In this speech you’ll understand this new concept along with how you can become a TechnoCreative, the next generation. David Alayón is the Business Development Director of Social Noise, an agency focused on tech innovation campaigns

1. TechnoCreativity
the next generation
#CPEurope

2. DAVIDALAYÓNCreativeengineer · Compulsive cinephile
Instrumental melomaniac · Curious photographer
Social Noise
Innovation Director & Partner
Hiyalife
Tech Consultant & Founding Partner
BizUp
Business Development Specialist &
Co-Founder
Shoppiic
Product Manager & Co-Founder
UP
BIZ
@pisitoenmadrid

3. What is
TechnoCreativity?

4. Mark Avnet - Creative Technologist

5. TechnoCreativity
is the deep understanding of the
technology around us with the
purpose of reinventing and using it
in a creative way.

6. CinePrint

7. What is the problem with
TechnoCreativity?

8. Verbal
Analytical
Symbolic
Abstract
Temporal
Rational
Digital
Logical
Linear
Nonverbal
Synthetic
Concrete
Analogical
Timeless
Nonrational
Spacial
Intuitive
Holistic

9. intellectual curiosity, ability of association, intuition,
sensitivity in the perception of things ...
dispersion, fast lack of motivation, need for
solitude, chaotic organization ...
+
-
effectiveness, organization, strategic thinking,
analytical skills ...
rigidity, lack of imagination, excessive rationality,
tendency to pragmatism...
Techno-
Creative
Techno-
Creative

10. The 5 secrets of
TechnoCreativity

11. 1. Be an Innovator,
an Early Adopter

12. A private library is not an appendage to
stimulate the ego, but a tool for research.
Read books are far less valuable than the
unread.
(Nicholas Taleb)
Umberto Eco's anti-library

13. Innovators
Early
Adopters
Early
Majority
Late
Majority
Laggards
Roger’s innovation adoption curve
(Everett Rogers)

14. Innovators
Early
Adopters
Early
Majority
Late
Majority
Laggards
The Tipping point
(Malcolm Gladwell)
TechnoCreative

15. Coolhunting
Coolhunting is a set of techniques aimed to anticipate the tastes
and interests of consumers by looking for trends based on
consumption patterns.
One of the most important factors is traceability, not only to identify
trends but knowing where it came from. The information gathering
process is based on identifying sources, differentiate mainstream,
trendsetters and opinion leaders, gather information and categorize it.

16. Netnography
Netnography is a neologism that combines its ethnographic roots
with the study of groups, communities or problems using Internet as
a social research field.
1. Detection of trends and fashions (LinkedIn, Twitter, Reddit, Wired UK...)
2. Research (Addictomatic, Google Trends for Insights...)
3. Monitoring trends (Google Alerts, Push notifications ...)
4. Identification of influencers, content curators (Feedly, Flipboard)
TECHNIQUES

17. 2. think outside
the box

18. Computer science has to do with computers as
well as astronomy is about telescopes.
(Edsger W. Dijkstra)
Strategy vs tactics

19. Anatomyofamobile
Front camera
Main camera
Top microphone
Bottom
microphone
Speaker
Accelerometer
Compass
Touchscreen
Flash
GPS, 3G, WiFi
Light sensor

24. Feel Me

25. Durex Underwear

26. 3. Be a t-shaped
talent

27. It is better to know something of everything than
to know everything about one thing.
(Blaise Pascal)
Smart specialization

28. - Shaped

29. Broad
Deep
Functional or disciplinary
skills. Deep knowledge.
Ability to apply knowledge
across situations (collaborative,
empathetic, proactive)

30. 4. use agile
creativity

31. There is nothing in the world so useless as
doing with great efficiency what should not
be done at all
(Peter Drucker)
Lean Philosophy

32. Agile software development is a group of software
development methods based on iterative and
incremental development, where requirements and
solutions evolve through collaboration between self-
organizing, cross-functional teams.
“
(Wikipedia)

33. 1. The team must work, physically or virtually, located in the same place
2. Add technical profiles to the creative team or better... Creative Technologists!
3. "Minimum Viable Brief"
4. Get real-time insights
5. "Idea-thon" (effective creative exercises)
6. Iterates and contrasts
7. Involve the client in the pilot project
Agile Creativity in 7 steps

34. 5. apply the new
rules of creativity

35. Creativity is to think of new ideas.
Innovation is doing new things
(Theodore Levitt)
Entrepreneurship as a lifestyle

36. 3. A few seconds before the epiphany, a brain activity called "gamma-wave
rhythm" occurs, generating the highest electrical frequency that the brain may
have. It is produced by the generation of new connections between neurons.
1. When we have a problem, the left hemisphere begins to activate nerve cells
that begin to dig over all possible combinations to find a solution.
2. Then the brain changes hemisphere (right one) that sees the whole picture and
begins to seek associations not seen at first sight.
Gamma-wave rhythm
Gamma waves are produced in moments of relax, for example while you
take a hot shower. That's why great ideas emerge in the shower!

37. 1. Blue painted walls (University of British Columbia)
2. Take more breaks (Radboud University, Nijmegen)
3. Think like a child (North Dakota State University)
4. Watch more comedy (Northwestern University, Illinois)
5. Work with strangers (Northwestern University, Illinois)
6. Be prepared to improvise
7. Channeling creativity (SCAMPER, Six Thinking Hats, Brainwriting)
New rules of creativity

38. 1. Be an Innovator, an Early Adopter
2. Think outside the box
3. Be a T-Shaped Talent
4. Use Agile Creativity
5. Apply the new rules of creativity
5 secrets of TechnoCreativity

39. david.alayon@socialnoise.com
@pisitoenmadrid
Thanks!