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3º Palestra promovida pela IBE/USPTRANSCRIPT
BRASIL: is there a future for innovation?
What is innovation?
Culture innovation
Innovation can not be imposed: it is a state of mind!
General Culture Crossing knowledge
Innovation is born to interface !
Einstein on the importance of humanities
• "It is not enough to teach a man a specialty. Through it he may become a kind of usefulmachine, but not a harmoniously developedpersonality. It is essential that the studentacquire an understanding of and a livelyfeeling for values . He must acquire a vividsense of the beautiful and of the morallygood.....He must learn to understand the motives of human beings, their illusions and theirsufferings, in order to acquire a properrelationship to individual fellow men and to thecommunity.
• These precious things are conveyed to theyounger generation through personal contactwith those who teach, not--or at least not in themain--through text books. It is this that primarilyconstitutes and preserves culture. This is what I have in mind when I recommend the"humanities" as important , not just dryspecialized knowledge in the fields of historyand philosophy. Overemphasis on thecompetitive system and premature specializationon the ground of immediate usefulness kill thespirit on which all cultural life depends, specialized knowledge included.
Imagination is more important than knowlege
What is culture?
• Culture is an awareness by the individual of his personality to be thinking but also its relations with other men and with nature
• Culture is taught and learned and share • Culture is crucial because it allows those
who share a similar culture to communicate with each other without the need to discuss the meaning of things
Pierre Gille DE GENNES on innovation?
• Is one born innovator? “Innovation is an attitude that is cultivated as a sense
of observation, or the meaning of a certain manual dexterity.”
• What should we teach people to be innovative? “A tendency to skepticism can be useful. Students
should make a habit of not considering what they have been taught as a Dogne. They should not be imprisoned”
Numbers and letters
The relation on science and technologie ..
• Innovation is linked to the progress of science and technology
• It is a source of value creation by combining these complex systems
• It makes available the progress
Correlation between wave of innovation and economic growth
New wave of technology push
12 milhões de pesquisadores
no mundo,
18 000 artigos científicos
publicados por dia,
< 2 000 000 patentes concedidas por ano.
Despesas de P&D superiores a 1500 bilhões de $ por ano no mundo
X 2 em dez anos
110 000
revistas científicas
Evolution of internet sectors
Evolution of internet sectors
Relation to realization conception ..- Craft- Professional expertise
The “chef d ’oeuvre ”: the craft pushed at an art
Innovation is an initiative, construction to changing codes of a trade, sometimes redefine these codes
•
• restore • repair • reproduce • renovate • rehabilitate • remake
• invent • innovate • initiative • Introduce novelty
Progress of knowledgeEvolution of society
Contribute to the evolution of the world Creation initiative
Relation to human,to the city, to the nature ..
The RENAISSANCE :
“The man is the measure of all
things”
Creative synthesis in the BELLE EPOQUE
Technology allows many It imposes nothing
4 I major areas of creative synthesis
Improvement of the human condition
Improvement in the relationship between men
Improvement of life in the city
Improvement of the relationship to nature
Relation between art and technology.. for creation?
• Fundamental role of artists and creators in innovation
• Relation to technical progress
• Provision for the individual the best state of knowledge Introduction into reality
Creative synthesis
• Between the world of knowledge and technology, there are rich multiple potential and that of the vast expectations of society ..
• The design phase is a magical moment when the vision and the project “will materialize in a proposal , the result of the sensitivity of imagination and inspiration of the creator” ..
The challenge of conception and design in innovation
beauty is essential for innovation to be accepted by society Technology changes, the beauty remains
To innovate is to propose
The contact point between two worlds The time of the design
The focus on the individual
Relationship between technological potential and the individual in the innovation process
Psycho-logicAnthropo-logic
Socio-logic
Techno-logic
As tecnologiasA vida
Reencatamento do mundo Max Weber
Economy as value creation
Challenge of designing
• The challenge of the combination of knowledge, skills, ..
• Realize the creative synthesis
Manage complexity
• The innovative product design involves the meshing of skills and talents in many creative projects teams
• The purpose of this synthesis on the best state of the art is always increased satisfaction among potential users
Importance of design• The design is ..
“a creative synthesis “arts and crafts in the service of society
“always from líndividu to return to the individual“a proposal for the future “a sensitivity, a part of oneself “contribute to the re-enchantment of the world
• "DISEGNO" Design-design refers to the design and form to the imagined project. This is a proposal.
• "CONCETTO" concept refers to the idea, it's an intention.
• Technologies are like musical notes, letters of the alphabet, numbers, colors, spices ..
• Their creative combinations are endless ..
The impact of constant technology push
Example printers: new technology generations in decades
A inovação é « tecnologicamente neutra »,ela parte do indivíduo para retornar ao indivíduo
Atenção! As tecnologias são meios, não objetivos.Ninguém se apaixona por um Protocolo de Acsso Wireless
The needsneeds , wisheswishes , expectations dreamsexpectations dreams , desires of individuals do not define themselves in terms of technology ..
For high value-added innovations for users, do not mix technology and society ..
Practice does not stem from technology, they are specific to a community !
As technologias A vida
UtilizaçaoAplicação
Uso
uso
utiliza ção tecnológica
Não é um mercado , ou até mesmo um "uso" de banda larga !?
É uma necessidade de sair da solidão emocional
é a comunidade relevante que define as características do produto, e não a tecnologia !
ignorância da sociedade estácausando a síndrome do "sucesso tecnológico - fracasso comercial“ !
A inovação tratada como valor central innovation spirit
ou um dos valores centrais.
(concebemos o futuro), atores do progresso
O usuário, o indivíduo, o cliente como objetivo único
da inovação (human centric)
Excelência(s), atividade(s) profissional(ais), expertise(s),
talento(s) (skills)
Abertura para o mundo, para a novidade, para as novas
ideias, para as novas tecnologias
Diversidade, rede de conhecimentos, de talentos,
de origens
Elementos comuns às culturas da inovação 1/2
Iniciativas, propostas, empreendedorismo de todos
(tempo alocado, promoções)
Trabalho em equipe, equipes de projeto
Experimentação constante try, fall, try again, succeed
Direito de fracassar e assimilação do fracasso como
elemento chave da inovação
Líderes da inovação, pilotos, arquitetos de projetos,
campeões da inovação…
Elementos comuns às culturas da inovação 2/2
+ Elementos e valores específicos da cultura empresarialPor ex. saúde para todos, luxo, high-tech ou tecnologias específicas, defesa, alimentação
saudável, mutualismo, energia para todos, igualdade de oportunidades, educação,
laço social…
Inova ção?
É na relação do serviço com o indivíduo que se cria o valor
« Forte valor agregado para o usuário » = o que tem realmente valor para o usuário
• Creative synthesis from the integration of services in the real life, the way people live, the idea they have of it, and it offers a vision, progress, sensitivity, from the best state of knowledge
autonomy transparency security instantaneity information opportunity
self-image good management
effectiveness steering serenity
vision value (s)
anticipation
Capture rising values
Melhor conhecimento daqueles a quem se dirige
• Understand the dreams, desires, hopes, ideals, values and expectations of society, the needs of society ...
• Respect their sensitivity, their identity, their culture, from creation ...
• Understand their practices, their knowledge, their experiences ...
To go further ... for what was done to them so far
O que é inova ção?
places of innovation = meeting places, lifestyle, identification, sharing, exchange, souvenir ..
It is the "school of life"
inova ção é a introdu ção do progresso na vida real
Place for innovation?
Inovar é melhorar a condição humana !
“o progresso não tem sentido se for compartilhada por todos ” Aristóteles
A Brazilian model of innovation?
• Biodiversityculture ofinnovation– multiple
componentsof innovation
– cultural varieties
Models of culture of innovation in EUROPE
?
Models of culture of innovation at the world level
49th in 2011, 58th in 2012, 64th in 2013, ...
Global prespectives emergence of a new global leader with considerable assets rapid growth for 10 years, a relative pose, future prospects the relationship with China and the BRICS take off in education, science and technology the land of the internet
Brazilian culture and innovation diversity of backgrounds and cultures all openings and unit value, the Brazilian optimism colors, music, design
Democratic cropping
Brazilian business and innovation The emergence of highly innovative international Brazilian companies A very educational and industrial innovation cultureExamples of innovative projects in brazil
Global perspectives in BRASIL
• Its geographical size and resources , Brazil is an emerging strategic and economic problems of the economy do not suggest systemic risk. In 2011 he moved up to sixth in the world in terms of GDP(7th place in 2012). It is an agricultural giant, which has reserves of agricultural land, which in a global environment of increasing population pressure is a major asset. His basement is full of minerals, rare metals and oil. Finally, it is a market of 200 million people who access consumer, thanks to the policies of redistribution of income.
Recursos naturais enormes
O eixo de desenvolvimento sustentável Um coração para a futura estratégia de inovação no BRASIL
dos países mais urbanizados do mundo (85%)
This, 200 kilometers from the south-east, the Petrobras group found
similar deposits in late 2005 to what was extracted from the North Sea
(60 billion barrels).
The company exports 300,000 barrels / day.
The operational costs of around a million dollars a day for each drilling in deepwater, blew the group's debt
to more than $ 80 billion.
Defense sector:a strategic issue of importance
O Brasil estragou tudo ?
… Brazil slows but strong fundamentals
Brazil's growth began to decline after 2010 After the euphoria of 2010 (+7.5% growth), 2011 was subdued (+2.7% growth), and 2012, which was to be the year of the recovery, grew only +1 % with high inflation (+5.84%).
Consumption, strength of the Brazilian economy has gradually out of breath as a result of family debt because of high interest rates (24% per year).
Industrial activity declined (-2.7%) as the investment (-3.9%). The gap between demand and domestic supply has widened, consumption is based on imports (since 2005 trade has grown by +76% and the processing industry of only +8%).
The structural weaknesses of the Brazilian economy are known (lack of infrastructure, bureaucracy, fiscal maquis, education) and they hamper growth in the short term.
In the longer term, Brazil is still an unavoidable emerging country
1. In 2011 he moved up to sixth in the world in terms of GDP (7th place in 2012). It is the second largest exporter of iron ore and its basement full of bauxite, gold, manganese, nickel, phosphates, platinum, tin, uranium, rare earth etc.
2. It is also an agricultural giant: 1 producer of coffee, orange juice, sugar and soybeans, the second of beef and poultry. Finally, it is a market of 200 million people who access consumer, thanks to the policies of income redistribution conducted for 10 years who made 40 millionBrazilians out of poverty.
3. But it is sorely lacking in infrastructure (11% of the roads are paved), know-how and innovation (568 patents per year, 10,000 in France).
4. Brazil is a country still somewhat open (9.6% against 22% for France, it represents 1.3% of world trade) and the European Union, its biggest trading partner (the first client and the first supplier) in favor to support Brazil's growth, at a time when trade negotiations looming position.
A importância na economia e brasileira das Regiões Sul e
Sudeste br.
Uma proporção impressionante vem de uma pesquisa do banco de dados público LinkedIn para o setor da indústria de "software” , cujos resultados são mostrados na tabela ao lado
Metropolitan Area StateLinkedIn
Software %
São Paulo SP 10,480 31.8%
Rio de Janeiro RJ 2,720 8.2%
Porto Alegre RS 1,950 5.9%
Belo Horizonte MG 1,640 5.0%
Campinas SP 1,500 4.5%
Curitiba PR 1,010 3.1%
Recife PE 780 2.4%
Brasília DF 700 2.1%
Fortaleza CE 450 1.4%
Salvador BA 380 1.2%
Manaus AM 210 0.6%
Vitória ES 10 0.0%
Baixada Santista SP - 0.0%
Brazil 33,000
Top 13 metros share of nation 66%
Dimensão das Plataformas de Exportação localizadas nas Regiões Metropolitanas – Sul e Sudeste Br
Relatório da “Brookings Institution” (Washington, DC)
The dynamic of SAO PAULO state
• Investimentos em P&D duas vezes maior que a media nacional
• 12 centros de P&D internacionalmente reconhecidos
• 02 Universidades: UNICAMP : 33.000 alunos PUCAMP: 22.000 alunos
• Mais de 600 empresas com vocação em alta tecnologia
Campinas, hub de alta tecnologiaCampinas, hub de alta tecnologia
Fonte de luz Síncrotron brasileira que, em 2016, substituirá a fonte atual. Prédio com 43 mil m²Acelerador de elétrons e até 45 linhas de luzInvestimento de US$ 500 milhões
Biotecnologia Nanotecnologia TIC Agroalimentar
Energia
Química Fina Petroquímica Farmacêutico Equip. Saúde Materiais
Investments in infrastructure program
Programas de desenvolvimento que se tornaram referências internacionais
Erradica ção da extrema pobreza :a prodigiosa d écada
On development
To improve !
Relação privilegiada com BRICS e China
A trade balance in equilibrium
China and Brazil agreed to establish a swap line of about $30 billion in their respective currencies as they work to reinforce the clout of the world’s largest emerging markets on a global stage.
It’s all about ChinaWorld trading map for bulk carriers december 2013
Made in brasil!
The CBERS Program was born from a partnership between Brazil and China in the space technical scientific segment. Consequently, Brazil joined a select group of countries with remote sensing technology.
An important partership with AFRICA in agricultural sector
Orçamento da educação cresceu 205,7% em uma década
Investments in the National Education Plan
Development of universities
Global Researcher Views of Leading Countries in R&D by Technology/Research Area
Agriculture
& Food
Production
Auto &
Other
Motor
Vehicle
Civil
Aerospace,
Rail, &
Other
Transport
Military,
Defense &
Security
Composite
Nanotech,
& Other
Advanced
Materials
Energy
Generation
& Efficiency
Environ-
mental &
Sustainabi.
Healthcare
Medical,
Life
Science &
Biotech
Infor-
mation &
Communic
ations (ICT)
Instrument
& Other
Non-ICT
Electronics
U.S. Japan U.S. U.S. U.S. U.S. Germany U.S. U.S. U.S.
China Germany China China Japan Germany U.S. U.K. Japan Japan
Germany U.S. France Russia Germany China Japan Germany China Germany
Brazil China Germany U.K. China Japan U.K. Japan India China
JapanSouth
KoreaJapan France U.K. U.K. China China Germany U.K.
Brazil in the first 5 leading countries in the next 10 years
Source: Battelle Survey / IESCI
Patents filed in Brazil: an issue?
Brasilian culture and innovation
BRASIL: immigration countries and haven
BRASIL: Understand the future of a country
1889, progress as a moto
1941, Land of opportunity
2011, progress in action
2030, Choose our future
Extreme variety of population
The langage to watch in 2014 ...
COUNTRY ANY COLOUR
incredibly colorful architecture, objects and
clothing appeal to all the colors of the rainbow
• BRASIL: a country in all colors
– incredibly colorful – architecture, objects and clothing appeal to all the
colors of the rainbow
• A country all in musique
NATURA, music is an expression of bemstardem (welfare for all)
Music awakens and enriches our senses. It affects us deeply and makes us feel life. She has a knack for bringing people and integrate individuals.
Brasilian optimism
A connexion to innovation and to the world
The importance of ICT security
BRASIL « has one of the most vunerable and unprotected internet infrastructures in the world », according to IPEA.
The democratic cropping : The brasilian innovation in 2013
Increase of 7% of prices in bus and in the metro0.20 reals = 7 cents of euros
Social innovation in action: for democracy
The expression of diversity
A design in full effervescence based Brazilian values
The value of the Brasilian design
Brasilian design industry
Certainly two most well-known brasilian products in world
Brasilian business and innovation
Surgimento de um modelo brasileiro de inovação
Example: leadership in
transport sectors
Seleção Brasileira de Alimentos 'Innovation Breakfast': ENIVRANCE
The new brand made in BRASIL!
Business culture of innovation in BRASIL (1)
Business culture of innovation in BRASIL (2)
Business culture of innovation in BRASIL (3)
Brasil: is there a future for innovation ?
?
Obrigado [email protected]
Say YES to INOVAÇÃOSay YES to BRASIL