How can innovation move from rigid frameworks to practices that embrace fluidity, inclusivity, and creativity? Learn how the Brazilian martial art of Capoeira can offer fresh perspectives on collaborative and emergent design from  Flavio Masson, Founder and Chief Innovation Officer at Masson.

"Our very frameworks for understanding value can trap us into treating symptoms instead of transforming systems." - Flavio Masson

What we learned

1. From Linear to Circular Thinking
Flavio challenged traditional innovation frameworks, like the “double diamond,” describing them as “innovation theater.” He advocated for emergent, step-by-step methods emphasizing collaboration and adaptability over rigid, outcome-driven processes.

‍2. Capoeira as a Model for Inclusive Design
Capoeira’s fluid, nonlinear nature demonstrates the power of co-creation. Flavio highlighted how its participants are collaborators rather than competitors, fostering environments where boundaries dissolve and creativity thrives through shared movement and dialogue.

3. Reimagining Data
Encouraging a broader understanding of data, Flavio underscored the importance of incorporating cultural wisdom and emotional insights alongside quantitative metrics. He noted, “Data collection doesn’t guarantee better decisions if we ignore the human experiences driving outcomes.”

‍4. Embracing Emergent Design Practices‍

Flavio emphasized the importance of embracing uncertainty in design processes. Solutions should evolve naturally through learning and adaptation rather than adhering strictly to predetermined frameworks.

Soccer and Capoeira

Flavio drew a compelling contrast between soccer and Capoeira as metaphors for innovation. While soccer represents rigid, rule-bound structures, Capoeira exemplifies openness and inclusivity. “Capoeira invites everyone to participate without auditions or barriers,” he explained, demonstrating its alignment with life-centered design principles.

He also critiqued "techno-feudalism," explaining how modern algorithms and centralized systems often reinforce existing power structures. To counter this, Flavio advocated for designing systems that prioritize equity, adaptability, and aliveness.

Movement and flow

Flavio encouraged participants to look for areas where "movement is stuck" in their workflows. “Innovation happens when we unlock flow,” he advised, emphasizing the importance of identifying and overcoming blockages to foster creativity and progress.

Access Flavio's post-workshop material.
‍
Resources mentioned in the webinar:
Learn about Amazon’s dystopian mindfulness booth.
Read The Anxious Generation by Jonathan Haidt to know more about the impact of social media on youth.
Use this externality framework on any product to reveal hidden costs.
Listen to Ezra Klein’s podcast on iPad parenting with Jia Tolentino.
Read about the Citizens Assembly that helped to overturn Ireland’s abortion ban.