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New ways of working with the Pro.Play® methodology – CX CES UAI Congress

By Interviews, Event, books, Pro.Play, Videos No Comments

A couple of days ago I had the pleasure of participating as a speaker at the Seventh International Congress of CX (Consumer Experience), organized by CES UAI (Center for Experiences and Services of the Business School of the Universidad Adolfo Ibáñez).

An event sponsored by Globant and Chattigo, which was attended by more than 1300 people from around the world, and which has had 17 international experts, such as Paula Sáa (Human Resources Manager at Rocketbot), Ernesto Doudchitzky (Co-founder and CEO CHATTIGO), among others).

In my presentation, which revolved around the question “Is there anything more human than playing?”, I shared the new ways of working with the Pro.Play® methodology for PLAYMOBIL pro.

Pro.Play® allows to model situations and go beyond stories to make interactive interventions and solve complex problems by playing.

Through a practical exercise, participants experienced a quick application of the Pro.Play® methodology to generate ideas.

Finally, attendees had the chance to download for free the first pages of my latest book on this methodology: Play like a Pro –

Here is the video of my intervention, where almost 400 people were connected simultaneously interacting and exploring the power of play to solve complex problems.


Pro.Play® and PLAYMOBIL pro community launches first Bring your Design event

By Event, Pro.Play No Comments

Yesterday 25 Pro.Play Method for PLAYMOBIL pro Certified Facilitators connected from New York to Chile, to share the designs they were working on for their future sessions, in the first edition of Bring Your Design.

It was a fantastic meeting, full of generosity, super valuable feedbacks and interesting reflections.

The Pro.Play community seeks to generate collective intelligence in a collaborative environment where the protagonists are the members who are applying these techniques in diverse environments.

I can only be happy and grateful to the incredible community that has participated in this event.

Special thanks to the Facilitators who brought their designs to this first session and also to all those who participated and gave super valuable feedback.

Thanks to the wonderful Visual Facilitation of Barbara Quiros you can see a summary of some of the designs they brought to the sessions to share with the community.

This is the first of many events and news that we will be telling you about!

Bring Your Design is coming back in January! And you… Are you ready to play like a Pro?


What do those who have already been certified think of Pro.Play®?

By Creativity, Madrid, Pro.Play, Testimonials No Comments

On this occasion I want to share with you this video in which the participants of the new edition of Pro.Play® reflect on their experiences and learnings.

It is always exciting to see how those who attend our certifications come out of them completely transformed and prepared to apply the methodology to the challenges that lie ahead.

For me it has been a privilege to accompany this group of professionals during 4 intense days, in the 3 levels of the methodology.

I hope you enjoy the video!

Creativity levels: personal and organizational

By Creativity, Innovation, Videos No Comments

In times of pressure, the first thing we do is eliminate the imagination. Instead, we try to produce more, faster and reduce errors, a big mistake since this imagination is essential in times of crisis, such as the one we are currently experiencing due to COVID-19.

In addition, because the environment is more changeable than ever, the skills that until very recently were essential for teams, have become obsolete, now requiring others more focused on creativity and innovation.

Knowing the above, many questions arise: what is a creative person like? How do I get an innovative team? Or, how can I measure creativity?

To answer these questions, and after years of reflecting on these issues, I designed a model that would allow me to measure and explain the level of creativity that each individual and each company possesses, aspects that no model has included until now.

There are different ways and styles of being creative and that is why setting levels is necessary. They are also important because, being organized, we know what aspects we must change or improve in order to evolve in our professional and organizational models of creativity, which is the basis of innovation. Do you want to know a little more about this model? Below you can see a short class that describes them in more depth, I hope you find it interesting!

Interview for the Último Vagón

By Interview No Comments

On September 15th, I had the pleasure of being interviewed by «El Último Vagón», the CEEI Elche podcast.

In this interview we reflect on creativity and innovation in the business field and the great importance of these in order to adapt to changing environments such as those we are having to live after the COVID crisis.

Do you want to hear it? Click on the next button.

Design your strategic plan in an innovative way with Design Thinking.

By Creativity, Innovation, Quotes No Comments

The strategy of a company is a plan of objectives and directions that allows everyone to know what is important to be pursued and make the appropriate decisions to get closer to where the company wants to go.

Companies of all sizes have strategies, even different teams within them have their own strategic plans. And it is that even when it sounds ethereal, the lack of a clear strategy generates problem organizations, sometimes more subtle, sometimes more serious.

Without a strategic plan, decisions become more difficult, the prioritization of tasks as well and even the cohesion of the team – which does not have a common vision of in which direction we want to advance – suffers.

For years I have heard how the D.A.F.O. it becomes the default tool to help build strategic plans. I have already written a lot about the weaknesses and problems of using SWOT, and today I will add one more: it will be very difficult for companies using SWOT to generate innovative strategic plans.

During this last year of radical changes, accelerated digitization and forced social distance, many organizations have been forced to review their strategy, to define new lines of action and post-covid scenarios.

At Actitud Creativa we have been fortunate to accompany several of these processes, using a tool that is normally associated only with innovation projects: Design Thinking.

Using Design Thinking as a tool to design strategic plans for teams and organizations requires learning to vary the scope and operation of their tools, developing a skill in team facilitation and being able to alternate abstract reflections with concrete actions.

When we achieve this delicate balance we can access the multiple benefits that this entails:

  1. Involvement & Collaboration: Design Thinking is a collaborative process, which includes everyone’s diverse points of view. When we use this tool to design strategic plans, all team members feel involved and can contribute.
  2. User & Customer at the center: What is the use of an organization declaring that “the customer is at the center of our business” if then the definition of the strategy is carried out from its navel? The DT process includes the perspectives of users and customers. In this way, plans are made with actions that put the user in the center rather than with good-sounding but empty phrases.
  3. Opportunities & Insights: The analyzes carried out with SWOT lack the depth that qualitative research allows us, by combining data with empathy, the strategy can be oriented to more relevant and surprising opportunities.
  4. Opportunities & Insights: The analyzes carried out with SWOT lack the depth that qualitative research allows us, by combining data with empathy, the strategy can be oriented to more relevant and surprising opportunities.
  5. Iteration & Continuous Learning: Each time the strategic plans are carried out with a shorter duration. From 20 years, to 10, to 5 to 3 … and it keeps going down. The VICA environments in which we find ourselves (Volatile, Uncertain, Complex and Ambiguous). They require rapid iteration and continuous learning even in the strategy of a team or organization. And iteration is at the very core of the way of working with Design Thinking.

Many companies advocate using Design Thinking in their day-to-day lives, but as long as we keep this discipline away from big business decisions and see it only as a process for innovation teams, it will be difficult for our organizations to transform.

Incorporating Design Thinking into business processes and directions is not only for super-innovative companies, but for those that want to be, that are just starting out, and what better way than to design the company’s strategy in a way that accompanies these efforts.

The teams will be strengthened and more involved, the initiatives will be more original and impactful and the organization will be one step closer to the transformation towards the innovation it so desires.

Do you dare to innovate?

Virtual Event “Designing the future”

By Creativity, Event, Innovation, Videos No Comments

On the 22nd of this month we had the pleasure of collaborating in the virtual event “Designing the future”, in which we discussed the different creative tools that we can use to detect opportunities in COVID times. This was organized by the CEEI of Elche and the Diputación de Alicante, whom we thank for having thought of Actitud Creativa’s participation.

COVID has meant, as we already know, a health and economic crisis. This situation, together with the fact that we are on the verge of the fourth industrial revolution, means that the environment is changing, uncertain and challenging. The traditional way of thinking has therefore become obsolete. We need to innovate, to find opportunities in the constant changes, and to do so, imagination and creativity are essential.  

These new skills, essential in this new environment, are a challenge for companies and teams. In the presentation you will be able to see the keys to develop them and the phases to implement them on a daily basis.

All this told in a different way. We went to a film set to record so that you could see me in a three-dimensional virtual space, where objects, and even people, could appear and disappear! This shows the importance of digitalization when it comes to materialize our ideas and give free rein to our imagination.

Click on the button below to view this virtual event.



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