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The library of essays of Proakatemia

Design, design and design.

Kirjoittanut: Omar Puebla Roldan - tiimistä FLIP Solutions.

Esseen tyyppi: Yksilöessee / 2 esseepistettä.

Start with Why
The Designful Company
Marty Neumeier
Simon Sinek
Esseen arvioitu lukuaika on 5 minuuttia.


I need to admit, everything is design, design, and design here in Proakatemia. I’m in the process where I need to design many things, design my future career, design my studies, design what kind of studies I want to take, design my week. I do logos, so I design logos for projects. I design the color may be the product or the brand need to have, and I need to explain why I choose those colors. I’m learning design thinking.


It’s almost two years since I’m here in Proakatemia, where we use design thinking and team learning, teamwork, and dialog. I heard some of these terms, and I thought I knew their meaning and thought I knew how to use them. But, surprise! the reality I knew it so little. Of course, I have some experience in life with creating logos and working in some restaurants, but I did so many things as well.


Here in Proakatemia we study, learning and apply design thinking, with dialog and teamwork, the goal is we come with innovative ideas that can come into business ideas, they can come to business projects, and in the future can come a business.


I believe design is more than a pretty logo, pretty fonts, and a good color pallet. We have to get different in an era where it is no longer enough to get better. Not just different, but Really different or Extremely different.

We are in the era where Differentiation is becoming the most powerful strategy in business and the primary beneficiary in innovation.


So if innovation drives differentiation. What drives innovation? The answer is Design. The design contains the skills to identify possible futures. Inventing exciting products. Build new bridges to customers, crack wicked problems, if you want to innovate, you gotta design.


Design is the accelerator for the company car, the story of Ford and Ferrari, in 1960. The story begins in the early 1960s. U.S. purchasing habits changed as the Baby Boomer generation came of age. For the first time in history, youth were more important to American business’ bottom line than their parents. Boomers had lots of disposable income to spend on items such as cars, clothes, and homes, and unlike their “a penny saved is a penny earned” parents, who had lived through the Great Depression and World War II, they were looking for something unique from a new vehicle. They wanted cars that were sportier and sexier, valuing speed and performance over comfort and reliability. They wanted sports cars, a fact that was not lost on the executives at Ford Motor Co.


In 1962, Ford was coming out of a major sales slide thanks to failed products like the Edsel and the growing popularity of rival products from GM and Chrysler. CEO Henry Ford II, the eldest son of Edsel Ford and the eldest grandson of Henry Ford, was desperately looking for a way to turn the tide. Top executives, including Ford Division general manager Lee Iacocca, convinced him that the answer was a sports car. There was just one problem: Ford didn’t have a sports car in its portfolio, and there were no plans to build one. (Iacocca’s legendary Mustang was still a couple of years away from production.)


Enzo Ferrari, the president of Ferrari, had one goal and only one goal: create the faster sports car. To make the faster car, they, when to design, Enzo Ferrari, was way ahead of what is coming in the future, the engineer in Ferrari they saw that vision too, after many fails and test they did, they created the Ferrari 330 p3.


“The future is in the hands of those who anticipate it.” This is Flavio Manzoni’s winning formula. With his work for Ferrari, he has always shown that foresight. As leader of a team of over 100 designers, he is decisively involved in forming the future of Ferrari.


Design is the accelerator for the company car, the power train for sustainable profits: design drives innovation; innovation power brand; brand build loyalty; and loyalty sustains profits. Long terms don’t start with technology. Start with design.

There are only two main components for business success: Brands and their Delivery. Marketing, sales, human relations, communications invertor relations are just subcomponents. Neumeier describes the brand as the person’s gut feeling about the product, service, or company. Gut feeling?  Simon s<inek in Start with your Why! he explains more deeply this concept of GUT FEELING and from where it is coming.


The three Brains and the Godel Circle

In the 1960s, American neuroscientist Paul MacLean formulated the ‘Triune Brain’ model, which is based on the division of the human brain into three distinct regions. MacLean’s model suggests the human brain is organized into a hierarchy, which itself is based on an evolutionary view of brain development. The three regions are as follows:

  1. Reptilian or Primal Brain (Basal Ganglia)
  2. Paleomammalian or Emotional Brain (Limbic System)
  3. Neomammalian or Rational Brain (Neocortex)

The Reptilian brain: consists of the brain stem and the cerebellum. Its purpose is closely related to actual physical survival and maintenance of the body. The cerebellum orchestrates movement. Digestion, reproduction, circulation, breathing, and the execution of the “fight or flight” response in stress are all housed in the brain stem. Because the reptilian brain is primarily concerned with physical survival, its behaviors have much in common with animals’ survival behaviors. It plays a crucial role in establishing home territory, reproduction and social dominance.

The Limbic System, the second brain to evolve, houses the primary emotion centers. It includes the amygdala, which is essential in associating events with emotion, and the hippocampus, which is active in converting information into long-term memory and memory recall. Some neuroscientists believe that the hippocampus helps select which memories are stored, perhaps by attaching an “emotion marker” to some events so that they are likely to be recalled.

The Neocortex makes language, including speech and writing possible. It renders logical and formal operational thinking possible and allows us to see ahead and plan for the future. The Neocortex also contains two specialized regions, one dedicated to voluntary movement and one to processing sensory information.


Simon Sinek, in his book, Start With Why he talks about the theory of the three brains and how it is related to the Golden Circle theory.


Understanding How Your Brain Works:

“Here’s the best part: This is not our opinion. This whole concept of WHY is grounded in the tenets of biology of human decision making. How the Golden Circle works maps perfectly with how our brain works.”

“The earliest remains of modern humans, known as Homo sapiens sapiens, are approximately two hundred thousand years old. These were the first humans to have a brain relatively similar to ours. In particular, the neocortex — the newest part of the brain and the region responsible for higher functions like language — was roughly the same size two hundred thousand years ago as today. You are walking around with the same hardware as your Paleolithic ancestors.


The outer section of the Golden Circle  the WHAT — corresponds to the outer section of the brain,  the neocortex. This is the part of the brain responsible for rational and analytical thought. It helps us understand facts and figures, features and benefits. The neocortex is also responsible for language.


The middle two sections of the Golden Circle — the WHY and HOW — correspond to the middle section of the brain, the limbic system. This is the part of the brain responsible for all our behavior and decision-making. It’s also responsible for all our feelings, like trust and loyalty. But unlike the neocortex, the limbic system has no capacity for language. This is where ‘gut feelings’ come from. It’s not our stomach. It’s a feeling we get about a decision we have to make that we struggle to explain.

If you want to win in the market, you need to design.


  • Veikko Airas

    This essay was easy to read and it was interesting. The feedback that I could give is that this essay could have continued and I feel like it ended halfway. Well, put explanations.

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