2023-06-06 18:42:00
Paula Mandraccio will be the only representative of Argentina and Latin America who will give a workshop at the festival Cannes Lions. Mandraccio has more than 20 years of experience in creative industries and that is why was chosen to lead together with Hyper Island, the workshop “Hacking the Future of Creativity” to be held on June 21 at the Palais du festival.
Together with Benito Berretta, they will share personal creative tools, scientific methods for creative thinking and the keys to harnessing the virtues of creative thinking with neuroscience playing in favor
Mandraccio is the director of Bra, an agency for the construction of positive leaders that she leads from the USA and for the world. “When they proposed to me last year to join as a speaker, I did not hesitate to invite the Hyper to come with me. They are the best mentors, professionals and friends and with whom I think and work best. With Benito at the head, it has been designed a tool that everyone can take with them and we hope they can put it into practice. We are looking forward and happy to be able to share next month there,” she shared.
How to use the tools of neuroscience in pursuit of creativity
“One of the great challenges of modern life is to concentrate. I understand it as the ability to avoid being distracted. that is concentration for me and in that sense, there are ways to play with biology in favor”, explained the specialist in dialogue with PROFILE.
“Circadian and ultradian rhythms can be used; go in favor of sunlight, understanding that in the morning one thinks better due to one’s own chemistry, after a good rest”, he exemplified. “On an empty stomach, hunter mode is activated, you are more focused, faster mentally. So I recommend putting important meetings in the early hours of the morning, not me saying it, but biodynamics itself, ”he recommended.
“Another nice hack is to alternate 90 minute work periods. with breaks of 20, ultradian rhythm, this is how elite athletes train”, he highlighted.
What is Paula Mandraccio’s proposal for the event
In the course the professionals will present the six virtues of creativity to create better futures, and optimize brain circuits to devise new projects. “At the end of the day, businesses are a lot like how their owners think,” she said.
I insist on the concept of web3 mindset, which rather changes the production line for a layered design where everything is important and at the same time. We have to dedicate ourselves to building tools and methodologies aligned with the exponential growth of our business”, Mandraccio explained and added: “My role is first to give value to imagination as a starting point and then to design optimistic and purposeful futures, reminding people that you can start today and that, to think well, you learn.”
It is necessary to increase the female presence in leadership positions
“May what happens for me turn into something better. That excites me and makes me not tired. Since the machines now think, I don’t know if better but faster, I propose to humans that we dedicate ourselves to imagining and exciting that with that we can also change things. That is why I insist that designing futures means mixing all my tools a bit, the ability to think, to dream, and from there to analyze the gap and build the bridge to cross with technology on our side. That we humans ask better will make technology have to respond better as well”, explained the creative MIT graduate.
Paula Mandraccio has been a journalist and businesswoman for more than 15 years, she was a jury member at Cannes Lions 2022, Gerety Awards Ambassador in 2021, and current speaker at Cannes Lions, this year as the only Latin American female reference. She focused her efforts on studying the design of future business scenarios and on evaluating creative tools in a context in which Artificial Intelligence is advancing.
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