21 November 2010

Singapore needs to place anthropology before technology

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Design Singapore
“We need to place anthropology before technology,” said Richard Seymour, Co-founder, Seymourpowell, at the sixth annual meeting of the International Advisory Panel (IAP) of the DesignSingapore Council, that came together to recommended ways to use design to boost productivity in Singapore.

The panel, chaired by Mr. Edmund Cheng, is comprised of renowned international design-related and business leaders from the United States, Europe, Japan and Australia.

The Panel identified key imperatives that foster a stronger link between design and outcomes. The fundamental concept revolves around the need to broaden the definition of productivity to consider behavioural economics such as the value of culture, community and diverse experiences that are unique to Singapore.

“We need to place anthropology before technology. We need to understand how people are and make sure that the products and services are compelling to the end-user. To do so, we need to expose decision-makers to creative processes outside of their usual environments, injecting a broader bandwidth of knowledge and creativity,” said Richard Seymour, Co-founder, Seymourpowell. “Mediocre ideas become commoditised rapidly. This exposure will create an environment that could bring the brilliant idea back.”

Interesting also the recommendations at the end, with the IAP proposing a national innovation programme with the overall goal of championing new value creation through design.

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