Page 91 - AC/E's Digital Culture Annual Report 2015

How to apply Design Thinking (DT) and Lean Startup (LS) to finding new business opportunities for the culture industries of the twenty-first centuryJuan Gasca Rubio, @JuanGascaTC José Manuel Jarque,1 @jmjarqueTechnology is culture too... When we realise what this means, we will do a much better job of promoting culture through the Internet.A cultural agent (Corredor, 2013:36).If we knew what the future held in storefor us, it would cease to be interesting. But however stimulating some of us might find the mainstreaming of digitisation or the “digital” in our society, it is proving to be a period of change with a great deal of uncertainty for a goodmany sectors. In the short term, we will see how areas whose models had remained practically unchanged since the industrial revolution are undergoing in-depth reconsideration.2Nevertheless, it is tricky to venture to postulate how deeply or to what extent (for example,whether or not it is structural, and to what degree) this phenomenon is affecting our daily life and sectors such as finance, health and education, among others. It will be a few years before we are able to look back and analyse it with the necessary calm and reflection. However, “the digital” is opening up new possibilities that compel us to explore them with respect – and not just imagination – and pose the challengeof making sense of usual needs and how they fit into a world in which technology has an increasingly important role.For example, the widespread penetration of smartphones in our daily life has made them a primary channel for managing and handling a considerable part of our daily communications. Phenomena such as WhatsApp, to cite an example, combine a basic need – to commu- nicate – with the requirement of being able to