Miguel Herranz

INTERNATIONAL EXPERT IN CREATIVE DIRECTION, DESIGN THINKING AND STRATEGY AND INNOVATION MANAGEMENT.

CREATOR OF THE CREATIVE PROCESS «THE CONCEPTUAL NEBULA». FOUNDER, SOME QUESTIONS FOR YOU.

Miguel Herranz conferencias, speaker, diseño, innovación
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Miguel Herranz is an Industrial Designer, Creative Director, Design Thinking Consultant, and Automotive Designer.

He is the creator of The Conceptual Nebula, an analytical-emotional process based on the analysis of the three core elements found in every project, culture, industry, and society, and on the creation of emotional connections that truly link these three cores, thus achieving a deep depth in the target audience, from the company’s philosophy and under a certain cultural lens.

 

The Conceptual Nebula is a creative process, a generator of business models and personal branding, and a Strategy and Innovation Management tool to create community from the company/person’s DNA generating emotional connections.

 

The approach is equally valid for tackling an industrial design project as it is for developing a corporate project. It is a highly useful tool both for designing products and business models, and provides each project with a different conceptual tool, a different methodology for each project.

Miguel Herranz is author of singular industrial design projects meeting a multitude of goals and needs since 1994. He has worked on technical and conceptual projects and always with a commercial approach in any field. In relation to the conceptual automotive design, he engaged in a joint development project with SUBARU and was the designer of the Plasma 1995 supermodel that is part of the of Bernie Ecclestone’sprivate collection. He is currently focused on designing an electric car from a more conceptual approach, from The Conceptual Nebula.

Miguel Herranz is certified as a Top 10 Thought Leader on Design [ 1st position ],Top 25 Thought Leader on Creativity, and Top 50 Thought Leader on Design Thinking, Mobility, and Autonomous Vehicles by Thinkers360, the world’s largest and premier marketplace for B2B thought leaders and influencers.

He has created concepts such as The Elevator Sketch (a concept similar to The Elevator Pitch, but to express an idea graphically) or The Ordered Chaos (a conceptual tool to develop projects of great formal richness in contrast to its constructive simplicity) and his vision of AI Assisted Design Thinking (a platform that uses AI, Big Data, Small Data, Social Media and Cloud to work on Design Thinking and develop business models from The Conceptual Nebula).

 

In addition, Miguel Herranz is the founder of soME questions for YOU, an inspirational project based on the importance of the singularity of Emotional Thinking.

 

He has also been a curator and exhibition designer internationally, working with institutions such as ICEX (entity of the Ministry of Industry, Trade, and Tourism of Spain’s Secretary of State for Commerce) or companies such as Westin Hotels & Resorts.

He has given conferences in the USA, Japan, China, and Mexico, and has given classes and workshops at Roca Madrid Gallery, IED Madrid, IED Barcelona, Polytechnic University of Valencia, Nebrija University, and CEU Cardenal Herrera University.

Strategy and Innovation Management.

Conceiving innovation as creativity connected to society within a commercial approach, it is concluded that this connection is vital for creativity to become innovation.

The most relevant innovation is the one that goes beyond generating competitive advantages; it is the one that permeates society, its target audience, and generates community by creating emotional connections with it.

The Conceptual Nebula works on innovation through an analytical-emotional process that contemplates concepts related to industry, society, and culture, in order to achieve emotional connections that truly link these three cores, and thus achieve a deep depth in the target audience, from the company's philosophy and under a certain cultural lens.

The Conceptual Nebula is a Strategy and Innovation Management tool to create community from the company's DNA generating emotional connections.

The Conceptual Nebula: the Canvas model of the future.

The Conceptual Nebula stands out from conventional tools for business model generation that work with analytical processes and do not consider the power of the emotional component.

The Conceptual Nebula is an analytical-emotional process based on the analysis of the three core elements found in every project, culture, industry, and society, and on the creation of emotional connections that truly link these three cores, thus achieving a deep depth in the target audience, from the company's philosophy and under a certain cultural lens.

The approach is equally valid for tackling an industrial design project as it is for developing a corporate project. It is a highly useful tool for designing products as well as business models, and provides each project with a different conceptual tool, a different methodology for each project.

The Conceptual Nebula is a creative process, a generator of business models and personal branding, and a Strategy and Innovation Management tool to create community from the company/person’s DNA generating emotional connections.

The Conceptual Nebula is one of The Year’s Most Popular Articles from Thinkers360 Thought Leaders.

Creating community from DNA.

The concept of brand image becomes insufficient for companies that truly generate commercial success that goes beyond sales. Companies that make their customers fall in love by turning them into unconditional fans know the importance of creating community, something that is above the brand image.

The most relevant innovation is the one that goes beyond generating competitive advantages; it is the one that permeates society, with its target audience, and generates community by creating emotional connections with it.

But generating community is not an add-on that a company can create by adopting certain external values such as trends or responding to market research. The community linked to a company is generated by working from the essence of the company, from its DNA.

The company's DNA is a rough diamond with all the potential that the company can develop.

The Conceptual Nebula exhaustively works on all the concepts related to the company's DNA, that of its founder, and that of the creative who directs its image, because any company that generates community is largely a consequence of these personalities, even of their most extreme emotional capillarities.

The Conceptual Nebula is a creative process, a generator of business models and personal branding, and a Strategy and Innovation Management tool to create community from the company/person's DNA generating emotional connections.

How to be competitive and disruptive in a world of artificial intelligence.

Artificial intelligence is not capable of being as disruptive as humans have been, because it works on the complicated, not the complex. It is not, and will not be, capable of creating emotional connections by addressing conceptual complexity.

However, the power of Artificial Intelligence's capabilities in analytical processes, addressing large volumes of information and generating connections between all the data it handles, is unquestionable.

What if we direct artificial intelligence and Big Data to interact with Small Data and Design Thinking, creating tools to develop projects, strategies, and business models?

What happens if we use the intersection of several customized dynamic networks?

The Conceptual Nebula uses three networks to generate emotional connections.

My vision, a platform (with an app) that uses AI, Big Data, Small Data, Social Media, and Cloud to work on Design Thinking through The Conceptual Nebula, my creative process, valid for developing projects and business models.

The Conceptual Nebula would greatly facilitate the management of artificial intelligence, as it is designed to address very complex issues such as strategy and innovation using the intersections of only three customized dynamic networks.

The Conceptual Nebula is a creative process, a generator of business models and personal branding, and a Strategy and Innovation Management tool to create community from the company/person’s DNA generating emotional connections.

I believe in augmented intelligence through artificial intelligence, using emotional skills to be disruptive.

Emotional Thinking: critical and superior difference between humans and artificial intelligence.

We are starting a new paradigm, Artificial Intelligence, and Emotional Thinking is the difference. Emotional Thinking, or the ability to think about complex issues driven by emotional connections, is the critical and superior difference between humans and artificial intelligence.

Educational systems and most work processes are currently based on analytical processes. While skills based on analytical processes have been effective until now, we cannot overlook the fact that with the advent of artificial intelligence they become insufficient and dispensable, as AI can execute them more efficiently.

Fortunately, artificial intelligence is not, and will not be, capable of creating emotional connections when addressing conceptual complexity. It is unable to be as disruptive as humans have been because it operates on what is complicated rather than what is complex.

Emotional Thinking is the way to remain competitive in an environment where all analytical processes will be solved by artificial intelligence. The Conceptual Nebula is an analytical-emotional process for achieving disruption based on Emotional Thinking.

Creative Direction applied to business.

Working on the strategy and innovation management of a company is often closely linked to creative direction. Many of the concepts that are developed at a strategic level and many foundations of innovation will ultimately be reflected in a specific image that must be coherent with that strategy or innovation.

However, it can also happen in the opposite direction, that is, a strategy or innovation can be generated from the creation of a singular image and with a great conceptual load that is defined as a strategic and innovative foundation.

The most relevant innovation is the one that goes beyond generating competitive advantages; it is the one that permeates society, its target audience, and generates community by creating emotional connections with it.

The Conceptual Nebula is a creative process that works on strategy and innovation through an analytical-emotional approach, considering concepts related to the industry, society, and culture, to achieve emotional connections that truly link these three cores and thus achieve a deep depth in the target audience, from the company's philosophy and under a certain cultural lens.

The Conceptual Nebula is a creative process, a generator of business models and personal branding, and a Strategy and Innovation Management tool to create community from the company/person's DNA generating emotional connections.

Emotional Marketing and Branding.

The most relevant marketing and branding strategy is the one that permeates society, its target audience, and creates community by generating emotional connections with it.

Marketing is an analytical source tool focused on conceptual development through strategy, that generates emotional inputs.

Branding for its part ends up generating elements of a conceptual nature that define the company.

Both are closely related.

Many of the concepts that are worked on in marketing strategy will ultimately be reflected in a brand that must be consistent with that strategy.

However, it can also happen in the opposite direction, that is, a strategy can be generated from the creation of a singular brand, with a great conceptual load, which is defined as the basis for the marketing strategy.

The Conceptual Nebula is a creative process that works on strategy and singularity through an analytical-emotional approach that contemplates concepts related to the industry, society, and culture, to achieve emotional connections that truly link these three cores, thus achieve a deep depth in the target audience, from the company's philosophy and under a certain cultural lens.

It is a process to create community from the DNA—the DNA of the company and its product, that of its founder or soul of the company, and that of the creative who contributes his personality.

Design serves to design your life.

If we talk about the term design, some people may think it's something frivolous and superficial, while others believe it works to generate functionality. Some may see it as an unnecessary extra cost, while others view it as a great investment.

I have been working in design since 1994, both in highly technical projects and conceptual ones, including some experimental projects. In all of them, even in the most experimental and conceptual ones, I have observed that there was always a very important commercial component, a goal to achieve. Design is the tool that "helps" achieve it.

That is why I believe that "design serves to help." It helps a company fulfill its objectives. It helps build a brand, and it also helps generate a personal brand and design your life.

Working with my creative process, The Conceptual Nebula, I first discovered that it served not only to design products but also to design a company's image and strategy, and consequently to generate or modify business models.

The most powerful thing of the process is that it works from the company's DNA, the founder's DNA, and the creative's DNA to generate community through emotional connections.

And this is why I later discovered that it was also a very interesting tool for personal branding. Moreover, since it is worked dynamically, considering the variable of time to work on short, medium, and long-term strategies, I discovered that it is a perfect tool to design your life, taking into account all your desires, dissatisfactions, and concerns, both in the professional sphere and in relation to culture and society.

Industrial craftsmanship through design.

Singular vs Standard - Local vs Global.

The true consolidation of globalization paints a contradictory yet highly interesting picture. While globalization pushes us towards cultural, social and of course aesthetic standardization, the fiercest competitiveness of a global market exalts personality, singularity, innovation, cultural miscegenation, and local cultures.

These are the utopian conditions in which industrial design becomes an essential tool.

Designing for a company closely aligned with craftsmanship is very interesting because the results are at the pole of the singular.

But doing this from an industrial perspective is even more interesting. Craftsmanship and industry can go hand in hand and do not necessarily have to be polar opposites. I have carried projects from this perspective, and the results have been very positive.

Industrial design is an activity that, unlike many others, has a place and importance in both the global and standardized aspect, as well as in the non-global, singular, and personal aspect.

Because it's not about global design, but about global culture. Design has the ability to generate success based on global culture and also based on singular cultures at a global level.

Culture is global, but there is room for singular cultures that are much richer and more interesting. And that's where design is a very useful tool, in its global-singular dichotomy.

The focus should be for singularity in a global market, but without neglecting the possibilities of addressing singular needs globally under a global culture, as design can provide solutions to both.

Integration of trends in the company, the importance of incorporating them into the center of the creative process.

The company's creative process is both a part of and a generator of the company's DNA, endowing it with its singularity.

On the other hand, the most relevant innovation is one that permeates society, its target audience, and creates community by generating emotional connections with it from the company's DNA.

However, generating community is not an addition that a company can achieve by adopting certain external values such as trends. The community linked to a company is generated by working from the essence of the company, from its DNA, and from its creative process.

That is why it is vitally important to integrate trends into the center of the creative process, as a fundamental element of it and fully aligned with the company's DNA, as well as with the tools and conceptual elements of that creative process.

On the other hand, trends are a socio-cultural phenomenon with implications for the industry, and it is crucial to analyze those implications from the creative process for their integration into the company.

The Conceptual Nebula is a creative process that integrates concepts related to the industry, society, and culture, to achieve emotional connections that truly link these three cores, and thus achieve a deep depth in the target audience, from the company's philosophy and under a certain cultural lens.

The Conceptual Nebula is a creative process to create community from the company's DNA through its connection and integration in a certain socio-cultural environment. It is a process that allows us to select and validate the trends that genuinely add value to the company and its strategy.