Len’s recent post on Maslow’s Internet Hierarchy of Needs (a real gem) got me thinking about one of the greatest needs in the marketplace today: The ability to tell transformative brand and product stories through design. Or, to design transformative brands, products and services through narrative.
Quite a lot has been written lately about the importance of storytelling with respect to building organizations and brands. Open Design Now is one platform Lance Weiler turned me onto that touches on the functional elements of co-creation. Lance’s work already utilizes this type of thinking in how stories are collaboratively generated, and the work we’ve done with WSWP (Wicked Solutions for Wicked Problems) is all about applying this to various business and educational contexts.
I’m jazzed about this because I think mass industry is really turning a corner in how it looks at innovation as a fluid, ongoing process. In this realm, creativity is embraced as an iterative input or output (with increased responsibility) and addresses how companies can manage scarcity, incrementally create abundance, and produce large-scale, reciprocal economic benefits. It also acknowledges a stronger shift towards the socialization of products and services, which underpins the notion of (and buzz around) social business, as well as “networked investment” (a construct I am working on with the partners at K5 Ventures).
The Internet and respective social technologies, of course, play a significant role in this shift. But it’s the nexus of emerging behavior via shared story that’s the real linchpin.
I’ve borrowed from the great Joseph Campbell to illustrate it here, and these themes will be blown out in a specific use case for both commons and commercial licenses in my upcoming book, A Literacy of the Imagination.
What do you think? What would you add or change?