Felipe Almeida

Fear is now rooted so deeply in our innovation processes, education, public policies, basically in our whole system that we just can’t see it anymore. It became the normative view. Yet, the great majority of the global population feel the consequences of a fear-centered society every day. And as these consequences become harsher, they start to push us to a crucial moment in which we will have to decide for the fate our and millions of other species on Earth.
For a change to happen we will… Show more

Fear is now rooted so deeply in our innovation processes, education, public policies, basically in our whole system that we just can’t see it anymore. It became the normative view. Yet, the great majority of the global population feel the consequences of a fear-centered society every day. And as these consequences become harsher, they start to push us to a crucial moment in which we will have to decide for the fate our and millions of other species on Earth.
For a change to happen we will have to move beyond the societal narratives that reflect and feed our evolutionary fears and traumas. And after so many centuries of extensive colonization and massive loss of diversity in ancient wisdom, I truly believe that this will be an unfathomable and grueling task, yet still possible. Show less

Visto como uma ilusão por uns e uma promessa por outros, a convergência entre conhecimentos de marketing e neurociência vem possibilitando diversas descobertas ao mesmo tempo em que gera amplas discussões sobre os limites éticos e sobre as aplicações práticas de suas análises. Essas discussões geram conhecimentos que estão sendo gradativamente trabalhados em direção à consolidação de um arcabouço teórico da área. Este livro tem, assim, como objetivo discutir sobre a fundamentação teórica da… Show more

Visto como uma ilusão por uns e uma promessa por outros, a convergência entre conhecimentos de marketing e neurociência vem possibilitando diversas descobertas ao mesmo tempo em que gera amplas discussões sobre os limites éticos e sobre as aplicações práticas de suas análises. Essas discussões geram conhecimentos que estão sendo gradativamente trabalhados em direção à consolidação de um arcabouço teórico da área. Este livro tem, assim, como objetivo discutir sobre a fundamentação teórica da aplicação da neurociência em pesquisas sobre o comportamento do consumidor. Para isso, buscou-se apresentar conceitos e definições provenientes da aplicação da neurociência tanto no marketing como em outras áreas da ciência social, levantar o processo de evolução desse conhecimento, mapear as técnicas e tecnologias mais utilizadas atualmente, assim como apresentar aspectos multidisciplinares, éticos e limitantes do campo. Show less

Progressively, and understandably so, design thinking has taken a central stage in innovation pathways moving toward FWB (Olsen 2015). Illustrating the comprehensive approach underlying design thinking is defined in a foundational article by Tim Brown (2008, p.2) as a “discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable
business strategy can convert into customer value and market opportunity.” By looping… Show more

Progressively, and understandably so, design thinking has taken a central stage in innovation pathways moving toward FWB (Olsen 2015). Illustrating the comprehensive approach underlying design thinking is defined in a foundational article by Tim Brown (2008, p.2) as a “discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable
business strategy can convert into customer value and market opportunity.” By looping back and forth through the spaces of inspiration, ideation, and implementation, design thinking takes a system view of possible innovation and value creation pathways while being centered on a deep understanding of consumers’ lives, both in their product-related and broader dimensions (Brown 2012). Hence, different shades of such human-centered design approaches, very much core to FWB, have flourished, including lean startup (Müller and Thoring 2012) and agile innovation (Cooper and Sommer 2016). Show less