Magazine

Flashbacks: Interfacing Innovation conference

Brussels, 19-22 April 2009

“If you are really creative, there is no crisis. ... Like in sailing you never really have bad conditions; it’s more about whether you can cope with the conditions.” Wout Nierhoff, Eyes and Ears of Europe

Two dozen high-level speakers led the first edition of Interfacing Innovation (II). Set in a bijou room of the Brussels Marriot, guests debated the state of the art and the lay of the land: from Innovation Journalism to the European Institute of Innovation and Technology (EIT). Participants also joined the 100 young new talents at the Creative Villages conference before considering the nitty-gritty of transforming ideas into action.

The theme was serious, the tone was playful. Wout Nierhoff, for one, deliberately “spiced things up” to provoke debate and encourage lateral thinking. Also the wide range of backgrounds – both professional and regional – made for a sparky atmosphere as designers, architects and entrepreneurs joined consultants, academics and politicians. Please refer to Eric Karstens’ article for another angle.

Future currents
More than a Smörgåsbord of the latest products, II delved deep into the underlying processes of innovation. What drives the drivers of change? Who sets the agenda? What are the social impacts of innovation? What’s more important: to be the first or the best?

Perhaps the most telling comment came right at the end. Violeta Bulc stressed how: “Innovation is NOT a gadget… authorities have to integrate it in a long-term strategy”. This was a common theme: that we should harness technology in a sustainable way and plan for the unpredictable. New technologies drive social and economic changes – from creating new and profitable sectors to how we live and where we work – but these must be properly channelled.

Other speakers, Laurent Haug among them, echoed the need for mature and co-ordinated approaches, first not to waste the benefits of innovation but also not become slaves to novelty. Clearly, given the financial and environmental situation, strategies must be agreed internationally, to better yoke both ICT and clean energy, to name just two relevant sectors.

Focus on Europe
The II event gave ample coverage of developments in Europe, starting with the newly born EIT. Chairman Martin Schuurmans spoke of the pivotal role the EIT is forging for itself. He highlighted its new-found traction, saying it had taken “five years of talking” to establish the institute but only six months to produce the first call for proposals.

Schuurmans also promised more latitude and less bureaucracy for new partners coming into the EIT orbit: “We’re going to give them freedom, we’re not going to tell them how to do things. And we’re not looking to overburden them with paperwork.” The stage is therefore set for Europe’s first ‘Knowledge and Innovation Communities’.

Xavier Troussard of DG Education and Culture outlined the EC’s goals: a) to promote cultural diversity and dialogue, b) to use culture as a catalyst of creativity, and c) to develop culture as a vital element of Europe’s external relations. This is important because it recognises that creativity is a blend of two or more elements, and therefore that multi-cultural societies and cross-border co-operation are most likely to yield pioneering results. 

II also gave a platform to several ambassadors from the European Year of Creativity and Innovation (Create2009). Among them was Damini Kumar, inventor of the ‘D-pot’, the world’s first non drip tea pot. She defined creative behaviour as a triangulation of skill, ability and commitment, while stressing the importance of clear goals and multiple angles. Kumar gave her recommendations on what Europe should do to foster creativity, emphasising early education, productive channelling and risk-taking.

Media perspectives
The role of journalists was central for II, not just in terms of the industry but also because media professionals actively shape the debate. “Media can help innovation,” said Carlo Ratti of MIT, “by creating the language, a narrative, so you can see what you’re talking about and be inspired.” Ratti explained in vivid words and images how journalists create a “feedback loop”, in turn promoting more innovation.

From state of the art to the state of the media sector, the clearest tension – surrounding roles and perspectives – was also examined. Several speakers explained the implications of the economic downturn, the rise of blogs and professional dumbing-down. Claude Erbsen said: “Some bloggers have gained real credibility, but others are certifiable idiots. Some are dangerous and totally irresponsible: for example putting out reports that Steve Jobs was dying, which led to Apple’s stock to fall. This happens because it’s just one guy, with no editor and no-one saying ‘Are you sure??’”.

Haug noted how: “journalists are evolving from being news gatherers to becoming filters and curators of information”. We are certainly faced with a super-abundance of information—a tyranny of choice. But how can you monetise a filter when millions of people create and tag their own content on Youtube (not to mention savvy US political candidates)? This is an unedited medium that bypasses, even negates, traditional media.

Fortunately for journalists, it’s just one medium among many. New ways to consume information, via hi-tech platforms, have provided new markets and opportunities. As Erbsen noted, in reference to The New York Times, “Multi-platform branding is at least a partial answer”.

One question for future events is: can these filters be made any smarter? If so, will they be created by programmers or journalists or a combination of the two? Will taggers be the new bloggers? Or is this just a false positive concealing what to some is already obvious: the key role of analysts and editors. In the current media landscape, citizen journalists are recording newsworthy events every day on their mobile phones. Millions may view their ‘products’ but few would pay for their analysis.

Emphasising trust and talent, Juan A. Giner chose The Economist, 30/30 and Monocle magazines to show why “it’s more important to be the best than to be the first”. This echoed Nierhoff’s focus on branding, as well as “look and feel” in design terms. Ultimately, this is highly relevant to innovation in the media: to value trusted products and people while exploring exciting new platforms. Innovations will always need (human) interfaces.

And finally…
Some 30 participants were lent high-definition video cameras to record proceedings and interview key players. To make the most of their skills, while adding new angles, EJC organised them into 15 complementary pairs. 

The aim was simple: to blend their skills to produce more than the sum of their parts. They were asked to take new, alternative and daring approaches to filming and interviewing. The results will soon be available on our dedicated YouTube channel. Video footage of the event is now available on the channel, while the audio and presentations can be found here – filter-free! 

Participants’ coverage is now online courtesy of:
Nicholas Edwards#1
Nicholas Edwards#2
Lola García-Ajofrín#1
Lola García-Ajofrín#2
Karel Platteau
Naďa Straková
Veronika Munk
Jana Karlubíková
Jozef Šupšák
Martin Shabu

Tags: europe, european institute of innovation and technology, innovation, journalism, violeta bulc,

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