For some reason, it occurred to me how good the winning bin proposal was 16 years later.
It cost nothing, it took no time to introduce, and it worked immediately. When has any other problem ever been solved so cleanly? Maybe never.
And that’s because people like 13-year-old me ruin everything by interpreting the problem as the one we’d like to fix instead. I wanted to design rollercoasters at the time (though I was too scared to actually ride one), so I wanted my bin had to be fun and exciting, like one you’d find in a theme park.
I wouldn’t even consider best solution = less litter. I was so set on fun and exciting = more bin use = less litter.
Nowadays these examples hit closer to home:
- Perfect branding = best content = more customers
- Keeping up with competitors = best content = more customers
- Mega reach = best content = more customers
I find myself taking these type statements for granted. But until I know what ‘best content’ means to my target audience, they’re just educated guesses (ie. guesses with bias).
Now I try to start with customers, find their unmet demands, and build content to serve them. Sometimes they’ll genuinely need all the bells and whistles. At other times they’ll just need a hole cut into the top of their wheelie bins.
See you again in a couple of weeks 🙂