{"id":1843,"date":"2012-11-19T01:10:46","date_gmt":"2012-11-19T07:10:46","guid":{"rendered":"http:\/\/www.workingknowledge.com\/blog\/?p=1843"},"modified":"2023-03-02T21:27:29","modified_gmt":"2023-03-03T03:27:29","slug":"innovation-fusing-reality-and-virtual-reality-joe-pine-3dx","status":"publish","type":"post","link":"http:\/\/www.workingknowledge.com\/blog\/innovation-fusing-reality-and-virtual-reality-joe-pine-3dx\/","title":{"rendered":"Innovating by Fusing Reality and Virtual Reality: Joe Pine #3DXForum"},"content":{"rendered":"

Point<\/strong>: Looking at the opposites of everyday constraints yields new opportunities for innovation.<\/p>\n

Story<\/strong>: Companies typically see time, space and matter as constraints. That’s not surprising — those three elements define the boundaries of our everyday reality. But what if we \u00a0saw them not as constraints but as malleable resources for innovation?\"\"<\/a><\/p>\n

That’s the mind-bending proposition Joe Pine<\/a> presented at Dassault Syst\u00e8me<\/a>s’\u00a03D<\/strong>EXPERIENCE\u00a0Forum. Lest you dismiss Pine as a wide-eyed dreamer, recall that his book, Mass Customization<\/em><\/a>, introduced a seemingly impossible paradox when it was released in 1992, but that concept is now so widely implemented that it’s a de rigueur <\/em>business practice.\u00a0 The fusion of opposites provides opportunities for innovation.<\/p>\n

So how do we utilize time, space and matter for innovation? Pine lays out the steps in his latest book, Infinite Possibility<\/em><\/a>. The way forward, Pine<\/a> says, is to play with the opposites of time, space and matter, namely no-time, no-space and no-matter.\u00a0 Whereas time, space and matter constitute our usual realm of Reality, no-time, no-space and no-matter constitute a new realm of pure Virtual Reality<\/p>\n

If we fuse reality and virtual reality in various mix-and-match combinations, then we can come up with a host of new products, services and, most importantly, customer experiences.\u00a0 Using these three dimensions, Pine details an eight-realm new universe (“multiverse”) that pairs eight combinations of time vs. no-time, space vs. no-space, matter vs. no-matter.<\/p>\n

Let’s start by exploring a realm that is only one step removed from reality, what Pine calls “Augmented Reality.”\u00a0 Compared to reality, which has time, space and matter, Augmented Reality has time, space and no-matter.\u00a0 The “no-matter” condition refers to the information that is overlaid onto reality.<\/p>\n

Here’s an example: say you’re driving down the street in a city unfamiliar to you. You are in a real space and in a real time. But, you can use a device to overlay information (“no-matter”) onto that current reality. That is, you can use a GPS navigation aid to show you where the nearest bakery is. \u00a0The GPS gives you data (“no-matter”) that you can’t see yet in the real world (a bakery around the corner a few blocks away). With that information, your reality is augmented — you can navigate to the bakery and get the cupcake you crave.\u00a0