[MUSIC] That one criteria, one type of criteria is Business Criteria. How do we make money here? What is this business model about? And some people make money by selling motor bikes. Some people make money by selling merchandising. Some people make money by selling software embedded in a machine. Some people make money by selling machines. There are very different business models in the world. And you have to know which business model you have to be able to apply that criteria within your problem. The second question is, the second type of criteria is Organizational Criteria. How do you do things here? How does this organization work? Is that more formal organization, where everything has a process, is that a very informal organization, when you enter in anybody's office without knocking or that we have no offices, is it very kind of no tie kind of an organization. But in a way, there is some formality behind it, is it that everything is about innovation and getting new ideas or everything is about doing the right thing. Well or to think right, more than right thing so it's more process, it's a more objective based organization. What is it you're going to have to do in this organization that fits in there. First criteria, how do we make money here business model criteria? Second criteria, how do we make things here? Organizational Criteria, how does the organization work? And the third criteria is, why are individuals [INAUDIBLE] organization for? Why our organization should be? Why, I'm sorry. Why are people in this organization? What I'm saying is, in every organization, we have a certain moral of the individuals on working here. Multi motivations about the way we want them to lead their lives. About the way we want them to reconcile their private and the professional life. About the commitment that they have to have in their professional life. Those are the kind of values that you have towards the people that work in organization. And that's the third kind of criteria that you have to use. Remember, first kind of criteria, Business Criteria. How do we make money here? Second criteria, right? Second criteria, organization. Which kind of an organization do we have here? Third criteria, what do you think that the people are here for? What are you motivating the people for? Once you have a certain problem, defining the criteria, the next thing that you have to do is to find alternatives. Alternatives that solve the problem that you faced on the first part. So its, you find a problem, you select the right criteria, and you start developing alternatives. How do you develop alternatives? I'm going to propose you one method. You look for an apple tree, you take a nap against the apple tree. You close your eyes and you wait for an apple to come to your head. When the apple comes to your head, you say force is mass times acceleration. And you say, eureka, I found it. How do you like this process? Is that a good one? Certainly, things don't happen this way. Certainly, what you do is that you apply your previous experience to all the to all the problems that you have. And you start copying bits and pieces of your previous experience to put that in the problem that you have at hand. Does it fit? Have I been in similar situations different in other places? Be careful, if you just copy, you're going to fail. If you just put a solution that another person applied here, you cut and paste without any adaptation, the solution is never going to work. And where the world is full of people who just see other people doing things and they copy it. And they say, well, it hasn't work, it wasn't that good of a solution, be careful. Now, probably the first person knew why he or she was doing that. The one who copies it, just sees, likes it and say, well, might do something here, and they don't really know why they are doing it. So, what I'm saying is that, yes, we all copy, we use Creative Association of Ideas, which is a better way to call the copying, it's intelligent copying, right? So you basically go to the reference model that you have, the same reference model that helped you to define the problem. And you start looking for alternatives in there. By the way, it's useful to us to reference model of others, right? Because you don't have the world in your head. And other people do have other reference models that are as interesting or more interesting than yours. So, if you ask them, they might give you good ideas, and if you ever got this problem, what do you think? If you guys are smart enough, this guys start asking you about the criteria that you have, and then he or she might be able to tell you some of the alternatives that came from the reference model and can be adapted to the solution. [MUSIC]
