高级综合商务英语1彭青龙Unit5CreativityandInnovation省公开课金奖全国赛课

UnitFiveCreativityandInnovation1/69Lead-inTextA:ThePostmodernCravingforCreativityTextB:DesignThinking2/69Lead-in3/69

Lead-in

Discussion1）What’sthedifferencebetweenCreativityandInnovation?Readthenexttwoslidesforsomeclues.4/69Lead-in

Discussion★Whatiscreativity?“...toraisenewquestions,newpossibilities,toregardoldproblemsfromanewangle...”AlbertEinstein5/69★

Whatisinnovation?Lead-in

Discussion6/69

2)Howcanbreakthroughproductsavoid

failure?

ManymanagerswanttheirorganizationstodevelopbreakthroughproductsandasktheirR&DdepartmentstocomeupwiththeequivalentoftheiPodoriPhone.Unfortunately,therealityisthatproductfailureismorecommonthansuccess.Whatarethereasonsforproductfailure?Lead-in

Discussion7/691.Breakthroughproductssometimesfailbecausetheydonotfunctioncorrectly.a.TheAppleNewtonpersonaldigitalassistantpromisedbutfailedtorecognizehandwriting.b.UnileverandP&Ghaveintroduced“power”washingpowderstoremovestainsbutwhichdamagedfabrics.

Lead-in

Discussion8/692.Breakthroughproductsfailtosatisfycustomerneedsandmeetcustomerexpectations.

ArecentsurveyfoundthatofhundredsofnewfoodandbeverageproductsintroducedinthelastfewyearsintheUS,90%hadfailed(andwerewithdrawnfromsupermarketswithin3monthsoflaunch).Lead-in

Discussion9/693)What’sthemeaningof“thinkoutsidethebox”?Inapoll,“thinkoutsidethebox”hasbeenvotedBritain’smostdespisedbusinessjargon.Whatdoyouthinkisthepossiblereason?Lead-in

Discussion10/69Self-perfumingbusinesssuitPawSenseAlarmclockthatrunsawayfromyouLead-in

InnovativeInventions11/69LaserCosmoHiddenWallSafeLead-in

InnovativeInventions12/69ClickthewebsitetoopentheMillionDollarHomepage./DoyoulikethisbusinessideaofAlexTew?Whyorwhynot?Lead-in

MillionDollarHomepage13/69TextAThePostmodernCravingforCreativity14/69StructuralAnalysisPara.MainTopicsPara.1-4Theevolutionofpeople’sperceptionaboutcreativityinindustrialandcommercialsectors.Para.5-10Thegrowingsocialattractiontocreativityinapost-modernworld.Para.11-18Consumerpreferenceforenergybrandscharacterizedbycreativebisociation.15/69PartI

QuestionsaboutPartIQ1.What’sthemainideaofPartI(Para.1-4)?

Thereisgrowingrecognitionthatcreativitywhichusedtobeconsidereddiversionordecorationhasnowbecomeadrivingforceofeconomy,infusingenergytopeopleandbusinesses.16/69Q2.WhydoestheauthormentionCarsatthebeginningofthetext?

ReadtheNotesaboutPixarandRadiatorSprings.PartI

QuestionsaboutPartI17/69PixarDisney’sPixarhasamagicalwayofnotonlytouchingtheheartsofchildren,butalsotheheartsofadultsthroughitsanimatedmovieCars.PartI

Notes18/69

RadiatorSpringsRadiatorSpringswasonceapopularrestarea.However,intheearly1960’s,Interstate40builtnearbygreatlydecreasedtraffic.In,famousracecarLightningMcQueencametothetownandmadefriendswithpopulace.Afterhisrace,hesetuparacingheadquartersthere,andthetownstartedtogrowagain.PartI

Notes19/69Inthemovie,RadiatorSpringsspringingtolifecelebratesAmericancarculture.Inthearticle,RadiatorSpringssymbolizesthoseirresistiblebrandswhicharethrivingthankstoaninsatiableappetiteforcreativityandaquestingspiritforchange.

PartI

QuestionsaboutPartI20/69Q3.What’sthefunctionofPara.2?Para.2showshowpeopleengagedinindustrialactivitiesperceivedcreativity,artandculturedifferently200yearsago,thatis,theywereperceivedasunproductiveandunprofitablerecreations.PartI

QuestionsaboutPartI21/69Q4.InPara.3,theauthorsays“Todaythereisgrowingrecognitionthatcreativity…morethanjustdecorative.”Doyouthinkso?Canyouillustrateyourideawithsomeexamples?

Forexample,ipadhasattractedbillionsofloyalcustomerswithitscutting-edge,user-centereddesign.Thankstoitscreativeprowess,Apple’sipadisnowa7billiondollarbusinessaroundtheworld.PartI

QuestionsaboutPartI22/69200yearsago,creativity,artandculturewereconsidereddiversionsforthoseengagedinindustrialactivity:unproductiverecreationsofferingnomorevaluethanalittleR&R.(Line1,Para.2)200yearsago,creativity,artandcultureofferedsimplyalittleRestandRecreation(R&R)ratherthancreatemuchindustrialvalue.RenoirorRodin,thenamesofpopularFrenchartists,aredeliberatelychosentorhymewithR&Rtoachieveasonorouseffect.PartI

SentenceInterpretation23/69

diversion(Para.2)n.somethingthatdistractsthemindandrelaxesorentertains

synonyms:recreation,entertainmentexample:

Librariesofferlotsofdiversions,

learningandcomfortforyoungminds.

PartI

WordsandExpressions24/69paradigm(Para.4)n.anexampleservingaspatternormodelsynonyms:standard,paragonexample:

Grossnationalhappinessindexisanewconceptineconomicthinkingaimedatreplacingthewesternparadigmofeconomicproductivityandwell-being.PartI

WordsandExpressions25/69Q1.What’sthemainideaofPartII(Para.5-Para.10)?

Thegrowingsocialattractiontocreativityisdrivenbypeople’spostmodernneedtosearchforlifepurposeandtopursuehappiness,whichishardtoachieveinthemodernworldduetoblindconsumerismandlackofmeaning.

PartII

QuestionsaboutPartII26/69Q2.InPara.6andPara.7,howdoestheauthordefinetheperilsandpitfallsofmodernism?

Modernismobssessesuswiththeideathatwecanbetterourselveswithmaterialacquisition.However,the“progress”or“improvement”promisedbymaterialpossessionleadstoourinvolvementinblindconsumerismandfailstofreeusfromthecynicismanddoubtaboutlossoflifepurpose.PartII

QuestionsaboutPartII27/69Q3.Inthesentence,“It’saconflictthatfewmarketerscanrecognize.(Para.8)”,whatdoestheconflictreferto?

Theconflictisthatontheonehand,customersarenolongerfooledbymarketingpronetoexaggeration,liesandemptypromises;ontheotherhand,customersarenotfascinatedbymarketingwhichisstraightforwardbutboring.

PartII

QuestionsaboutPartII28/69Q4.InPara.10,theauthorquotesAlexisdeTocqueville’ssaying,“somanyluckymen,restlessinthemidstofabundance,”toillustrateanegativecorrelationbetweenwealthandhappiness.Doyouagreeordisagreewiththeauthor?Thereisashredoftruthinthenegativecorrelationbetweenmaterialwealthandhappiness.IthasbeenreportedNorthEuropehasahighrateofsuicide,indicatinghappinessisnotabsolutelytheoutcomeofmaterialpossession.PartII

QuestionsaboutPartII29/69Likenine-year-oldswrestlingwiththequestionofSantaClaus,webelieve,consumersaretornbetweenwantingtobelievemodernistpromisesandbeingtoosavvytosuspenddisbelief.(Line1,Para.8)Inthissimile,consumersarecomparedtonine-year-olds,withtheassociationthatbotharebornbetweenacravingforbeliefandasenseofdisbelief.PartII

SentenceInterpretation30/69perpetuate(Para.6)v.tocausetocontinueindefinitelysynonyms:sustain,maintainexample:

Thecompanyaimstoperpetuateexistingwaysofworkingwhilstaccommodatingthenewtechnologies.PartII

WordsandExpressions31/69roil(Para.7)v.tobeinastateofturbulenceoragitationsynonym:stir,boilexample:

Thecommunityhasbeenroilingwithragesincetherecentschoolshooting.

PartII

WordsandExpressions32/69PartⅢQuestionsaboutPartⅢ

Q1:What’sthemainideaofPartIII(Para.11-Para.18)?

Consumerswhoplayanactiveroleinmakingbrandchoicestendtoloveenergybrandswhichsurprise,delightandattractthemwithcreative“bisociation”.33/69

Q2:InPara.14,theauthorintroducestheconceptofbisociation.Readthefollowingexamplesofproductcreationandfigureouttheirbrandnames.

Readthenoteaboutbisociation.PartⅢQuestionsaboutPartⅢ34/69PartIIINotes

Bisociation

BisociationisatermcoinedbyauthorArthurKoestlerinhisbookTheActofCreation.Bisociationinvolvesconnectingtwoseeminglyunrelatedthings(forcedassociation).Key+USB35/69Computers+mailorder=?Auction+web=?Bookstore+web=?TabletPC+cellphone=?PartⅢQuestionsaboutPartⅢ36/69DellEbayAmazonIphonePartⅢQuestionsaboutPartⅢ37/69

Q3:InPara.14,theauthorwrites:“Totheconsumerwho’sthinkinglikeaninvestor,...amoreinterestingfuture.”Howdoyoudefine“aconsumerwhoisthinkinglikeaninvestor”?

AconsumerwholovestheWowfactorincreativebrandsfeelsliketheyareplayinganactiveroleinmakingbrandchoices,justlikeaninvestor.PartⅢQuestionsaboutPartⅢ38/69PartIIISentenceInterpretation

Perhapsanenergizedbrandoffersasortofelixir—apotionthatkeepspeoplegoingforward,eveninbadtimes.(Line1,Para.12)

Itisobservedthatconsumersinpostmoderneraarebeingcaptivatedbyacertainpropertyinsuccessfulbrands—aqualitythatreflectsamoreexciting,dynamic,andcreativeexperience.Consumersareconcentratingtheirpassion,devotion,andpurchasingpoweronbrandsthatkeepevolvingandleadingthemforwardoutofthebadtimes.39/69PartIIISentenceInterpretation

Ifwehadtoliveinaworldpopulatedexclusivelybyproductslackingdifferentiation,offeringlittlecreativity,andinstillingnoenthusiasm,we’dbelivingindingy,grayworld.(Line2,Para.17)

Wearecravingforaconstantlyevolvingworldwhichkeepsexcitingitsinhabitantswithamorepowerfulformofdifferentiation.Energizeddifferentiationcreatesenergizedbrands,instillingenthusiasmintoconsumers.Amonotonousworldisnomorethanadingy,grayworld.40/69PartIIIWordsandExpressionssprinkle(Para.12)v.todropafewpiecesordropsofsomethingoverasurfaceexample:

1)Shesprinkledafewherbsonthepizza.

2)Hisspeechwasliberallysprinkledwithpoliticaljokes.(figurative)41/69obsolete(Para.13)adj.outofuse;outofdatesynonyms:outmoded;outdatedexample:

Obsoleteinventoryisaverygoodbarometeroftheoveralleffectivenessofacompany’soperations.PartIIIWordsandExpressions42/69posit(Para.14)v.tolaydownasafactofprinciplesynonyms:postulate,presume,assumeexample:

Thebookpositsaclearlinkbetweenconsumerismandcreditcrisis.PartIIIWordsandExpressions43/69instill(Para.17)v.tointroducebygradual,persistenteffortssynonyms:implant,infuse,injectExample:

Banksandgovernmentsshouldinstillconfidenceintoinvestorstoheadoffthefinancialcrisiscompletely.PartIIIWordsandExpressions44/69PartIIINotes

SillyString

SillyStringisachildren’stoyofplasticstringpropelledasastreamofliquidfromanaerosolcan.Itisoftenusedduringweddings,birthdayparties,carnivalsandotherfestiveoccasions.45/69

SillyStringhasbeenusedbyAmericanmilitaryforcestodetectbombtripwires.Thestringissprayedoverthesuspectedarea,andifthestringfallstotheground,notripwiresarepresentsincethestringwouldcatchonthetripwires(butisnotheavyenoughtoactivatetheexplosive).PartIIINotes46/69

TextBDesignThinking

47/69StructuralAnalysis

Thetextisclearlydividedbyalistofsubheadings,basedonwhichthestructureofthetextgoesasfollows:Para.MainTopics1-4Introduction5-6Gettingbeneaththesurface7-11Howdesignthinkinghappen12-16Gettingbacktosurface17Conclusion48/69

Introduction:ThomasEdison’sinventionoftheelectriclightbulbillustratesdesignthinking,ahuman-centeredapproachtoinnovation,empoweredbytalentsofgeneralistsplusanastuteunderstandingofcustomersandmarkets.

Para.1-449/69Gettingbeneaththesurface：Havingbranchedintoawiderterrain,designhasevolvedfromanattempttoincreasecompetitiveadvantagesthroughanattractivelate-stageadd-ontoanurgetomeetconsumers’needsbygeneratingcreativeideas.Para.5-650/69Howdesignthinkinghappen：

ThesuccessfullaunchofCoastingbikesbearsoutwhatadesignprojecthastogothrough:acreativehuman-centeredideationprocessfollowedbyiterativecyclesofprototyping,testingandrefinement.Para.7-1151/69Gettingbacktothesurface：

Thesuccessfullaunchof“Keepthechange”,abankaccountservice,showshowdesignthinkingworksinprovidingconsumerswithanemotionallysatisfyingandfunctionallymeaningfulexperience.Para.12-1652/69Conclusion：DesignthinkinghasthepotentialtoresolveultimatehumanproblemsandcontributetothereemergenceofagoldenageofinnovationrepresentedbyThomasEdison.Para.1753/691.BusinessMeetingPreparationStepone:Readtheproductdescriptionwiththehelpofproductpicturesonthenextthreeslides.Exercises

Speaking54/69I-bikeExercises

Speaking55/69OneExercises

Speaking56/69NullaExercises

Speaking57/69Steptwo:Brainstormpositiveandpotentiallynegativeproductfeatures.Stepthree:Workoutprofilesofpotentialcustomers.Fillintheformonthenextslide.Exercises

Speaking58/69Product:__________MAINPRODUCTFEATURESCUSTOMERPROFILEPositivefeatures:Potentiallynegativefeatures:Agegroup:Sex:AnnualIncome:PersonalityandLifestyle:59/69KeysCreativitycanberegardedastheprocessofthinkingupnewthingsandconcepts.Innovationistheprocessofconvertingthosethoughtsintotangiblethings.Insummary,creativityisgeneratingideasandinnovationisbringingtheseideastolife.60/69Keys1)Ametaphoricalbusinessjargonthatmeanstothinkdifferently,unconventionally,orfromacreativeandnovelperspective.2)Employeesdeliberatelyusethistermtoimpresstheirbosses,whichisseenasanintolerableactofbuffling.

Thesimilarbusinessjargonis“blue-skythinking”whichmeansopen-mindedthinking.61/69Product:I-bikeMAINPRODUCTFEATURESCUSTOMERPROFILEPostivefeatures:kinetics-driven,environment-friendly,multi-functional,user-friendlyetc.Potentiallynegativefeatures:overlysophisticated;expensive;theft-prone62/69Product:I-bikeMAINPRODUCTFEATURESCUSTOMERPROFILEAgegroup:youngadultsandmiddle-agedpeople(approximately20-60)Sex:bothAnnualincome:middleclassorabove(approximatelyabove150,000RMB)PersonalityandLifestyle:dynamic,athletic;awareofenvironmentalprotection;tech-junkieetc.63/692.Debate1)Creativityisbornratherthanacquired.Affirmative:Creativityisaninnatequality.Negative:Creativityisnurturedratherthannatural.Brainstormconvincingthoughtsinfavorofyourteam.Exercises

Debate64/69Affirmative1.ThomasEdison,thegreatestinventorinhistory,wasbornwiththegiftofcreativity.TheyoungEdison'smindoftenwandere