James Pimentel-Pinto: Creating products that solve real-world problems
This week, the TTI Interview Series covers our member James Pimentel-Pinto. James was a pioneer of introducing digital as discipline to 3 top London agencies (BBH / Dare, VCCP , Iris) and he created many of what are now standard digital user experiences inventing the phrase Creative Technology. He then launched the first successful mobile agency in Europe and helped Apple and their competitors define what mobile applications were to become with over 27 App Store Number 1s and a number of patents and industry firsts.
In this interview, James explores the importance of creating a new narrative surrounding the misconceptions of ‘impact’, as well as the need to put passion over metrics - by creating products that people love.
Products that solve world problems
James, tell us a about your work and how it intersects with the impact space.
We advise companies on how to create real products and services that primarily solve world problems without wasting resources (cash / energy / investment / humanity).
‘For the better’
What is your own definition of impact?
Changing the world for the better in tangible, measurable terms for the normal human.
Dispersing and sharing power
What do you believe is one of the most important issues that need to be solved over the next 10 years?
Wealth disparity, ownership of the global finance system, limiting the power of unelected people to directly influence human existence.
Excluding many for the few
What do you think are some of the biggest challenges in the impact space?
Elitism, Exclusion of working people, greenwashing and the lack of class diversity.
Passion over metrics
Tell us more about the long-term vision you have for your work and how you measure & quantify your impact.
I've always created new innovations that positively impacted the world from establishing digital as a viable communication channel through to pioneering remote working and distributed workforces. We measure our impact by human emotion and satisfaction. We build things people loved. That's more important than any vanity metric.
The ‘next new thing’
What are some of the misconceptions you’ve noticed regarding what “impact” is all about?
For many it's seen as an extension of the advertising industry who are shifted to the 'next new thing' and very disingenuous - a rich persons playground without any real impact in the lives of normal people. The same old packaged in new clothes.
