Exploring! Futures!
Understanding ! People!
The new
Transforming ! Minds!
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We summon the futures. For you to play with them now.
www.summn.com © Summ( ) n, 2013
Summ( )n is team of passionate and experienced professionals that help you to create the new, being it new product or service, new brand or new business model. We help you to innovate — in a new way. We are doing it by helping you to better understand the people of today — what, how and why they do things, and how these activities unfold in the real life contexts. At the same time we help you to explore the possible futures — the futures of cultures and societies, industries and markets, or the futures of your own enterprise. We also create opportunities to experience and probe these futures, to play with them in realistic yet risk-free environments (well, almost), thus transforming your minds. In short, We summon the futures. For you to play with them now!
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© Summ( ) n, 2013
Summ( )n’s roots are in the high-design process developed by Philips Design, with its focus on people and futures:
human-focused research-based multi-disciplinary business integrated
Iterative high-design process, circa 1996
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‘Vision of the Future’ process (circa 1998)
© Summ( ) n, 2013
…and as such is compatible/compliant with the vast majority of the approaches, methods and tools for design/innovation developed later, including ‘design thinking’, the latest buzzword:
Iterative design process
Fuzzy front-end innovation
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Design innovation funnel
Service design
© Summ( ) n, 2013
‘Understanding people(*)’ and ‘Exploring futures’, each with with its own set of diverse tools and methods to inform and inspire design and innovation, are a ‘given’, a default mode of operation for Summ( )n
Understanding people
DESIGN
Exploring futures
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The ew (*) Every time we write ‘people’ it means not only ‘end-users’ or ‘consumers’, but also partners, customers, and, speaking broader, an entire stakeholder network.
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© Summ( ) n, 2013
But we also (painfully) discovered a ‘missing link’ that often prevented this beautiful new to emerge and make impact...
Understanding people
DESIGN
Exploring futures
The new
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© Summ( ) n, 2013
Which lead me to the development of Trans&, a new transformative proposition, based on interactive playing with the nows, the futures, and your selves.
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Š Summ( ) n, 2013
Which eventually became the founding principle of Summ( )n, a transformative agency aimed to prepare people for the ‘turbulent tomorrows’, by
Transforming minds
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© Summ( ) n, 2013
We developed and played a few excellent ‘future games’ helping people to explore the futures…
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… but there were too few of these games, and they didn’t work in full, being conducted in isolation from other two crucial ingredients, People and Futures. Eventually, we constructed a more holistic approach, that combines in-depth understanding of people’s experiences, exploration of possible future developments in societies, cultures and industries with specifically design ‘transformative mechanisms’ (‘serious games’, ‘immersive environments’, ‘interactive installation’ and the like.)
Understanding ! People!
Notice that it’s not linear process (left-right), nor it is a ‘circular’ or ‘spiral’ one: the best way to read this scheme is 3D, it is a breakthrough process, the ‘hole’ in the middle is in fact an entry to the new, a portal which we help people to enter.
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Exploring! Futures!
The new
Transforming ! Minds!
© Summ( ) n, 2013
What people
What researchers do:
surveys
focus-groups
say do/use
think feel value
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interviews
observations
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co-research
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co-creation
Š Summ( ) n, 2013
Contextual observations summ n
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Co-researching with people summ n
Š Summ( ) n, 2013
Co-creation of new values summ n
Š Summ( ) n, 2013
The traditional researchers do:
What future researchers do:
co-explore
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probe & provoke sense ‘future signals’
develop
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scenarios develop roadmaps predict analyze developments of the past & extrapolate ‘trends’
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© Summ( ) n, 2013
Sensing the ‘future signals’ summ n
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Making sense of the futures summ n
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Playing with the futures summ n
Š Summ( ) n, 2013
If we don’t help people to change…
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© Summ( ) n, 2013
?
?
?
they will be spending time and efforts to calculate the ‘right’ future
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© Summ( ) n, 2013
instead of preparing to the different futures
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Š Summ( ) n, 2013
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That’s why we help people to transform, to try new states of mind, new ways to interact with people and things, and think about themselves.
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Š Summ( ) n, 2013
Transforming toward the future of creative spaces summ n
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Transforming toward the future of gamification summ n
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Transforming toward the future of the Internet of Dragons (*) summ n
(*) The Internet of Things Š Summ( ) n, 2013
Summ( )n works internationally, from India to Russia, from Estonia to Greece
Roadmap of innovation for Sree Chitra Medical Research Institute, Trivandrum, Kerala, India
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The Future of Your Startup (TechPeaks Accelerator, Trento, Italy) Š Summ( ) n, 2013
In 2012 Summ( )n joined an international 16 members strong network of design research agencies Reach, which made us capable to design and conduct truly global projects
REACH !
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Š Summ( ) n, 2013 www.globaldesignresearch.com
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Š Summ( ) n, 2013
Slava Kozlov is a co-founder and director of Summ( )n, the Netherlands-based collective that supports companies and organizations in their strategic innovation initiatives. Summ( )n provides in-depth understanding of people’s behavior and values today and explores the societies and cultures of tomorrow, helping to change personal and collective mindsets using ‘serious games’ and other transformative techniques. Prior to Summ( )n, Slava worked for ten years with the Strategic Future Design team of Philips Design, a design house of Philips Electronics in the Netherlands. He participated in numerous future studies to explore scenarios of the possible developments for enterprises, industries and regions, supporting strategic design and innovation of products, services, systems and brands. Slava led/participated in a range of large-scale research projects, including design and development of ‘smart environments’and intelligent interfaces’ (such Ambient Intelligence and the Internet of Things) and numerous design explorations, supporting Experience Design, Design Probes and Co-Design/Co-Creation practices. He developed a range of novel methods and tools to conduct contextual research, future studies, cross-cultural and multi-stakeholder analysis, and to enable collaborative, participatory design (from co-research to co-creation). He was one of the pioneers of using 3D virtual worlds and MMORPGs in research, and actively employs serious games and social web for research, innovation and transformation. Slava is one of the first members of the European Council of the IoT (Internet of Things), and currently a mentor with the star-up accelerator TechPeaks (Trento, Italy) and HighTech XL startup bootcamp in Eindhoven, the Netherlands. He is an advisor for the social innovation hub iX-Kerala (Trivandrum, Kerala, India) and together with Summ( )n a member of a global design research network Reach.
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© Summ( ) n, 2013
Exploring! Futures!
Understanding ! People!
The new
Transforming ! Minds!
summ n
© Summ( ) n, 2013