0 00:00:00,000 --> 00:00:30,000 Dear viewer, these subtitles were generated by a machine via the service Trint and therefore are (very) buggy. If you are capable, please help us to create good quality subtitles: https://c3subtitles.de/talk/728 Thanks! 1 00:00:15,700 --> 00:00:18,339 OK, so we can get started it with a talk, 2 00:00:18,340 --> 00:00:21,159 and I would like to see a few hands, 3 00:00:21,160 --> 00:00:23,499 who of you has managed to walk 4 00:00:23,500 --> 00:00:26,319 around the Congress center without 5 00:00:26,320 --> 00:00:27,730 seeing a 3-D printer? 6 00:00:29,890 --> 00:00:32,438 That's one. And that's what I thought, 7 00:00:32,439 --> 00:00:34,269 because they're doing absolutely amazing 8 00:00:34,270 --> 00:00:35,499 practical stuff. 9 00:00:35,500 --> 00:00:37,839 And we were here a little bit 10 00:00:37,840 --> 00:00:39,939 about some 11 00:00:39,940 --> 00:00:42,129 background and this kind of technology 12 00:00:42,130 --> 00:00:43,239 today, I think. 13 00:00:43,240 --> 00:00:45,519 And also 14 00:00:45,520 --> 00:00:48,159 I read a tweet earlier 15 00:00:48,160 --> 00:00:50,259 am saying 16 00:00:50,260 --> 00:00:52,209 suggesting something for cows, 17 00:00:52,210 --> 00:00:54,069 communication, Congress, bingo. 18 00:00:54,070 --> 00:00:56,199 And in the upper left 19 00:00:56,200 --> 00:00:58,779 corner, there was something like 3D 20 00:00:58,780 --> 00:00:59,829 printed sex toys. 21 00:00:59,830 --> 00:01:01,479 And I was like, OK, the relevance of this 22 00:01:01,480 --> 00:01:04,329 talk is pretty obvious to me right now. 23 00:01:04,330 --> 00:01:06,579 So, um, uh, 24 00:01:06,580 --> 00:01:08,709 Zosia, Zika is going to 25 00:01:08,710 --> 00:01:10,809 talk about what we can learn about 26 00:01:10,810 --> 00:01:13,419 creativity from 3D printing. 27 00:01:13,420 --> 00:01:16,509 And he studied 28 00:01:16,510 --> 00:01:18,849 industrial engineering in Berlin 29 00:01:18,850 --> 00:01:21,069 and did his PhD 30 00:01:21,070 --> 00:01:22,930 in Sangala 31 00:01:24,310 --> 00:01:26,109 during this time. He also did a lot of 32 00:01:26,110 --> 00:01:28,029 research at Stanford. 33 00:01:28,030 --> 00:01:30,159 And currently he's a professor at the 34 00:01:30,160 --> 00:01:32,500 University of Pittsburgh 35 00:01:34,330 --> 00:01:35,330 at the. 36 00:01:38,640 --> 00:01:40,859 He's a star. He's a professor for 37 00:01:40,860 --> 00:01:43,170 management and ownership, and 38 00:01:44,310 --> 00:01:46,859 he's just being in 39 00:01:46,860 --> 00:01:48,359 for three more days and then he's moving 40 00:01:48,360 --> 00:01:50,549 to Amsterdam, continuing 41 00:01:50,550 --> 00:01:52,679 his work there. So let's 42 00:01:52,680 --> 00:01:53,680 please welcome him. 43 00:01:59,870 --> 00:02:01,519 Yes, hello, good evening, thank you. 44 00:02:01,520 --> 00:02:03,589 That some people came at 45 00:02:03,590 --> 00:02:05,779 this late hour, I appreciate it. 46 00:02:05,780 --> 00:02:07,699 My name is Sasha. As we just mentioned, 47 00:02:07,700 --> 00:02:08,700 as you just mentioned, 48 00:02:09,979 --> 00:02:12,079 this is kind of an unusual talk for 49 00:02:12,080 --> 00:02:14,179 me because usually I don't go 50 00:02:14,180 --> 00:02:15,799 to conference where they talk about 3D 51 00:02:15,800 --> 00:02:17,479 printing. I usually go to conferences, 52 00:02:17,480 --> 00:02:19,579 what I talk about creativity. 53 00:02:19,580 --> 00:02:21,709 And for my research, I looked at 54 00:02:21,710 --> 00:02:23,929 3D printing for the past couple of years 55 00:02:23,930 --> 00:02:25,069 and I thought this might be a good 56 00:02:25,070 --> 00:02:27,049 opportunity to kind of give back and talk 57 00:02:27,050 --> 00:02:28,639 to the people that actually are involved 58 00:02:28,640 --> 00:02:30,169 in 3D printing. 59 00:02:30,170 --> 00:02:31,789 And I bucked many of them and my 60 00:02:31,790 --> 00:02:33,679 students, but many of them and asked them 61 00:02:33,680 --> 00:02:35,089 questionnaires and maybe someone 62 00:02:35,090 --> 00:02:37,339 interviewed you for a study and so on. 63 00:02:37,340 --> 00:02:39,079 And I thought maybe this is the chance 64 00:02:39,080 --> 00:02:40,519 for me to tell you what we're actually 65 00:02:40,520 --> 00:02:41,539 doing. 66 00:02:41,540 --> 00:02:43,519 This is all about and why anyone should 67 00:02:43,520 --> 00:02:44,149 care. 68 00:02:44,150 --> 00:02:46,459 So whenever I talk about 3D printing, 69 00:02:46,460 --> 00:02:48,979 what I mean is basically household 70 00:02:48,980 --> 00:02:50,089 3D printing. 71 00:02:50,090 --> 00:02:52,219 So this is not like 72 00:02:52,220 --> 00:02:54,379 what you have at your big manufacturing 73 00:02:54,380 --> 00:02:55,039 facilities. 74 00:02:55,040 --> 00:02:57,169 And I'm not looking into how we can 75 00:02:57,170 --> 00:02:59,089 make aircrafts lighter and so on. 76 00:02:59,090 --> 00:03:01,789 I look at like the tabletop 3D printing 77 00:03:01,790 --> 00:03:03,859 and I look at communities that use 78 00:03:03,860 --> 00:03:06,409 3D printing and I want to understand 79 00:03:06,410 --> 00:03:09,559 how they how they deal with creativity. 80 00:03:09,560 --> 00:03:11,569 But to jump back a couple of years ago, 81 00:03:11,570 --> 00:03:13,249 we started with the phenomenon looking at 82 00:03:13,250 --> 00:03:15,409 3D printing because everybody told us 83 00:03:15,410 --> 00:03:16,729 that this is going to be the next 84 00:03:16,730 --> 00:03:18,319 industrial revolution. 85 00:03:18,320 --> 00:03:20,419 This was actually a cover on The 86 00:03:20,420 --> 00:03:22,249 Economist. They said Next Industrial 87 00:03:22,250 --> 00:03:24,439 Revolution. And there was a book by Chris 88 00:03:24,440 --> 00:03:26,509 Anderson. And he said that in a 89 00:03:26,510 --> 00:03:28,339 couple of years we will basically not go 90 00:03:28,340 --> 00:03:29,359 to the supermarket anymore. 91 00:03:29,360 --> 00:03:31,189 We'll print everything because that's the 92 00:03:31,190 --> 00:03:32,359 thing that's going to be. 93 00:03:32,360 --> 00:03:33,829 And when we looked around, when we talked 94 00:03:33,830 --> 00:03:35,659 to people, this was absolutely not the 95 00:03:35,660 --> 00:03:37,639 picture that we saw. 96 00:03:37,640 --> 00:03:39,379 So the first thing that we did was trying 97 00:03:39,380 --> 00:03:41,599 to find out what do people use 3D 98 00:03:41,600 --> 00:03:42,739 printers for. 99 00:03:42,740 --> 00:03:44,329 And that was a horrible research 100 00:03:44,330 --> 00:03:46,729 question. And the results were scattered 101 00:03:46,730 --> 00:03:47,959 all over the place. 102 00:03:47,960 --> 00:03:50,029 And the only interesting anecdote 103 00:03:50,030 --> 00:03:52,279 from that research on what people use 104 00:03:52,280 --> 00:03:54,469 3D printers for was that a lot 105 00:03:54,470 --> 00:03:56,809 of people that have 3D printers print 106 00:03:56,810 --> 00:03:59,089 things for their 3D printers, 107 00:03:59,090 --> 00:04:00,589 spare parts and so on. 108 00:04:00,590 --> 00:04:02,449 And we spend like a year on it. 109 00:04:02,450 --> 00:04:04,099 And then we said, well, screw it, there's 110 00:04:04,100 --> 00:04:05,539 nothing coming out of that and we're 111 00:04:05,540 --> 00:04:07,189 never going to publish anything about 112 00:04:07,190 --> 00:04:09,289 that. And then I changed 113 00:04:09,290 --> 00:04:11,689 jobs. So I went to this book and 114 00:04:11,690 --> 00:04:13,189 found a new group and they were also into 115 00:04:13,190 --> 00:04:15,259 3D printing. And they had the same issue 116 00:04:15,260 --> 00:04:16,489 that they said, well, this is a really 117 00:04:16,490 --> 00:04:18,259 interesting phenomenon, but we need to 118 00:04:18,260 --> 00:04:20,239 find like an interesting angle in this. 119 00:04:20,240 --> 00:04:21,559 And we we couldn't. 120 00:04:21,560 --> 00:04:23,509 And at the time I was writing a book on 121 00:04:23,510 --> 00:04:25,669 creativity and 122 00:04:25,670 --> 00:04:28,129 in 3D printing, we looked at the platform 123 00:04:28,130 --> 00:04:29,719 platform called Thingiverse, the world's 124 00:04:29,720 --> 00:04:32,089 biggest 3D printing design platform. 125 00:04:32,090 --> 00:04:34,309 And they have one interesting thing. 126 00:04:34,310 --> 00:04:36,289 And on the platform you can upload a 127 00:04:36,290 --> 00:04:38,359 design and every single design is under 128 00:04:38,360 --> 00:04:40,549 an open license so anyone else can 129 00:04:40,550 --> 00:04:42,949 download the design, change it, upload 130 00:04:42,950 --> 00:04:45,049 it again, but has to quote where 131 00:04:45,050 --> 00:04:47,299 it's from as to reference the original 132 00:04:47,300 --> 00:04:48,319 design. 133 00:04:48,320 --> 00:04:50,629 And this is in in creativity. 134 00:04:50,630 --> 00:04:52,519 When we talk about creativity, we think 135 00:04:52,520 --> 00:04:54,379 this is kind of just divine thing where 136 00:04:54,380 --> 00:04:56,449 you give like an artist a white sheet 137 00:04:56,450 --> 00:04:58,009 of paper and the science will come up 138 00:04:58,010 --> 00:05:00,049 with something great out of nowhere. 139 00:05:00,050 --> 00:05:02,359 And we have this concept like an epiphany 140 00:05:02,360 --> 00:05:03,959 or an eureka moment. 141 00:05:03,960 --> 00:05:05,299 When we look into the literature, the 142 00:05:05,300 --> 00:05:06,859 literature is pretty clear about where 143 00:05:06,860 --> 00:05:08,899 creativity comes from and what it is. 144 00:05:08,900 --> 00:05:10,999 And it is usually the recombination of 145 00:05:11,000 --> 00:05:13,159 known building blocks in a way 146 00:05:13,160 --> 00:05:15,019 that wasn't known before. 147 00:05:15,020 --> 00:05:17,179 So we consider a very creative if 148 00:05:17,180 --> 00:05:19,249 something is deeply rooted 149 00:05:19,250 --> 00:05:21,109 in things we know and someone brings 150 00:05:21,110 --> 00:05:22,999 something into that deeply rooted thing 151 00:05:23,000 --> 00:05:24,679 that has never been connected in that 152 00:05:24,680 --> 00:05:26,479 way, that's what we consider as very 153 00:05:26,480 --> 00:05:27,919 creative. 154 00:05:27,920 --> 00:05:30,499 And the problem is, if you go somewhere 155 00:05:30,500 --> 00:05:32,689 and ask people, well, how did you come 156 00:05:32,690 --> 00:05:33,829 up with that? 157 00:05:33,830 --> 00:05:35,989 They will either not remember 158 00:05:35,990 --> 00:05:38,269 or they will have kind of fear over 159 00:05:38,270 --> 00:05:40,039 intellectual property issues and tell 160 00:05:40,040 --> 00:05:42,169 you, well, I came up with that on my 161 00:05:42,170 --> 00:05:44,269 own and nothing has ever inspired me 162 00:05:44,270 --> 00:05:46,039 or I don't recall, and so on. 163 00:05:46,040 --> 00:05:48,079 So for people that try to study 164 00:05:48,080 --> 00:05:50,239 creativity, it's really hard to find out 165 00:05:50,240 --> 00:05:52,759 where ideas come from because we don't 166 00:05:52,760 --> 00:05:55,129 quote the sources 167 00:05:55,130 --> 00:05:56,449 as directly. 168 00:05:56,450 --> 00:05:58,639 And then we looked at 3D printing 169 00:05:58,640 --> 00:06:00,169 and we looked at the platform. 170 00:06:00,170 --> 00:06:02,119 And what we found is that we can 171 00:06:02,120 --> 00:06:04,819 basically look at all 172 00:06:04,820 --> 00:06:07,009 all the things that people uploaded and 173 00:06:07,010 --> 00:06:09,229 see the connections between them 174 00:06:09,230 --> 00:06:10,909 and the black here. 175 00:06:10,910 --> 00:06:12,019 This is not from me. 176 00:06:12,020 --> 00:06:13,969 This is from the talk before. 177 00:06:13,970 --> 00:06:16,069 So you have to kind of 178 00:06:16,070 --> 00:06:18,259 think that it's out of sight. 179 00:06:18,260 --> 00:06:20,329 So we see is this is basically like 180 00:06:20,330 --> 00:06:22,399 a network structure on 181 00:06:22,400 --> 00:06:24,529 Thingiverse of all designs in 182 00:06:24,530 --> 00:06:26,719 one category. And the category is 183 00:06:26,720 --> 00:06:27,739 fashion. 184 00:06:27,740 --> 00:06:29,300 So these are all designs in. 185 00:06:33,110 --> 00:06:34,110 Mama, 186 00:06:35,280 --> 00:06:36,280 Mama Vivec. 187 00:06:38,880 --> 00:06:40,100 Help me understand. 188 00:06:43,280 --> 00:06:45,529 Christopher Cook, 189 00:06:45,530 --> 00:06:47,779 Marlette's Norvelle Menendez of Viðga 190 00:06:49,250 --> 00:06:51,159 on Desolations, OK? 191 00:06:54,160 --> 00:06:56,269 OK, I'll try to be a bit louder, 192 00:06:56,270 --> 00:06:57,879 then we'll see. 193 00:06:57,880 --> 00:07:00,069 So basically, OK, this is 194 00:07:00,070 --> 00:07:01,359 this is fashion is the first thing we 195 00:07:01,360 --> 00:07:01,899 looked at. 196 00:07:01,900 --> 00:07:03,969 And the singing of 197 00:07:03,970 --> 00:07:05,319 us has a couple of categories, something 198 00:07:05,320 --> 00:07:07,389 like 11 to 12 different categories where 199 00:07:07,390 --> 00:07:08,929 people can upload designs and they 200 00:07:08,930 --> 00:07:10,999 basically pick a category where it 201 00:07:11,000 --> 00:07:13,239 is designer then and then people can 202 00:07:13,240 --> 00:07:15,099 remix them and upload something else 203 00:07:15,100 --> 00:07:17,469 also. And what we saw is simply 204 00:07:17,470 --> 00:07:19,599 by looking at those categories that 205 00:07:19,600 --> 00:07:21,579 they are vastly different. 206 00:07:21,580 --> 00:07:23,889 So this is the first one was 207 00:07:23,890 --> 00:07:26,229 fashion and this is the category 208 00:07:26,230 --> 00:07:27,999 3D printing. What people upload, for 209 00:07:28,000 --> 00:07:29,989 instance, spare parts for this for their 210 00:07:29,990 --> 00:07:32,139 3D printers and what you can see simply 211 00:07:32,140 --> 00:07:33,729 by looking at this universe. 212 00:07:33,730 --> 00:07:35,169 And we had one that actually looked like 213 00:07:35,170 --> 00:07:36,879 a death star, but that doesn't fit the 214 00:07:36,880 --> 00:07:38,559 storyline. So I can't put that in. 215 00:07:38,560 --> 00:07:40,869 But so simply 216 00:07:40,870 --> 00:07:42,699 by looking at the structure, we saw that 217 00:07:42,700 --> 00:07:44,559 there's something happening in between 218 00:07:44,560 --> 00:07:46,389 the two. What's interesting is that the 219 00:07:46,390 --> 00:07:49,209 fashion category is very hedonistic. 220 00:07:49,210 --> 00:07:50,949 So people that upload something and 221 00:07:50,950 --> 00:07:52,539 fashion want to have something very 222 00:07:52,540 --> 00:07:53,499 individual. 223 00:07:53,500 --> 00:07:55,959 They want to have like, for instance, 224 00:07:55,960 --> 00:07:57,699 a ring that says their own name or 225 00:07:57,700 --> 00:08:00,159 something that has that nobody else has. 226 00:08:00,160 --> 00:08:01,359 And that's why you have those big 227 00:08:01,360 --> 00:08:03,939 clusters in the middle were simply people 228 00:08:03,940 --> 00:08:05,599 change things slightly. 229 00:08:05,600 --> 00:08:08,049 So it fits to what it's an individual 230 00:08:08,050 --> 00:08:09,129 solution. 231 00:08:09,130 --> 00:08:11,829 Well, this year is very much the opposite 232 00:08:11,830 --> 00:08:13,929 since the 3D printing category and the 233 00:08:13,930 --> 00:08:15,459 solutions we see here are very 234 00:08:15,460 --> 00:08:16,869 utilitarian. 235 00:08:16,870 --> 00:08:18,759 So basically you have those little 236 00:08:18,760 --> 00:08:20,379 scattered things all over the place. 237 00:08:20,380 --> 00:08:22,749 You have oftentimes these things were 238 00:08:22,750 --> 00:08:24,879 only a couple are related to 239 00:08:24,880 --> 00:08:25,359 one another. 240 00:08:25,360 --> 00:08:27,459 So someone developed a solution, someone 241 00:08:27,460 --> 00:08:29,559 else saw it that could be done 242 00:08:29,560 --> 00:08:31,059 a little bit better or we could tweak 243 00:08:31,060 --> 00:08:33,519 that into something I would rather have. 244 00:08:33,520 --> 00:08:35,319 And then that kind of had a final 245 00:08:35,320 --> 00:08:36,668 solution and that was fine. 246 00:08:36,669 --> 00:08:38,439 And then I went on to do something else. 247 00:08:38,440 --> 00:08:39,879 So simply by looking at it, we found out 248 00:08:39,880 --> 00:08:41,079 while the universe looks completely 249 00:08:41,080 --> 00:08:42,519 different, that there might be something 250 00:08:42,520 --> 00:08:44,649 to that in regards 251 00:08:44,650 --> 00:08:46,359 to creativity. 252 00:08:46,360 --> 00:08:47,360 So. 253 00:08:56,050 --> 00:08:58,419 And then what we did is we interviewed 254 00:08:58,420 --> 00:09:00,849 roughly 80 people, we had questionnaires 255 00:09:00,850 --> 00:09:02,049 out for a couple of hundred, and we 256 00:09:02,050 --> 00:09:04,569 looked at the entirety of all designs 257 00:09:04,570 --> 00:09:06,039 on the platform. This a couple of hundred 258 00:09:06,040 --> 00:09:07,239 thousands. 259 00:09:07,240 --> 00:09:09,279 And then the first thing you do is try to 260 00:09:09,280 --> 00:09:11,409 find out, is there is there anything 261 00:09:11,410 --> 00:09:13,809 special to the process 262 00:09:13,810 --> 00:09:14,739 that people do? 263 00:09:14,740 --> 00:09:16,809 So it's the creative process in any way 264 00:09:16,810 --> 00:09:18,129 remarkable. 265 00:09:18,130 --> 00:09:19,779 And and the creative process that we 266 00:09:19,780 --> 00:09:21,939 found basically has four aspects that 267 00:09:21,940 --> 00:09:22,869 we can talk about. 268 00:09:22,870 --> 00:09:24,699 The first one we called a trigger. 269 00:09:24,700 --> 00:09:26,139 So any kind of creative process is 270 00:09:26,140 --> 00:09:27,969 kickstarted by some form of a trigger. 271 00:09:27,970 --> 00:09:30,039 And what we found is that when we 272 00:09:30,040 --> 00:09:31,299 when we look into the literature, those 273 00:09:31,300 --> 00:09:33,429 triggers are often described as a 274 00:09:33,430 --> 00:09:34,389 problem. 275 00:09:34,390 --> 00:09:36,129 So people have a problem and that starts 276 00:09:36,130 --> 00:09:37,689 off the creative process. 277 00:09:37,690 --> 00:09:39,699 What we found is that that's only half 278 00:09:39,700 --> 00:09:40,809 the truth. 279 00:09:40,810 --> 00:09:42,639 Half the people basically started because 280 00:09:42,640 --> 00:09:43,839 they had an actual problem. 281 00:09:43,840 --> 00:09:45,609 The other half started out as some form 282 00:09:45,610 --> 00:09:47,829 of curiosities, for instance, that want 283 00:09:47,830 --> 00:09:49,149 to learn something that wanted to get 284 00:09:49,150 --> 00:09:50,709 better, that were interested in something 285 00:09:50,710 --> 00:09:53,409 so that kick start the process. 286 00:09:53,410 --> 00:09:55,449 The second thing we we found is kind of 287 00:09:55,450 --> 00:09:57,549 the inspiration for this is this epiphany 288 00:09:57,550 --> 00:09:59,499 moment. And this is what we will deep 289 00:09:59,500 --> 00:10:01,689 dove into when we talk about remixing 290 00:10:01,690 --> 00:10:03,579 a little bit more, because remixing seems 291 00:10:03,580 --> 00:10:05,829 to be one of the cornerstones in those 292 00:10:05,830 --> 00:10:08,199 creative communities in which way 293 00:10:08,200 --> 00:10:11,559 people come up with novel solutions. 294 00:10:11,560 --> 00:10:13,959 And then what happens is interesting is 295 00:10:13,960 --> 00:10:15,579 when we talk about it's probably not that 296 00:10:15,580 --> 00:10:16,869 interesting for people in this room, but 297 00:10:16,870 --> 00:10:18,579 it's interesting for us as social 298 00:10:18,580 --> 00:10:20,709 scientists because we don't develop 299 00:10:20,710 --> 00:10:22,089 software often. 300 00:10:22,090 --> 00:10:24,099 So what happens is they distribute very 301 00:10:24,100 --> 00:10:26,589 early. If we think about physical 302 00:10:26,590 --> 00:10:28,569 object, it used to be very hard to have a 303 00:10:28,570 --> 00:10:29,619 form of distribution. 304 00:10:29,620 --> 00:10:30,879 So distribution was always the 305 00:10:30,880 --> 00:10:33,159 bottleneck. If you produced a CD 306 00:10:33,160 --> 00:10:35,469 album, you had to find 307 00:10:35,470 --> 00:10:37,389 someone who does the distribution for 308 00:10:37,390 --> 00:10:37,809 you. 309 00:10:37,810 --> 00:10:40,629 While here, it's very easy to distribute 310 00:10:40,630 --> 00:10:42,459 and because it's very easy to distribute, 311 00:10:42,460 --> 00:10:44,139 what happens is that kind of changes the 312 00:10:44,140 --> 00:10:46,839 process people distribute earlier 313 00:10:46,840 --> 00:10:49,059 and they distribute even when they 314 00:10:49,060 --> 00:10:51,189 aren't that finished yet in order 315 00:10:51,190 --> 00:10:53,289 to receive feedback on the basis 316 00:10:53,290 --> 00:10:56,019 of that feedback, allow an iteration 317 00:10:56,020 --> 00:10:59,139 of the process of the design of the 318 00:10:59,140 --> 00:11:01,329 of the object that they that they did. 319 00:11:01,330 --> 00:11:03,399 So basically in 320 00:11:03,400 --> 00:11:05,589 like an analog world, you would have 321 00:11:05,590 --> 00:11:07,209 the distribution at the very end of the 322 00:11:07,210 --> 00:11:08,829 process. While here, when we talk to the 323 00:11:08,830 --> 00:11:10,269 people, they said, well, even if I'm not 324 00:11:10,270 --> 00:11:11,889 that sure if that's the correct way is 325 00:11:11,890 --> 00:11:13,599 simply distributed, I asked people, I 326 00:11:13,600 --> 00:11:15,309 gather feedback and with that I iterate 327 00:11:15,310 --> 00:11:16,359 and make it better. 328 00:11:16,360 --> 00:11:19,029 So the platform, the way the interaction 329 00:11:19,030 --> 00:11:21,519 that we found in the communities changed 330 00:11:21,520 --> 00:11:23,590 the creative process in 331 00:11:25,210 --> 00:11:27,399 in a way that made distribution earlier, 332 00:11:27,400 --> 00:11:28,749 which we kind of find remarkable. 333 00:11:28,750 --> 00:11:30,289 But if you look at it and say, well, 334 00:11:30,290 --> 00:11:31,719 that's probably what we do in software 335 00:11:31,720 --> 00:11:33,249 development for 20 years. 336 00:11:33,250 --> 00:11:34,250 So but it's 337 00:11:36,070 --> 00:11:37,509 interesting in a way. 338 00:11:37,510 --> 00:11:39,609 So and now 339 00:11:39,610 --> 00:11:41,319 when when social scientists look at a 340 00:11:41,320 --> 00:11:43,299 problem, one of the things they 341 00:11:43,300 --> 00:11:45,849 oftentimes try to do is to categorize 342 00:11:45,850 --> 00:11:48,009 the problem in such a way that you 343 00:11:48,010 --> 00:11:50,109 can say, well, this isn't just one 344 00:11:50,110 --> 00:11:50,649 problem. 345 00:11:50,650 --> 00:11:53,049 This is actually a couple of things. 346 00:11:53,050 --> 00:11:55,319 And as the Senate trick and if you are 347 00:11:55,320 --> 00:11:57,069 if you are a management scholar, what you 348 00:11:57,070 --> 00:11:59,199 usually do is you come up with a two 349 00:11:59,200 --> 00:12:01,659 by two matrix and that oftentimes 350 00:12:01,660 --> 00:12:03,729 solves problems and explains what it is. 351 00:12:03,730 --> 00:12:05,799 And in this case, we found we kind 352 00:12:05,800 --> 00:12:07,449 of zoomed in and wanted to find out those 353 00:12:07,450 --> 00:12:09,699 remixes. How do they look close 354 00:12:09,700 --> 00:12:12,159 up? Can we kind of find patterns 355 00:12:12,160 --> 00:12:14,559 of how people combine things 356 00:12:14,560 --> 00:12:15,999 into something new? 357 00:12:16,000 --> 00:12:17,739 And what we found is that there are 358 00:12:17,740 --> 00:12:18,740 actual patterns. 359 00:12:20,610 --> 00:12:22,769 And that what that with a couple 360 00:12:22,770 --> 00:12:25,049 of patterns we can 361 00:12:25,050 --> 00:12:27,869 explain, basically the entire universe 362 00:12:27,870 --> 00:12:30,479 zoomed in and 363 00:12:30,480 --> 00:12:32,579 the first thing we found we call that 364 00:12:32,580 --> 00:12:34,679 linear, linear 365 00:12:34,680 --> 00:12:36,299 evolution, is that basically you have one 366 00:12:36,300 --> 00:12:37,119 design. 367 00:12:37,120 --> 00:12:39,269 Someone takes that design and remakes 368 00:12:39,270 --> 00:12:40,419 us into something new. 369 00:12:40,420 --> 00:12:42,599 So you have this bottle, someone sees 370 00:12:42,600 --> 00:12:44,849 the bottle and makes a longer bottle. 371 00:12:44,850 --> 00:12:46,739 That's kind of like a boring story. 372 00:12:46,740 --> 00:12:49,019 And then we had more more complex ones. 373 00:12:49,020 --> 00:12:50,759 And the more complex ones fall into two 374 00:12:50,760 --> 00:12:52,919 categories. So the first category, we 375 00:12:52,920 --> 00:12:54,809 call them convergent. 376 00:12:54,810 --> 00:12:57,359 So what happens is several ideas 377 00:12:57,360 --> 00:12:59,489 are remixed into something 378 00:12:59,490 --> 00:13:02,429 new. The first one is 379 00:13:02,430 --> 00:13:03,839 it's called the March. 380 00:13:03,840 --> 00:13:06,359 So this is basically you see several 381 00:13:06,360 --> 00:13:07,109 ideas in the case. 382 00:13:07,110 --> 00:13:09,089 You see two ideas and you combine them 383 00:13:09,090 --> 00:13:11,039 into one new one. 384 00:13:11,040 --> 00:13:13,049 So one example we always use is 385 00:13:14,130 --> 00:13:16,109 someone design a debate coin. 386 00:13:16,110 --> 00:13:18,179 So they had a logo of a donkey and the 387 00:13:18,180 --> 00:13:20,459 logo of an elephant, the US 388 00:13:20,460 --> 00:13:22,619 of mascots of the parties, and 389 00:13:22,620 --> 00:13:24,779 they merged that into a debate coin. 390 00:13:24,780 --> 00:13:26,279 You can flip the coin and that kind of 391 00:13:26,280 --> 00:13:27,689 decides what you're going to vote. 392 00:13:27,690 --> 00:13:28,919 Or so on 393 00:13:30,380 --> 00:13:32,099 the second one, we found, we call that 394 00:13:32,100 --> 00:13:34,289 retrospect and it's kind of interesting. 395 00:13:34,290 --> 00:13:35,790 So what we have is 396 00:13:37,050 --> 00:13:39,509 this like a grant 397 00:13:39,510 --> 00:13:41,879 father, basically, and that grandfather 398 00:13:41,880 --> 00:13:44,099 has a child and that child has also 399 00:13:44,100 --> 00:13:45,299 a child. 400 00:13:45,300 --> 00:13:47,669 But the child's child inherits 401 00:13:47,670 --> 00:13:49,949 something from the grandparents that 402 00:13:49,950 --> 00:13:51,929 was not in the parents. 403 00:13:53,430 --> 00:13:55,499 So this is basically going back 404 00:13:55,500 --> 00:13:57,449 in its own history and finding something 405 00:13:57,450 --> 00:13:59,459 that was left out in a generation before 406 00:13:59,460 --> 00:14:01,649 and then bringing it back. 407 00:14:01,650 --> 00:14:03,779 One Real-Life example that people told 408 00:14:03,780 --> 00:14:06,149 me was there in Microsoft Windows. 409 00:14:06,150 --> 00:14:07,679 Apparently they brought back the start 410 00:14:07,680 --> 00:14:09,039 button after they abandoned it. 411 00:14:09,040 --> 00:14:10,589 So basically it wasn't a modern version 412 00:14:10,590 --> 00:14:12,809 and then they brought it back. 413 00:14:12,810 --> 00:14:15,089 This is also something you see currently 414 00:14:15,090 --> 00:14:16,889 in innovation management a lot. 415 00:14:16,890 --> 00:14:18,629 I don't know if you've ever heard of Lego 416 00:14:18,630 --> 00:14:20,339 Gronk Wonkiness. 417 00:14:20,340 --> 00:14:22,439 So when I was a child, Lego used to 418 00:14:22,440 --> 00:14:23,939 be like just bricks and you built 419 00:14:23,940 --> 00:14:25,049 whatever you want. 420 00:14:25,050 --> 00:14:26,849 And then they started to do like Star 421 00:14:26,850 --> 00:14:29,159 Wars and Dragons and every kind 422 00:14:29,160 --> 00:14:30,689 of story based things. 423 00:14:30,690 --> 00:14:32,639 And last year they came out with like a 424 00:14:32,640 --> 00:14:35,309 new box. And in this box there's only 425 00:14:35,310 --> 00:14:37,439 bricks and you can build whatever you 426 00:14:37,440 --> 00:14:39,449 want. And they call that the new thing. 427 00:14:39,450 --> 00:14:40,829 It's called Gronk Warnke and was like a 428 00:14:40,830 --> 00:14:42,269 big advertising campaign. 429 00:14:42,270 --> 00:14:44,399 And as exactly that so inherits something 430 00:14:44,400 --> 00:14:46,049 that wasn't the last generation but the 431 00:14:46,050 --> 00:14:47,429 generation before. 432 00:14:47,430 --> 00:14:50,099 Next thing we found we call siblings 433 00:14:50,100 --> 00:14:52,619 and siblings basically is several 434 00:14:52,620 --> 00:14:54,749 people looking at 435 00:14:54,750 --> 00:14:57,059 a couple of ingredients and coming 436 00:14:57,060 --> 00:14:59,189 up with vastly different 437 00:14:59,190 --> 00:15:00,689 solutions. 438 00:15:00,690 --> 00:15:03,479 So they are not directly related. 439 00:15:03,480 --> 00:15:05,819 The two things on the left and right, but 440 00:15:05,820 --> 00:15:07,829 they have the same ingredients. 441 00:15:07,830 --> 00:15:09,629 And to think about that as something you 442 00:15:09,630 --> 00:15:12,959 would, for instance, see in a 443 00:15:12,960 --> 00:15:13,829 cocktail bar. 444 00:15:13,830 --> 00:15:15,329 So in a cocktail bar, you have a very 445 00:15:15,330 --> 00:15:17,219 limited amount of ingredients, but you 446 00:15:17,220 --> 00:15:18,689 come up with completely different 447 00:15:18,690 --> 00:15:21,149 cocktails, even though 448 00:15:21,150 --> 00:15:23,309 you might not look at 449 00:15:23,310 --> 00:15:24,779 one cocktail and say, well, I could do 450 00:15:24,780 --> 00:15:26,579 something completely. But you look at the 451 00:15:26,580 --> 00:15:28,169 ingredients and based on ingredients, 452 00:15:28,170 --> 00:15:29,519 you'd come up with something new. 453 00:15:29,520 --> 00:15:32,069 And the last one, we call it in this 454 00:15:32,070 --> 00:15:34,049 section we call compilation and a 455 00:15:34,050 --> 00:15:35,449 compilation. This is basically a best 456 00:15:35,450 --> 00:15:37,529 stuff. People look at a couple of 457 00:15:37,530 --> 00:15:40,409 things and then turn them into 458 00:15:40,410 --> 00:15:42,179 one, a compilation. 459 00:15:42,180 --> 00:15:44,309 One example we found is oftentimes 460 00:15:44,310 --> 00:15:45,779 they're called like the ultimate or 461 00:15:45,780 --> 00:15:47,549 something like that. So someone looks at 462 00:15:47,550 --> 00:15:49,379 an entire collection of things and then 463 00:15:49,380 --> 00:15:51,509 turns them into the final version 464 00:15:51,510 --> 00:15:51,959 of it. 465 00:15:51,960 --> 00:15:53,579 So one thing we found is like the the 466 00:15:53,580 --> 00:15:55,499 ultimate Batman symbol. 467 00:15:55,500 --> 00:15:57,569 So someone looked at every single Batman 468 00:15:57,570 --> 00:15:59,219 symbol that was on the platform and then 469 00:15:59,220 --> 00:16:01,139 combined them into like the ultimate. 470 00:16:01,140 --> 00:16:02,849 That's the one. We don't need a Batman 471 00:16:02,850 --> 00:16:03,899 symbol anymore. 472 00:16:03,900 --> 00:16:05,519 It's solved. 473 00:16:05,520 --> 00:16:06,520 So we found out. 474 00:16:10,140 --> 00:16:12,359 So all of these patterns converge 475 00:16:12,360 --> 00:16:14,549 and take several inputs and turn 476 00:16:14,550 --> 00:16:16,619 them into something new, any other 477 00:16:16,620 --> 00:16:17,699 patterns that we found that were 478 00:16:17,700 --> 00:16:18,749 convergent. 479 00:16:18,750 --> 00:16:20,999 So basically what converging means 480 00:16:21,000 --> 00:16:23,129 is several people 481 00:16:23,130 --> 00:16:25,199 look at the same thing and come 482 00:16:25,200 --> 00:16:26,219 to different conclusions. 483 00:16:26,220 --> 00:16:27,539 What to do with it? 484 00:16:27,540 --> 00:16:29,609 The first one is it's a 485 00:16:29,610 --> 00:16:31,919 fork. So two people look 486 00:16:31,920 --> 00:16:33,329 at one thing and have a completely 487 00:16:33,330 --> 00:16:35,129 different idea what to do about that. 488 00:16:35,130 --> 00:16:37,199 This is I 489 00:16:37,200 --> 00:16:39,149 don't know it where, for instance, be you 490 00:16:39,150 --> 00:16:41,009 have an iPad and then you have an iPad 491 00:16:41,010 --> 00:16:42,929 Mini and an iPad pro in the second 492 00:16:42,930 --> 00:16:44,109 generation because people have a 493 00:16:44,110 --> 00:16:46,409 completely different usage on it. 494 00:16:46,410 --> 00:16:48,749 Next, when we found is it's 495 00:16:48,750 --> 00:16:50,139 related to the fork. 496 00:16:50,140 --> 00:16:51,269 We call it the book. 497 00:16:51,270 --> 00:16:53,609 It's when one thing turns into a lot 498 00:16:53,610 --> 00:16:54,329 of things. 499 00:16:54,330 --> 00:16:56,519 And oftentimes this happens when the 500 00:16:56,520 --> 00:16:59,099 thing in the middle, for instance, is 501 00:16:59,100 --> 00:17:01,559 a gear or a tool or 502 00:17:01,560 --> 00:17:03,449 wheels and so on is something that you 503 00:17:03,450 --> 00:17:06,039 can have multiple uses for. 504 00:17:06,040 --> 00:17:08,818 The next thing we found, and that's 505 00:17:08,819 --> 00:17:10,769 very important for the platform itself, 506 00:17:10,770 --> 00:17:12,749 is called a customizer. 507 00:17:12,750 --> 00:17:15,149 So customizer is a tool kit 508 00:17:15,150 --> 00:17:17,939 on the platform where people with no 509 00:17:17,940 --> 00:17:18,828 knowledge can. 510 00:17:18,829 --> 00:17:21,199 Simply tweak a design 511 00:17:21,200 --> 00:17:23,779 in a way that they want and 512 00:17:23,780 --> 00:17:26,929 customize where it kind of kickstarted 513 00:17:26,930 --> 00:17:29,269 the growth of Thingiverse because many 514 00:17:29,270 --> 00:17:30,949 people that don't have any knowledge on 515 00:17:30,950 --> 00:17:33,259 CAD can very simply 516 00:17:33,260 --> 00:17:34,789 come up with their own designs and 517 00:17:34,790 --> 00:17:36,919 customize is also the thing that we saw 518 00:17:36,920 --> 00:17:38,309 in the beginning of the fashion. 519 00:17:38,310 --> 00:17:40,579 SLIVE the big flops, those 520 00:17:40,580 --> 00:17:42,799 were customizes what people could 521 00:17:42,800 --> 00:17:44,779 do, something very simply on the 522 00:17:44,780 --> 00:17:46,129 platform, what their designs to 523 00:17:46,130 --> 00:17:47,719 individualize it. 524 00:17:47,720 --> 00:17:49,819 So now we found and we found an 525 00:17:49,820 --> 00:17:51,769 eighth one and the eighth one is very 526 00:17:51,770 --> 00:17:53,869 much related to the customizer, 527 00:17:53,870 --> 00:17:55,999 but it has like it 528 00:17:56,000 --> 00:17:58,069 has a parent and 529 00:17:58,070 --> 00:18:00,259 someone looks at it at a design and says, 530 00:18:00,260 --> 00:18:01,849 well, that's a cool idea and it will be 531 00:18:01,850 --> 00:18:03,919 even cooler if other people could 532 00:18:03,920 --> 00:18:04,879 customize it. 533 00:18:04,880 --> 00:18:07,129 And once the customer those kind of 534 00:18:07,130 --> 00:18:08,809 call that a template builder, once 535 00:18:08,810 --> 00:18:11,419 someone turned that into a customizer, 536 00:18:11,420 --> 00:18:13,339 you have a very successful design because 537 00:18:13,340 --> 00:18:15,829 people can very easily 538 00:18:15,830 --> 00:18:16,830 tweak it. 539 00:18:21,370 --> 00:18:22,370 OK. 540 00:18:24,530 --> 00:18:26,689 So when I tell this story, there's 541 00:18:26,690 --> 00:18:29,059 always two questions that come up, 542 00:18:29,060 --> 00:18:32,089 the first one is, well, if creativity 543 00:18:32,090 --> 00:18:34,159 can be broken down 544 00:18:34,160 --> 00:18:36,949 into patterns, can't we simply 545 00:18:36,950 --> 00:18:37,969 use A.I. 546 00:18:37,970 --> 00:18:39,829 to come up with new ideas? 547 00:18:39,830 --> 00:18:42,079 And the emphasis is always on 548 00:18:42,080 --> 00:18:43,080 simply 549 00:18:44,360 --> 00:18:46,789 and I thought about this a little bit and 550 00:18:46,790 --> 00:18:49,099 I have kind of like my relationship 551 00:18:49,100 --> 00:18:51,469 to A.I. is kind of a mixed bag and 552 00:18:51,470 --> 00:18:53,749 I don't see it any time soon. 553 00:18:53,750 --> 00:18:56,179 So if you have that question, I 554 00:18:56,180 --> 00:18:57,759 feel free to try. 555 00:18:57,760 --> 00:18:59,629 I think the naughty secret about what I 556 00:18:59,630 --> 00:19:01,459 just told you is that, yes, those 557 00:19:01,460 --> 00:19:03,529 patterns can explain how creativity, how 558 00:19:03,530 --> 00:19:05,959 reuse or recombination 559 00:19:05,960 --> 00:19:08,029 works, but it cannot give 560 00:19:08,030 --> 00:19:10,609 you the input things, 561 00:19:10,610 --> 00:19:12,379 the things that you actually remix. 562 00:19:12,380 --> 00:19:14,359 It can just show you the patterns in 563 00:19:14,360 --> 00:19:15,589 which remixing is done. 564 00:19:15,590 --> 00:19:17,839 So I don't think that creativity 565 00:19:17,840 --> 00:19:19,939 will be outsourced by any time 566 00:19:19,940 --> 00:19:20,940 soon. 567 00:19:21,350 --> 00:19:23,419 The second question I always get 568 00:19:23,420 --> 00:19:25,609 when I give this talk is that people 569 00:19:25,610 --> 00:19:27,679 say, well, you kind of compare apples 570 00:19:27,680 --> 00:19:29,899 to oranges because some of the things 571 00:19:29,900 --> 00:19:32,029 they talk about are very, very simple to 572 00:19:32,030 --> 00:19:33,859 do. You have, for instance, the 573 00:19:33,860 --> 00:19:35,300 customizer, you give them 574 00:19:36,380 --> 00:19:38,719 toolkits and a very simple website 575 00:19:38,720 --> 00:19:39,739 to customize something. 576 00:19:39,740 --> 00:19:41,809 For instance, they write their name and 577 00:19:41,810 --> 00:19:43,459 then that name appears on a ring. 578 00:19:43,460 --> 00:19:45,559 And that's not really as creative 579 00:19:45,560 --> 00:19:48,019 as someone who combines multiple 580 00:19:48,020 --> 00:19:50,419 objects in a very complicated 581 00:19:50,420 --> 00:19:52,639 way. So isn't there 582 00:19:52,640 --> 00:19:55,069 like a threshold for creativity? 583 00:19:55,070 --> 00:19:57,409 Should everything be called creative 584 00:19:57,410 --> 00:19:59,809 or is creativity only like the divine 585 00:19:59,810 --> 00:20:01,879 complex thing? 586 00:20:01,880 --> 00:20:04,219 And that's kind 587 00:20:04,220 --> 00:20:06,139 of a hard question for me to answer, 588 00:20:06,140 --> 00:20:08,239 because I have a hard 589 00:20:08,240 --> 00:20:10,159 time like finding a cutoff and saying 590 00:20:10,160 --> 00:20:11,809 well below that cut off, it isn't 591 00:20:11,810 --> 00:20:13,429 creative and afterwards it is. 592 00:20:13,430 --> 00:20:15,709 But what I can do, again, categorizing, 593 00:20:15,710 --> 00:20:18,019 looking at all the things I see and 594 00:20:18,020 --> 00:20:19,549 then kind of describing are those 595 00:20:19,550 --> 00:20:21,799 creative or or are those 596 00:20:21,800 --> 00:20:23,899 complex or not? 597 00:20:23,900 --> 00:20:26,389 And what we found is that basically those 598 00:20:26,390 --> 00:20:29,089 the designs we can 599 00:20:29,090 --> 00:20:31,279 group in to on to access. 600 00:20:31,280 --> 00:20:33,379 The first success is to look at the 601 00:20:33,380 --> 00:20:35,509 parents and we'll look at the parents. 602 00:20:35,510 --> 00:20:37,759 Those parents can either be from 603 00:20:37,760 --> 00:20:39,019 the same category. 604 00:20:40,490 --> 00:20:42,589 They can also be from fashion, they 605 00:20:42,590 --> 00:20:44,389 can be from a different category, so 606 00:20:44,390 --> 00:20:46,549 someone actually made the effort to 607 00:20:46,550 --> 00:20:48,859 transfer knowledge from one Category 608 00:20:48,860 --> 00:20:50,209 three other. So that seems to be more 609 00:20:50,210 --> 00:20:52,909 complex or it could be from multiple 610 00:20:52,910 --> 00:20:53,539 categories. 611 00:20:53,540 --> 00:20:56,479 So people don't simply 612 00:20:56,480 --> 00:20:58,729 merge or batmen signs, but they merge 613 00:20:58,730 --> 00:21:00,199 something from fashion with something 614 00:21:00,200 --> 00:21:01,609 from 3D printing, which is more 615 00:21:01,610 --> 00:21:03,139 complicated because you need to find a 616 00:21:03,140 --> 00:21:05,609 way to find a way to combine that. 617 00:21:05,610 --> 00:21:07,819 And also we can look at what's 618 00:21:07,820 --> 00:21:09,889 the origin of the remix. 619 00:21:09,890 --> 00:21:11,719 So a very simple thing would be a 620 00:21:11,720 --> 00:21:13,279 customizer. You simply have those 621 00:21:13,280 --> 00:21:15,199 toolkits. You drag and drop your name in. 622 00:21:15,200 --> 00:21:16,999 Very, very easy to do. 623 00:21:17,000 --> 00:21:19,639 The next step, bit more complicated 624 00:21:19,640 --> 00:21:22,879 would be if you only have one parent 625 00:21:22,880 --> 00:21:24,949 use their one parent and turn that into 626 00:21:24,950 --> 00:21:27,169 something new. And the more complex 627 00:21:27,170 --> 00:21:28,939 thing would be if you have multiple 628 00:21:28,940 --> 00:21:31,129 parents and combine them into something 629 00:21:31,130 --> 00:21:31,609 new. 630 00:21:31,610 --> 00:21:33,739 So we try to grouped 631 00:21:33,740 --> 00:21:35,929 them into a way to show 632 00:21:35,930 --> 00:21:36,930 that. 633 00:21:37,690 --> 00:21:39,759 If you go to the upper right, 634 00:21:39,760 --> 00:21:41,289 you have an increasing level of 635 00:21:41,290 --> 00:21:43,479 complexity and 636 00:21:43,480 --> 00:21:46,449 what we found is that the 637 00:21:46,450 --> 00:21:48,789 one the platform allowed 638 00:21:48,790 --> 00:21:51,069 people to customize that that basically 639 00:21:51,070 --> 00:21:53,229 kicked started a lot 640 00:21:53,230 --> 00:21:55,149 of traction on the platform. 641 00:21:55,150 --> 00:21:56,680 And what we also saw is that 642 00:21:58,300 --> 00:22:00,429 the idea of customization is a 643 00:22:00,430 --> 00:22:03,339 way like like a foot in the door policy. 644 00:22:03,340 --> 00:22:05,769 So people start customizing 645 00:22:05,770 --> 00:22:07,959 and once they learn customizing, 646 00:22:07,960 --> 00:22:09,459 they're kind of hooked on the thing. 647 00:22:09,460 --> 00:22:11,409 It's a very easy way to get in. 648 00:22:11,410 --> 00:22:13,419 They get more complicated over time. 649 00:22:13,420 --> 00:22:14,379 They'll learn more. 650 00:22:14,380 --> 00:22:16,629 And basically it's a way for them to get 651 00:22:16,630 --> 00:22:18,699 familiar with with 652 00:22:18,700 --> 00:22:21,399 remixing. It's a way of learning. 653 00:22:21,400 --> 00:22:23,619 One interesting thing I wanted to mention 654 00:22:23,620 --> 00:22:25,659 is a transfer remix that we found. 655 00:22:25,660 --> 00:22:28,009 So someone someone designed 656 00:22:28,010 --> 00:22:30,669 a little signs for potted plants. 657 00:22:30,670 --> 00:22:32,589 So one would say, like Rosemary, one 658 00:22:32,590 --> 00:22:33,999 would say time. 659 00:22:34,000 --> 00:22:35,649 And someone else looked at it and said, 660 00:22:35,650 --> 00:22:37,389 well, that's an interesting idea, but I 661 00:22:37,390 --> 00:22:39,699 don't have potted plants, but I do have 662 00:22:39,700 --> 00:22:41,499 an issue like this oftentimes in my 663 00:22:41,500 --> 00:22:42,500 office. 664 00:22:43,240 --> 00:22:46,299 And basically redesigned 665 00:22:46,300 --> 00:22:48,969 those signs for potted plants 666 00:22:48,970 --> 00:22:51,249 into paper clips and a paper clips. 667 00:22:51,250 --> 00:22:54,039 Now read, please read, please sign 668 00:22:54,040 --> 00:22:55,299 maybe interesting. 669 00:22:55,300 --> 00:22:57,639 And so on. So basically the person 670 00:22:57,640 --> 00:22:59,259 saw a design in a completely different 671 00:22:59,260 --> 00:23:01,719 category and transferred it 672 00:23:01,720 --> 00:23:04,210 into something that 673 00:23:05,740 --> 00:23:07,839 wasn't that, that it wasn't intended 674 00:23:07,840 --> 00:23:09,249 for a completely different category. 675 00:23:09,250 --> 00:23:11,199 And that's kind of what we consider to be 676 00:23:11,200 --> 00:23:13,389 more creative than simply 677 00:23:13,390 --> 00:23:15,599 also making potted plant 678 00:23:15,600 --> 00:23:17,469 signs. But they are round and not 679 00:23:17,470 --> 00:23:18,470 rectangular. 680 00:23:21,860 --> 00:23:24,559 OK, there's one more thing 681 00:23:24,560 --> 00:23:26,359 we need to talk about, and that is the 682 00:23:26,360 --> 00:23:28,579 initial question that we had, what 683 00:23:28,580 --> 00:23:31,279 do people use three prayers for? 684 00:23:31,280 --> 00:23:33,679 And one thing that we now 685 00:23:33,680 --> 00:23:36,199 are currently discussing is 686 00:23:36,200 --> 00:23:38,299 that it might be interesting to look 687 00:23:38,300 --> 00:23:40,969 at the role that remixing plays in that. 688 00:23:40,970 --> 00:23:43,619 And we have this little little graph. 689 00:23:43,620 --> 00:23:45,799 Again, the black lines are drawn for me. 690 00:23:45,800 --> 00:23:48,079 So you have on the x 691 00:23:48,080 --> 00:23:50,059 axis, we simply have all the problems on 692 00:23:50,060 --> 00:23:52,279 the world, on the Y axis, we have 693 00:23:52,280 --> 00:23:54,409 the amount of demand for a solution 694 00:23:54,410 --> 00:23:56,059 for this problem. 695 00:23:56,060 --> 00:23:58,129 And what we argue is if there is a lot 696 00:23:58,130 --> 00:24:00,229 of demand for a solution, for a problem, 697 00:24:00,230 --> 00:24:02,299 then someone will probably mass 698 00:24:02,300 --> 00:24:03,349 produce it. 699 00:24:03,350 --> 00:24:04,549 So you have kind of like a mass 700 00:24:04,550 --> 00:24:06,739 production threshold. 701 00:24:06,740 --> 00:24:09,349 And the argument with this industrial 702 00:24:09,350 --> 00:24:11,719 revolution of 3D printing oftentimes 703 00:24:11,720 --> 00:24:13,639 was that people will not go to the store 704 00:24:13,640 --> 00:24:15,779 anymore, but simply go to 705 00:24:15,780 --> 00:24:16,699 the 3D printers. 706 00:24:16,700 --> 00:24:18,739 And what we found is that that is not 707 00:24:18,740 --> 00:24:21,169 really the entire story. 708 00:24:21,170 --> 00:24:22,279 That's only part of it. 709 00:24:23,360 --> 00:24:25,669 What we found is people design all 710 00:24:25,670 --> 00:24:26,569 kinds of things. 711 00:24:26,570 --> 00:24:28,159 And many of the things that people design 712 00:24:28,160 --> 00:24:30,259 in 3D print, they 3D print 713 00:24:30,260 --> 00:24:32,419 because they cannot buy 714 00:24:32,420 --> 00:24:34,399 them. It's like an individual solution 715 00:24:34,400 --> 00:24:36,379 that only a few people have, maybe only 716 00:24:36,380 --> 00:24:38,869 them, and then they print it. 717 00:24:38,870 --> 00:24:40,969 And that allows them to have a 718 00:24:40,970 --> 00:24:42,949 solution at all. 719 00:24:42,950 --> 00:24:45,199 And this is very much, 720 00:24:45,200 --> 00:24:47,299 very much comparable 721 00:24:47,300 --> 00:24:49,129 to what we would have if we have a 722 00:24:49,130 --> 00:24:51,589 workshop and we simply 723 00:24:51,590 --> 00:24:53,869 don't use the 3-D printer, but create 724 00:24:53,870 --> 00:24:56,059 something out of, let's say what, you 725 00:24:56,060 --> 00:24:58,489 would also have an individual solution 726 00:24:58,490 --> 00:25:00,229 to a problem that wasn't available 727 00:25:00,230 --> 00:25:01,189 before. 728 00:25:01,190 --> 00:25:04,009 And what we see with remixing 729 00:25:04,010 --> 00:25:06,229 is that people use 730 00:25:06,230 --> 00:25:08,299 those solutions that someone else 731 00:25:08,300 --> 00:25:10,999 did that might not be as interesting 732 00:25:11,000 --> 00:25:13,519 as something that can be mass produced 733 00:25:13,520 --> 00:25:15,739 and then remakes them into something 734 00:25:15,740 --> 00:25:18,259 that also only a couple of people will 735 00:25:18,260 --> 00:25:20,489 will need. So when we had 736 00:25:20,490 --> 00:25:21,769 the figure. What the. 737 00:25:23,220 --> 00:25:25,439 From fashion with lots of little 738 00:25:25,440 --> 00:25:27,959 little dots, those were a multitude 739 00:25:27,960 --> 00:25:30,089 of solutions that only very 740 00:25:30,090 --> 00:25:32,219 few people needed, but allowing 741 00:25:32,220 --> 00:25:34,919 all those people to very simply remix 742 00:25:34,920 --> 00:25:37,139 them, allowed them basically 743 00:25:37,140 --> 00:25:39,689 to have a little barcode in an area 744 00:25:39,690 --> 00:25:41,849 where prior that would simply be 745 00:25:41,850 --> 00:25:42,659 no solution. 746 00:25:42,660 --> 00:25:44,849 You would have to do that by hand. 747 00:25:44,850 --> 00:25:47,549 So maybe that is 748 00:25:47,550 --> 00:25:50,039 one answer to the question 749 00:25:50,040 --> 00:25:51,509 that I had at the very beginning. 750 00:25:51,510 --> 00:25:52,679 What the hell do people with three 751 00:25:52,680 --> 00:25:54,939 prentis for use, three 752 00:25:54,940 --> 00:25:55,349 for? 753 00:25:55,350 --> 00:25:57,599 Maybe it's not as elegant as I thought 754 00:25:57,600 --> 00:25:59,339 in the beginning, four years ago, what 755 00:25:59,340 --> 00:25:59,969 might come up? 756 00:25:59,970 --> 00:26:02,729 But it might be an interesting approach 757 00:26:02,730 --> 00:26:03,659 to that. 758 00:26:03,660 --> 00:26:04,660 So 759 00:26:06,030 --> 00:26:08,009 two more things I wanted to talk about 760 00:26:08,010 --> 00:26:09,010 once. 761 00:26:16,070 --> 00:26:17,869 So to wrap it up, when we talk about 762 00:26:17,870 --> 00:26:20,089 creativity, maybe the interesting 763 00:26:20,090 --> 00:26:22,159 thing is, is that creativity 764 00:26:22,160 --> 00:26:24,319 in itself probably isn't as chaotic 765 00:26:24,320 --> 00:26:25,879 as you might have thought before the 766 00:26:25,880 --> 00:26:26,880 talk. 767 00:26:28,160 --> 00:26:30,259 It follows, in a way, a couple of 768 00:26:30,260 --> 00:26:31,729 clear patterns. 769 00:26:31,730 --> 00:26:33,469 And we can see those patterns all over 770 00:26:33,470 --> 00:26:35,359 the world and maybe that will help us 771 00:26:35,360 --> 00:26:37,219 organize, hopefully in the future 772 00:26:37,220 --> 00:26:38,359 creative processes. 773 00:26:40,660 --> 00:26:43,419 And making 774 00:26:43,420 --> 00:26:45,819 it easy for people 775 00:26:45,820 --> 00:26:47,949 to have like a foot in the door to 776 00:26:47,950 --> 00:26:50,079 make it very easy to start a creative 777 00:26:50,080 --> 00:26:52,209 process is like a gateway 778 00:26:52,210 --> 00:26:54,009 drug to more creativity. 779 00:26:54,010 --> 00:26:56,139 And if we want to have people engaged 780 00:26:56,140 --> 00:26:58,209 in some form of creative process, then 781 00:26:58,210 --> 00:27:00,459 it might be useful to have a very simple 782 00:27:00,460 --> 00:27:02,769 first step for them to do that. 783 00:27:04,630 --> 00:27:06,699 And on on 3D printing, 784 00:27:06,700 --> 00:27:08,469 the interesting story that I think is 785 00:27:08,470 --> 00:27:10,900 that we found is that. 786 00:27:12,400 --> 00:27:14,589 We have been through an extremely 787 00:27:14,590 --> 00:27:16,629 creative community and the process that 788 00:27:16,630 --> 00:27:18,789 we saw that people follow, there 789 00:27:18,790 --> 00:27:21,399 might be something that other communities 790 00:27:21,400 --> 00:27:23,439 can learn from and give them that here 791 00:27:23,440 --> 00:27:25,419 are a lot of people that are active in 3D 792 00:27:25,420 --> 00:27:27,219 printed. It might be interesting for you 793 00:27:27,220 --> 00:27:29,199 to use the next couple of days and talk 794 00:27:29,200 --> 00:27:31,269 to them and maybe get engaged their. 795 00:27:37,260 --> 00:27:39,659 And if you if you are already 796 00:27:39,660 --> 00:27:41,369 engaged in those communities, then please 797 00:27:41,370 --> 00:27:43,349 keep doing it. If anyone sends you an 798 00:27:43,350 --> 00:27:45,389 email with or with a question about an 799 00:27:45,390 --> 00:27:47,519 interview and maybe to fill out 800 00:27:47,520 --> 00:27:49,199 a questionnaire and be so kind and do 801 00:27:49,200 --> 00:27:51,449 that for us, and 802 00:27:51,450 --> 00:27:53,699 that is all that I have for 803 00:27:53,700 --> 00:27:55,469 you today. Thank you very much for coming 804 00:27:55,470 --> 00:27:57,059 out, even though it was that late.