Estratégia emocional na organização para fortalecimento das relações de confiança no processo de inovação dirigido pelo design

Abstract

The present study shifts the role of emotions to a center place at the organizational environment and its main objective is to provide the development of an emotional strategy aiming to enhance interpersonal relationships based on trust for the project of radical innovation of meaning. The confidence to listen, speak and act is fundamental to producing truly new and profound meanings, which put organizations at true competitive advantage in the face of current social challenges. New meanings emerge from the process of design driven innovation in response to differentiation and it happens through networks of relationships between people who, in a participatory way, share concerns and hypotheses, promoting the constructive collision of ideas. The core of trust lies in the emotions of individuals, however providing the expansion of emotional awareness in organizations is challenging and the historical context makes it unlikely to expect development to occur organically, making intentional action necessary. A meta-project approach is proposed for the progression of strategy in an organization, which was chosen to situate the research. This meta-projection was created based on an in-depth understanding of the emotional needs of the subjects of the organization involved, the participant observation technique and the practice of co-creation based on future scenarios. The methodological procedures adopted led to the discovery of predominant emotional needs in the organization, which guided the proposal: inclusion, peace and progress. The guidance to promote greater confidence to act emerged from the investigations and complements the proposal, which results in a strategy that aims to strengthen experimentation and acceptance of failures as part of the joint learning process, as well as valuing self-knowledge to exercise criticism beneficial to the process for building depth in the evaluation of ideas and decision making. For each organization, a different emotional strategy must be designed, but the established process is relevant to the organization's design journey. Thus, organizations can use design principles to reconfigure not only what they offer, but also how they are perceived and valued by society.