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[vision] Zero to One: More examples of "1-step ahead" products

My daily blog has become our company's daily quiz. When I asked the team members to answer the question about yesterday's product that was a step ahead, I got many exciting ideas.

https://www.su-re.co/post/vision-zero-to-one-how-about-product-design-with-a-bit-of-forethought



Two of them are as follows.


  • 0-step: plastic trash bag

  • 3-steps ahead: a more integrated disposal system where "container" is no longer needed.

  • 1-step ahead: biodegradable trash bags



  • 0-step: give away the educational book directly to the children in the slum area

  • 3-steps ahead: building a library for children in the slum area

  • 1-step ahead: created a mobile library for children in the slum area so they can share books with each other



Since I already wrote the subject before, let's write about Tesla and fair trade

https://www.su-re.co/post/book-review-zero-to-one-what-important-truth-do-very-few-people-agree-with-you-on

https://www.su-re.co/post/book-review-zero-to-one-if-you-believe-that-life-depends-on-luck-why-are-you-reading-this-book






Tesla's electric sports car



① As a vision, Tesla wanted to make the coolest electric car.

③ If you check the current situation, you will find news that the index of renewable energy is higher than the share price of ExxonMobil, and a declaration that the reason why Apple does not include a charger in the iPhone is "for the environment to reduce the energy used for transportation". The iPhone example in particular, shows "for the environment" became an excuse for not including a charger, which is usually criticised.


⑤ Think of the product as a practical solution.

  • 0-step: Nowadays, people still think that a Ferrari with a V12 engine is cool.

  • 3-steps ahead: replace all cars with electric cars. But telling a newcomer like Tesla that it has to make every kind of electric car is not a good idea, as it would divert resources.

  • 1-step ahead: Make a cool electric sports car to give the wealthy an excuse to feel guilty about driving a Ferrari.







Truly sustainable coffee


① From my research at the Stockholm Environment Institute and projects with JICA and the United Nations, I wanted to create a sustainable coffee that would address climate change.

③ As I wrote before, fair trade may not be so fair in reality. If you look for articles that criticise fair trade, you will find them.


⑤ Think of the product as a practical solution.

  • 0-step: Many believe in Fairtrade and still happy to buy it.

  • 3-steps ahead: It might be best for farmers to make their own coffee, from roasting to packaging, and sell it directly on the internet. However, it would be difficult for a farmer who has not finished primary school to do these things.

  • 1-step ahead: We sell coffee and donate a portion for climate field schools to help them adapt to climate change or for biogas systems to produce renewable energy or organic fertilisers.





In this way, su-re.co's biogas and climate field school makes sense, but we all know the truth is it's not enough to do a business out of it (^^;).





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