"Rather than starting from a traditional four wheel car and stripping it down, they would start with an auto-rickshaw and build it up."
In 2003, when the Indian auto giant Tata Motors decided to design a new low cost car, the Nano, for lower income consumers they made a key decision: rather than starting from a traditional four wheel car and stripping it down, they would start with an auto-rickshaw (a small, three wheeled vehicle) and build it up. Also, rather than making design assumptions based on decades of auto development for the middle and upper classes, their design team researched the features their new lower income target audience – many of whom had never owned a car before – would value. One of the interesting things they discovered in their research was that their new target audience didn’t care about having a radio; they preferred having extra storage space. At this point in the evolution of car engineering and design, a radio is seen as the most basic of equipment. It’s not terribly expensive, but in the context of trying to make the lowest cost vehicle possible, it could be eliminated and simultaneously transformed into something more valuable to the target consumer: space. Read More →
"So what BP's mistake is revealing is that all our human operations and our system of wealth creation need to be reconsidered when it comes to oceans preservation."
BP oil spill nearshore trajectory june18 2010
The tragedy in the Gulf continues. By now we’ve all seen the horrendous images of seabirds, fish, dolphins, and other forms of aquatic life – dead or dying, helpless as they slither about covered in oil, an agonizing sight for all the world to see. We’ve seen the Cajun shrimpers bemoan the loss of their lifestyle, and we are witnessing a slow, lingering devastation – as the sea itself seems to be gasping for breath. Read More →