DREAM:IN PROJECT 1

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DREAM:IN INDIA
sonia@spreaddesign.co.in
DREAM:IN NY
dreamin.ny@dreamin.in
DREAM:IN CENTER
Joseph Chemmanur Hall
1st cross, 1st stage, Indiranagar
Bangalore - 560 038. India
Ph. +91 80 40844715
DREAM:IN PROJECT 3
The loot amassed through
perseverance and hard work
is not lethal
Nor is the thrashing received
at the hands of the police
Treason, or that fst full of greed,
is not lethal
Bad it is, when you sit around
and feel caught
Its worse, when you feel trapped
in your own silence
So what exactly is dangerous
even lethal?
Lethal is that point of view
Which sees everything like a
block of ice
Cold, to the world and to the
warmth inside
when those eyes have slipped
along that very block of ice
Lethal is when the corpse
feels tranquil,
Oblivious of suffering, accepting
everything, resisting nothing
Setting off to work everyday,
returning home with the
setting sun.
That is what is lethal!
When your dreams have died
a silent death.
Lethal is that moon
That after every assault and
murder
Rises calmly over the bleak
horizon
Not knowing, not feeling the burn
in the eyes
Lethal is that point in time,
When time ticks away on your
very wrist
And your mind doesnt mind this
Lethal is the path you have
chosen
Where the sun of the soul has
already set
When your dreams have died
a silent death
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Nothing is more dangerous than the
death of dreams - An excerpt from
Dangerous, even Lethal, written in
Hindi by Indian poet Paash (1950-1988)
DREAM:IN PROJECT 5
WAK E UP
DREAM:IN PROJECT 7
Its time to wake up. To the smell
of revolution that is wafting
through the air. To the sound of
peoples voices resonating across
the world. To the taste of real
freedomyes, its time.
Wake up. People and nations are
seeking a whole new reality
created from their dreams. It is
no longer possible to take away
dignity, to choke the imagination.
Or to deny dreams.
Wake up to a world where
everyone has an equal right
to dream. And a dream is not
a victim of outdated systems:
religious, political, econimic,
social that we have created.
All systems have crashed,
and its time for a fresh start.
DREAM:IN PROJECT 9
DREAM:IN is a continuous exploration. Within
every individual, listening to voices, listening to
what cannot be expressed in words. Exploring the
inner world of individuals, everywhere possible
across age, class, caste, income groups. To create a
nucleus from where a wealth of inspiration, insights
and innovative ideas can grow outwards. Ideas that
can discover and expand the potential of individuals
exponentially. Ideas that are completely original,
big and exciting to many potential stakeholders
and that can be taken from vision to realization
with limited resources speedily. That can progress
societies, nations and lives in an environmentally,
economically and socially sustainable manner.
The DREAM:IN vision is to explore dreams and to
work towards dream realisation. To sensitize society,
to catalyze solutions and demonstrate results by
mobilising talent and resources.
It is not unusual to make several assumptions about
people who live at the bottom of the pyramid. The top
of the pyramid is perhaps a safe place to be. But at
the bottom of the pyramid life is always uncertain and
people live fragile lives. Under normal circumstances,
life is static and a climb up is treacherous. Every step
forward, is loaded with the possibility of one seasonal
setback, taking individuals and whole families ten
steps back! Only when a certain line of uncertainty is
jumped, does the situation reverse itself.
My son knows a lot of English.
If he knows English, then he
can travel the world.
I value the amount of labour
that goes into earning even
10 Rupees.
I could have become an
engineer, but nowI want my
children to study.
WHY/DREAM:IN?
DREAM:IN PROJECT 11
Can we challenge the status quo, tilt the bottom
of this static pyramid and transform it into a
dynamic device. Where each individual makes an
independent effort, supported by believers to realize
his or her dreams.
With rigorous exploration, with the right methods,
that dream can be discovered. Most people keep
their dreams hidden from even their own selves,
especially if they feel that no one is interested
in them. A bitterness results as our dreams are
covered in a rough outer skin of fears and anxieties.
Once that coarse layer is unpeeled, the imagination
begins to open up and everyone has creative
dreams, scenarios almost, for ones near and dear
ones, for ones community, people, and atleast the
nation, if not the world. Very realistic, yet projective
[with an if only] element hopes and aspirations are
revealed. Most people have the capacity and the
DREAM:IN explorations have revealed that they do
have the desire and the ideas for the good of others
besides themselves. And a giving nature. Deep
inside, however is the big idea, the creative seed
that seems small but has the most potential for new
creation, for creating a fresh and vivid picture of our
collective future.
STATIC PYRAMID DYNAMIC SOCIETY
TOP OF PYRAMID
BOTTOMOF PYRAMID
EVERYONE MOVES FORWARD
NO ONE SLIDES DOWNWARD
DREAM:IN PROJECT 13
DREAM:IN challenges that if people are given the right
to dream and the right starts, when everyone moves
forward, we can realize dream societies.
Deep within each individual, there are fears and
anxieties that can break their ability to dream, in
turn resulting in a broken social fabric. Within each
one, these are ambitious and aspirations waiting
to be realized which are most often beyond self
and encompass the greater good. But even more
fundamentally, each individual has the desire to
create a legacy, to dream a deep and big dream.
And this is a very positive sentiment. People dont
want and expect charity.
The privileged create the world, the underprivileged
live by its rules. India 1: the ruling class. India 2: the
emerging class. India 3: the downtrodden. There are
perhaps a million Indias and yet we choose simplistic
classifcationsto put us on topof an emerging
market, nation. As change work its magic nobody
wants to be left out. We/they all want opportunity and
the mentorship from innovative thinkers who look at
them with fresh eyes, who see possibility, fre, energy
and the spirit to chase big dreams, the capacity to
think beyond themselves at an inclusive, progressive
future for their children, themselves, their town, their
city and most importantly, their country. Change can
be disruptive or change can be positive. Its up to us.
CREATIVE SEED
HOPES AND ASPIRATIONS
DREAM FRUIT
FEARS AND ANXIETIES
DREAM:IN PROJECT 15
DREAM:IN PROJECT 17
START
DREA MING
DREAM:IN PROJECT 19
Start dreaming a dream that is
unique and personal, a dream
full of possibilities, a dream with
infnite potential.
The Dream:in project is a very
real demonstration, a unique
methodology and a brave journey.
A meaningful social network and
a jolt out of the comfort zone.
Just to discover what can be
when we go beyond needs,
greed to discover peoples dreams.
Start dreaming and many others
begin to dream too. And it
becomes easy to show how
dreams can become reality.
DREAM:IN PROJECT 21
An optimistic yet rational demonstration that dreams
can be captured and converted into reality.
A unique exploration within. Beyond needs. Beyond
greed. A world of dreams.
Launched in India. Spread throughout the world.
WHAT/DREAM:IN PROJECT?
DREAM:IN PROJECT 23
Inside, insights, innovation, India. A shifting landscape
beyond words, numbers and boundaries. A sea of
people and an ocean of dreams. Is India.
People are our great countrys biggest resource and
its most complex subject. Innovation is Indias calling
card. However, what is the starting point of innovation,
design, all creation? Not in the industrial economy,
not in the knowledge economy but in the creative
economy? The infnite potential of individuals is the
best resource for emerging economies and what
better place than India to validate this hypothesis and
watch dreams come alive, come true!
A complex yet simple design system that would
engage diverse clusters of people in a meaningful way
to capture dreams and take them from imagination to
reality with skill speed and imagination was developed.
The frst set of believers was carefully chosen and
Dream:in became an open system being developed by
a set of design thinkers across borders. Carlos Texeiria,
Bruce Nussbaum, Kishore Biyani, Dr. Ranjan Pai, a
dozen educational institutions from across India, scores
of academicians, flm makers, designers, management
professionals and hundreds of students, a majority of
them from India. All engaged one by careful one.
Dream:in became a shared dream from the start. It
found its place on the web from where it created its
own neural network of believers from across borders,
across continents, cultures, across nations. Brazil
found it interesting, Sri Lanka evinced interest, even
Italians found it interesting. People, thoughts and ideas
started converging. All this well before reality had even
checked in.
These were some of the spontaneous reactions some
of the dreamcatchers voluntarily posted on Facebook.
After travelling for about 10 days across 25,000 kms
capturing the dreams of thousands of Indians. Yes 101
dreamcatchers embarked on a journey after a 2 day
intensive workshop collecting invaluable dreams. A
journey that began on the eleventh of January, 2011!
INDIA/DREAM:IN?
The best part
happiness on the face of
dreamers while expressing
their dreams
dream:in has given me a
fgr8 opportunity to know
my own ppl so well I neva
knew ppl wud share der
stories so boldly wid no
fears.. wat an experience
it waz from d day one d
tym I met Sonia till d last
day wen I left Raipur jus
AWESOME
Lots of life defning
experience , So much has
happened in the last one
week, but it needs a lot
of time to settle in. It also
makes me refect about the
life in different perspective
m still in conversation
talk wid whosoever I meet
n m waiting for d next
step, wud like to see them
translated into reality
it was one of most
memorable experience for
me...met sm grt ppl..never
thought that such common
looking ppl have such grt
things to share
DREAM:IN PROJECT 25
STARTING POINT
END POINT
The journey begins on the 10th of January and
ends on the 17th of January 2011
CHANDIGARH LUDHIANA
AMBALA
AMRITSAR
DHARAMSHALA
DELHI
MUMBAI
AHMEDABAD
VADODRA
SURAT
JODHPUR
UDAIPUR
PUNE
HATHKUMBE
HYDERABAD
KURNOOL
ANANTPUR
NIZAMABAD
GONDIA
NAGPUR
JAIPUR
INDORE
BHOJPUR
KOTA
BHOPAL
RAIPUR
LUCKNOW
AGRA
EATAWAH
KANPUR
ALIGARH
KOLKATA
BERHAMPORE
SILIGURI
COOCH BEHAR
DURGAPUR
HAZARIBAGH
GAYA
PATNA
BANARAS
GUWAHATI
BONGIAGAON
TRIVANDRUM
MADURAI
CHENNAI
VIJAYAWADA
RAJAHMUNDRI
NELLORE
11th
11th
10th
10th
12th
12th
13th
13th
14th
14th
15th
15th
16th
16th
11th
12th
12th
13th
13th
14th
15th
16th
14th
12th
13th
14th
15th
16th
TONK
15th
16th
12th
12th
12th
12th
13th
13th
13th
13th
14th
14th
14th
14th
15th
15th
15th
15th
16th
16th
16th
16th
11th
12th
13th
14th
15th
16th
BERHAMPUR
VIZAG
PONDICHERRY
TRICHY
KOCHI
MANIPAL
SHARVANBELAGOLA
KARWAR
PANAJI
BHUBANESHWAR
BANGALORE
SRILANKA
TEAM HARIYALI (GREEN)
Abdul Raheem (L)
Deepika Shishira
Vivek Gautham
S John Pooja
Prateek Navya
TEAM ASMANI (BLUE)
Prajakta W (L)
Mayur Nishchay
Alvaro Kavya
Kartik Akshay
Florent Tanya
Meera Rai
TEAM GULAL (PINK)
Ashish Purohit (L)
SheetalAshok Ivan
Disha Adhira
Neha Vishaka
Tanya Kriti
Sahil
TEAM SANTILI (ORANGE)
Naina Jain (L)
Sharvi Ankit
Kawleen Michael
Noorien Ramneet
Rajat Anirban
TEAM ANGURI (PURPLE)
Sunil Nair (L)
Kalai Anthony
Varuna Kshitij
Akash Hemang
Srivatsa Nikita
TEAM KESAR (SAFFRON)
Srivatsan NA (L)
Nidhi Prateek
Paulami Neelam
Abhishek Neha
Anand Rudransh
TEAM SHWETH (WHITE)
Amitesh Singhal (L)
Sunny Manas
Mahima Mukesh
Jasmine Anisha
Kuntal Dalal Kheyali
TEAMSUNEHRI (GOLD)
Hanisha Thirth.B(L)
Anjani Raghu Vamsi
Olivia Tauqeer Ahmed
B.Srinivasu Dharani
Vinet
TEAMCHANDINI
(SILVER)
Mrinal Bahakundi (L)
Anamika Nitya
Krishna Marion
Tara Priya
Nitin
TEAMSINDHOORI (RED)
Sneha. M (L)
Monisha Germaine
Nadiya P. Prasanna
Ananya
TEAMFIROZI (TURQUISE)
Bhavna Toor (L)
Cheryl Celine
Shreya Natalie
Mayank Ranjit
Shaunak Kumar
Sanat
NIGERIA
SWITZERLAND
NEW YORK
BRAZIL
EGYPT
CHILE
DREAM:IN/JOURNEY
8 to 17 January 2011/ 25,000 kms across India
DREAM:IN PROJECT 27
10 days, 101 dreamcatchers, Hundreds of Places,
Thousands of dreams.
DREAM:IN was launched with the DREAM:IN
Journey 2011. On the 9th and 10th of January, 101
dreamcatchers set out in 11 teams on the frst ever
DREAM:IN Journey. They travelled across India by rail
and road through cities, towns and villages into the
homes and lives of India - to learn about and capture
dreams of every kind of Indian. 8 day journeys on 11
different routes took them over 25,000 kilometres
across the length and breadth of India to capture on
camera, Indias very real dreams. The DREAM:IN
Journey started the process of generating real, raw
and true qualitative data like never before.
101 students and young professionals from flm,
communication, design, architecture, management,
mass communication, from 19 institutions across
India like Manipal University, NID, Srishti, SPA,
NIFT, Satyajit Ray Film Institute, applied for the
chance to be on the frst ever DREAM:IN Journey.
The selected dreamcatchers went through two days
of intensive theoretical and practical training at the
DREAM:IN Center in Bangalore on the 8th and 9th
of January 2011.
They were trained by Dreamgurus; sociologists,
anthropologists, ethnographers and professional
flmmakers in the art of listening, absorbing and
capturing dreams and on the unique dreamcatching
method, developed by Spread. Seven Dreamgurus -
Meena Kadri, Kalpana Subramaniam, Ruchi Bakshi,
Mitul Bhat, Neha Chopra, Amitesh Singhal and
Prakash Unakal were joined by personalities like
rof. Ramnath, Manoj Pillai and Ameen Haque for
the workshop.
The Spotter catches the people we are
looking for, based on a guideline given and
talks to them!
The Framer captures our dreamer in his
context and catches moving footage
The Leader Reports on the journey, reports
back to the Dream Center. He or she is
[more] responsible and is the Sutradhar and
the coach of the group
The Dreamcatching Method Tool helps to
Investigate what people are dreaming,
understand their DreamLevels and record
their most Meaningful Dreams.
Ironically Reader is the writer, who is
concerned with catching the right words
and therefore, the essence of every
interaction. Making each one of them
meaningful.
SPOTTER FRAMER READER
x 11 LEADER
DREAM:IN PROJECT 29
As part of the dreamcatching method, each 10
member team had a team leader-mentor and 3
dreamcatching teams of a spotter, catcher and reader
each with a defned role. The Spotters role was to
identify the people we are looking for, based on a
guideline, to initiate and carry on the conversation.
The Framer captures the dreamer in his context and
catches moving footage. The Reader is the writer,
who is concerned with catching the right words and
therefore, the essence of every interaction, making
each one meaningful. The Leader, mentored the team,
reported on the journey and maintained contact with
the DREAM:IN Center.
The frst DREAM:IN Journey is complete. And it
has been transformative. It has transformed the
dreamcatchers who each returned a different
person. The exposure has opened their eyes to the
very diverse, the very creative and the very thought
provoking India and its dreams. They are charged,
energised in a very different way, having found out
things on their own that they could never have been
taught or learnt in class. The journey is over for now
and they take back precious insights. The Dreamers
have been transformed as well. Many had forgotten
their dreams and were able to revisit them and begin
to dream again. Others were touched and even moved
to tears that there is someone out there who cares
about their dreams.
The DREAM:IN studio has been full of dreams which
have been translated, transferred, viewed and read.
Experts in the felds of design thinking, insighting and
creative strategy, psychology and mythology have read
the dreams and generated insights from them, and
they have been compiled by flm experts, into inspiring
and evocative flms.
The Dreamcatching Method Tool helps to investigate
what people are dreaming about, giving them the
knowledge to extract the deepest dream.
DREAM:IN Building a pool
of aspirations- dreams that
connect to VCs and other enablers
to build start-ups and NGOs to
enable dreams.
BRUCE NASSBAUM
DREAM:IN PROJECT 31
While India is ready to grow fast and big, therein lies
the opportunity to create sustainable growth and
avoid the negative consequences of development.
By creating inclusive prosperity, sustainable lifestyles
and equal basic minimum health, education and
living standards. The need therefore is that of social
innovation, social action and a new social design.
A large task, you would think. That requires a dynamic
and dense open innovation system, involving diverse
talent sets and actions. To shape a better balanced future.
The DREAM:IN Conclave brought together a diverse
group - of Indian and International talent, skill and mind.
Dreaming together. Thinking together. Rolling up their
sleeves and working together.
Big Dreamers who shared their personal vision and
their dream for India. Dream Catalysts: Design thinking
experts who helped channel thoughts and actions.
Entrepreneurs that lent us their mercurial ability to take
ideas forward. Investment Experts that brought in the
reality check and the fnancial perspective. Corporate
Leaders that helped plan the ideas better. Creative
Thinkers who helped fructify and express the best ideas.
Policy Makers that kept the focus on the larger
developmental picture. Dream Scholars that had the
responsibility of rigour, detail and a fresh approach
DREAM:IN/CONCLAVE
16/17/18/19 February 2011/Dreamcenter in Bangalore
DREAM:IN will be a global
initiative, to leverage global talent
for local needs
JOSE CARLOS TEIXEIRA
DREAM:IN PROJECT 33
16 February 2011/10 am 5 pm
The day was dedicated to absorbing dreams. Videos
of common Indian dreams were screened, and big
dreamers shared their dreams, in several interactive
sessions. The day revealed startling insights, besides
being an inspiring and transformative experience. The
notion of a dream nation was developed by the panel
of Dreamcatalysts.
17 and 18 February 2011/10 am 5 pm
Over the next two days, the participants in
workgroups, collectively created scenarios for
sustainable lifestyles, cities, businesses designing
dream futures and leaping from dreams to
potential while demonstrating how the gap can
be effectively narrowed.
19 February 2011/10 am 12 pm
Two important initiatives were introduced.
Dream Capital: Is intended to provide fnancial support
to transformational change investment opportunities
to support the process of mind to market. To
prototype the dreams to realization stream. And to
develop the project further as a model for emerging
markets. Bruce Nussbaum and Sonia Manchanda
introduced the DREAM:IN process to our new guests
who included folks from fnance, strategy, investment
and funding backgrounds.
Representatives of Helion Ventures, Acumen Fund,
Parsons School of Design Strategy, Steelcase, Future
Group and Fast Company were joined by others to
form a tight group of focused specialists.
Discussions extended to human capital (individual
talent and skills), social capital (trust & knowledge)
and structural captial (platforms and physical spaces).
Together the group brainstormed progressive ways to
invest in the kinds of projects which were devised in
yesterdays sessions.
Scale, entrepreneurism, sustainable business models
and measurability were signifcant considerations
while keeping in mind the essence of the people-
centered insights gained during the Dream Journey.
Lets dream, lets truly believe,
lets realize the dream world
SONIA MANCHANDA
DREAM:IN PROJECT 35
Dream Junction: To transform Bangalore into an
international hub, a crossroad city for design, venture
capital and innovation in India. To fulfll the dreams of
India and thereby live up to its promise of being the
knowledge capital of India.
The Conclave had great national and international
support, with participants from Brazil, Italy, USA
and Sri Lanka. The people from Brazil especially are
already intrinsic to the core team on and hope to
replicate DREAM:IN in Brazil. After the success of
the DREAM:IN Journey in January where individuals
dreams, rather than unmet needs, were collected
in the form of qualitative data and interviews, a
mix of global and local talent spanning across the
diverse realms of business, design, public policy,
entrepreneurship and social cause converged at the
Dream Center in order to glean insight and generate
solutions to achieve these dreams in the 4-day event.
With this innovative approach to creating economic
growth, DREAM:INs Director: Design and Cofounder
of IDIOM and SPREAD, Sonia Manchanda challenged
global leaders and local talent to go beyond solutions
for the issues faced in present reality [but]
how can we trigger revolutions based on playful
creative thinking.
As participants of the Conclave spent the frst 3 days
absorbing the potential of each dream and engaging in
discourse throughout the various panels, they worked
collectively to fesh out key observations into business
ideas that can be brought to the market quickly.
The outcome consists of a pool of ffty investment
opportunities - ranging from verticals such as
education, healthcare, sports, women empowerment
all with the potential to promote inclusive prosperity
on a large and rapid scale. This is besides the
individual dreams, each of which is unmet potential.
DREAM:IN PROJECT 37
The last day of the conclave was spent on discussions
with potential investors on how to actualize these
opportunities in what marked the beginning of the
next phase of DREAM:IN - the formation of a DREAM
Fund to channel investment into the realization of
these opportunities and to ensure that people start
and continued to dream. An open platform that will
serve as a dream archive and track the progress of
each idea is also in the works.
By using India as a model for emerging nations,
this allows the DREAM:IN project to prototype the
systems and networks required for design-driven
innovation and also fueled by adVenture capital
from individuals who invest their talent, time and
dedication in dreams they want to achieve.
Our biggest challenge in the next phase is building
the investment infrastructure needed to support
the co-creation process in all the different stages of
development, deemed Carlos Teixeira, the projects
Director:Networks and Director of Academic Affairs,
School of Design Strategies, Parsons The New School
of Design. We need to fnd the right partners that not
only understand the uniqueness and impact of such
an investment now, but the process of co-creation and
inclusive growth that will shape the fnancial structure
of emerging economies in the years to come.
Were not just here to dream but more importantly
believe and realize them, Sonia emphasized in her
closing remarks. Lets avoid just focusing on the ends
of the demographic spectrum but create viable and
sustainable solutions for everyone to succeed. Its only
when everyone can advance and not just those at the
ends of the spectrum, then can we truly realize our
Dream Nation.
With great national and international support, especially
from the design community (Bruce Nussbaum, one of
the 40 most powerful people in design by I.D. Magazine
has called DREAM:IN revolutionary), the conclave
ended on a high note with the announcement of
DREAM:IN Brazil a replication of the project for
Rio De Janeiro, Brazil early next year.
I am coming to realize
there is no end because there
is nothing more legitimate
and powerful than peoples
dreams and aspirations
CLAUDIA
DREAM:IN will be a global
initiative, to leverage global
talent for local needs
CARLOS TEIXEIRA
Lets dream, lets truly
believe, lets realize the dream
world. Can we trigger
revolutions based on playful
creative thinking?
SONIA MANCHANDA
The DREAM:IN Initiative
www.dreamin.in. I am part
of this incredible initiative
in India. Join. harnessing
dreams and turning them
into a model for growth,
that is revolutionary. Harness
the power of dreams!
BRUCE NUSSBAUM
Looking at their
perspective rather than our
own perspective
KISHORE BIYANI
A problem has a bad
connotation that you solve
for a dream is something
very positive. That you look
for realizing it and making it
happen. I think thats
the magic of dream!
ISABEL BARROS
DREAM:IN PROJECT 39
KEEP
DREA MING
DREAM:IN PROJECT 41
Keep dreaming because the age
of imagination has begun. And
there is very little gap between
what is and what can be.
Keep dreaming and only when
you do so, will reality start turning
into your dream. And when many
people dream, we will realize a
dream world.
Keep dreaming because thats
what makes us human, unique
and full of possibilities.
The Dream Index could be an
interesting measure of progress.
Innovation, creativity and
imagination are critical to growth
and development
KISHORE BIYANI
DREAM:IN PROJECT 43
In a moving picture of the world, can we ignite people
minds and hearts and give them the right to dream
and capture what they are dreaming about. And share
those dreams so that they may be realized.
DREAM
DREAM:IN PROJECT 45
DREAM:IN JOURNEY
A 15 day journey across the nation in the beginning
of every year with two days of training and 13 days
of travel, meeting a diverse cross section of people
and recording their dreams, in 15 groups of 11 each,
charting a new route every year.
165 dreamcatchers
15,000 kms
5,000 dreams
15 days journey
13 days travel
11 dreamcatchers
15 teams InDIa tIme track
DREAM:IN has the power
to unleash the entrepreneurial
energy of millions of people to
lift billions out in a new future
for the planet
JACOB
DREAM:IN PROJECT 47
DREAM:IN CAMP
A 10 day camp halfway through the year, between
two annual journeys. Again, an annual event where
the teams camp in relevant locations. While the
journey allows for a broader perspective, the camp
isan in depth study of a place and its people. With an
important theme each year. There will be 6 camps of
11 people each.
66 dreamcatchers
6 relevant destinations
2,500 dreams
Camp theme 1: youth [to be repeated once every
3 years]
Camp theme 2: self employed [given that small
and medium enterprises are the new engine for
transformation) [to be repeated once every 3 years]
Camp theme 3: women [to be repeated once every
3 years]
15 days journey
13 days travel
11 dreamcatchers
15 teams
10 days
6 destinations
11 dreamcatchers
6 camps InDIa tIme track
What India needs today is for
the change makers across diverse
felds to come together and to
address the issues that India
faces today
DR. RANJAN PAI
DREAM:IN PROJECT 49
DREAM:IN MELA [RURAL]
A 10 day camp at the end of the frst quarter of
the year. Where screens are out up in the open,
announcements are made. Dreaming is encouraged
and dreams are shown. Where 5 teams of 7 each
camp in relevant locations.
35 dreamcatchers
5 relevant destinations
1,000 dreams
DREAM:IN MELA [METROS]
A 10 day mela in the third quarter of the year. Where
buildings and open grounds are used as screens for
projections. And dreams are captured and shared.
Where 5 teams of 7 each camp in relevant locations.
40 dreamcatchers
4 relevant destinations
1,000 dreams
15 days journey
13 days travel
11 dreamcatchers
15 teams
10 days
5 destinations
7 dreamcatchers
5 teams
10 days
4 destinations
7 dreamcatchers
5 teams
10 days
6 destinations
11 dreamcatchers
6 camps InDIa tIme track
DREAM:IN PROJECT 51
DREAM:IN SEEDER
While dreams will be carefully edited and curated,
simultaneously, a program will be developed to
encourage people to dream, to educate them to share
a deeper understanding of themselves with the world.
So that, their dreams become the basis for a better
collective future. The program will have devices to
reach out to people everyone from the really big
dreamers to the mother dreaming for her child and
enable them
To upload their dreams digitally
To upload their dreams physically on a Dream Tree
To put their dream on a digital dream tree
To use their mobile phone to upload a dream
To get their dream recorded at the DREAM:IN center
To upload and take away a reminder from a product/
device in public spaces [dream catcher]
To encourage others to dream, to help their dreams
come true [especially children]
DREAM:IN has been prototyped in India and will be
thus detailed and developed in India itself, by a diverse
and talented global collaborative team. Systems,
resources and a plan for Rio, Brazil, Chili and most
likely Columbia are being organized simultaneously.
RIO
BRAzIL
SRI LANKA
CHILE
InternatIonal tIme track
DREAM:IN PROJECT 53
On a continuous and ongoing basis, dreams will need
to be shared and will need to be given an outlet for
expression. And this qualitative data will need to be
converted into ideas and opportunities to draw talent
and funds into an alternative system of development.
BELIEVE
DREAM:IN PROJECT 55
DREAM:IN CONCLAVE
An annual event, a time and an opportunity to absorb
dreams in an immersive hybrid environment, ideally
in a city that is a dream junction. To form a tight circle
of thought where big dreamers, small dreamers and a
very high quality of refection, inhabit the same space
for 3-4 continuous days.
55 Dreamleaders
44 Dreamscholars
10 Big Dreamers
The entire experience has
accumulated in a new way of
thinking, not only pertaining to
this project. Furthermore, the
DREAM:IN allows allows us to
support projects on an ongoing
bases, and to co-create with
established and emerging leaders
who have the capacity to dream.
HEICO WESSELIUS
DREAM:IN PROJECT 57
THE DREAM:IN PORTAL
www.dreamin.in
A virtual place where everyone is welcome.
Every week, about 30-40 dreams will be uploaded on
the portal.
Every week, one dream venture is featured. And the
dreams that the project is inspired from are marked.
The project is open for talent to participate.
Twice a year, a report is generated to reveal the
insights from the journey in a simple manner.
Which is uploaded on the portal [DREAM:IN vision].
Every quarter, a quick peek into dreams report is also
uploaded and circulated.
While reports are free and of a high quality, detailed
reports will be charged for, to make this a sustainable
proposition.
Every day, a realization story will be shared on the
portal, 6 months from the start of operation.
DREAM:IN PROJECT 59
DREAM:IN BRAND AND GUIDE
A very high quality brand book and an equally high
quality guide and more, for creating believers, for
creating a movement, for the easy adaptation of the
DREAM:IN Journey, conclave or other elements in
any culture.
[To adapt DREAM:IN, one representative, chosen by
the core team, from each interested nation needs to
make a long term commitment and become a member
for a year of the dream secretariat]
DREAM:IN brand book
DREAM:IN anthem
DREAM:IN brand flm
DREAM:IN collaterals guide
DREAM:IN KIT
Innovative merchandise to create a global brand,
to give tools, inspiration and vivid imagination in the
hands of people
Dreamstorming kits
Dreamwear/accessories
Dream and insights as merchandise
Dreamstationery etc.
DREAM:IN PROJECT 61
DREAM:IN COMMUNIQUE
High quality communication material, very visual and
thus simple and inclusive in nature will be regularly
created, so that insights can be assimilated and a new
understanding of people can be progressively spread.
The communication will be in the form of flms, flm
snippets, emailers and a published journal.
DREAM:IN Journal (quarterly)
DREAM:IN Film (quarterly)
DREAM:IN starter (weekly)
REALITY CHECK 1/8
INSIGHTS FROM THE DREAM:IN JOURNEY : EDITION 1 : READ FROM THE DREAMS OF THOUSANDS OF PEOPLE SPREAD ACROSS 25,000 KMS OF INDIA
SNAKES & LADDERS
WhEN MR. UNcERtAiNty StRiKES, hE REALLy pUShES US to thE bottoM. ExpEctS US to
StARt ALL ovER AgAiN, oN A MUch WEAKER footiNg.
i AM ENtERpRiSE
thERE iS A hUgE oppoRtUNity WAitiNg foR cREAtiNg AND oRgANiSiNg
thE MicRo-ENtERpRiSE.
DRop oUt - go pLAy ANothER gAME
NoW thERE ARE vERy fEW pEopLE LEft bEhiND With yoU to pLAy thiS gAME. thE RESt
hAvE DRoppED oUt.
RE-pUbLic
iS thERE A hUgE oppoRtUNity to RE-iMAgiNE, RE-DESigN,
RE-cREAtE oUR REpUbLic? thERE SEEMS to bE A WhoLE NEW
gENERAtioN Which WANtS to Do thiNgS DiffERENtLy.
SONIA MANCHANDA, JOSE CARLOS TEIXEIRA, NIMESH PILLA, RAHUL VIJAYKUMAR, AKANKSHA LUTHER, NANDINI CHANDAVARKAR, GARIMA JAIN, MALLIKARJUNA SWAMY, AJIT GURUM, KISHORE BIYANI, IZABEL BARROS, BRUCE NUSSBAUM, GIRISH RAJ,
JACOB MATHEW, MOHAMMED JAVED, DR. RANJAN PAI, MAJ. GEN MANCHANDA, C. K. BALJEE, MEENA KADRI, AMITESH SINGHAL, NEHA CHOPRA, NATALIE WANG, NOORINDAH ISKANDER, MARGARITA FAKIH, RESHMA RANCHHOD, TOMAS CUNZOLO JUNIOR, VIJAY SHETH,
Reality Check is one of the outcomes of the DREAM:IN Project.
You will fnd meaningful insights here, drawn from dreams of every
man and every woman of India. Reality Check is a quarterly and
this frst edition is free. To subscribe, to participate, to facilitate,
do mail us at iwanttodream@spreaddesign.co.in with the subject:
reality check.
DREAM:IN PROJECT 63
While creating believers seems to be an easy task,
given the power of a dream, Creating sustainable
systems for the mobilization of talent and money by
creating unique opportunities where everyone benefts
is the real challenge, towards the realization of several
individual dreams.
REALISE
DREAM:IN PROJECT 65
DREAM:IN Society
DREAM:IN Enterprises
DREAM:IN Ventures
A social and humanitarian trust, an ongoing activity and
enterprise, powered by the best minds, run by a bright
and talented team of people.
With levels of membership, based on level
of interest. Membership also opens access to
individual partnership/participation on projects/
journeys/conclaves.
DREAM:IN PROJECT 67
PARTICIPATION FACILITATION
In order to be a part of DREAM:IN, once frst has
to become a Dreamer and share their dream with
us. Once this is done, the individual is eligible to
Participate in any DREAM:IN Jams. An individual that
has participated in two or more DREAM:IN Jams,
is then eligible to become a DREAM:IN Facilitator
and host DREAM:IN Jams on their own in their own
city/country. There will be a facilitation fee, and the
facilitator will get access to all the dreams collected
as well as receive a DREAM:IN kit to aid in conducting
the DREAM:IN Jam.
DREAM:IN PROJECT 69
PARTICIPATION SUPPORT
DREAM:IN members / believers can support the
initiative in the following ways:
Member donations (donations/contributions to
DREAM:IN will be completely voluntary)
Sponsorship Companies/Individuals can sponsor
different DREAM:IN activities (Jams, Journeys,
Melas, Conclaves etc.)
Purchasing DREAM:IN merchandise
Grants and Endowments
Facilitating DREAM:IN activities and Jams
In addition to the above, Believers in the project can
volunteer their time and resources to aid DREAM:IN.
The Portal will be used as the base for crowdfunding,
so that believers from all over the world can support
DREAM:IN.
Revolution! harnessing
dreams and turning them into
a model for growth, that is
revolutionary. Harness the power
of dreams!
BRUCE NUSSBAUM
DREAM:IN PROJECT 71
DREAM:IN CLUB
DREAMCATCHERS
For the Mega Journey: Rs 5000 per head [x165]
For the DREAM:IN Melas: Rs 4000 per head [x35/40]
For the DREAM:IN Camp: Rs 4000 per head [x66]
What do they get?
Exclusive access to the DREAM:IN club (newsletter,
happenings etc)
Subsidized route to become a dreamscholar (for the
conclave @ Rs 1000/-)
Fellowship, membership (at Rs 100 a month) into the
DREAM:IN society
Exclusive access to DREAM:IN material and special
access to the portal
The chance to register to be a part of any of the
venture.
DREAMSCHOLARS
For the Conclave: Rs 5000 per head [x44]
What do they get?
Exclusive access to the DREAM:IN club (newsletter,
happenings etc)
Fellowship, membership (at a subsidized rate) into the
DREAM:IN society
Exclusive access to DREAM:IN material and special
access to the portal
The chance to register to be a part of any of the
venture of their choice.
DREAM:IN PROJECT 73
DREAM:IN CENTER/S
A hybrid inspirational space. Part theatre, part
auditorium, part design studio, part caf. A thought
and work center, a new age design and business
space. Where inspiration and ideas just fow and
dreams can both be dreamt and realized.
A self sustaining space that promotes creativity,
innovation and a humanitarian spirit.
What it does:
Hosts DREAM:IN Conclaves
Hosts DREAM:IN Workshops
Hosts dreamstorming sessions to develop new ideas
Sells merchandise
Hosts projects
Develops radical new ideas to spread the notion
of DREAM:IN
DREAM:IN PROJECT 75
DREAM:IN LIVE
Sessions where people with dreams, people with
talent, people with funds can connect over a sharing of
dreams. Where small dreamers can exchange dreams
and notes with big dreamers.
Besides, an active hub and a public space [for
members and invitees] that creates new knowledge,
meaning and sustainable enterprise for the nation and
humanity on an ongoing basis, The DREAM:IN
Center is also a living lab to:
Create syllabi
To create educational material to dream,
believe, realize
To run the portal like a channel/medium
To train and develop new talent and for self
development of individuals.
DREAM:IN is an audacious
project that was long overdue in
this country. It seeks to unbundle
the creative energies of the Indian
people in a manner that has not
been attempted before.
PROFESSOR RAMNATH
DREAM:IN PROJECT 77
DREAM:IN/ NETWORK
A listing of talent. A mega list of people and
organizations locally and globally who can participate,
facilitate or support DREAM:IN.
A network of believers who believe the power of
dreams as a basis for new creation. People who
train, help capture, analyze and decode dreams.
People who work with people as sociologists,
psychologists, anthropologists, flmmakers,
academicians. From across the globe, across
geography, across cultures who come together to see
patterns that dreams create.
Dream:In FoUnDatIon oBJectIVe
DREAM:IN is a continuous exploration to harvest the
dreams of people across India and across the world.
To create an open source of inspiration, to sensitize
youth, leaders and society, to catalyse solutions
and demonstrates results by mobilizing talent and
resouces. DREAM:IN is a self sustaining initiative
and foundation.
The DREAM:IN foundation aims to generate funds
from benefactors and supporters from all over
the world. They may be corporates, individuals,
NGOs, governments etc. and utilise this money
for the following:
- To run DREAM:IN (as a project) and its various
activities (camps, journeys, melas, workshops,
conclaves etc.)
- To capture peoples dreams from all over the world
(digitally as well as physically)
- To fund different ventures / projects that will be
developed from the dreams
- To ensure that people dream and continue to dream
The DREAM:IN foundation will be a self sustaining
entity where all the money that is generated will be
used to capture dreams.
DREAM:IN PROJECT 79
DREAM:IN CORE TEAM
Sonia manchanda Director-Design
A design thinker and communication design
professional, she is Principal Designer and cofounder
of Idiom. A design leader, her projects include distinct
identities and brand languages of many nationally
recognised brands in education, retail, health. She
also led the design and look of the Commonwealth
Games. A graduate of NID, she is also the cofounder
of Spread, a radical design thinking initiative.
Jose carlos teixeira Director-Networks
A faculty member at the Department of Design and
Management, at Parsons The New School for Design.
He has a PhD in Design from the Institute of Design,
Illinois Institute of Technology. His expertise is
revealing the operational logics that guide design
practice. He is DREAM:IN Project co-director.
claudia meirelles Davis Director-DREAM:IN/BR
Co-founder and current director of Instituto Vivarta
and creator of the the award-winning project Caf
Igara, an entrepreneurial arts & crafts business
for a group of local women. Claudia has 20 years
of experience, a Business degree from the top
Brazilian school EAESP and an MBA from the
Kellogg Graduate School of Management.
DREAM:IN BOARD
kishore Biyani is the Group CEO of Future Group,
one of Indias leading business houses with multiple
businesses in the consumption space. He is an
entrepreneur who has been credited with changing
the face of modern retailing in India, and was listed
among Indias 50 Most Powerful People in 2009 in
Bloomberg Businessweek
Izabel Barros is a strategy consultant and senior
manager at the Applied Research and Consulting at
Steelcase. She is from Brazil and has a PhD from
the Institute of Design in Chicago. She works in Rio
de Janeiro, Brazil and Grand Rapids, USA. She has
an outstanding body of work on network analysis
and space planning for change management in
Fortune 500 companies.
Bruce nussbaum Bruce Nussbaum blogs, tweets
and writes on innovation, design thinking and
creativity. Former assistant managing editor for
Business Week, he is a Professor of Innovation
and Design at Parsons. He founded the Innovation
& Design online channel, IN: Inside Innovation. In
2005, I.D. magazine named him one of the forty
most infuential people in design.
Girish raj is a Founder Director and Chief Strategy
Offcer at Idiom. He is an English (Honors) graduate
from Delhi University and an MBA, and has vast
experience in brand strategy and marketing. He
has over 17 years of experience working on brands
across sectors and steering business strategies
for clients.
mohammad Javed CFO and COO at Idiom, Javed
is a management and fnance professional with over
15 years of experience in the advertising and design
industries. Building fnancial systems at one end
and championing the cause of social welfare on the
other comes easy to him.
Jacob mathew a product design graduate of NID
and Founder Director and Chief Designer of Idiom
and Spread, Jacob started one of Indias frst retail
and interior design company Tessaract in 1986. He
has years of on-ground practical experience in the
world of retail, materials, new age technologies and
sustainable design.
DREAM:IN PRODUCERS
Rahul Vijaykumar/DREAM:IN/IN
Nandini Chandavarkar/DREAM:IN/IN
Garima Jain/DREAM:IN/IN
Mallikarjuna Swamy/DREAM:IN/IN
Ajit Gurum/DREAM:IN/IN
Tomas Cunzolo Junior/DREAM:IN/BR
Margarita Fakih/DREAM:IN/NY
Noorindah Iskandar/DREAM:IN/NY
Riddhi Kumar/DREAM:IN/NY
Natalie Zongai Wang/DREAM:IN/NY
Sarah Faisal Ahmed/DREAM:IN/NY
SUPPORTING BODIES
SPreaD eDUcatIon anD conSUltInG
Spread is a radical design thinking. With the vision
to SPREAD DESIGN as a way of thinking and doing
things. Spread connects design to business, life and
academics. Spread has engaged several design and
business students, entrepreneurs, creative thinkers,
fnance minds, leaders from small and medium
industries, corporate leaders and school children and
introduced them to the realities of applied design.
Spread designs and hosts tailored programs, design
camps and workshops; designed by experienced
professionals. SPREAD also has the mandate to create
content and offer its consultation services.
noDeS
NODES is a network of institutions which share a
common vision of innovation and inclusive growth.
It is a common platform that brings together design
thinkers, academicians and practioners in an attempt
to connect global design expertise with local design
needs. Academicians and professional designers from
around the world come together to disseminate the
best practices in global design through the medium
of workshops, conducted for business professionals,
entrepreneurs and students.
IDIom DeSIGn anD conSUltInG
IDIOM is a design house with varied design skills
under one roof. With a multi-disciplinary team of
design thinkers and doers. With experience - and
enough hatchlings - in business ideas across
industries. At Idiom we incubate business ideas,
ideas for societal transformation and ideas on life and
living. Delivered, as strategy, as design output, as
transformational tools and processes and as robust,
ready-to-run businesses. So, whether you are starting
a new business or transforming an existing one,
consider the right incubator. And things will proceed,
by design.
DREAM:IN PROJECT 81
dreamin Model mobilizes students
and to capture the aspirations of
people and shape startups and
NGOs to enable those dreams.
dreamin Dream Catchers = design
students who teamed up to travel
25,000 kilometers in India to
identify, interview & flm dreams.
dreamin Students used a Dream
Catching Kit, like the Open IDEO
toolkit, to do their ethnography
in India.
dreamin Needed to recruit
students from local areas who
spoke the local Indian languages.
All dreams were expressded in
local language.
dreamin Before sending out the
students, Idiom used Facebook to
get to know them and for them to
know each other.
dreamin Big Indian dreams?
Education. Starting business.
Womens rights. Preserving
traditional craft. Service to
nation-army.
dreamin Many innovations/
publications/activities and even
ventures to compress the time
from mind to market. From dream
to realisation!
dreamin mobilising both talent
clusters and sources of funds.
Philanthrophy for Dreamseeding
activities. Sponsorship for
journeys/conclaves. Microseeding
enterprises! Venture funding for
the Portal!
DREAMIN_NY Next step is
meeting investors in Brazil/22
May. India next. USA next. And
the portal is going to be terribly
exciting + global!
@DREAMIN_Team is a form of
nationalism.
Do you believe culture, economic
and politics affect the way we
dream?
Insight into dream in with @
brucenussbaum, mentions that he
was blown away intellectually
in India
DreamIN is an economic social
and political model, it changes the
conversation about everything we
thought.
dreamin Refned thousands of
dreams to 50 Dream Ideas. My
group developed Edu-Cafe startup
concept: Deliver education via
Internet cafes.
dreamin Call for action! Pilot 3
ventures in India from DreamIn
concepts to business plan and
realty. Recruiting volunteers &
fnancing.
dreamin conference--Sonia
Manchanda, co-founder of Indias
Idiom consultancy, is brilliant
conceiver of D-VC. Dream/Design-
Venture Capital.
dreamin conference: Sonia
Manchanda, co-founder of Indias
Idiom, is the next C.K. Prahalad.
Shes the one to watch for new
ideas.
@DREAMIN_NY @DREAMIN_
Team To bring global design
expertise to work on local dreams
and apirations
@DREAMIN_NY @DREAMIN_
Team My vision? CALL FOR
ACTION. We need to recruit
15 young leaders to realize 3
DREAM:IN Ventures
@DREAMIN_NY @DREAMIN_
Team I want leaders to have a
passion for people, the desire
to empower the dreamers, and
investors to become believers
@DREAMIN_Team @DREAMIN_
NY Tomorrow I want to bring
Indians dream to NY, and the
global design community to dream
about India
@DREAMIN_Team @DREAMIN_
NY One design at a time for billions
of people
@DREAMIN_NY Basically we
realised that facts and fgures are
good indicators but dreams are
even better since dreams have no
limits.
@DREAMIN_NY Give us infnite
opportunities to imagine tomorrow
and create it, with the people, for
the people!
@DREAMIN_NY People are our
biggest problem and our biggest
opportunity in India!
In america the power of sudents
and their skills is undermined,
dreamin allows students to have a
database of dreams.
how do we look at dreams and
aspirations and design for that.
@heico where does the innovation
come from? it comes from the
people? who are you engaged
with?
A dream is an idea that has just
begun to breathe. Design at its
best, experienced in India - Ken
Stevens
dreams are deeper than needs.
Design, Innovate, to lead
tomorrow.
12.6 million square miles... India is
the future of the world.
@DREAMIN_Team could we insert
a dream year to value add to our
higher education?
@DREAMIN_Team is a venture
which combines institutions,
organizations and individuals to
people and their dreams
dreamin helps establish successful
design network to dream believe
and realize!
New stream of collective
consciousness and the best reality
check ever.
we need to bring global expertise
in large scale to local needs, local
expectations and local aspirations
How do designers work with
venture capitalists on phase
zero for social good.
Open Innovation System - a model
for fuid and fragmented markets@
CarlosTeixeira4
Dreamscape -self sustained living,
social responsibility, greenspace
from @dreamin_ny + @heico
More specifcally, how are
we using open innovation for ideas
that are worth millions of dollars of
intellectual property?
@brucenussbaum
Dream:In is probably the best
project, talk, idea Ive seen
presented at Parsons. Very
excited! @carlosteixeira
Visit
www.dreamin.in
Follow
www.twitter.com//DREAMIN_Team
Join
www.facebook.com/dreaminteam
Read
www.dreamindia2011.wordpress.com
Watch
www.vimeo.com/dreamin
See
www.flickr.com/dreaminteam
DREAM:IN INDIA
sonia@spreaddesign.co.in
DREAM:IN NY
dreamin.ny@dreamin.in
DREAM:IN CENTER
Joseph Chemmanur Hall
1st cross, 1st stage, Indiranagar
Bangalore - 560 038. India
Ph. +91 80 40844715