Skip to content

Harnessing the Collective Super Mind to Unleash Innovation

The super mind is something that global corporate enterprise, and anyone within the innovation discipline, can carry forward. But first, just what is the super mind?

“We assume that the super mind is a group of individuals that are acting in an intelligent way. This is coming from Thomas Malone research from the collective intelligence at MIT,” notes Liebana. “However, when we were engaging with 55 different countries, and hundreds of stakeholders and organizations, we saw the complexity of coordinating all these organizations with their own interests, their own goals, and applying innovation on top of all this. We thought that this collective intelligence was the key to enable this innovation happening. We needed to understand how to handle so many different stakeholders in a way that we can coordinate them to create value for the operation, but also from an innovation perspective.”

Harnessing that collective intelligence could include artificial intelligence as part of the process. Yet, how much of that process is also human centric?

Liebana says, “I think you go step by step at the beginning, but we were talking about the framework like a job to be done analysis where we are trying to understand what the other perspectives in the innovation value are—not only the functional and the system technologies, but how we can go beyond that and going through the emotional and the social aspects of the fan experience. There is a combination of so many different stakeholders, understanding the customer journey, understanding which is the key touch points and the pain points that we are going to face, how we can leverage the system technologies, the mobile apps, the physical devices and so on. And how we can integrate all that in a way that is going to be harmonic, and then create this symphony of emotions that we were seeing all around the studios.”

However, technology such as AI is only the tool at the end of the day to overcome the challenges of such a large project. It is still humans that are the focus.

He continues, “I think when we are talking about a super mind, for the FIFA World Cup, we are applying a human centric approach because at the end of the day, all the value that we are creating is for the fans. We have a clear customer. We know what they are looking for, what they are expecting, and we are trying to provide this. The challenge is how you combine and synchronize all these emotional aspects of that mega brand with all the operations. But finding, for example, the right timing, to explore and to expand the innovation potential and then coming into the operations and trying to synchronize all these, I think it’s the best approach.”

Finding the Value

Even with the interaction of so many countries, and the use of so many technologies, it is the experience that was framed by who the customers are. And by the ultimate value.

“One of the first principle of this super mind innovation, we were assuming it’s a holistic perspective,” says Liebana. “The key theme for us is to identify what kind of value we are generating. And when you think about value, you don’t think about technology, you think about what is the ultimate value that you want to create. And this is where we are coming from in a functional, emotional and social aspect. So once you understand what you are trying to do is just to orchestrate an emotional dance with all the fans. So this is not related to technology.”

It feels like this methodology can be applied going forward, beyond soccer, to other mega events, the entertainment industry, corporate enterprises and so on—to create and harness collective intelligence to create new value.

“I really think that it’s not that difficult to apply the same concepts,” Liebana says. “When we are talking about collective intelligence, the quantities is a critical factor. What we have learned because of the complexity of the number of stakeholders is that the more you interact, the more friction you create, the better quality you are going to create. And you need to put this idea on the table, let them discuss and have a very difficult answer in the discussions so that the more pressure you put, the earlier you are going to transform a rock into a diamond.”

What could be next after the FIFA World Cup? And what lies ahead in the future, both from a technology perspective and a human consciousness one? See the video from FEI for more on Seth Adler’s conversation with Oscar Barranco Liebana.

Contributors

  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

 
 

Related Content

Bulletin board with post it notes. One in center says Make Things Happen.
innovation team

Managing Productive Innovation

Conservatively, I estimate that I’ve attended 20,000-plus meetings throughout my career. I’ll admit, many of them should have been replaced with email…

A blueprint with a pencil and ruler.
innovation mindset

Innovation Principles, 7/7

Once adequate competency, support, and size of a new team are secured, clear direction based on a purposeful vision, alignment with a winning game pla…

coin operated binoculars and open blue sky
artificial intelligence

The Road to FEI24: Analytics for Innovation

Anu Sundaram, Vice President, Business Analytics, Rue Gilt Groupe, is planning an interactive analytics session for FEI 2024, taking place this June….

laboratory beaker with dropper
new product development

Transform New Product Development with AI

While AI is certainly touted as being able to create rapid data-driven insights, there are advantages in the new product development process that can…

explorer in a cave
agile innovation

Applying AI to Anthropological Research

Agile research and methodologies are of primary importance to the innovation discipline, as they promote a more versatile, rapid, adaptive approach to…

gross profit margin

Innovation Principles, 5/7

Gross Profit Margin and Net Present Value are two primary profitability indicators for evaluating an intended entrepreneurial offering. Even if suffic…

nascent innovation

Navigating the Nascent Stage of Innovation

There might be more inherent uncertainty in a nascent industry or early startup venture, with many questions and challenges unanswered, bringing compl…

disruption

Finding the Way to Business Transformation

The concept of business transformation can be defined with a broad range of meanings depending upon the business and the different stakeholders that p…

innovation partnerships

Creating the Right Innovation Partnership

Corporations often face many challenges when it comes to developing innovation in a fast, evolving market. They can face barriers such as inertia, the…

innovation principles

Innovation Principles, 4/7

The front end of innovation is a distinctly iterative endeavor based on human-centered, design-thinking principles. It could be represented by a spira…

innovation team

Winning the Innovation Strategy Game

We know that having a creative mindset can fuel innovation, and that fostering a culture of innovation is also important to get the job done. Yet ther…

resilience

Taking Next Steps with Innovation Talent

As we head into the new year, taking the next steps with innovation talent remains an important question to explore. With the competitive landscape in…

PIE framework

PIE: Get Your Slice of Success

How can someone really stand out and succeed as a corporate innovator, get the most exciting projects, or secure a promotion? This is a question I enc…

disruptive technology

Shaping the Future with Disruptive Technology

As we head into 2024, innovation of all types, most especially in technology, will continue to disrupt, transform and impact our lives, from the workp…

innovation talent

Keeping Your Innovation Career Resilient

With the rise of technology, such as AI, impacting workers and workplaces, it’s safe to say the future of work is evolving—in innovation and in ma…

innovation frameworks

Innovation Principles, 3/7

The main premise behind an integrated end-to-end continuum of innovation and new product development is that a holistic understanding of sequential de…

Generation Z

Shaping the Next Generation of Innovation

Generation Z is in a unique position as they are often viewed as one of the first to be shaped and influenced by technology such as the Internet, soci…

product innovation

Innovation Principles, 2/7

Successful innovation endeavors are built on creative tension between key enabling entrepreneurial trade-offs associated with four must-have constitue…

digital transformation

Unlocking Business Growth Through Innovation

The business world is changing quickly for innovators and there is a growing and ever-present imperative to keep up. Business model transformations an…

innovation frameworks

Innovation Principles, 1/7

Imagine a case where a company’s growth depends on an innovation involving complex cross-disciplinary technologies such as electro-mechanical hardwa…

disruptive innovation

Sustaining the Self-Disruption Journey

The adage “disrupt or be disrupted” may not necessarily always mean the same thing to the same companies. Even the original architects of disrupti…

disruptive innovation

Playing the Game of Disruption

At FEI, Angelina Carvajal, Strategy & Innovation Partner, Sr. Dir. (Optum Advisory), UnitedHealth Group, had a chance to share her thoughts on disrupt…

innovation team

Creating the Happiness Mindset for Innovation

With 2023 often being labeled the year of uncertainty, it comes as no surprise that consumers, and the innovation community, has had its fair share of…

product development

Breaking Through Challenges to Problem Solve

While it’s important to learn from best practices from large and innovative enterprises, it’s also valuable to hear from the startup community. At…

external partnerships

Powering Innovation’s Long-Term Play

Ishan Jaithwa, Manager, New Growth Areas, Cummins Inc., sat down with All Things Innovation’s Seth Adler at our studio at the FEI conference. Jaithw…

design thinking

Design Thinking Faces the Pace of Change

Seth Adler of All Things Innovation recently caught up with Prapti Jha, T.H. Chan School of Public Health, Harvard University, at this year’s FEI co…

consumer

Opening the Doors of Innovation Perception

Seth Adler of All Things Innovation caught up with Cory Sorice, SVP and Chief Innovation Officer, Masonite International, during this year’s FEI con…

digital transformation

Beyond Innovation Theater

At FEI, All Things Innovation conducted a special roundtable, bringing cross industry, cross disciplinarians together to talk about transformation and…

digital transformation

Supporting Data with Design Thinking

At FEI, All Things Innovation conducted a special roundtable, bringing cross industry, cross disciplinarians together to talk about transformation and…

digital transformation

Achieving Transformational Innovation

At FEI, All Things Innovation conducted a special roundtable, bringing cross industry, cross disciplinarians together to talk about transformation and…

innovation team

Setting the Strategic Direction

A chief strategy officer (CSO) is increasingly becoming a more relevant element to a research and development team in an organization. An innovation t…

objectives and key results

Playing Moneyball for the Win

In the popular baseball movie “Moneyball,” the character Peter Brand (played by Jonah Hill) highlights the “epic failure” of MLB leadership in managin…

innovation team

Putting Together Your Innovation Team

As the community’s recent Innovation Spend & Trends Report indicated, innovation teams are not working in a bubble, or at least not as much as they…

scalability

Sizing Up Your Innovation’s Impact

If your company has successfully developed an innovative product or service, you might be at the stage of the process known as scalability. Perhaps yo…

innovation strategy

Generating Innovation Through Ideation

Ideation is often confused with innovation, along with other related terms regarding the creative process, such as brainstorming or design thinking. W…

innovation culture

Managing Talent to Drive Innovation

With the economy producing mixed signals, and companies often in a state of flux, managing innovation talent has never been a more challenging and imp…

ambidexterity

Balancing Innovation with Ambidexterity

Innovators have long been tasked with being a flexible part of an ambidextrous team, as part of an organizational cog that can easily pivot and manage…

disruptive technology

Defining Disruptive Innovation

Disruptive innovation is often a phrase used to make a splash in the business world. Some may debate that the label has been applied carelessly at tim…

gaining true value

Gaining True Value While Moving Forward

The All Things Innovation community came together in this Gathering on Innovation Strategy to drive immediate lessons learned through the first half o…

humanity-centric innovation

Diving Into Humanity-Centric Innovation

With the continued emergence and evolving development of artificial intelligence, there rises a question of how humans and AI can work together more e…

innovation culture

Tapping Into the Innovation Talent Pipeline

In the last few years, the pandemic and a range of other economic factors have influenced the talent recruitment, development and retention practices…

innovation culture

Ignite a Culture of Innovation

From the successes to the failures, from the breakthroughs to the breaking points, the innovation community knows all too well that fostering a cultur…

innovation strategy

Innovation During A Downturn

Whether you believe the USA is headed toward or already in a recession, there are signs of a slowing or reversal of economic activity. Of the 15 metri…

innovation strategy

Striving for Successful Innovation

In the quest for innovation, there is often a fine line between success and failure. The road to success is not always clear, easy or convenient. Howe…

inclusion

Innovation Diversity

Black, Indigenous and People of Color have always been leaders in innovation and it’s time for us to put that at the forefront. DEI, or Diversity Eq…

innovation talent

Fostering Innovation

When you start to talk that way and lead that way, people do feel more psychologically safe to support change and support innovation that’s happenin…

disruptive innovation

Breakthrough Innovation

While the rest of the industry relies on iterative change, Alex Moyes explains the breakthrough innovation happening at Dominion Energy. “So Dominio…

innovation ecosystems

Innovation Ecosystems

Innovation is a journey, it’s a continuum of experiences, an act of exploration. The orchestration of ecosystems is more and more important in consi…

innovation leadership

Control The Sails

Although the world was affected heavily with change in the last few years, not much in the business world has changed as far as topics and issues go….

innovation leadership

Innovation Culture

Innovation starts with the employees of an organization. As we know, the people that work for a business are some of its greatest assets. In today’s…

technology

Interaction Innovation

We are at a time in history of incredible change and technological innovations, such as the rise of machine intelligence, and companies who keep doing…

technology

Humanity-Centric Innovation

Humanity-centric innovation is the idea of solving the biggest problems facing humanity in an economically viable way. Pete Dulcamara, Chief Scientist…

innovation culture

Certain Uncertainty

Life is uncertain in every way. It’s always interesting to meet new people and try new things. On the other hand, attackers may sometimes appear out o…

advancing innovation

Strategic Innovation

Any new concept or technological advancement will continue to change and advance. Landlines were commonplace before smartphones. Remember those? What…

innovation culture

Innovation As Constant Change

The key strategy to a successful business is to know when they are being innovative or are just transforming their status quo according to market tren…