Are you hyper social? How Human Evolution Shapes the Way We Build Communities

By David C.

Copyright: Delphine Bruyere

Over the last couple of months the ENOVIA communities team has been engaged with Francois Gossieaux, the founder of Human 1.0 to explore what drives people to join online communities. In particular, with the expansion of 3DSwYm, we’ve been working to better understand how the SOCIAL rather than the MEDIA element of the social media phenomenon drives users to engage and participate online – all with the aim of faciltating social innovation.

The biggest “ah-ha” moment for us so far has been that, based on thousands of years of evolution, humans are hardwired to want to participate in specific communities or tribes – often driven by a variety of factors including a need for recognition/validation or a desire to belong.  The question becomes, how do companies leverage this to successfully engage with their key tribes as they develop their online strategies?

In conjunction with his partner Ed Moran, director of Insights and Innovation at Deloitte, Francois has been exploring this issue in  great detail over the last few years and many of their findings are based on an annual survey entitled “The Tribalization of Business Study”.  This study examines how some of the world’s most innovative and largest companies are using social innovation to connect with their users and drive business. If you’d like to read more on this topic Francois and Ed have also recently published a book titled the Hyper Social Organization.

I’ll be writing more about this in the coming months, but I thought that this summary video from Francois and Ed provided a really nice snap shot of some of the factors and behaviors that drive people to join tribes. This video also provides a little insight into how companies need to change their ways of doing business to effectively engage with these tribes.

Take a look at the video – I’d be interested in your feedback.

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Does this resonate with you? How are you connecting with your users to build social innovation online?



Verney Yachts Ocean F1: Part 3 (World Record!)

By Tom

Verney Yachts are well on their way to a robust and speedy 3D design of their yacht V39-Albatross, but what happens once it’s built? Well then is when the fun really gets going! With their innovative wing-sail and usage of composite materials, the V39-Albatross will glide along on a cushion of air above the water’s surface, and will be piloted like an airplane.

Why are they going to all this effort you may ask?

The main reason the Verney team is approaching the boat’s design and virtual testing  with the detailed professionalism of an F1 team is because they’re aiming to break a world record. They’ve publically set themselves the goal – on their website homepage it reads:

“Our Challenge: Set a new world outright sailing speed record at 60 to 65 knots (70 to 75 mph, 110 to 120 km/h)”

As always a world record doesn’t come easily. They have to sail the boat on two timed runs between 500m markers and take the average of the two runs’  speed as the record attempt. Also, as this is a sailing record, no power other  wind power may be used. Even the control systems on the boat must be manual.

None of these challenges have put the team off the record attempt, if anything it’s spurred them on! This dedication shows a real Passion for Innovation and I hope that my blog mini-series has given you an insight into the world of Verney Yachts. The work that Verney has done really projects their thoughts and imagination for everyone to see. Cheesy as it is it’s really helped me to understand the phrase “See What You Mean” that we use here at DS.

That’s all for now folks, I’ll keep you updated on the project as it progresses and you can follow them too:


P.S. Part one and two if you missed them.

Dassault Systèmes Latin America Burgeons Like a Giant Flower

By Elena

Working with the Latin American team at Dassault Systèmes is like going home again.  Some would say that being raised 100 percent in a Spanish household gives me an “insider track” advantage.   Not quite.   Latin America is a fascinating place but it is not a homogenous region.   For anyone doing business here, these facts are critical to know:

  • In Latin America, there are 35 countries in a region of nearly 500 million people including Mexico, the Caribbean, Central and South America. The two predominant languages are Spanish and Portuguese.
  • According to the Market Intelligence Alliance group, “Mexico City and São Paulo in Brazil are two of the largest cities in the world, each with over 20 million inhabitants in their metropolitan areas. This will increase, as 36 percent of the region’s population is below the age of 15 years.”
  • For anyone who thinks Latin Americans speak only Spanish, eat only spicy food (“comida picante” to be accurate) and dance the tango and salsa like ballroom stars, they are in for a big surprise.  (My very own cultural advice.)

So I was quite excited to hear that Dassault Systemes Latin America is led by Marcelo Lemos, president for the region and a man that is no stranger to the company, the industry and the cultural sensitivities needed to navigate in this growing market.

Marcelo’s base is his birthplace of Buenos Aires, Argentina, home to the largest mechanical flower in the world, the Floralis Generica.  Better known as the Steel Flower, Floralis Generica was created by the Buenos Aires born MIT professor and world-known architect, Eduardo Catalano.  The flower weighs 18 tons and is 23 meters high.  Very much the same way airplane wings are designed with CATIA, Lockheed Martin used CATIA to model and test Floralis Generica’s challenging geometrical 6-petal surface.

In a recent visit to the new Dassault Systèmes offices in Buenos Aires, I met with Marcelo to discuss his vision and priorities for the region. Greeted by his friendly and most helpful assistant we sat in his Puerto Madero district office,  a district representing the most successful architectural reconstruction of a port located on the banks of  Rio La Plata.  The entire area has street names and statues dedicated to the role of local women and is marked by a beautiful pedestrian bridge known “El Puente de la Mujer” (A Woman’s Bridge).

Lemos is excited by the recent IDC number updates by Latin America Vice President of Research, Ricardo Villate. In his mid-year forecast, he cites that “Latin America’s Information Technology (IT) growth for the enterprise sector is predicted at 6.6% for this year and this is more than double the expected global average growth of 2.8%.  Villate adds:  “Many new eyes will be focusing their efforts to beginning business in Latin America as well as strengthening their existing business in the region.”

Marcelo points out that DS’ PLM business in the region has grown three times faster than the predicted IDC growth for 2010, and that DS business has grown consistently over the last several years.  The future in Latin America includes continued support for traditional industries such as aerospace, automotive and equipment and machinery, but Lemos is clear:  “ We will turn up the volume on emerging sectors such as energy, consumer product goods, lifesciences and hi-tech.”

From business and cultural perspectives, Dassault Systemes Latin America is well positioned for this plan with offices in Argentina, Brazil and Mexico, and partner representation across the region.  Watch the Latin America space for upswing in 2010 and 2011!

In my experience, there are perhaps two common threads across the Latin American region:  1) the colonial past, and, 2) an uncontrolled passion to win the World Cup.  I lived the last one this summer working at Dassault Systemes.  And ironically so, the World Cup winner (Spain) brought some of us back to the past. But we are still very happy they won.

By the way, what do you think about the Steel Flower?

Hasta pronto,


Elena Fernandez is the Dassault Systèmes PR manager for Latin Americas.

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