What do arts, design and philosophy have to do with business?
[ this is the english version of our article which appeared on the SIMI Newsletter, in Portuguese. SIMI is Brazil's Open Innovation System]
Let’s start from art.
The arts have a crucial role in society.
They are sensors and suggesters of new imaginaries.
According to Marshall McLuhan, “the artist is the person who invents the means to bridge between biological inheritance and the environments created by technological innovation”.
According to Derrick de Kerckhove, one of McLuhan’s most successful alumni, “few people apart from artists are capable of predicting the present. [...] The role of the artist today, as always, is to recover for the general public the larger context that has been lost by science’s exclusive investigations of text”.
Roy Ascott, one of the world’s best known artists and researchers to have adopted technologies in syncretic ways, describe the role of the artist as the figure which is able to confront with a world which increasingly sees its content and meaning as created out of people’s interaction and negotiation. A world which is unstable, shifting and in flux; which parallels life, not through representation or narrative, but in its processes of emergence, uncertainty and transformation.
Gregory Bateson, the anthropologist, social scientist, semiotician and cyberneticist who helped extend system theory and cybernetics to social and behavioural sciences, and who developed the science of epistemology to bring together the various early forms of systems theory developing in various fields of science, thought that art was the only possible way to satisfy the need of finding solutions through radical changes in our way of thinking, or even to our way of knowing: a new (or ancient) mindset in which conscious purpose would be viewed as only a minor and rather suspect part of mental life.
The job of the artist is to not to praise or condemn technology, but to bridge the gap between technology and psychology.
Arts are about possibility, and opportunity. About sensing the present (the contemporary) and exposing it, in ways that suggest reflection, and the insurgence of imagination. About the opportunity – through artworks and performance – to shift what is perceived as “possible”, as “imaginable”.
And, in this, to promote people’s activation, in a continuous virtuous loop in which, once the boundary between impossible and possible, fake and real, prohibited and allowed is shifted, nothing is the same anymore. Because perception has changed.
Art is also the opportunity to let new imaginaries emerge directly from people.
For example, imagine a writer, in his novel, writing: “I was alone at sea.”
Some readers will imagine a stranded castaway, desperately balancing on a wooden log. Some will imagine a beautiful yacht, and the main character sunbathing on its deck. Some will imagine something else. All of them will produce their own mental model of the scene. For some the main character’s hair will be blond. For some others it will be black.
They will participate in creating the world which the writer is describing. They will become active, engaged by the narrative. They will become performative creators of their own version of the world.
This is a very interesting modality, especially if one is able to “listen” to these different world being built in people’s minds. Comparing them, evaluating them, understanding what is desired, envisioned, preferred.
All this, through art. Art as a sensor and as the enabler of the participatory performance which activates people to (re)imagine their present and, thus, their future.
Design starts from where art left off.
Design is about, literally, designing. Imagining that which is not yet there. Interweaving anthropology, ethnography, economy, engineering, technology, communication to create the future.
The future does not exist. It is a performance. It assumes forms as we build it, as we create it, as we take the next decision.
When a designer begins designing a chair, the chair does not yet exist. Not even the concept exists yet. To create the chair’s concept the designer needs to gain understandings about what people think a chair is, what is it for, how much they are willing to pay for it, what material could it be made of, and so on. Learning not only to give answers, but, most importantly, how to find the really important questions to ask.
The same kind of discourse could be done to design a new product, service or technology.
There is an interesting and valuable short-circuit to be made in this process, when we imagine interweaving the design process to the arts.
The emergence of Near Future Design (NFD).
To all effects, this process has revealed to be very valuable for multiple global companies.
It is safe to say, for example, that planetary relevant enterprises such as Google or Amazon today base their entire medium-term strategy on the idea of Near Future Design.
NFD is an interdisciplinary process which can be described in the following steps:
- understand the consensus reality and the established narratives;
- understand the “strange now”;
- foresee the future possibilities and
- design for the new normal.
In other words, it is an anthropology-based approach which starts off by observing and gaining understandings about the “consensus reality” and the “established narratives” (that which we all agree upon as possible, feasible, “normal”).
Then moves onto understanding the “strange now”, the composition of the rituals (new meaningful recurring patterns), gestures, practices and processes which are rising in importance, becoming more common, but are not yet generally accepted and understood.
For example a “strange now” of a few years ago was represented by people going to music concerts and video-recording them using their smartphones. It has now turned into a common practice, so much that there are images of numerous people at concerts all holding their smartphones up in the air: even a few years ago it would have been very strange, if not incomprehensible; now it is normal, so much that there are dedicated products and services which leverage this precise gesture and practice. This was a “strange now” just a few years ago.
In turn NFD explores the future opportunities, the state of the arts and technologies, to get a sense of what might be behind the corner, all the technical and technological possibilities which are young or even not yet in the market, and which have potential to becoming more important.
All this is added up in the design for the “new normal”, the “next thing”: the act of uncloaking, of using all this knowledge and understanding which was gained in the previous steps, to extrapolate and highlight current trends to present the sheer breadth, of, often unsettling, future possibilities that lie ahead of us. Using, for example, Superflux‘s wording for it: interrupting the Normality Field, and moving on.
This is exactly what enterprises such as Google or Amazon do, enacting powerful strategic cornerstones through these powerful actions.
For example Google’s Car, Balloon, Genetics projects are simulacra. There is research and experimentation behind it, but the most powerful part of their composition recipe is about NFD: an exploration in the “new normal”, describing “tomorrow’s normality field”.
This has tremendous effects: an organization is able to shift hundreds of millions of people’s perception of “what is possible” and of “what is normal”, and to start millions of conversations about it. The proposed vision obviously adopts a new normalcy field which is in perfect synch with the brand’s values and objectives. In this case: Google Inc. will be able to help mankind to solve some of its most pressing problems with the environment, energy and health, as long as human beings provide as much data about themselves as possible.
Or we can think about Amazon’s “delivery drones” recent example. It was a hoax, a fake: no-one at Amazon is currently working on delivery drones. But the “perception of the possible” has shifted for millions of people, and the discussion has started: people have joined into a global performance in which they are expressing their desired, preferred future of delivery services.
These and other examples, some of which are of the highest possible caliber, make this disruption clear.
It is an inversion of cause and effect. The effect comes before the cause. Causing people to take action and starting global conversations about their desired, preferred futures. And designers and entrepreneurs ready to listen to these expressions to, finally, design the causes.
It is the performance of the future: it is Near Future Design.
It is enacted through Transmedia Storytelling, through the creation of entire worlds, of simulacra (according to Baudrillard‘s definition) in which a suspension forms, on the possibility to discern what is “real” from what is “false”.
For what people know, Google Car’s project could even not exist at all: for all practical reasons it could be completely forged through computer graphics and condescending testimonies, to transform the sense of possible and to start the global conversation, to understand people’s desired and preferred futures, and to activate them. Of course we know that Google Cars exist, but to all practical purposes, they might as well not.
This modality is bringing enormous disruptions across sectors and domains.
For example in Energy.
More traditional Energy companies, like Chevron, Shell and the like, are suffering a forced transformation. Their most aggressive competitors are not other traditional energy companies. Not anymore. For example it is interesting to assume that Chevron’s biggest competitor today would not be British Petroleum, or PetroBras, but Google. Because Google, through perfectly executed Near Future Design has shifted the way in which hundreds of millions of people perceive an Energy Company to be. It has changed the rules of the game. It has transformed the “Energy Company” from a company which produces and distributes energy, to a company which deals with information which is used to coordinate and systematize the actions people who produce their own.
And this is just one of the examples.
We can now go back to the beginning, to the role of the arts: sensors of contemporary society and shifters of the “perception of the possible”, by creating worlds – transmedia narratives – which engage people in activating themselves into a global conversation about their desired, preferred future.
There is a lot of art – of poetics – in everything that we have discussed so far.
It is about opportunity through anthropological performance, through co-creating our futures, the “new normal”.
It is Near Future Design.