My Year of Hopefulness - Clay Pots

I was witness to a conversation today that round and round in circle so many times that I began to feel dizzy. The two parties couldn't get out of their own way, despite the fact that both were seeking a common goal. The more they talked, the more complicated and convoluted the conversation became. It was a welcome relief to then dive into the book The Pursuit of Elegance and learn about Mohammed Bah Abba's clay pots.

Recognizing that subsistence farmers in Nigeria needed a way to keep fresh produce from spoiling so quickly, he took a common object in Nigeria, clay pots, and combined with a little middle school science to build a refrigeration device. Abba put one clay pot inside another larger clay pot, packing wet sand in between the two. Then, he placed a wet towel over the inner pot and let the science of evaporation do its work. As the water evaporates, it cools the inner pot, and any contents stored inside that pot. Farmers could preserve their produce longer to increase their sales at the market, raising income for those farmers and their families, spurring all of the positive side effects in a community as wealth increases.

So simple. Clay pot, sand, basic science principles. When cobbled together by Abba's creative mind and sense of empathy, these three things transformed a community. Abba's business has expanded throughout Nigeria and into other Africa countries. Abba saw a problem, took what he had, and crafted an elegant solution that could be made available to many at a very low cost. So simple, it make us wonder why it wasn't thought of earlier.

Abba's story made me re-consider the conversation I witnessed earlier today. It made me consider the importance of clarity of vision and the value of a solution that combines design and function in a simple, elegant fashion. And the equation to get to this type of solution isn't complex. Ask three questions: What are we trying to solve for? What assets do we have available to us? How can we use those assets to transform what we've got into what we need?

The photo above can be found at: http://www.treehugger.com/files/2006/08/mohammed_bah_ab.php

My Year of Hopefulness - Small Audience

Seth Godin wrote a terrific post today relating the contrast between concert opening acts and rock stars to the different grades of marketers. He has some very good advice for all of us: Seek out a small audience who thinks you're a rock star and then grow that audience. Don't go out into the market as an opening act and have the market shape your work based upon something else they love (the rock star). You want to stand on your own two feet and have customers who love you and will back you exactly the way you are.

Many companies are so hungry for growth, so hungry for fast, quick wins, that they do whatever they have to do to their products and services to make them appeal to everyone. Of course some other companies focus so closely on one tiny piece of the market that they exclude others who might also benefit from their products with just a few weeks. So what's a company to do?

A few ideas:
1.) The "Me-conomy" seems endless. The personalization trend can be seen everywhere in the market. Is it possible for a customer to customize some piece or your product or service to make it suit them perfectly? This allows you to serve a number of different groups with just a few minor changes to your product. Think about what adding colors and engraving to the ipod did for that product!

2.) There are a lot of ways to slice and dice a market into segments. Is there a segment that you can serve that's small enough to provide something special to them while also having a wide enough appeal to enough people to meet your costs and profit goals?

3.) Look for holes in the market. Many companies are set on being fast followers. They don't want to get out there, innovate, and build something new. Fear holds them back. They'd prefer to watch others, copy, and paste. The saddest part about this kind of ambition is that it never allows you to be the first in the market to fill an unmet need that makes consumers grateful and loyal to your brand. You're just an opening act in that scenario. You want to be the first association a customer makes with a new product or service. You don't want people to say, "Oh yeah, there's that option, too" about your brand. So get out there, talk to people, and find a way to provide a service or product that makes their lives easier.

While it's fun to play in the market, it's more fun to build a market and delight customers with a product or service they never even thought was possible. Your following will be filled with early adopters at first so learn from them, get their input, improve your offering, and other people outside of that early adopter segment will catch on. Be a rock star.

Repost of Alex Lee from OXO

Last Spring I was fortunate to be able to attend the GEL conference in New York City. One of the people on the slate of incredible speakers was Alex Lee, CEO of OXO. The fine people at Good Experience who organize the conference sent me a link to a video that is now posted to highlight Alex's talk. I wanted to repost my article, now complete with video, so you can enjoy on the great talk that has had me thinking intently about functional design ever since! Cheers (and thanks to Good Experience!)

You may not know the name "OXO", though you undoubtedly have seen their products in the kitchen gadget aisles. And their anonymity shouldn't surprise anyone - after all, their CEO, Alex Lee, believes that designers should be overshadowed by the simplicity and beauty of their own designs. Whether it's making an incomparable salad spinner or an ingenious measuring cup, the reaction OXO is always looking for from users is their lack of notice of the object. It should be so intuitive and easy to use that its use should go unnoticed, like walking, like breathing.

Alex also made several points about dignity. OXO seeks to design products that are usable by the greatest percentage of the population possible. The goal is to design beautiful products without increasing cost, while maximizing functionality, and never making a user feel like "I'm using this easy-to-use product because I am unable to use another one that is more complicated."

He and the talented design team at OXO have several axioms that they work and live by. Products should be:
Easy to use
Easy to understand
Use honest language
Instructions not required

As far as finding inspiration for worthy design projects, OXO also makes that search simple. They find objects that cause people some sort of pain or frustration, even if they don't know that they are frustrated. And then they develop a design remedy to alleviate the pain. For example, why should I need to get my eyes down to counter level to observe a meniscus to see if the liquid I've measured is at the right level? I should be able to comfortably observe it from overhead. I didn't realize that, but OXO did. Design so brilliant you wonder how you ever did without it...


Alex Lee at Gel 2008 from Gel Conference on Vimeo.

A Charmed Life

I took my baby niece to the Magic Kingdom. To be perfectly honest, she is so gorgeous that we always get stopped by complete strangers who want to tell her how cute she is. I think she looks like me.

My sister, Weez, and I were sitting with her on the ferry boat ride over to the Magic Kingdom when, as usual, some stranger sat down next to us and told us how perfect-looking my niece is. We smiled and modestly said thank you, though we really just wanted to respond, "We know. We get that ALL the time." 

This particular woman was also very curious about us as well. Where are we from?, where do we work?, etc. I told her I live in New York City on the Upper West Side. "You do?" she responded. "Do you go to all of those fancy restaurants and have lots of friends there?" "I do," I replied. "I have a pretty spectacular life there. I'm very lucky." "You certainly are!" she cried. "Can I have that life?"

This overwhelming sense of gratitude and appreciation hit me. I really am lucky. I really do live a charmed and happy life. So why have I not been realizing that for the past few weeks? Why have I been silently worrying and fretting?

Take a look at this: http://tinyurl.com/99vpmx. It's an opinion piece from today's New York Times about happiness. Recent studies show that our situation relative to others is more concerning to us than our absolute situation. If I lose my job, and everyone else around me keeps theirs, then I feel very, very bad. But if I lose my job, and so does everyone else I know, then my general happiness really isn't effected too much. Apparently "poor me" feels far worse than "poor us." If we're all in this together, then it's really not so bad. If I'm all alone up the creek without a paddle, then it's depression city. 

So is the key to happiness not our actual situations but rather surrounding ourselves with people who think we live a charmed life, or at least a life as good as theirs? 

Raisinets and apple juice

Sometimes my curiosity has hindered my life - just when I get going in one direction, any directions, I spot something else out of the corner of my eye and dart off to check it out. Some call this a lack of commitment or ADHD. I call it an uncontrollable commitment to learning. So match this up with my occasional insomnia and love of working very hard, and I get myself caught up in some very...interesting...adventures. 

This week, I launched a very large project which I will be advertising once it officially goes live and makes it past the test hurdles. I've been zig-zagging up and down the east coast this week, knocking down hurdles with my 2-ton bat. At one point, I made the mistake of calculating how many hours I had been awake: 39.5. Scary...but worth it in the end. 

I was in the Philly airport dining on a sumptuous dinner of Raisinets and apple juice. I was so exhausted that I could barely sit down - sounds counter-intuitive, though think of it as the jitters from too much adrenaline pumping through your system for too long. The thought of a full meal was making me a little queasy. So I opted for my beverage and candy of choice. Just enough to re-fuel and sending me packing off on another business trip, while I was only midway through my travels from the previous trip. 

  

Prior to my "Dinner of Warriors" as my friend, Stephen, called it, I just didn't think I could do any more. I was so worn out and frustrated and disappointed. All I needed to do was take a deep breathe and re-evaluate. And that re-evaluation helped me take the long view. Did this suck a little bit right now, canceling all my personal plans for the week, eating candy for dinner, and living in the same clothes for several days as I got sent off in every which direction to keep the wheels on the bus that is my product launch? Sure. But I have a little secret - I kind of like the rush and the excitement of churn and the unknown. It's when I feel most alive. And this tough economy, it's not such a bad trait to have. And today when I advocated for the product to launch and received the green light, it was worth it. Well worth it. 

So now that I am back and cozy in my New York apartment, smiling and on my way out for a celebratory drink with my friend, Cindy, I know if need be, I'll do it all over again. And my guess is that the need will indeed exist in the not-so-distant future. Next time, I'll remember a change of clothes and a toothbrush. There may be a lot of Raisinets and apple juice in my future.