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Based on the innovation method LALIAFLIA we could develop a conference table that represents the most important thing in life: CONNECTIVITY.

The success of any living thing depends on it's ability to collaborate through connections. Consciously or unconsciously anyone who sits in front of this table will be animated to think in connection. Ceedin as an innovation enterprise is constantly forced to create connections, because connections are not only the basis for success of any living thing, but also the basis for innovators.

The most popular and innovative website like google, facebook, gruopon and so on are at their core dedicated to connections. Regardless if you connect ideas, people, material, cultures you will always get an original effect. 

When you look at the table it expresses an incredible lightness and unconventional form and "logic". You are literally forced to think outside the box. The table is so challenging that any ideas discussed upon it can not be worse than the table. It almost hovers and can't wait to walk. With it's unpredictable shape and lines it gives one a feeling of movement and unstability while being stable.

The last thing you want to have in an innovation enterprise is stability. You want change and something that suggest you that change is possible. The fact that this construction was meant to not work is a provocation to any audience. Rationally it seems to be impossible while empirically it is possible. The table forces you to give up tradition and conventions and tries to engage you in new ways of thinking. Into a thinking that there are infinite ways of doing things, of creating things and of being.

It was fascinating to see the ceedin team surrounding the table and looking at it for 5 minutes without saying anything. One had the feeling the audience was trying to interpret the table in their own way. 

We are looking forward to welcome our clients, partners and friends to share our experience.

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Since the innovation process is the same as the making of life we quickly drew the stages in which iteration processes can be executed.

The reason why we illustrated this iteration process at ceedin - LOVE LIFE is because many creatives live with the notion when to stop within an iteration process: "Why don't you sell the concept?" or "Why don't you sell the prototype for 200 000 €?" are the typical comments. If innovation is equal to creating life why the hell should you stop before the chicken starts to run.

An innovator aiming to design concepts or prototypes to finally sell it will never get far with his/her idea. He/she would in a way kill his idea by not letting it evolve. He/she eats the egg before incubating it.

Innovation and everything which is brand new has to be executed in iterations. Iterations are nothing but generations of the same idea, which adapt to their environment. Therefore iterations are made to die so we can learn from their failure and improve the next generation (iteration). Most innovators focus to much on the concept or they even think linear by thinking how they can create the final result with a single iteration. After launching the product they realize that it doesn't work in real life. That's why gazelles have about 45 seconds to escape from lions right after they are born.

The entire iteration process is based on making mistakes. That's why innovation becomes a thrill. Those innovators who believe that they can design the best adapted generation a.k.a. iteration make it to the hall of fame.

To sum it up, the goal of an innovation process is not to get to a stage within one iteration like concept or prototype or exchanging ideas. The goal of innovation is to generate over a period of x iterations as many versions as possible which are better and better adapted to the requirements of users.

Inoovators generate and execute FAR more ideas:

The most predictable answer most people give you when you come up with an idea is: "They do it already."

People with this kind of attitude are called gatekeepers. People who holds you up from moving to the next step – which is action.

The evaluation of an idea has nothing to do with what "they do". A very good idea needs to be ignorant in order to be put in action. Of course, if you come up with an idea like: "let's invent a search engine", than the statement works. But if you say something like: "Let's invent a search engine that doesn't find the page I am looking for, but a search engine that assembles the result in a new fictional page" than you can ignore the "They do it already." statement.

The guarantee for originality doesn't come from considering what they (the `unknown scary authorities´) are doing. You have to think "What can I do to challenge them and raise the bar for them or even beat them with my ignorant idea".

"They" can be helpful to give you the drive to thrive. "They" can be also a threat if you get their inspiration and do it their way.

Innovation does't come from acknowledging what others do. Innovation comes from an insight of what others don't do.

"They do it already" is a guarantee for being not original. "They do it already" is the mind-set of imitators who can't see `that which is hidden´.

"I don't care what they do" combined with inspiration from LIFE is a guarantee for originality.

Most successful companies start with a highly innovative idea and get stuck with their expired product and focus only on selling their offerings to consumers through persuasion - a.k.a. advertising.

Sure well established industrials wouldn't like to hear this. They rely on the "lovemark" they created and exploit their reputation on the expenses of their user's real desire. In other words: Most companies offer products for a need they noticed in the market decades ago. The more companies spend money on advertising the less need there is for their product in the market. 

But innovation is not something that should scare off well established businesses. It's even something established businesses have to practice every single day - to grow insanely and survive. That's why the world's most innovative companies are the most successful ones.

"Innovate or Die" is not just a strap-line - It's an attitude. An attitude every business needs to have. That's why Ceedin listens constantly what the users want and creates for them innovative products that satisfies their CURRENT need.

Ceedin knows that a remarkable product sells itself if it satisfies users needs. The circular process Ceedin has created should represent this healthy attitude.

great user insight + great innovation + great marketing strategy =
great user satisfaction + high revenues. 

The other senario, which is often used:

no user insight + no innovation + great marketing strategy =
unsatisfied users + low revenues.

Most products, services and business totally ignore what the users want and start worrying about this topic when developing their marketing strategy = when it's almost too late. 

Tom Peters is by far not the guru of visual communication, but nevertheless in one of his legendary slides, he puts up exactly this issue: If you focus on creating a remarkable product/ service and put it in front of people's face, they will be happy to buy it.

Ceedin understands the importance of the circular innovation process, which consists of deep user insight in combination with innovation and marketing. Ceedin's circular process model is an illustration of THE innovation company. 

What makes Ceedin so special is that it undergoes this circular process until the users reach high satisfaction. Ceedin cares only about what users want or what pisses them off.

Ceedin is driven by the willingness to give users what they ask for and not what the linear thinking industry wants them to buy. 

In a way Ceedin is there to challenge and replace the linear thinking industry and to EMPOWER consumers to get what they need. 

Ceedin's current innovation had the following response: "WOW, I want to have it right now!"

The one and only reason why Ceedin exists is because "LOVE LIFE" is key to success in innovation. That's why Ceedin sees itself as the world's first life inspired company. Meaning that everything Ceedin does is based on inspiration taken from living things.

If you look at the statement of Larry Page, you will quickly realize that turning every product or service into a living thing is what innovation is all about.

He literally says: "It would understand exactly what you wanted and give you the right thing."

We know through our research in LALIAFLIA that almost nothing has been invented yet. 

Our mission is to create as many innovations as possible, which are abstractions of life. 

Our vision is to transform every product and service into an abstraction of life – also known as FLIA.

The redesign of the Ceedin website was so essential as it reflects the new business model and vision that the company is aspiring for. By putting the user-insight, innovation and marketing on the same level Ceedin differentiates itself from any creative company in Europe.

From now on Ceedin wants to be a transparent creative company that satisfies user's needs. Ceedin rejects any association to classical advertising agencies who focus more on persuading costumers to buy something that they don't need. Ceedin's new website is supposed to represent what the future of innovative companies will look like: Delivering authentic FRESH products and services that the users are asking for.

The website defies the traditional website structure that follows the predictable "design inspires design" pattern. The design is based on Laliaflia. Ceedin, it's clients and the user are treated like a living thing. Ceedin as the world' first life inspired company delivers INNOVATION, MARKETING based on user insights by treating every process and component as a living thing. The reason is that turning a business into a living thing is key to success.

It is interesting for us to see how the life inspired approach works in everything we do.

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The Network table is now ready to be build up. We can't wait to welcome our clients on our self made conference table, which was inspired by a lotus plant and rhizom connections. The table is made out of steel and glas. We look forward to assemble it as soon as possible.

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