Daniel @ StartUp Chile 2012


Below you will find a copy of a Prezii that I have presented last friday to the 4th generation of StartUp Chile in the Centro Movistar Innova. The goal of the presentation was to highlight 1). the importance of identifying all the different stakeholders who take part of the Customer Activity Chain, 2). identify their value drivers, and 3). prioritize and focus innovation efforts in order to satisfy specific needs of those customer segments whith the biggest potential for your organization.

In order to demonstrate the “power” of user focus, we have practiced the application of the process to the innovation and business design of a simple trash bin. The challenge for the entrepreneurs will now be to translate this process into their respective business environment and identify the high leverage points in their (expected) customer´s activity chain.

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Looking forward to keeping in touch…


WORKSHOP: Innovation for Competitive Advantage

Recently, Isthmus University of Panamá has invited us to participate in the International Master in Design Management program. Our job was to set the context for innovation from an company´s competitive advantage perspective and highlight designs role in this process.

The workshop was packed with principles, insights about the key phases of innovation path, and practical application of the theory on real company cases…

At the Isthmus workshop we have revealed, for the first time our new Innovation Path (c) model that helps innovation managers identify the right tools and conceptual models at the right time… (see prototype below).

Key of this new process is to clearly define the purpose of the innovation project from a company´s BusinessModel persepctive. We have integrated and existing developed new frameworks which helped the participants to clearly define the challenge (wich is usually requires the careful management of contradicting forces). It was amazing to see how this way of thinking and framing helped the students to streamline the Systematic Opportunity Search (TM) process and understand how the role of design morphes depending on the phase of the innovation path… But more on this later…

We are very thankful for the active participation of the highly taltented Isthmus students. It was a true pleasure to work with such passionate and dedicated students for three intensive days and see their rapid progress in such a short time. “Muchas gracias!”


El lunes pasado tuve la oportunidad de impartir un taller sobre Innovación de Modelos de Negocio en el foro DISEÑA INNOVACIÓN, EMPRENDE NEGOCIOS en la hermosa ciudad de Santiago de Chile.

Registro de Participantes del Curso:

En la siguiente página (AQUI) se pueden registrar todas las personas que participaron en el curso. Yo estaré enviando la página y clave de acceso a todas las personas que se registran y recuerdan la palabra clave que compartimos al final del curso.

Gracias a todos los participantes del curso por su participación activa y contribución! Me encantó la experiencia!

R.I.P. Steve Jobs | 1955 – 2011

We have lost yesterday one of the most inspiring personalities of our generation. I am sure that you have seen Steves talk at Stanford University’s Graduation ceremony.

“By connecting the dots” we can understand life looking backwards… but we must live our lives forward. Steve has demonstrated through his decisions, words and actions that one person can design her life. Watch the following video again, dream big, and take the courage to make it happen…

Thank you and R.I.P Steve Jobs!

What happens, when a tall Mexican Designer, an even taller Croatian-German Business Designer, a skinny Bosnian-Swedish Financial Analyst and a short British-South African Social Entrepreneurs get together in the middle of Mexico?

The Answer: TEDxZapopan

We are a multi-cultural and multi-disciplinary team of “TEDoholics” that strongly believes that collective creative thinking can significantly impact the development of our communities. Over the period of the last 3 years, we have attracted a multi-disciplinary and multi-cultural group of change-agents who wish to contribute to the sustainable future of our community.

TED has influenced us all and has helped us to discover our individual passions. Over the past few years, we started the journey of converting these passions into reality. TED is the glue that has stuck us together. Now we want to multiply this positive effect in order to glue the fragmented Mexican society back together by sharing powerful ideas.

Currently, we are inviting thought leaders into our BrainTrust and we are looking forward to build a community of committed and challenging advisors and connectors who will help us maximize the impact of our first event.

Soon we will launch the event website at www.tedxzapopan.com. If you have any cool ideas or wish to contribute, please feel free to contact us or leave a message below.


Executive Producer

The NEED Gap

In previous posts, we have explored the first two gaps of the Innovation Process (Action Gap & Idea Gap). Today, we will continue our journey through the stoney valley of corporate innovation by focusing on the NEED Gap.


Over the past few years we have worked with several companies who have decided to take action and have generated a lot of idea, but somehow failed in the process of converting a “great” new idea into a “great solution” for the customer. Moreover, we have observed that key decision makers, channel partners, and employees are not always taken into consideration, which decreases the financial attractiveness for the intermediaries who are in charge of distributing the product and generating revenues and profits. What’s basically missing to some extent is the full understanding of the NEEDS of all these key stakeholders.

The Goal of this stage of the innovation process is to IDENTIFY the needs of all relevant stakeholders who are related to the successful commercialization of the product.

Our research in the area of innovation has lead us to identify some very simple, useful and effective tools that can guide an innovation managers thinking about identifying the right user needs.


We have first come across this concept in the work of Ritha Gunther McGrath and Ian MacMillan Market Busters – 40 Strategic Mooves that drive Business Growth. In chapter 2 the authors describe the move “Transform you customer’s experience” based on a thorough mapping and analysis of the complete customer activity chain and creative and strategic thinking applied to transform the experience.

In the process of applying this methodology, we have identified that the mapping process of one specific customer segments experience you can identify also all the key stakeholders who are involved in the process. Once you understand who the key stakeholders are, you can analyze their needs and how they seek to satisfy them.

This basic understanding of who the key players are and what each of them is aiming for will give you a clear overview of the system dynamics. This systems view will help you to identify the most attractive and profitable customer segments (b2b vs. b2c) and potential key partners who can complement your offering.

Most companies we have worked with, however, are do not possess a systemic view of the market… their focus is too narrow and biased by past experiences… they lack the mental flexibility to shift their focus due to the inertia of every-day business practice and old paradigms.


In “The Innovator’s Dilema” and “The Innovators Solution” Harvard Business School Professor Clayton Christensen highlighted that “customers don’t buy products… they hire products to get a specific job done” (video). Since then, Christensen’s fellows Anthony UlwickScott Anthony, and Peter Skarzynski  have further developed the concept and a range of tools and frameworks.

Anthony Ulwick’s team at Strategyn has developed the most complete set of tools and processes in this area. In his work “What customers want”, Ulwick presents a very interesting approach to systematizing the new product development process. What we at Paradygnamics and The Innovation Center of the Tec de Monterrey liked the most of this work is that Ulwick puts the new product development process into the context of the organizations overall strategy (e.g. First define your strategic goal, and then design your research approach) and complete the innovation process with clear communication and positioning guidelines for communication, which will increase the probability of your product’s success in the market place.

Ulwick’s Outcome-Driven-Innovation (google it!) approach has been very useful for our work with customers from all industries, sizes and financial capabilities as it is a like special lens which enables you to see beyond functional attributes of the product or technology. The process helps you identify the core needs that the customer really wants to satisfy and inspires your product development team to expand their focus and look at new solutions to old problems. This is made possible due to the systematic way of describing, analyzing and understanding your customers functional, emotional and social needs.

In our experience, companies which neglect the insight into the deep, underlying needs and values of their customers and other stakeholders, come up with only half-baked solutions and therefore fail in the process of diffusion and adoption of their technology due to barriers buit by external channel members, other stakeholders, but most often by their faulty designed business processes…


Companies which have a clear understanding of the fundamental underserved, over-served and appropriately served needs of the key stakeholders in their industry will expand their innovation potential and, most likely, identify the low-hanging fruits that can be reaped with minimum ressources. Understanding the needs can be achieved with a set of concrete methodologies, practice and patience.


Understanding needs, however, is not enough.. the next challenge that companies face is to translate the intangible needs into tangible products and solutions. We will explore this problem in our next post…


En la semana pasada tuvimos la posibilidad de impartir la conferencia magistral ¿Por qué convertir tu pasión en negocio? en la Semana Jalisco Emprende, un evento organizado por la Secretaría de Promoción Económica (SEPROE) y la Secretaría de Educación del Estado de Jalisco (México).


En el discurso, Daniel Pandza acordó a los participantes de la urgencia de transformar a nuestras empresas, organizaciones y entornos laborales hacia espacios que fomentan la pasión de todo el equipo de trabajo para asegurar fines más aya del lucro.. especialmente un bienestar social y personal. Los beneficios de empresas que se manejan con los principios clave del PassionBusiness mejoran el la calidad de servicio, creatividad e innovación dentro de las organizaciones. “Es tiempo para una nuevo re-nacimiento (…) y le toca a nuestra generación a corregir los problemas que crearon las generaciones anteriores”.

En la conferencia asistieron más de 250 participantes de diferentes profesiones, edades y pasiones y sentir la vibra y emoción del auditorio literalmente confirmó que estamos en el camino correcto… Muchas personas se identificaron con los problemas presentados (el Passion vs. Profits Dilema) y están buscando alternativas para diseñar mejor su futuro.Me dió mucho gusto poder hablado con personas que están trabajando en convertir su pasión en negocio… En las siguientes semana estaré reportando sobre las historias de las personas que se están moviendo…


En la siguiente presentación compartimos algunos impresiones del evento y esperamos coincidir con los participantes en eventos complementarios.


Por el momento podemos compartir que estamos trabajando con FOJAL para pronto impartir talleres en conjunto e impulsar la formación de empresarios que quieren usar sus talentos para cambiar a México y el mundo con su pasión y compromiso.


Estamos muy agradecido con Ernesto Soriano y su equipo por su visión, compromiso y apoyo para impulsar este proyecto en todo el estado de Jalisco… MIL GRACIAS!