Transition Design®

“The river doesn't want to get anywhere,

it just wants to go deeper.”


Guimarães Rosa

In order to consolidate a vision on what direction Design and Strategy have been moving towards since the 1980s, and where they should go in the coming years, it was necessary to use the same process that, now more clearly, has become our new direction, challenge , pleasure and methodology.

Transition Design®: a new step towards a new world

Organizations are collective bodies


An organization is a collective voice. A collective construct that looks a lot like the individual organisms that make it up.


When we are called to a challenge, there is usually an "original pain" that causes this movement of asking for help.


A pain is, as we know, a primitive - but not a primary - sustainability mechanism that simply "appears". A signaling system of vitality and risk.


Pain almost always comes as a symptom. A symptom that causes the immediate formulation of hypotheses. "Why am I feeling this?", "How can I eliminate this deficiency and imbalance in the body?". At that moment, as with each one of us, we come up with a series of solutions that, in general, go in the direction of eliminating the "problem".


This original problem often remains, throughout the process, as a topic to be addressed, but very often it is the visible and sensitive surface of more complex levels of issues that need, in a holistic format, to be known in order for us to find the best "solution" and the best direction.


When we react directly to the original assumptions, we run some risks that need to be considered. If the movement is caused by the need of eliminating of a "pain", it is reactive and gives a partial account of the issues that today are decisive for the survival of organizations in complex scenarios like ours. A quick example: pain hurts (reactive, automatic and defensive), opportunity doesn't hurt (purposeful, sophisticated and identity-driven). It needs to be looked for and it is there, very often, if not always, that the construction of a vision, of an identity, of a culture and of perennial value begins.

Step back


Why stop?


As in physics, before jumping, it is necessary to:


1. Choose the right direction.

2. Take a small step back to get impulse.


Every moment of preparing for the jump is a moment of stopping.


Stopping, thinking, calculating and retreating to take momentum guarantee the assertiveness of the movement and the potentialization of the jump.


One goes safer. One goes further.


In value-building and planned evolution processes, we noticed that adopting this procedure is important and efficient.


It all starts with an idea. An intention.

Transition Design® is born from the conviction that, in complex systems and in the current state of our culture - a multifaceted, fast-paced world, in constant mutation and re-signification - there are several paradigm changes that change the design of each challenge and the way to build perennial value in a liquid world.


1. The idea of a finished product gives rise to the reality that everything is in motion, redesigning itself at each meeting with the world and with an audience.


2. The audience, the recipient of the value offered, is the principle of everything and needs to be known in depth for us to actually create real value - People-driven Design - and not imagined value.


3. The construction of value, as a planned movement, starts from an idea and a vision.


4. The role of the idea is to put the organism in motion, but it is the movement, if done with good design - Transition Design® - that determines the fate of the idea.


5. A destination that must be refined during the walk, using the appropriate methodology, with an attention to the unexpected during the journey, and an opening of mind to, we believe, understand that "there is no path, the path is created as we walk". With methodology, people, inspiration, conviction and a vision.


6. Vision is the beginning of everything. The genesis of intention. It depends on knowing how to read the world, and only then, writing - inscribing - something of value in the world.


7. "Innovation", a topic used with little care, is a means and a relative value, not an absolute one. It cannot be an end in itself. It should be considered as such and pursued or offered when and where it makes sense. A sense that must be born from within, first, and then come into the world in a positive and impactful way.

“Value is not a calculation. Value is a feeling.”

With this premise in mind, we polish our sensitivity, our ability to read the world and its beauties and subtleties daily, and we cultivate the conviction that the result of each process is the sum of several complementary voices and of the atmosphere, a subtle chemistry, which is built along the journey.

"The most important and beautiful thing in the world is this: that people are not always the same, they are not finished yet - they are always changing. They get in tune or out of tune, the greater truth. That's what life has taught me. This is what makes me so happy. "


Guimarães Rosa

Av. Dra. Ruth Cardoso, 4777 • 18th floor

Alto de Pinheiros • São Paulo/SP • BR

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