**3.3 Methodology**

The BoC's methodology starts from the assumption that all companies, organisations, processes, products, territories, *etc*., continuously compare past experiences, and design and update their point of view as active members of society [32–35].

In a broader design of innovative and creative content and processes, a relationship between disperse elements is established which forces the design approach to respond to the new information. In summary, relationships might occur in two main spectra: spatially—resulting from distant elements—and temporally—resulting from time separated elements. Therefore, these two spectra potentially originate constructs that can be homogeneous (constituted by similar elements) or heterogenous (constituted by dissimilar elements).

In practice, the BoC model is constituted by four phases and two facilitating working tools. Thus, the BoC model is a closed model represented by a guidance reference letter that is explained as follows:


#### **3.4 Scientific assumptions**

The scientific conjecture of the three first phases—information, objectives, and actions—is developed by means of reflection exercises based on analogic thinking. Every moment and thinking step of the BoC model are based on the exposition of reference texts in the form of paragraphs. These paragraphs are curated from a diverse array of fields of knowledge, predominantly from biology, but also from economy, anthropology, archaeology, genetics, psychology, sociology, cosmology, history, *etc*. The intentional appropriation of other disciplines has the intention to provoke associations between the texts, images, and subsequent constructs. The BoC model promotes analogical thinking between these texts and organisations, companies, products and services, territories, *etc*. Moreover, the achieved text-text or text-imageconstruct associations resemble a spatial resonance—possessing a semantic elasticity through approximation and separation—, and a temporal resonance—in a chronological perspective.

#### *Biology of Creativity: A Nondesign-Inspired Model to Enhance Creativity and Innovation Skills DOI: http://dx.doi.org/10.5772/intechopen.112738*

The correspondent extrapolation to putative new realitIes is participant-dependent since they belong to different contexts (*e.g.*, companies, organisations, processes, products, territories, *etc*.). In each of the first three phases, it is asked three questions mainly coming from the biology field. These questions invite the participants to further ask questions in relation to their own setting, in an innovation and creative manner. Phase 4—project is developed in terms of a new project, taking into consideration its characterised elements and their relation to the theoretical scope of the previous Phases.

#### **3.5 Phases: information, objectives, actions, and project**

#### *3.5.1 Phase 1: information*

During this phase the goal is to answer the following questions through the reference texts as guidance:

A—Are we homogenising the environment?;

'Among other organisms, the genetic variability in insects is negatively affected in more populated human area. Additionally, the human interference in the more remote areas is stressing insects' populations as well. As an example, researchers have found that the introduction of European plant species in Antarctic remote islands decreased the local insect's species' richness. We are homogenising the environment' [36].

A—Are we homogenising the products?;

Analogically, we may state that the variability between products is less in more populated areas. Additionally, the interference that exotic products exert on local cultures is contributing to the local products' extinction, or at least overshadowing them. We may say that the introduction of exotic products in more remote locations tend to uniformise local products. Therefore, we are homogenising the products.

B—City birds have an increased capacity to approach strange objects?

'The neophiliac attitude, *i.e*., the animals' ability to approach and interact with uncommon objects, is seen for instance in the increased capacity that city birds have to approach strange objects in comparison to non-city birds. Thus, the city birds are less cautious than usual when facing the new and strange objects present in their environment for evolutive reasons' [38].

B—What companies, organisms, *etc*., have the capacity to approach uncommon environments?

Analogically, we may state that there are neophiliac companies and enterprises, with the ability to approach and explore uncommon environments. This behaviour manifests itself in the ability and interest that multinational companies have in approaching strange contexts in a swift manner compared to local ones. Multinational companies are less cautious than usual in relation to the risk they assume for new and unknown objects present in their environment.

C—Are we becoming only capable of prosper in specific habitats?

'The evidence leads us to believe that the human species—generalist and able to colonise every environment—is quickly becoming in a specialist species, only able to prosper within specific habitats, like our cities. We can describe our cities using the concept of ecological niche, embodied by the habitat's essential characteristics; the only place where our specialisation path is allowing the best survival chances' [39].

C—What companies, organisms, *etc*., have the capacity to approach uncommon environments?

Analogically, we state that companies, organisms, *etc*., possessing a generalist profile (able to adapt different environments) are becoming specialists, only able to prosper in specific habitats/contexts/markets. We may also describe most companies using the concept of ecological niche, embodied by the habitat's essential characteristics; the only place where our specialisation path is allowing the best survival chances.

After this phase, it is introduced a theme associated with one sociological context that aims to:

i.Its own relation to the three analysed reference texts;


#### **3.6 Phase 2: objectives**

During this phase the goal is to answer the following questions through the reference texts as guidance:

A – Do the communities only last while persist the conditions that helped them to start?

"Groups of species temporally and spatially bounded create the illusion of stability, but these communities can only last while the initial base conditions persist. When the biome conditions change, it does not matter if temperature, acidity, seasonality, or rainfall, many present species loose equilibrium. To some that means migration, following the environmental shift throughout the landscape like many plants did during the last glacial period" [37].

A – Do the communities of companies, organisms, … and products, can only last while persist the conditions that helped them to start?

Analogically, communities of companies, organisms, … and products, in a temporal and spatial symbiotic relationship, may create the illusion of stability, because in practice they can only last while the initial base conditions persist. So, when the conditions change, part of their elements may lose balance. To some companies, organisms, … and products, this condition may mean migration to other markets.

B—Do animals and plants have a kind of evolutive capital?

'The permanent genetic variation is, thus, some sort of evolutive capital, that allows the species in possession of such capital to take advantage of its genetic wealth, and to quickly produce any combination of genes required by an altered environment. Animals and plants, for instance, in need to adapt to an added element in the environment, do not need to wait to mutations to happen. In most cases, the necessary genetic variations are already there' [38].

B—Do companies, organisms, *etc*., and products have some sort of evolutive capital?

Analogically, we may observe that companies, organisms, *etc*., and products in possession of evolutive capital—allowing them to take advantage of their genetic wealth, such as experiences, technologies, and processes—quickly produces any combination of characteristics required by an altered market environment. Companies, organisms, *etc*., and products that, for instance, need to adapt to an added market element, do not need to wait until deep mutations occur. In most cases, the necessary variations are already there.

C—Can we have different results when starting from the same DNA?

#### *Biology of Creativity: A Nondesign-Inspired Model to Enhance Creativity and Innovation Skills DOI: http://dx.doi.org/10.5772/intechopen.112738*

'We know that the human skin can darken tan if exposed to sunbathe and the hair can lighten. In most of our physical features both nature and environment's influence play a role. And it applies to all animals. That is what is called plasticity, in which different results may occur when starting with the same DNA. For instance, when we observe a difference in the colour between the populations of the same animal or plant species living in different ecosystems, it may be an example of plasticity' [38].

C—Can the same inherent characteristics in companies, organisms, *etc*., and products, may have different results?

Analogically, in some companies, organisms, *etc*., and their products, the inherent characteristics are not everything. There is a group of emergent characteristics that result when the environment's influence enters into play. That is what is called plasticity, in which different results may occur when starting with the same inherent characteristics. For instance, when we observe differences in different environments, it may be an example of plasticity.

After this phase, similarly to the previous phase—information, it is introduced a theme associated with one sociological context that aims to:

i.Its own relation to the three analysed reference texts;


#### **3.7 Phase 3: actions**

During this phase the goal is to answer the following questions through the reference texts as guidance:

A—Are there organisms that adapt to other organisms that in turn can evolve?

'There is one type of evolution, empowered by the unlimited possibility of the adaptation process, that is observed when one organism must adapt not to something physical, but to other organism, that in turn may evolve. The evolution of one part stimulates the evolution of the other and has one ecological interaction that connects both organisms as a net result, as two engaged species in a single continuous relationship of predator/prey, evolving continuously, both in the scope of processes, or the offensive/defensive techniques' [38].

A—Are there companies, organisms, *etc*., and products that adapt to other entities that in turn can evolve?

Analogically, there is one type of evolution in companies, organisms, *etc*., and products that is empowered by the unlimited possibility of the adaptation process, that is observed when one company, organism, *etc*., or a product evolve and adapts to other company, organism, *etc*., or product, that in turn can evolve. The evolution of one part stimulates the evolution of the other and has one interaction that connects companies, organisms, *etc*., and products between themselves, becoming engaged in a continuous relationship with the purpose of, for instance, one overpowering the other, or that they progress together.

B—Can two plants unite into one unique individual under particular circumstances?

'By Merging two bionts—independent living material units—through a graft, we may in theory, create a new plant that unifies the positive characteristics, such as two apple trees, *i.e*., a new apple tree that is simultaneously resistant to drought and able to produce magnificent apples. Two similar plants that face permanent contact, for instance, at the trunk or between branches, can, under particular conditions, merge into a unique individual, by inserting a part into the other' [39].

B—Can two companies or products unite into one unique individual? By merging two companies, organisms, *etc*., or products through a graft, we may in theory, create a new company or product that unifies the positive characteristics, like two products, *that is*, a new product that is simultaneously adaptable to two different environments. Two companies, organisms, *etc*., or products that face permanent contact, for instance, by being present in the same market, can, under particular conditions, merge into a unique company, organism, *etc.*, or product, by inserting some characteristics from one into another.

C—Is it possible that some temporary combinations last longer than others?

'There is no differential reproduction in the abiotic world, but we may get variations of differential persistence: some temporary pieces' combinations last longer than others, thus having more time for reviewing and adjustments. The differential persistence must, somehow, transform itself gradually into differential reproduction, multiplying its advantage by… multiplication. The differential reproduction may happen because of a "lucky collision" of two non-related elements, "serendipity", with a happy outcome, as opposition to a "demolition" with a destructive outcome' [40].

C—Is it possible that some temporary combinations of elements last longer than others?

Analogically, both in the context of companies, organisms, *etc.*, as in products, some temporary combinations of elements, characteristics, technologies, materials, markets, *etc.*, last longer than others, thus having more time for reviewing and adjustments. The differential persistence must, somehow, transform itself gradually into differential reproduction, multiplying its advantage by… multiplication. The differential reproduction may happen because of a 'lucky collision' of two non-related elements, 'serendipity', with a happy outcome, as opposition to a 'demolition' with a destructive outcome.

After this phase, similarly to the previous phases—information and objectives, it is introduced a theme associated with one sociological context that aims to:


#### **3.8 Phase 4: project**

The three questions presented during this phase show the idea of concatenation as an assumption, which results from a previous association, and in succession with the three reference texts discussed during the previous phases. Thus, starting from Phase 1—information, until Phase 3—actions, there is an objective rationale directed to the context of project, and under the scope of a cause-effect relationship.

A—What is the reference board, the context, and the elements of the project?

This happens when each project's proposed element has a meaning that depends upon a reference context.

*Biology of Creativity: A Nondesign-Inspired Model to Enhance Creativity and Innovation Skills DOI: http://dx.doi.org/10.5772/intechopen.112738*

B—What are the combinatory probabilities/possibilities between the project's elements?

This happens because of the possible number of modes, in which a group of elements, context, and reference board, can be exposed or combined, thus resulting in a possible project's 'object'.

C—What are the emerging properties resulting from the pertinent combinations?

This happens when the project's 'object' results in a property/characteristic that does not come from the description of its individual elements but from the interaction and junction between the elements to form an entity.

During development of Phase 4—project, it is introduced themes from the scope of sociology, anthropology, culture studies, *etc.*, that stimulate and focus a better and broader contextualisation for the working projects, that polarises themselves among a strategic dimension like the incorporation of design within organisations; passing through communication actions like the creation of narratives; until the corporeality of 'products'.
