Alfredo Muccino at TEDx Patagonia.

Alfredo Muccino spoke at TEDx Patagonia about the need to be good, not just look good. Check out what he had to say.

Speaking at TEDx Patagonia was an honor

ALFREDO MUCCINO TALKS ABOUT INNOVATION

A few years ago, the government of Chile invited Alfredo Muccino and his friend and former colleague Marty Neumeier, the author of The Brand Gap and ZAG, to travel to Santiago for Chile’s very first Conference on Entrepreneurship and Innovation. Marty and Alfredo had the opportunity to deliver two talks at TEDxPatagonia and they had a special meeting with the President of the Republic to discuss how Silicon Valley innovation could transform the country of Chile.

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A FOCUS ON CHANGE

Chile’s government makes innovation a top priority

The government of Chile organized the first ever national Conference on Entrepreneurship and Innovation. The conference took place in November 2012 at the same time as Chile Design Week, and it included a tradeshow featuring resources for entrepreneurs, presentations by global experts on business and innovation, and workshops where local business leaders could participate in hands-on learning sessions.

Alfredo Muccino was invited by the government to deliver presentations and workshops, along with his former colleague, Marty gave a workshop on Design Thinking to a group of almost 200 peoplee, while Alfredo Muccino, delivered a workshop about “Creating a Culture of Innovation” – where the attendees learned that it’s important to start with a clear sense of purpose and then learned ways to eliminate the many barriers to innovation.

MEETING THE PRESIDENT OF CHILE

It’s not every day you get to meet a head of state and talk about design.

The trip to Chile was nothing short of amazing. We had the honor to be invited to a meeting with President Piñera at La Moneda – the official residence of the President of the Republic of Chile. President Piñera is a multilingual, Harvard educated former entrepreneur and university professor who has amassed one of the world’s biggest fortunes thanks to his successful business ventures. He was one of the owners of LAN (Chile’s biggest airline) and he was the man who introduced credit cards to his country. Because we came from Silicon Valley and because he wanted to make Chile into a center for innovation, President Piñera was interested in our insight about innovation and transformation. During our meeting we had a short chat about design thinking, and how to attract and nurture the best talent, then we drank some coffee and took a couple of pictures.


When this trip took place, Alfredo Muccino was the Chief Creative Officer of Liquid Agency, the company he cofounded in 2000. Under Alfredo Muccino’s creative stewardship, Liquid Agency grew to become one of the most respected agencies in Silicon Valley. He left Liquid Agency to start Solid Branding.

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