This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at Lo banal exige audacia
The banal requires Audacity
Ibon Linacisoro, Director01/08/2003
Philippe Starck (Paris, 1949), the famous designer concerned, among others, by the industrial design, made the last July a few interesting remarks for the newspaper El Periódico de Catalunya: "When I started, my first success was a chair which cost 1,000 euros." I was not happy. I thought it was idiotic, too expensive. I fought for years to make a plastic chair because he knew that only through the plastic could lower the price and make a democratic design. "Nobody, nobody made me case". Finally, last year, Starck managed to make a Chair of 9 euros in United States. Machines manufacturers, producers of raw materials and plastics processors, have made, along with other specialties, universal consumption, destroy the logic of the need of a good purchasing power to get the latest in electronics, in furniture, Councillors objects of social class. Previously available to few, is accessible to many, and that mass production of parts facilitates reduced market prices. Plastics, here, are not unique, but on their own could do little. Innovation and the search for greater productivity for your customers by those who manufacture machines give reason to those who claim that 80% of the products of the 21st century still there, because the human being is always innovating. The company must innovate to cope with the trivialization of the products, to remain competitive, be a leader in your market or develop. In the case of many companies, between 25 and 30 per cent of which will produce three or four years is not in its current portfolio of activity. The research and development are therefore key pieces in the growth of a company. And no doubt also the bravery and the audacity to do new things. With a clear saving profile, Ferromatik performance at the fair NPE in Chicago was an example of Audacity: not introduced at its stand or a single machine and went to present ideas rather than steel. His argument is simple: EE.UU. It is a market with a clear trend to move away from conventional applications and expose the solutions that the machines are able to address contributes more to visitors than a mere fuel transfer. When the madness of consumerism has managed that citizens we pertrechemos of all the trivial, the enormous capacities of production and extreme doses of imagination that demand requires, found in plastics, technology, innovation and boldness the perfect ingredients for success.
