd. Develop products and services still appealing to the buyers who do have money, not those who don't.

4) R&D discovers new markets. A recent Business Week article entitled "Innovate Out of the Economic Downturn" called R&D related activity "the single most important condition for transforming the crisis into an opportunity". An example of this is seen in the American Biomedical industry. "The CHI and PricewaterhouseCoopers 2002 report, "Biomedicine: The Next Wave for California's Economy," showcases the importance of medical and biomedical research, development, and manufacturing to California's regional economies and ultimately, to the nation's health." - Business Wire

The afore-quoted Bersin & Associates went on to state, "Downturns should be expected, so plan for them. Do not be surprised or panic." Financial downturn can be a reckoning to see who really has planned properly - and who hasn't. Those who have planned for rainy days should reap these rewards of innovation at lower costs than during periods of economic growth, resulting in more competitive products and services to offer for the economic cycle's next financial upturn.

Food and AnthroDesign: Approaches and Attitudes for India

Image: The Indian “Thali”, a platter with a mixed set of offerings that are balanced and cooked to suit the occasion and the season, each region has its own varient and the exquisite food can be served on a leaf plate or all the way up the ladder in a silver one. Pictures sourced from Google image search for Indian thali.

This year the theme for the Design Concepts and Concerns course at NID Gandhinagar, Paldi and Bangalore deals with food. With rampant food inflation that has hit the economy over the past nine months and the looming threat of a runaway price of oil which has slowed down the world economy is a context in which we felt it would be prudent to see if a bit of applied imagination could help find new ways out of these pressing dilemmas. Indian food comes in a huge variety across many regional and climatic zones as well as cultural and social categories that has a long tradition behind the form and pattern of consumption by the people of these places. While there are many similarities across zones, the differences are palpable and give a sense of distinction through both form and flavours. These are influenced by a huge variety of factors both local as well as global, and the change in both tastes and habits are rapid as they are deeply protected by the same people across all age barriers. Can we understand these dynamics and apply this understanding to discovering new ways forward that can help the economy, the health of the population and solve many associated problems such as poverty, malnutrition and hunger in our society? We do believe that design and innovation can not just solve some of these problems but also address the larger threats of climate change and political inequity through a better understanding of food surplus economy and access to healthy food to all humans across the planet.

Image: Fruits and vegetables on the streets of Bangalore captured by an avid photo documenter, Rajesh Dangi, who shares his pictures on flickr rajesh-dangi’s photostream and on his blog called Bangalore Daily Photo.

Having said that, we can now look at the micro details of food production, distribution and consumption in our own locations and juxtapose these with global trends and changing aspirations of people. The tools that are used by designers are many and one of the significant new tools is called anthro-design or design-ethnography which helps us understand the finer aspects of human aspirations and behavior which determines to a large extant the choices that will be made by people to satisfy their needs. These can also help us understand the facts and fiction, myths and realities that we have to confront in the process of shaping alternatives that can be then decided through the group processes of politics and social and economic negotiation. The texture of reality is very important in design thinking and action and that is why designers need to go out and look at the reality even if a whole lot of information is available in the form of socio-economic study reports and market statistics. Imagine if someone told you that a street vendor made a living selling a few kilos of guava, mangos, or cucumber by offering a service of slicing the fruit with a knife and a sprinkling of salt and masala, a subsistence living that is. Where does the value come from which he can make a living? A service offered where it is needed and appreciated and that which is informed by the local knowledge of seasonality and local preferences for taste and nutrition and of course the economic reality that fruit is expensive in India and not affordable to most but desired by all. You will not find many market survey reports on these guys but they are all over our streets if we care to look. Rajesh Dangi,s pictures give us an honest view of this reality on the streets of Bangalore.

Image: Series of images from the Time Magazine story about What the World Eats. This is based on the research in the book titled “Hungry Planet: What the World Eats” by Peter Menzel, Faith D'Aluisio

The champions of anthro-design are growing in India and around the world and many new design companies and institutes are offering real research services to help understand the mind of the diverse user of services and products that is the foundation for any design and innovation programme. The discussion list called anthrodesign at yahoogroups.com is an active list that debates and shares insights about the skills and tools of the emerging discipline. Dori – Elizabeth Tunstall teaches the subject called Design Anthropology as an Associate Professor of Design Anthropology at University of Illinois at Chicago . Her blog Dori’s Moblog, is full of insights and very informative podcasts about the subject. Our own graduates have been offering this kind of research as a service to their corporate clients both in India and overseas. Uday Dandavate, an NID alumni, had set up the company called SonicRim along with his teacher, Liz Sanders from Ohio State University. Manoj Kotari, founder of Onio Design, Pune offers trend research to their clients as does Locus Design, Pune handled by three NID graduates, Chandrashekar Badve, Milind Risaildar & Siddharth Kabra and in the South, in Bangalore the IDIOM, which is the biggest design office in India, offers these services with a focus on retail business services. IDIOM is founded by NID graduates Sonia Manchanda, Jacob Mathew and Anand Aurora working in concert with Kishore Biyani, the retail mega star in India, the founder of the Big Baazar and Pantaloon and the Future Group in India.

Image: Nokia Mobile Development Report prepared by Centre for Knowledge Societies in Bangalore. The digital version of the report can be downloaded from this link here as a 15 mb pdf file.

In Bangalore there is another compelling presence in this business which is the Centre for Knowledge Societies which was founded by Dr Aditiya Dev Sood. CKS offers such design research insights into local markets and populations by mapping their aspirations and visually capturing the fine texture of the local along with statistical parameters that can inform innovation and design action in a variety of industries. The CKS report for NOKIA on the Mobile Telephones in India and more recently their “Emerging Economy Report: Societal Intelligence for Business Innovation” that offers insights on populations in Brazil, China, India, Indonesia, South Africa, Egypt and Keneya. This report is however a professional offering that can only be afforded by the multinational corporates however some information is available on the website. CKS has been in partnership with the Doors of Perception in assisting John Thackara in managing the DOORS events in India and this puts them in very good company indeed. John has been a impassioned advocate for design use at the local level and in his path breaking project DOTT07 with the Design Council, London took up Food as one of the thrust areas and his Doors of Perception too continues to promote the idea of local food and sensible consumption. Jogi Panghaal, an NID graduate and member of Doors, was the first design guru who sensitised us to the finer sensibilities of food in human society with his course offering called "Ways of Eating, way back in the early 90's.

Well, we now know that anthro-design both meaningful and also draws big money, and it is a way forward to sense and find attitudes and aspirations that lie below the surface and something that can provide us with design insights that no amount of hard facts and knowledge that science can provide. AnthroDesign is also something that designers do all the time to make sense of the world around them and to get an insight into the minds and emotions of the users that they wish to serve.

DCC2008 Theme Food: Design with participation and discourse

Food, Inflation and innovation in India

Image: A macro view of the Food constituency as a system of related influences and opportunity areas, which is by no means a complete picture. Students from many parts of India will work together and fill in the gaps and unfold hidden possibilities with their experience and their imagination

The Design Concepts and Concerns course which is taught at NID helps our students take the macro-micro design exploration route in their study and journey through the various pressing design problems and opportunities that we find in the Indian economy and that which is affecting the people most at the time when the course is being conducted are chosen each year. Design is always to be understood in context with a particular setting if we are to derive any meaning from the activity otherwise the meaning will be provided by the observer and this may not be the intended approach of the designers, in which case it is usually back to the drawing board. This year we have chosen to focus on “Food and Inflation”, two major issues that threaten the continuance of the Government of India if it is these concerns are not managed well enough and the global cues are not very helpful either, what with oil hitting the 145 USD mark over the weekend and with experts talking of a 200 USD level by the year end before things may start to cool off a bit, if at all.

The Indian Government at the Centre, is led by the Congress Party, which is a historic cousin of the Indian National Congress that brought Independence to the country, and in this avatar it is having its own set of problems with its coalition partners, particularly on the contentious issue of signing the nuclear non-proliferation treaty with the USA and the international partner members which will give India some degree of energy security in the age of exploding oil prices. Energy is one of the key drivers of the Indian economy as it is the worlds and with rising oil prices all nations will have to address their energy security, especially if they are as dependent on imports as India is in its efforts to keep growth of the economy at a healthy 9 percent plus for the next few years. Here again it is not clear if going nuclear is the only way forward with a country that is endowed with plenty of sunshine and wind along its coastline, many possibilities could emerge if only we tried. Inflation kicking in at over 11 percent in the last week puts paid to all claims of sustained growth and in a democracy heading towards an impending election across the country the Government is pulling out all stops to help stem the inflation tide, particularly in the very sensitive food price front, which hits the common man in the street the most, and therefore would be a sore issue at the hustings. The search for stability is hard to find in a shaky coalition when the partners are unwilling to budge from the nuclear stand. During the last budget the Indian food situation came into sharp focus this year with many instances of farmer suicides in many parts of the country, especially in the Vidharbha region, and the Government made a magnanimous gesture of waiving all farm loans of small and marginal farmers and promised to support the banks through fiscal supports to provide them the safety net needed. This gesture ran into several tens of thousands of crores, and according to The Hindu, about Indian Rupees 60,000 crores (one crore is equal to ten million Rupees) when it was first announced in the budget speech by the Indian Finance Minister and later modified to a much higher sum, very generous indeed, but the problem that lies at the heart of this dilemma still remains unchanged.
“Loan waivers are at best temporary palliatives to the problems facing rural India. Regrettably, the powers that be and the powers that want to be have rarely been willing to confront the difficult and complex problems.”
A. Vaidyanathan

Image: A Vaidyanathan in The Hindu, Thursday, Mar 06, 2008. (Read on here)

I wonder what would be the impact if even a small portion of this humungous sum of money were invested in the area of innovation in the food and agriculture sectors with a slightly longer term view, rather than by just looking down the barrel of the next General Elections a few months away? The use of subsidies when there is a political and economic crisis is quite commonplace but making investments in basic innovations that can provide long term answers to wicked problems is not seen as a practical move in our land of five year terms of public office and short term politics. Can we continue in this strain for long with all the negative cues coming from the global warming front and the economic downturn that is raising its head from the rising oil prices and to top it all the social unrest unleashed due to pressures of change and transformation like the opposition to the SEZ’s at Nandigram and Singur where the local farmers are up in arms against the TATA Nano project?
The Hindu Business Line, Monday, Jan 21, 2008: Bengal verdict on Singur
The Hindu Business Line, Friday, Jan 11, 2008: Inclusive innovation

Image: University of Industrial Arts, Helsinki’s historic building, the tram that is a sustainable tradition of the city and the Rector, Yrjö Sotamaa speaks out in favour of innovation of a softer kind. (Read more here)

These are not simple problems but we do believe that the boundaries of these problems can be explored through the use of design rather than on the streets through negotiations between adversaries from opposite parties. Design can if given a chance can indeed find and show alternate models that could then be presented to all stake-holders for a negotiated settlement of the conflicts. This form of innovation and change is at the heart of the future of politics and many countries are now beginning to recognize this power of design visualization and a recent example is the Helsinki event that merged three major Universities to form the new Innovation University which has been christened the Aalto University after the great Finnish architect and designer, more about this in my previous post on this subject.

We will not wait for the Government of India to change its policies about education and innovations in India but forge ahead instead with some basic explorations that can be done on our own in the classrooms at NID with the creative human capital that is available in the motivated students who have come to learn design at our school. In my paper titled “Creating the Unknowable: Designing the Future in Education” that I had presented at a peer reviewed design conference, EAD06 in Bremen, Germany in 2005, I have given an outline of the course called “Design Concepts and Concerns” that has been offered to NID students of all programmes over the past fifteen years. The blog that was set up last year to document this course in a contemporaneous manner can be seen at this link below and last year the theme was Water, which happens to be the most contentious issue across India and the world, which is getting worse by the day. Here we looked at the macro-micro design analysis of the context to understand the situation at a personal level of each student participant and then went on to build alternate models to address these issues through design imagination and innovative offerings. The course ended with a long list of design opportunities and some of these were selected by the groups of students to be visualized as scenarios that could make the imagined outcomes more visible and tangible for decision making processes that would be political and participatory, both people and the Government could be stake holders along a long chain of interest groups, al of whom could have an informed say in the matter that would affect all of us. Take a look at what they had to offer and give your comments and feedback for this year’s theme, FOOD & Inflation.

More at the Design Concepts and Concerns blog here.

Innovation University Helsinki: Lessons for India

Innovation University Helsinki: The Aalto University takes shape

Image: Alvar Aalto, the old Arabia factory that houses the University of Industrial Arts, Helsinki and the current Rector Yrjö Sotamaa, TaiK

In a pathbreaking move the Ministry of Education in Finland has decided to merge three existing Universities under a common banner of The Innovation University that is now renamed as the Aalto University after the great Finnish architect and Furniture designer, Alvar Aaalto.

The legislation and the system of funding the three Universities are being reworked and it is planned to launch the new University by August 2009. I met the Rector of the University of Art and Design Helsinki (TAIK) at the just concluded Helsinki Design Lab that brought together 80 design thinkers and professionals from around the world to explore the emerging boundaries of innovation in a very interesting workshop format.

The three Universities that are to be merged are as follows:
University of Art and Design Helsinki (TAIK)
Helsinki University of Technology (TKK)
Helsinki School of Economics (HSE)

The initiatives are backed by both the Government of Finland as well as the local industry that has found it useful to support education and research since they have been looking for global leadership rather than just following the lead of other players in their field.

Image: Classic products by Alvar Aalto, a Tea Table in bent laminated wood and a glass vase

Design is to play a central role and from being focused on Art and individual expression the move is to bring in collaborative creativity and innovation by locating the emphasis on the bringing together of design , technology and business within education at the University level.

While there are many skeptics to this move it was perhaps the most open and transparent process possible with over 8000-contributions and arguments made on a year long exchange platform that offered access to all stakeholders along with a multi-stakeholder process of committees and task groups. The participants were drawn from all three Universities and included Administrators, Teachers and Students.

Image: Prof M P Ranjan at Hotel Katajanokka which is an old jailhouse that has been repurposed for use as a hotel

I do think that we need to re-examine our University structure and objectives in the light of these experiments taking place in Finland and with NID being considered for a Deemed to be University status can we think forward and see how the technology and business areas can be brought to focus on innovation in the days ahead. We are all in our own mental jails till we get liberated by an imaginative thought that can change our belief. I came here to participate in the Helsinki Design Lab and found that the organisers were thinking far ahead with the Innovation University and new education paradigms.

Innovation at Work: New serial on CNBC TV 18

Image: Suresh Venkat, Satyashree Gandham, Charulata Menon and Prof M P Ranjan at the CNBC TV 18 studio in Mumbai after the shoot.

A five part serial titled Innovation at Work is being aired by CNBC TV 18 from next week on the following schedules. The programe is anchored by Menaka Doshi, Associate Corporate Editor of Network 18
and the guest experts are Prof. M P Ranjan, NID and Mr Cyrus Driver, CEO, Helix Investments which is a global venture capital fund looking at India.

The programme has been announced yesterday on the channel immediately after the shoot was completed at their studio in Mumbai. The show will go on air on Wednesday, 25th June at 7:30 pm with a repeat on Saturday and Sunday at 6:30pm. The modules will then be aired each week over the next five weeks.

Do take time of your busy schedules to look at this offering about exciting innovation of products, services and businesses in India today. Unfortunately I will miss the first screening since I am off to Helsinki to attend the Helsinki Design Lab organised by the SITRA, Finland Fund for Innovation. More at this link below:
Helsinki Design Lab Blog
SITRA - Helsinki Design Lab: Home

More from Finland and I propose to visit UIAH after the SITRA event and meet friends in Helsinki.

2008 CAD Software Market Still Hot, Innovation Continues

15% seems to be the magic number for the CAD software industry this year. Jon Peddie Reseach, a US based research group, predicts 15% growth in the CAD software market for 2008. This is due partially to changing technologies and a continued shift toward mid-range systems.

Cambashi engineering and enterprise IT applications market research and analysis consultants in the UK confirm the 15% for 2008 but predict a slowdown thereafter.

The job market for the same sector is not so strong, but this is nothing new. Concerns about finding emloyement as a draftsman or design engineer recycle themselves every seven years or so. But new International and Asian service competition adds to the uncertainty. Engineering students are thus being encouraged to fortify their skillset with related qualifications in manufacturing and applied sciences.

See http://www.jonpeddie.com/about/press/2008/CAD-industry-to-maintain-growth.shtml
See http://findarticles.com/p/articles/mi_m0BLL/is_8_21/ai_n9484078