“Inside out” thinking to solve real world problems
The stated purpose of this blog is “to explore insights … for business and life”. Several valued readers of this blog recently observed that we have focused a lot on business results, and drifted away from “life lessons”. So, here’s an incredible story about the type of innovative thinking that can be applied to real life problems … and challenge our thinking about how we approach our own life and business.
Solving a challenge of real world resource constraints
In Retail University workshops, we advocate that participants become regular consumers of the comprehensive e-newsletters available, such as CEA Smartbrief and NRF Smartbrief. It is very easy to just scan the headlines and skip the Open Forum posts like the one by Matthew May (In Pursuit of Excellence).
In his post entitled: How Resource Constraints Can Set You Free, May describes an incredible dilemma witnessed by a local United Nations worker in Nigeria. The problem is common in many underdeveloped nations. Subsistence farmers need to get their produce to market. Most often, girls carry them in clay pots to markets. Due to the intense heat, much of the produce spoils, resulting in health hazards and reduction of the scant income for farmer and the family.
The “western” approach of “Outside In” Solutions
Being a member of “western culture”, I can readily identify with typical “outside in” approaches to solving the problem. The problem is food spoilage due to heat. So why not work at supplying refrigerators? Or at least, supply some coolers to keep produce cooler and fresh? And, how about motorized transport to speed time to market?
The real world challenge in Nigeria is that there are few refrigerators, little motor transport, and little or no electricity. Most could not afford electricity to make ice for the coolers, even if they had a cooler and the means to make ice. In short, the “outside in” solutions from developed countries to solve food preservation are too expensive, unsustainable and do not fit the culture and needs of local markets.
When thinking from the “outside in”, we most often approach problems by solving for constraints … trying to fill the gaps based on what we have.
Removing constraints through “Inside Out” innovation
Instead of trying to fill the gaps, Abba, the United Nations worker, approached solving the problem from the “inside out” starting with local culture and what was available. Clay pots and jars are a part of the Nigerian culture and method of transport. The material to make the clay pots is readily available, sustainable and knowledge already exists with the local people on how to produce them.
The solution literally became one of “inside out” innovation. By designing a pot inside of another pot and filling the gap with wet sand, it created both insulation and cooling. Putting a wet cloth over the inner jar further facilitated evaporation cooling. The result was temperatures at least 15 degrees cooler. This helped to eliminate the growth of bacteria and harmful microorganisms causing spoilage. Fresh produce like tomatoes can now be kept salable for weeks, instead of a day or two.
I encourage you go read and see the picture of Mohammad Bha Abba’s pot in a pot.
Abba’s inside out thinking created a green solution, sustainable by local people. A pot in a pot has enriched the lives of many in many ways.
What this can teach us about life … and business
When you encounter a problem with formidable resource constraints, how many times do you approach from the “outside” trying to purchase the lacking resources … or applying a familiar solution to fill a gap?
Perhaps, it is western culture and heritage. Or maybe, it is abundant resources. All too often, our western approach to innovation is “outside in” of supplying solutions to fill gaps.
How does this apply to business and retail? Just take an inventory of all the “outside in” MDF, COOP and marketing solutions provided by manufacturers to “fix” gaps in retail. And, apparently that is not even enough. Manufactures have been building their own stores within retailer stores and staffing them to “fix” the customer experience.
Maybe, when manufacturers start building their own retail stores they will finally be ready for the kind of “inside out” thinking and approach to retail innovation. In fact, I would recommend a picture of Abba’s pot in a pot in the break room … and board room.
