dream:in brasil report

7/30/2019 DREAM:IN Brasil Report

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09TH 11TH AUGUST 2012DREAM:IN BRASIL CONCLAVE, ESPM - PHILIP KOTLER AUDITORIUM, SO PAULO, BRAZIL

www.dreamin.com.br

START DREAMING, BRAZIL!

Its time to wake up to the dreams o Brazil, to create a new and more inclusive uture whereeveryone has the right to realize their dreams, to be happy and ullled. It is possible, and in Brazil,DREAM:IN is a massive national project, bravely anchored by the Vivarta Institute, to discover thedreams o Brazilian people.

For over three months, 240 students and 20 teachers rom six major universities in Brazil and oneAmerican university worked together, or the rst time ever, to distil the dreams o Brazil. In bigcities and remote locations throughout the country, teams collected insights to reveal the trueaspirations o the people and their potential as entrepreneurs.

On the 9th, 10th and 11th o August 2012, the dreams o Brazil were shared at a Conclave in Sao Paulo.The ocus was detly shited rom needs to dreams once again. And a massive design thinking eortyielded a plethora o very practical, inspiring and unique ideas. That can help dream, believe and realize.

GLOBAL MOVEMENT

DREAM:IN is a global movement, with signicant local players and action; to create lasting socio-economic change. DREAM:IN is also the convergence o seemingly opposing orces o growthand impact, investment and innovation, the real and the virtual, education and practice. In essence,DREAM:IN is an inside-out process, methodology and system to change the basis o impactinvesting and value creation rom needs to dreams, rom systems to sel.

It was conceived by Sonia Manchanda, co-ounder o Idiom Design and Consulting, India, alongwith Carlos Teixeira, Associate Proessor, Parsons New School o Design, New York, as a project inBangalore, India last year to shit the basis o value creation rom needs to dreams.

This is how Brazil started dreaming.


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STRONG IDEAS

In January-February 2011, when DREAM:IN was created, there were really three strong ideasthat emerged.

One was the idea o turning the spotlight rom needs to dreams, to create a new and inclusivehuman-centered growth paradigm and thus the idea o DREAM:IN, articulated and crated as aproject by Sonia Manchanda emerging rom previous collaborations with Carlos Teixeira. She thenwent on to develop the methodology - a combination o ethnography, design thinking and lmmaking - and the training to capture dreams as short but rich, edited video documentaries.

The second was the idea o absorbing dreams; and an event that was/is designed to do so; wherethemed Dreamcapsules and live presentations by Big Dreamers create a mood that is positive,imaginative and a shared, inspiring experience.

The third idea, where Carlos Teixeiras vast academic experience eeds in and which is his brainchildis that o design thinking tables where dierent expertises come together to co-create ideas at amassive scale and speed, based on the dreams o people. The result o which is venture ideas thatare socially, environmentally and economically sustainable.

Claudia M Davis o the Vivarta Institute had participated in the DREAM:IN Conclave in India in 2011and added an interesting ourth idea; that o the DREAM:IN experience where global leaders werehosted by her in India who, besides participating in the conclave, also visited businesses, institutesand manuacturing units to engage in deep and meaningul conversations with local Big Dreamersand thus had the experience o a lietime. In this eort, as Bruce Nussbaum put it in his inimitablestyle, millions o dollars o IP was created by taking an open, collaborative approach.

Besides all this, a Dream Team was ormed, across India, New York and Brazil. Silently committed tospreading positive energy and design thinking in an inclusive spirit to emerging markets.

PROJECT TO ORGANISATION

Things have moved ahead in India over the last year with the conversation centered around creatingsustainability and moving beyond conversations and inspiring exercises and creating massiveimpact at individual, national and global levels, especially or the next generation. DREAM:IN hastransormed rom a project into an independent organisation within a year o its inception.

It is now led by Kush Medhora out o India, a seasoned proessional who has taken the plunge andchosen to be an entrepreneur. He brings his nancial expertise and vast on-ground experience inshaping projects to the DREAM:IN enterprise which is getting ready on-ground to search, select,shape, support and seek investments or a 100 young entrepreneurial dreams in a 100 days, andonline is launching its portal where dreamers rom every part o the world can upload their dreams,nd believers, mentors and investment and work towards realizing their dreams.


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DREAM:IN TUMKUR

DREAM:IN is also being prototyped as a method o bottom-up development through the adoptiono a district called Tumkur on the outskirts o Bangalore. DREAM:IN Tumkur is working to transormagriculturists into agripreneurs.

DREAM:IN BRAZILThe DREAM:IN BRAZIL project led by the Vivarta Institute in Brazil has been in development sinceJanuary 2012. The process was launched in Brazil as Carlos Teixeira corresponded with Brazilianuniversities, who with a great degree o openness and fexibility, chose to engage with theDREAM:IN Global Academic Program. The rst university to join the porject was PUC Rio. OnceClaudia Davis gave the nod, other universities too realized the merit in engaging with the program.

Proessors rom six design departments o Brazilian universities were trained to teach theDREAM:IN method which lays emphasis on innovation and design thinking creating new value andmeaning or the people o Brazil. The DREAM:IN methodology and learnings were transerred romNew York and India via Cisco Webex to the universities who then created their own Dream Journeysand Conclaves, investing their own energy, time and resources.

This entire eort was managed locally by Claudia M Davis and Luiza Tolosa. Luiza had made thepersonal eort to spend two months in India, to learn and absorb DREAM:IN. In Rio de Janeiro, themethod was applied, in partnership with the PUC-Rio City Hall and the Firjan, in the revitalization othe Docklands and the City Centre. And a big local Conclave allowed the insights and ideas to beshared locally as well.

Design departments o ve other higher education institutions were also involved in DREAM:IN:the School o Advertising and Marketing o So Paulo (ESPM-SP), the University o Braslia (UnB),the State University o Minas Gerais (UEMG), the Federal University o Maranho (UFMA) and theUniversity o Vale dos Sinos, in Rio Grande do Sul (Unisinos).

All the data rom the universities, all the energy, was channelled into creating the DREAM: INConclave in Sao Paulo. Funded on Catarse. Managed by Vivarta and many other team members whogave not only their time but also resources to the eort!

TIME TO AWAKE

It is time to awaken the dreams o Brazilians, and not just to dream them. We need to make thecountry believe that it is possible to realize them. The DREAM:IN project is a way to invert thepyramid, away rom the minority on top that points out what has to be done and what is truth,andlistening to ordinary people who also have a voice. We believe, thereore, it is possible to perormcreative work using innovative solutions that are capable o generating new livelihoods or the thirdmillennium, says Claudia Davis, Executive Director o the Vivarta Institute.

We are a young nation, ethnically diverse, with almost 200 million inhabitants; we have an areatwo and a hal times larger than India, and we are actors on the world stage in many industries. Wehave a large untapped entrepreneurial potential and we need to know ourselves more deeply, saysTomas Cunzolo Jr, President o the board o Vivarta.


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DREAM:IN CONCLAVE, SAO PAULO

On the 9th, 10th and 11th o August, 400 participants, including leaders, students, teachers,proessionals and entrepreneurs gathered at ESPM-SP (Superior School o Advertising andMarketing) in So Paulo to watch the videos collected by the universities, and to hear thetestimonials rom national and international Big Dreamers.

The dreamers included choreographer Ivaldo Bertazzo; entrepreneur Luis Ribeiro o Catarse, acollaborative unding website; Alessandra Frana, creator/ounder o Banco Prola; and GeorgeKoukis, owner o Temenos, a venture that had ailed multiple times but in his hands has becomea leading provider o sotware or the global banking system; Pro. Jos Carlos Teixeira, AssociateProessor at Parsons The New School or Design, specializing in innovation through design indeveloping countries, Sonia Manchanda, ounding partner o Idiom Design and Consulting and ChieCreative Ocer o the DREAM:IN organization and Kush Medhora the Chie Executive Ocer o the

DREAM:IN organization, headquartered in Bangalore, India.

CONCLAVE PROCEEDINGS - 9th August 2012

It is a sunny day at ESPM, with a Dream Tree handcrated by Nelson Davis and managed by MariaSilva planted outside the conclave venue and quickly blooming with the participants dreams. All16 aculty rom across the Brazilian universities involved with the project had made it to Sao Pauloalong with their students. Then there were the citizens o Sao Paulo who had decided to take theday o to dream!

It was a ull hall. The journey o DREAM:IN Brazil up till the Conclave, the relevance o themethodology, the inception o DREAM:IN in India and its uture as an organization, network andan online product were going to be shared across the day. Meanwhile, over 120 ideas or newmeaningul ventures or Brazil went up on the acebook page, developed by the aculty and studentso the six progressive universities.


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Sonia Manchanda shared the DREAM:IN story, how when it started out, it was nothing more thana design thinking experiment, a project that was conceived and executed in an extremely shortspan o time. Over the past year and a hal, the journey that DREAM:IN undertook has led to itsevolution rom a project into a global organisation.

The wide variety o Big Dreamers drawn rom a wide spectrum - choreographers, sportspeople,young entrepreneurs, big politicians and businessmen, doctors and policymakers - made the dayintrospective, inspirational and unorgettable.

Claudia Davis shared Marina Silvas dream on video with the participants. Marina is a global thinker,environmentalist and politician, and she is credited with making green mainstream. She grew up asone o 11 children and had a tough lie being orphaned, working as a maid, moving her way up inlie, never losing her dreams. One o her dreams is to be the rst Arican Brazilian woman o poororigin to become the President o Brazil. Where does my strength come rom? Its a strategy todream and believe. To choose to not be imprisoned by reality. A dream is the most important uel.We are the result o what we can do with our past, she said.

As other Big Dreamers shared their dreams and viewing the Dreamcapsules made everyone laughand cry, think and eel, many sensitive topics were brought alive. The panels and discussionscentered around education, public policies, entrepreneurship, culture and youth.

BIG DREAMERS, BIG DREAMS

Ulisses Arajo one o the creators o a multi-disciplinary campus in So Paulo and Proessor o theDepartment o Arts, Sciences and Humanities o University o So Paulo. He believes that everyoneneeds a vital project, that is larger than just a purpose, that gives a great deal o satisaction and that

lasts a lietime. His students work with citizenship topics in all their courses, starting rom the rstyear - a dream come true. He said that design thinking is a way o making dreams come true andthat we need to work with people and innovate, its that simple!


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Floriano Pessaro this City councilman o So Paulo shared his experience o how they made it a priorityto get poor children o the street. It was the dream o many and they engaged with it. An interestinginsight rom him was that to innovate, we need rupture, shed some bonds and perceptions.

Dreams o citizens o India and Brazil were also shared in the Dreamcapsules drawing audiencecomments like: My greatest dream is there should be more humanity rom government andGovernment should not just make money, everyone should. My dream is to help the poor!

Other Big Dreamers included Germano Guimares, ounder o Instituto Tellus, an organizationocused on public policies and a partner o DREAM:IN, and Claudio Guimares, Co-ordinator o thethe Department o Arts and Design o PUC-Rio and yet another partner o DREAM:IN.

George Koukis, the Greek businessman was a big inspiration. He is the ounder o the trainingprogram or international leaders called Future Leaders or the World. He had the audience in a spellwhen he said: I believe in a dream, I have seen the uture. Von Zepellins tombstone says: Firstyou dream, then you believe and it happens. He believes that short-termism and ear are not a lieworth living and when you dream, there are no shortages.

Full o humour, he candidly stated: I am not a dreamer, I am a nightmare. He exhorted everyone tobelieve in themselves and do good things unlike the politicians. Should anyone in America be poor -

a rich country? he asked. The world needs ethical leadership, is what he believes. And that he cantthink o a single politician, only a ew businesspeople who can inspire. Politics needs to innovate tond ways to help people not to nd new ways to screw people, he said.

He has reached where he has by cleaning toilets, washing dishes. His parents were illiterate, he wasborn poor, but he was never unemployed. Now, he has 60 oces in 50 countries. Born and raised inGreece, he migrated to Australia, and turned a twice bankrupt company into a multimillion dollar one.

MANY MORE DREAMERS

There were many more dreamers who shared their dreams.

Jlia Mello a dreamer rom Braslia (UnB), Technical Administration o the Ministry o Sports.

Geraldo Milet entrepreneur and ounder o the Junior Enterprise module o the course o PublicPolicies o University o So Paulo.

Dbora Basso coordinator o Artemisia, an organization ocused on social business and partner oDREAM:IN.

Ivaldo Bertazzo choreographer and creator o Bertazzo Movement o Reeducation Method. Hehad the audience on their eet and perorming and upping their pyschomotor skills besides theirdreaming quotient! His dream is to raise children and their mothers in the right, natural way.Alexandre Faria: an extremely handsome and t man and a dreamer rom Rio de Janeiro (PUC-Rio) isa Muay Thai teacher. He said: Replace guns with gloves. When you liberate people through sport,

you ree them o their limitations. The body helps to ght the battles o the mind. He made a bigimpression with his very real lie story. He said that he had studied but then went the wrong way.


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He was a drug tracker at 16. And God gave him another chance. He took up ghting, became ablackbelt in Muay Thai. He is a Ninja with 3 black belts. A boy rom the hills, when he went back tothe hills; he decided to work with the community, in this Favella in Rio. Thank God I believed in mydream. I even teach a judge and I have a story to tell. I teach 8 soldiers, and 3 managers who werein drug tracking. My mission is to show that I have a dream and I can make it. To people here: Itsgood to dream. I am 34. And i I kept holding a gun, I would never have gotten here; I would havedied long ago. So, i you have a dream, go ater it. Yesterday, I got all the kids in my class to writetheir dream on a piece o paper and I cried as out o 30 o them, 15 said I dream o being Alex. Itseasy to dream when you have money in your pocket, but try dreaming when you are poor, its notsimple at all. I know now that I will be telling my story again and again.

HUMAN CONVERSATIONS

What makes it all worthwhile is to share such dreams, in any and all parts o the world, to makepeople realize that people have dreamt and made success possible, and that these stories can wakeup others. These are the most important human conversations we should be having. There shouldbe DREAM:IN Conclaves in every part o the world!

Fbio Atumember o the organization Expedicionrios da Sade, member o the hospital SrioLibans: We take 8 tonnes o equipment to where there is no power. And we set up a hospitaland operate. We have 3000 surgeries in an indigenous area. But craziness is contagious. We havegone to Haiti, Peru, etc. I am doing this or selsh reasons I like going to the orest. I went tothe Amazon. I was operating a priests anus. Who said altruism is a good kind o selsh!. And that

craziness is good!The younger set o dreamers made us realize the importance even more so o dreaming with thenext generation.


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Aulus Sellmer ounder and owner o a company o advising sports, 4any, shared his dream.

Luis Octvio Ribeiro ounder o Catarse - crowdunding website and a partner o DREAM:IN, a 21year old who looks like Brazils own Zuckerburg, shared his thoughts: In college you are put througha typical path. I got into a consulting company. I started listening to dierent clients; And I startedthinking that my dream could be to change the world. Catarse has made 280 projects possible.Money is involved but there is also publicity, appreciation. We brought crowd unding to Brazil.Crowd unding connects people who have shared dreams. We have to keep on dreaming. It is not

the internet but us who make it possible. We have begun to value each others dreams. He oeredthat projects that are developed at DREAM:IN Brazil can be realized in Catarse.

Alessandra Frana ounder o a microcredit bank in Brazil called Banco Prola was a quiet butstrong presence. A young girl who in 2003 read the book Banker to the Poor, discovered that itchanged her lie. She was leading an organization at age o 19, working in the social and economicsectors. By 2008, her organization had served 50,000 people in the city o Sao Paulo. Nobodywas investing in young people, those who have ideas to transorm their community. So I startedBanco Perola - Pearl in the Oyster, Young people who support their parents and their yet to be bornchildren. Its just a tool to improve the world a little bit.

The panels were thought provoking, emphasizing the need to support the poor, the dreamers and

create a collective positive social action.

THE WIDER DREAM:IN CIRCLES

The last speakers o the day were Claudia Davis and Kush Medhora. Claudia talked about takingthe DREAM:IN In Global Academic Program to all universities across Brazil, about increasing thenetwork. About getting on with the Realise phase, where 3 chosen projects will be worked uponover 2 months. And mapped journeys will be oered to those interested.

Kush Medhora talked about how he dreams DREAM:IN. How he let his successul corporatecareer, to create a global enterprise, create value or all concerned, abut how DREAM:INhas transormed itsel rom a project into an independent organisation within a year o its

inception. Now it is working on searching or, selecting, shaping, supporting and investing ina hundred young entrepreneurial dreams in a hundred days. Besides, DREAM:IN is also beingimplemented as a method o bottom-up development through the adoption o a district calledTumkur on the outskirts o Bangalore. DREAM:IN Tumkur is working closely with an agrariancommunity to transorm armers into agripreneurs.

Rather than taking the typical investment route, DREAM:IN is being unded by Founder Dreamerswho believe in the idea and share the dreams o and the Next Generation journey and the prototypeportal, a place where a person anywhere can upload his/her dream and work towards realizing it.

The day closed with a panel that included Luiza Tolosa, Claudia M Davis, Carlos Teixeira, SoniaManchanda and Kush Medhora. The uniqueness o the method, the sustainability o the business,

an open source method and a brand with integritypeople expressed genuine interest in andappreciation o the concept. About its uture locally and globally, and their continued involvement.


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Artemesias name kept coming up during the day or their support, to the event and to many o thedreamers who spoke on this day and the next two. Ellen Kiss, with whom Carlos and Sonia sharedDREAM:IN at Itau Bank earlier was an important catalyst as well.

The backbone o the three days, however, were Vivartas board members. Who set up everything,managed all the arrangements to perection and gave o their time, eort and even resourcesunstintingly. Toms Cunzolo Jr hosted the entire event. Rachel Hoshino, Manoel de S e Benevides,Carmem Augusta Archill, Ana Claudia, Luiz Eduardo Junqueira, Maria Silvia Marcondes Barretto

were all there in their DREAM:IN t-shirts, early in the morning and late into the night.

Cristiane Mocellin generously provided litres o water or the participants, Eduardo and Vladimirserved up some abulous meals. And Nutrimental energised everyone with their health bars.

10th and 11th August 2012

A space with a great view o Sao Paulo, ESPMs beautiul corporate training center was generouslymade available or the Dreamscaping sessions, which were anchored by Carlos Teixeira. The rsttask o the morning was to sort out the Dreamthemes, to arrive at ten chosen ones. The themesthat emerged were:

1. New Heroes

2. Education or the uture3. Reintegration in society4. Public political engagement6. Dynamics o diversity7. Urban quality o lie8. Promotion o autonomy in Arts9. Physical and mental health10. Talent potential

There were 10 tables and many people in the room. Every table had a Dreamcatalyst/knowledgebroker and a manager, along with other experts and talented young people. About a 100 peopleworked over two days to generate ideas120 o them, in quick time, across many sessions.

Young social dreamers charged up the day with their dreams and more Dreamcapsules wereabsorbed. Joao, a 21 year old big dreamer rom the countryside o Sao Paulo had studied and becamea social entrepreneur. He was infuenced by Artemesia and began to create projects that combinednancial results with social causes. He stood there in his dirty shirt, which reminds him o hiscommunity work. He wants to make USD 1 million by age 25. He said that we live in reality, but have noone to talk to about our dreams. We should make an eort to live our dreams and be happy all day.

Leandro Garcia o Artemesia also spokehes our big supporter rom Artemesia.

Claudio Magalhaes is our big dreamer rom Rio; his Team 3 created their own logo and a mascot Viroi, with a dark side!

While the Dreamscaping sessions continued at a renetic pace, the DREAM:IN team met manydreamers on the side who were seeking mentorship, encouragement and advice. Hannah and herriend Mariane rom PUC Rio had taken their idea or an events page or community events orwardsince the Conclave at Rio and got 548 likes in 7 days. She was advised to push orth and has beeninvited to present at the next Conclave in India.


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Another young man Estilo Brasileiro had turned to hip hop to change the world, well at leastthe community, the slum - to give young people the right to dream He said an interesting thing,especially or his young generation, is that people want to work with technology, products,communication, but orget to work with people!

Kevin Jones, Rios wunderkid shared an awesome video on Rios process and results! Followedby another video on the CAIS project, to encourage and promote community work. Another project,which is an open platorm to refect local identity. Created at PUC RIO.

The projects shaped into ventures by next gen entrepreneurs have been invited to India in January 2013,to present to potential investors and a global audience. Estilo Brasileiro is coming to India or sure.

Pedro Caldas and the rest o us advised a young entrepreneur who has a great idea, all patentedand ready. He was advised to keep his head in the clouds, eet on the ground...and a plan wasmade or him.

The Realise phase has started or sure, or some!

RICH IDEAS

The ideas presented were very rich (note to ollow). Joao Neto, a armer came down to Sao Paulo andparticipated in his rst design thinking session. And his presence must have ensured the rich outputrom that teama kiosk rom where anyone can pick up a local arm souvenir, with details and contactnumbers o the armer, connecting urban and rural, producer and consumer, through technology.

The eedback was very positive rom armers, young dreamers, academicians, and nance proessionalsalike. Everyone elt that DREAM:IN is like a practical TED. Human, intellectual and creative!

All the dreams and ideas will be shared on http://dreamin.in with careul coordination between Indiaand Brazil, between Claudia and Luiza in Sao Paulo and Rahul and Mallik in Bangalore. The nextsteps are that we get the online product ready, with every dream up there and the ability or anyoneto upload their dream. Get everyone registered there so that the multiplier eect can kick in.


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THE NEXT INDIA CONCLAVE

Simultaneously, we will prepare as one global team or the next journey and conclave in India.Currently, visa applications and letters are fying back and orth as more than hal a dozenenthusiastic and talented people are making plans to head to India, rom various parts o Brazil.

The DREAM:IN Conclave in India is slated or January 2013, where a 100 big dreams will be sharedand invested in. The preparatory work or this next phase is mammoth as we prepare to journeyacross progressive and small town South India to nd the next big social, imaginative and impactulentrepreneurs and connect them with mentors who will help sensitively shape their dreams andget them ready or a spectacular global conclave in Bangalore, Indiaeasily Indias start-up capital.Which will now lead the movement in social, innovative, sustainable youth entrepreneurship.

Dreams as a meme will keep returning every time society, systems and nations reach an unbalancedstate. When the gap between the rich and poor widens, when governments have vested interestsand peoples interests are no longer center-stage. Each time then, people innovate to rise, to moveahead despite systems and move society orward with them. And they turn the spotlight on theirdreams and the dreams o those who have been neglected. But each time, the meme evolves.

The American dream is meant to be about Lie, Liberty and the pursuit o Happiness and ensuring

that lie is better and richer and uller or everyone, with opportunity or each according toability or achievement regardless o social class orcircumstances o birth.

And here, in emerging markets, you will increasingly see marketers, nanciers, everyone remindingpeople o their right to dreamwe have noticed the dream meme inecting just about everythingrom mundane products, to residential properties, to banks.

DREAM:IN however is creating sustainable systems that allow people to believe and investin other peoples dreams, to convert thought to action at a massive scale, to make billions odreams come true.

ABOUT THE VIVARTA INSTITUTEThe Vivarta Institute is a Civil Society Organization o Public Interest (OSCIP), headquarteredin So Paulo. Founded in January 2007 by Claudia Davis, a consultant and Tomas Cunzulo Jr.,an administrator, Vivartas main mission is to promote sustainable human development in theBrazilian socio-cultural universe in an entrepreneurial way. For their work, the Institute, in 2008received the 2nd Prize awarded by the Social Environmental House Museum.

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