Roberto Holguín, Director y Co-fundador de Insitum México

1. Roberto Holguín

2. in/situm {Latin} significa insertar, generar, añadir valor
Ayudamos a empresas líderes a desarrollar mejores productos, servicios, marcas y estrategias
Somos la consultora en investigación e innovación líder en
America Latina

3. 13+ años
1400+ proyectos

4. Antropologia, psicologia, periodismo, sociología, economia, filosofia, linguística, semiótica,
diseño, comunicación, administración de empresas, ingeniería, marketing, relaciones
internacionales, etc.
100+ consultores de diversas disciplinas

5. México DF / Chicago / Barcelona / Bogotá/ São Paulo / Lima / Buenos Aires

6. ¿Innovación?

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De dónde viene
nuestra idea de
innovación

17. Henry Dreyfuss; The Meassure of Man – Human factors

30. Para innovar…

33. Obsesivamente observador
Mas allá de la superficie

36. Empático con todos sus sentidos
“Siente” a tus usuarios
(¿consumidores?)

38. ¿Lo que pensamos y decimos es lo
que realmente hacemos?

45. Itera, experimenta, prototipa
Aprende Fracasando
constantemente

51. Dejar a las ideas crecer, madurar
Las primeras ideas rara vez son las
buenas

55. Piensa mas allá de un producto
Estudia y diseña servicios

65. Piensa visualmente
Organiza, simplifica, comunica

67. Innovation consulting
(sabritas, vitacilina)

69. Razca tu propia comezón
(scratch your own itch)
Resolver Pequeñas molestias
pueden crear grandes proyectos

74. Apasionado por el valor final
La innovación se da por el beneficio
que brinda

77. Tolerante a la incertidumbre

84. robertoholguin@insitum.com
@errehache

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Principios para la innovación
"Mistakes are part of creativity”
"Early on, all of our movies suck"

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Principios para la innovación
"People need to be wrong as fast as they
can. In a battle, if you’re faced with two hills
and you’r unsure which one to attack ... the
right course of action is to hurry up and
choose"

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Principios para la innovación
"Fail early and fail fast... be wrong as fast as
you can”
Work will be derivative not innovative

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Models
“If you are sailing across the ocean and your
goal is to avoid weather and waves, then
why the hell are you sailing."

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Principles to protect a creative
culture
• Give a good idea to a mediocre team, they will screw it up. If you give a
mediocre idea to a brilliant team, they will either fix it or throw it away and come
up with something better.
• When looking to hire people, give potential to grow more weight than their
current skill level. What they can do tomorrow is more important than what they
can do today
• Always try to hire people who are smarter than you
• There is nothing quite as effective, when it comes to shutting down alternative
viewpoints, as being convinced you are right

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Principles to protect a creative
culture
• Do not fall for the illusion that by preventing errors, you won’t have errors to fix.
The truth is, the cost of preventing errors is often far greater than the cost of
fixing them
• Don’t wait for things to be perfect before you share them with others. Show early
and show often It’ll be pretty when we get there but it won’t be pretty along the
way
• A company’s communication structure should not mirror its organizational
structure

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Principles to protect a creative
culture
• Healthy organizations are made up of departments whose agendas differ but
whose goals are interdependent. If one agenda wins, we all lose
• Don’t confuse the process with the goal. Working on our process to make them
better easier, and more efficient is an indispensable activity and something we
should continually work on - but it is not the goal. Making the product great is the
goal

103. In practice?

104. Process = prototype
Designers think by making

105. Process = prototype
designers think by making

107. Explore and create
Solution focused
Relevant
Iterative
Learn by doing