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[...] Rullani sul blog di First Draft tira le fila del convegno di ieri e spiega come la sostenibilità stia diventando un [...]
Ascoltare Enzo è sempre un piacere.
Trovo che il dibattito di ieri sia stato molto interessante e denso di spunti. In particolare, ho apprezzato l’idea di sottolineare come nel contesto delle imprese che si occupano di Made in Italy, il tema della sostenibilità possa svolgere un ruolo fondamentale sia nella creazione di nuovo vantaggio competitivo che per nuove innovazione d’uso dei prodotti.
Con l’occasione segnalo la recensione del libro di Rullani fatta da Giovanni Costa sul Corriere del Veneto ( qui il link).
Anche la presentazione di Salvatore Rossi è stata particolarmente efficace. Mi ha colpito la sostanziale convergenza di opinioni (direi di tutti i presenti) sul tema dell’innovazione d’uso, ovvero sulla necessità di risolvere i problemi della gente combinando in modo originale tecnologie in buona parte già esistenti.
I casi proposti da Rossi sono stati interessanti: la fabbrica di serrature che si compra una aziendina di chip sull’orlo del fallimento e diventa leader nelle serrature intelligenti mi pare un esempio efficace di quello che possiamo fare in questo paese.
Questi, come altri casi soprattutto nel settore meccanico, testimoniano di un modo di essere dei nostri imprenditori e del nostro made in Italy che non dobbiamo più rinnegare ma, al contrario, valorizzare.
Ritengo il titolo accattivante e soprattutto originale. Stando alle premesse e all’attuale contesto economico (crisi), contenuti indovinati ai quali verrà data sicura attenzione.
“Innovazioni d’uso”: mi piace e non poteva essere altrimenti… Spero molto susciti interesse e stimoli la creatività degli economisti, oltre ovviamente nel settore del design impegnato nell’industriale. Anche se spingere gli economisti ad essere creativi la vedo dura… Un economista non avrebbe mai potuto scoprire l’America e tanto meno intraprendere il viaggio che ha portato Marco Polo a scoprire la Cina. Questi ultimi, se non hanno almeno un “filo d’Arianna”, non fanno un passo… Dunque, la creatività potrebbe diventare (ne sono certo) il “filo d’Arianna” per la gente educata e formata ad essere iper-razionale. La creatività, purtroppo, non si può insegnare bensì incentivare fornendo delle indicazioni. A tal proposito faccio un tentativo e vi dico la mia, almeno ci provo, con l’auspicio che qualcuno ci trovi qualcosa di utile…
Hanri Poincarè sosteneva che, a ragione per quanto mi riguarda, la creatività non è altro che la capacità di coniugare un insieme di informazioni per ottenere qualcosa di nuovo e utile. E fin qui ci siamo e abbiamo capito che siamo tutti, chi più e chi meno, dei creativi, ma, secondo me, non sufficiente per entrare nell’essenza della questione. Vi faccio un esempio. Avete presente un puzzle? Bene, immaginatevi di trovarvi di fronte un puzzle speciale dove la diversa congiunzione dei pezzi che lo compone può dare una infinità di immagini e diverse una dall’altra. In questo caso il numero delle informazioni sono i pezzi del puzzle, e la varietà delle immagini ottenute corrisponde proporzionalmente al capacità creativa dell’individuo.
In definitiva, c’è della gente che possiede un alto bagagli di informazioni (puzzle da 20.000 pz), ma più di tante immagini non riesce ad ottenere. Invece c’è gente che possiede meno informazioni ma riesce ad ottenere una infinità di immagini una più bella dell’altra…
Complimenti Prof.!! Ha trovato un cliente
Enzo, post piacevolissimo.
Concordo con l’analisi sul significato di sostenibilità per un Made in Italy in cerca di un identità perduta in tempo di globalizzazione e recessioni. Una sostenibilità che entri nel vivo delle attività delle aziende, soprattutto dirigendone l’attività innovativa.
Per entrare nel mondo della sostenibilità non è necessario solo padroneggiare sofisticata tecnologia, ma un modo originale di combinare tecnologie esistenti in nuovi contesti d’uso, si è detto.
Mi permetto di aggiungere che affinché il prodotto sostenibile si faccia portatore di significati nuovi e di valore per il consumatore è necessario anche un accurato investimento in comunicazione.
Essendo spesso le “caratteristiche di sostenibilità” difficili da verificare all’atto d’acquisto, è importante realizzare delle comunicazioni mirate, uno story-telling, che spieghi, racconti, convinca e rassicuri il consumatore e permette all’aziende quei vantaggi di differenziazione che sono spesso indispensabili per sostenere i diversi costi di produzione dei prodotti green dai tradizionali.
Un esempio? Prendete il settore degli elettrodomestici. Le tecnologie impiegate ormai sono più che mature, le innovazioni marginali, e quasi tutte volte ad aumentare l’eco-efficenza dei prodotti. Possibile differenziarsi come green in un mercato così omogeneo? Sì, se come ha fatto Electrolux, si supporta l’attività innovativa con una grande campagna mediatica on- e off-line, volta a marcare la differenziazione dai concorrenti. Story telling e marketing non solo come green washing, insomma, ma come un necessario complemento alla nuova direzione sostenibile dell’attività aziendale e un mezzo per rafforzare e divulgare significati.
@Valentina
concordo in pieno con te. Però prima dobbiamo avere l’innovazione e trovare l’industria che ne finanzi lo sviluppo: e quì casca l’asino. Il targhet delle industrie interessate alle “innovazioni d’uso” ideate in un contesto di sostenibilità, appartiene alla fascia delle imprese italiane distinguibili come rovinate quindi senza una lira ops un euro.
Credo di aver maturato una notevole esperienza nel settore, purtroppo (maledetta quella volta, anche se credo di aver speso bene il mio tempo), e ti assicuro di non aver lasciato niente di intentato. La mia conclusione è che non c’è verso, non se ne esce proprio. Questi qui, gli industriali intendo, vorrebbero con tutto il cuore fare innovazione ma non riescono ad accettare il rischio che questo comporta, nonostante sia stato varato da poco il “Fondo Nazionale Innovazione” che prevede un sostanziale contributo (garanzie per il capitale di rischio e di debito) per lo sviluppo e la valorizzazione economica dei brevetti.
Bisognerebbe far arrivare il libro di Enzo a tutti gli industriali, magari per via aerea a velocità supersonica e recatitato direttamente sulla testa nella speranza che almeno il colpo gli dia na svegliata.
Se è la verità che devi dire, l’eleganza lasciala al sarto… (A. Einstein)
Mi ha sempre intrigato il fatto che molte tecnologie che parevano a tutta prima dirompenti non avessero sfondato ma si fossero perse per strada. Nel corso del tempo mi sono dato una ragione: è il modello d’uso (nell’accezione di Rullani l’innovazione d’uso?) ciò che decide del vero valore della tecnologia. In questo senso è l’utente, più che l’ingegnere, l’artefice del successo; oggi si riscopre la lezione della scuola sociotecnica con la sua convinzione della necessità di coinvolgere l’utente nella progettazione (tornata di moda con la “conversazione nel mercato”).
Indubbiamente la creatività (e il retaggio culturale) aiutano, ma va coniugata con una comprensione della tecnologia e un’attenzione spasmodica all’evoluzione dei bisogni
Ieri sera è andata in onda con l’ultima puntata di “Presa Diretta”, una ulteriore conferma della “nostra” (classe politica e dirigente, ben s’intende)visione sballata del futuro. Per chi se la fosse persa, questi è il link:
http://www.rai.tv/dl/RaiTV/programmi/media/ContentItem-e9c0c5ec-688a-4f53-aefa-97c2b268b4c3.html?p=0
Buona visione
[...] sono due ambiti contrapposti e nemici o si può immaginare uno scenario alternativo (si veda Rullani su questo blog)? Una lettura opposta proposta da molti è quella di reinventare in chiave [...]