Orivaldo
O. Gallasso
145
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2 0 0 6 – R E V I S T A D A E S PM
Innovationand the
human factor
LUIZEDMUNDOPRESTESROSA
page66
In the globalized world,
companies crave for innovation.
To promote innovation means to
work with people’s creative
potential and build conditions for
its development. It means to adopt
steady determination in the search
for the new, which may
impregnate the business
environment and stimulate
innovation in the relationship with
stakeholders, through processes
which organize the collective
effort to reach this stage.
How touse your
available resources to
generate ideas for
innovations
AmnonLevav/OrlySeagull
page 78
How often dowe spend time
searching far and wide for ideas,
when it turns out that the answer
was right under our nose?
In SIT – Systematic Inventive
Thinking, we would say that what
you have is exactly what you
need, provided only that you
manage to overcome your fixed
patterns of thinking, and replace
themwith a new perspective. For
this, we have developed a set of
cognitive tools that are used by
companies to generate new ideas
for products, services and
strategies. This article describes one
of five thinking patterns or tools –
Task Unification, and demonstrates
its use in various fields.
In addition to the thinking tools that
comprise the core of the SIT
method, there is an additional layer
of themethodwhich is a set of
principles, that allow users to
employ the tools, while
overcoming their cognitive
fixedness. SIT has also developed
specific facilitation techniques to
enhance innovation. All of these
have been used in innovation
projects at over 500 companies in
42 countries in the past ten years,
among them Bayer, Ford,
Johnson&Johnson, Kodak, Nestlé,
Philips, and Rubbermaid. These
projects have been focused on
enhancing organizational creativity,
developing new products, solving
technological and strategic
problems and defining new
marketing messages.
Adventures and
misadventures of a
Brazilianadman in
Romania
DARLANMORAESJUNIOR
page 92
Romania is undergoing fast changes,
after the fall of Communism, and
foremost is the need for a quick entry
into the EuropeanCommunity. In this
context, the country uses advertising
techniques to help solve societal
problems such as tax evasion.
The fight agains corruption is also high
on the government’s list of priorities,
since both problems are an obstacle
for the acceptance of the country’s
partnership by its European peers.
The article touches on some unusual
aspects pertaining to the first
advertising campaign against tax-
evasion in Romania, deals onNicolai
Ceaucescu, who is in favor of the
movement, who is against it – and
even the dangers related to the
assuming of either position...
Ethicsand the
marketing of hope
HERMANOROBERTO
THIRY-CHERQUES
page 100
The central ethical question of the
marketing of hope is to determine
whether we are doing well or
badly in trying to sell it at all.
Classic thinkers are of little help,
as they have rather different
concepts on the meaning of hope.
Religions are quite confusing, and
often ambiguous, specially on
such themes. We are left with
poets and visionaries – who have
spoken of the positive and
negative effects of hope – but not
of his essence. Maybe, because it
is just out of human reach.
ES
PM
