Idea Design - The dArtagnan Principle Enthusiasm is what a good idea deserves in the first place and not

t the question What do you mean by that? Behind every idea, success is waiting. Therefore, the scientific and economic discussion about ideas, their efficient generation and exploitation remains highly important. But: initially, the quality of an idea is not measured in terms of its content rather, the point is for it to be appreciated as such in the first place. Before the evaluation of an idea comes the ideas identification as an idea! Understanding the idea develops the ability to evaluate it or modify it into a still better idea. Misunderstood ideas, however, are always lost potential sad for the persons having them and hopeless for those needing them. For businesses, both cases can be economically disastrous. What is surprising is the fact that neither scientific nor practically oriented research offer any relevant statements, research work or methods for semantically optimizing ideas. With the development of the dArtagnan Principle, this significant gap is now filled and methodically closed. Work on semantic optimization of ideas fills the gap between, on the one hand, many studies and instructions treating ideation as well as creativity processes as idea development instructions and idea and innovation management as exploitation instructions on the other. Malcolm Gladwell, publicist, management consultant, and writer for the US magazine The New Yorker, pointedly raised the question in an interview for the German Zeit-Magazin: An idea needs to be presented and evaluated in an elegant and efficient way. I keep asking myself: What is the minimal amount of information I need to communicate in order to still convey the core of a potent idea? The result is the dArtagnan Principle for the semantic optimization of ideas. It meets the demand for succinct formulation of ideas as well as the demand for processual quality assurance. It is a system of the ideas units of meaning, based on the smallest possible algorithm. It produces an appreciation of the idea as an explicit construct and safeguards it semantically. Thus, the dArtagnan Principle can be understood and used as a causal principle: - Development of ideas Application of the dArtagnan Principle identifies an ideas essential units of meaning already in the process of ideation. It is easy to establish which units of meaning already exist and which are missing. Thus, the dArtagnan Principle facilitates elaboration of a stable idea-system in which creativity can freely develop. - Semantic optimization of ideas An ideas comprehensibility can be produced, and thus the effect idea! The idea is communicated and identified as idea! The systematization of an ideas units of meaning produces the understanding and appreciation of the idea as idea and safeguards it.

Seite 01 | May 2012

prof. dr. sabine fischer winterfeldtstrasse 33 d -10781 berlin mob +49 172 3090660 mail fischer@its-immaterial.com

sabine fischer.
meaning is the message

- Quality assurance in an ideas implementation process When it comes to its conceptual elaboration and implementation, an idea has to prove its power especially through standing up to regular instances of general coordination between different persons and their subjective views and interpretations. During the process, the conception can be tested with regard to the semantically optimized idea in order to maintain its unique power modified in the process or not. d`Artagnan-Principle Every idea has a cause: You come across a problem or confront a challenge which needs to be solved. Without knowing the problem/challenge, any solution will be hard to find and hard to understand. The solution is whats new. Sometimes we take the solution to be an idea. It is the answer to the problem/challenge. It is the special, new, unique notion which solves the problem. The solution is part of the idea. But an idea is not a solution! The value expresses the special significance of the solution for the target groups and meets the requirements determined by the cause. The value realizes the ideas meaning and significance it anchors the solution in the world and is the solutions superordinate objective. The interplay of all three units of meaning, their interconnection amongst each other in terms of content and logical consistency makes for the ideas semantic optimization, produces the quality of comprehensibility, safeguards it in the course of an implementation process and works as a kind of transformation of strength into driving power. It is not relevant out of which unit the others are developed. The sequence in which they are conveyed is determined in dramaturgical terms, with regard to the recipients and the communication situation. Name The name dArtagnan Principle is taken from the novel The Three Musketeers by Alexandre Dumas, pre. As the characters of the three musketeers Athos, Porthos, and Aramis are projection surfaces for dArtagnan who, being the fourth, makes the others the Three Musketeers thus problem, solution, and value are the explicit projection surfaces of the idea.

Seite 02 | May 2012

prof. dr. sabine fischer winterfeldtstrasse 33 d -10781 berlin mob +49 172 3090660 mail fischer@its-immaterial.com

sabine fischer.
meaning is the message

Users` Statements The dArtagnan Principle is already used successfully in businesses and universities. [] here, the pre-established systematics is enormously helpful. In view of our good experience we will now integrate an extended version of the dArtagnan Principle into all our application forms. (departure, Business Support and Service Agency for Creative Industries of the City of Vienna) Putting an idea in a nutshell can be difficult for creative people because they are often too deeply entangled in their concept or too much in love with an idea. Actually, they dont want to realize that once you look at it closely it will not stand the test. With the dArtagnan Principle we can help to identify and describe the problem, appreciate the creative achievement in the solution of the problem, grade the solution, improve the quality of the ideas submitted. And the description of an idea becomes more precise and more comprehensible. (jovoto GmbH, Berlin) With the dArtagnan Principle we are provided with an instrument which neither predicts the market development nor the success of a particular idea; however, it shows very quickly whether an idea or a proposal is viable or not. [] It helps to realize almost immediately what is essential to an idea and in which way an idea is an answer to a real and relevant question. (Birkhuser+GBC AG, Basel) The dArtagnan Principle is a tool for intuitively putting ideas in a nutshell in such a way that they can be understood in their individual history. History means in this context the ideas origin or legitimacy, the idea itself, as well as the envisioned and in the best case realistic results, i.e. the effect of the idea. (Commarco Group UVIE, Blumberry Berlin)

Seite 03 | May 2012

prof. dr. sabine fischer winterfeldtstrasse 33 d -10781 berlin mob +49 172 3090660 mail fischer@its-immaterial.com

Formats The dArtagnan Principle can be presented to various target groups through a lecture between 20 minutes and as long as requested. It can also presented within the frameworks of workshops or in-depth seminars for a wide variety of purposes, vertical integrations, and target groups.

sabine fischer.
meaning is the message

Short Biographie

Seite 04 | May 2012

prof. dr. sabine fischer winterfeldtstrasse 33 d -10781 berlin mob: +49 172 3090660 mail: fischer@its-immaterial.com

Prof. Dr. Sabine Fischer advises enterprises on their information management and on their value creation in the digital presence. Since 1995 she is intensively concerned with development and planning of digital media formats, their marketability, and their processual change. A specialist for digital strategies, she explores unused information potentials in enterprises which, through todays social-media aspects at the latest, are more and more becoming publishers as well. In collaboration with them she develops new solutions and products in-house and external. Parallel to her advisory work she has taught and done research work for many years in the field of information and media development as a honorary professor in Germany (UdK/University of the Arts Berlin, Humboldt-Viadrina School of Governance) and Switzerland (Academy of Art and Design Basel, School for Design Bern). She established Transdisciplinary Management as an interface topic on the digital market of economy and creativity, university and business. In her doctoral dissertation The contemporary use of the concept idea, the linguistic design of ideas, and their potential for semantic optimization (2011) she developed the dArtagnan Principle for semantic optimization and quality assurance. Prof. Dr. Hartmut Schrder: Indeed, the dArtagnan Principle fills a significant lacuna and will most likely spread quickly in the relevant fields of work. Sabine Fischer presents and lectures at conferences and symposia, is a renowned expert on information in digital media, and author of numerous publications. Topics: Idea-Design | Semantic optimization of ideas | Designing innovation processes Knowledge editing | Information-strategies and -development Transdisciplinary management between Business and Design

sabine fischer.
meaning is the message