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TEDx Talks
Published: 2017-09-07
Source: https://www.youtube.com/watch?v=XOJAP3prlV0
good morning it's great to be here at that X. today and based on the last document try to keep the bar as high so let me start with the hypothetical situation that I read in Stephen omits book imagine tomorrow you found out that on March thirty first two thousand twenty five a giant killer was about to hit planet earth and on a global leaders would immediately
get to work and try to figure out how we gonna stop this thing we got stuff it how do we reduce destruction and probably save lives now we can do that because we know that date we can predict physics allows us to predict that exact date what we contradict Islamic change climate change is something that is happening every day and we can feel it in the
air that we breathe but when you think climate change why do you get this reaction so everyone knows this guy he does this for other things as well let's talk about something completely different and hold the climate change debate provide let's talk about simplicity so it is a delay in the the presentation it but let's talk about simplicity city is the ultimate form of sophistication simple
ideas are a challenge keeping things simple it's what's effective now doesn't mean that if you discovered the latest thing since sliced bread is what's going to keep what's going a quote a great idea but sympathetic if that people and that's that hadn't been and by is what causes diffusion of ideas and those ideas spread so let's take some simple ideas all of us use Microsoft Windows
and I've taken a few examples just to compare how simple ideas start small and then released take on and spread to use Microsoft log out window when you go to the log out box you click on the option that you want and then you click on the OK button on the cancel button and that's the way that apple did it my accepted it in three steps
where the apple juice has four buttons it's simple and here to other examples Yahoo which started off as such engine has a page full of advertising and barely find such books but Google the that Justin wants me it's just a search box so if we take the simple ideas and try to figure out how do we take a simple idea to make green technology and solve
the climate problem and probably stop that meet your it's called climate change but again when we talk what type of change we get this reaction and we talked what green technology the reason we get that is is because green technology is boring it's dull conventional green technology is invisible it's put on your rooftop in the front seat so imagine if this was a remote and it
sold on the rooftop and you can't tell your shop was that gun shop in my store and then go up to my rooftop and see my green technology if you call people at home you can say Hey look iBook green technology because it's dull I mean would you want to drink water out of that thing it's rainwater harvesting pit so conventional green technology is seem double
because because it targets the masses and it's easy so when you talk of the masses you target the early adopters and the late majority and it's simple to South but innovative technology that can start of simple target the early adopters the only it opens and innovators and they when they buy a product they're obsessed and then when they buy big what Intel five best friends that
he looked I bought green technology this is an example of Tesla and it is widespread decide whether and it's different so I've always been a technology not and living in San Francisco and Silicon Valley I actually this is the view that you get when you go just an hour out the environment is nice it's keeping and taking that buddy Aaron half ago I thought of the
company and the out of the objective of our company was to make green technology look good look different he looked at three things to what shape the products that we build the first thing that you need if the trigger and the trigger what's the difference in thinking the design to draw attention and people should aspire to have that product and the experience that you create should
allow you to touch and feel so examples of where that use it's Dessler when they built their car every analyst dreams of owning a sports car but Dessler built an electric sports car and that triggered the electric grid be electric vehicle revolution today you have hundred companies trying to believe these apple but great design into the smart phone we didn't aspire to have smartphones before apple
created the iPhone and every button is flushed with the rest of the phone and over created the experience from when you get into a cab when you get out you don't even need to take out a wallet seamless so if we take these three things that triggered the design and the experience we can build simple ideas and build it simply now when we started off this
is all great stuff all these companies have been icons but how difficult the stuff being a bootstrap company and starting small you actually have to start with a simple idea and that simple idea of starts with not going out and riding peace these and experts and trying to raise a lot of money we started the opposite way we started with two cofounders and we hide a
small team and the first time job seekers and we went out and found we talk to the experts we found consultants I spoke to and this was idea and I'm not going to describe it in detail now the video is simple enough event on the sun %HESITATION so it's gonna be the canopy can collect water during the rainy season we put in a bit and filter
within the must which effect of this water because it's still have organic matter on your roof and in the canopy during the dry months it has solar modules so that you can harness insanity and put it into a battery and that can be used for things like lighting so it at this end up this simple idea is what became the auto the and just how it
looks we called it the old Dutch hutta and about a year later we started seeing that that idea was spreading and people believed in it and this is a cop rock will be put up that deal that have those and that collects water we have an inbuilt filtration system and that figure is the change where people can see how others felt that at three hundred square
feet it was large enough and it looked good to design was the design was good enough for people to create other elements around it and rebuild the workstation where people could sit under it created spaces the solar modules at the top we look to harness energy and that could be used stored for powering devices and lighting and now it was becoming multi functional so started with
a simple idea we had really transformed into much more and the beginnings of simplicity had evolved into something that became a connected device you can use your phone to actually track performance no solar spent that we have written contract the amount of energy you have listed in the amount of water you harvested we watch it we also have a simple bought where you can chat I
figured out the performance and log service requests in case your problems with the product so how do we see ourselves in as a transformation of product let's look at an animation matrix of media so automobiles conventional green technology which is solar modules fit right at the bottom the the court your core product offerings in the target existing markets it may seem that innovative technology needs to
have be something completely different innovative stuff like that that's the battery target's new markets and it just then targets do some markets about and that's slightly innovative a rooftop so look up walking is slightly innovative and then this disruptive products to create new markets altogether so I'm gonna stop by describing the solar tile there thought I'd buy it on must genius in green technology most of
the stuff that he's built his all always revolutionize markets this solar tidal with something that Iran must said that if people are putting rooftop thoughts on the US Wycombe they integrate solar modules in that and then you got a rooftop title which is more efficient and more effective this product is the bottom if the wind turbine which mimics a blade of grass so instead of a
spinning turbine you have this sleek looking item which just most of the left and right and generates energy so that's what disruptive products do they create new markets to some of the things we use when we make our products and this is inspired by Simon cynics golden circle lot of most companies know what they do and how they do it if you're selling a service you
