Q.As the Visions of the Future emerge what do you see?
A.I see the multi-local society, as a network of localities (cosmopolitan localities).
Q.Who provides the vision of what the new sustainable future will be?
A.No one "provide" the vision: the scenario is a design activity where you creatively use existing social and technical possibilities as row materials to build a vision (that is possible, but, of course, it is not sure). The vision on which scenario are built are subjective interpretations ... for this reason they are the results of design activities and not of scientific activities.
Q.Can you explain system innovation a bit more?
A.You have system innovation when you refer to an innovation that changes the "architecture of the system". (as opposed to the incremental innovation where the innovative transformation do not change the overall system architecture). To increase the efficiency of domestic washing machine, is incremental, to move toward advanced washing services is systemic innovation. To improve the environmental quality of the water bottles and of their logistics is incremental, to shift form bottled water to tap water is systemic, ... and so on.
Q.How do designers influence the sales and marketing drive to sell more products?
First: we have to understand that the system of production and consumption is changing fast and moving from a focus on products towards services, knowledge and experience. Unfortunately, this re-orientation is not bringing us to sustainability.
A.Going back to your question: you have to sell more products-services that intrinsically imply the reduction of other products and services: more washing services, may mean less domestic washing machines; more local organic food, may mean less industrial food (i.e. less chemicals, transportations, etc). More prevention related products- services, may mean less medicines and hospitals ... and son on.
See you
Ezio
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