Innovate!

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InnovateInnovate NaturallyNaturally::A A newnew approachapproach??

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WhichWhich companycompany cancan copecopewithwith thatthat??

• 3.5 Billion years of Research and Development

• 20 Million Species• No Waste • Ecologically sound ideas• Nature breeds solutions conducive to

life

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Would nature Would nature develop a develop a

concept like concept like the wheel?the wheel?

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Facts and Facts and FiguresFigures

• 96% of waste left over• what would nature do about it?

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EnvironmentallyEnvironmentally soundsoundsolutionssolutions??

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BiomimicryBiomimicry

• Studies vital structures–A fresh way to look for a greener way of

thinking• conscious emulation of life´s genius

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Current Understanding of Current Understanding of Making a New Product Making a New Product

InnovationInnovation

•Heat, Beat and Treat

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Basic Basic PrinciplesPrinciples of Natureof Nature

• Adaptation-Nature adapts• Assimilation- Nature turns life into a

system• Analogy- Nature copies nature• Sustainability- Nature does not waste

materials• Information: Nature adds

information to matter

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WhatWhat shouldshould wewe askask??• How do we redesign?• How do we get rid of waste?• How could we use energy much more

effectively?

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SomeSome CaseCasestoriesstories

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LocalLocal Agenda 21 in Agenda 21 in NNüürnbergrnberg

19971997--1998 and 1998 and ongoingongoing

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SustainableSustainableInnovationsInnovations

ThinkThink global, global, actact locallocal!!

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280 280 peoplepeople gatheredgathered

• 16 Project Groups built• some big successes

–Low Energy Housing Project rollout in 1998

–Regional Brand established in 1999–Energy Learning Path in 1999

• some of the early projects still alive and kicking

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ZERIZERI

• build a zero emission environment in a brewery

• How much fresh water do we usually need to brew one liter of good beer?

• A)15 B)25 C)40

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YesYes youyou areare rightright• Conventionally you need 40 liter to

brew one liter of beer

• What did the ZERI people come up with?

• 1 liter of fresh water for one liter of beer!

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WhatWhat diddid theythey changechange??• The brewery uses waste to cultivate

shiitake mushrooms ab• They use excess energy from the

brewing process to heat up thebakery

• The bakery produces fine bread withthe leftovers of the brewing process

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Breaking New Breaking New Ground by Ground by strolling strolling aroundaround

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BMW BMW EngineeersEngineeers

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NaturallyNaturally triggeredtriggeredoutcomeoutcome

• Inner Game Walk: approaching your target while walking

• Task during walk: open your senses wide

• Be receptive toward whatever you encounter

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TreeTree

• Inspired by the bark of a tree–Build a lightweight motor block

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TheThe BoomerangBoomerangexperimentexperiment

• Teaching how to recognize changes• Learning to cope with technical

challenges on a new level• Understanding the lessons of Nature• Paradigm Shift

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HowHow do do weweredesignredesign??

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EvolutionaryEvolutionarymanagementmanagement

EmulatingEmulating naturenature

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Harmonize New Product Harmonize New Product Development with Development with

SustainabilitySustainability• Field Studies

– Bike Sharing– Emission Certificates– Photovoltaics– Man-Machine Interaction– Electronic Paper– Airbag- Sensor

• Ethical questions

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SustainSustain AbilityAbility

• INNOCOPE–www.gelena.net

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ExecutiveExecutive Point of Point of ViewView

• Natural Design• cost efficiency• Marketing• revenue

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ProsumerProsumer

• LOHAS–Living Style of Health and Sustainability

–Not only a Living Style but a new class of ecologically conscious people

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BAWBBAWB--STUDYSTUDY

• Business as an Agent of World Benefit

• Case Western University

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Do you see a new horizon?