For those unfamiliar with meditation, the two minds concept that originated in Buddhism splits the mind into thinking and observing. The aim is to follow the thinking mind and negative emotions as they come and go, a technique used to solve emotional problems.
Thinking and observing are different, something the design thinking process highlights in the entrepreneurial context.
The five steps recapped are empathise, define, ideate, prototype and test. The methodology is a constant interplay between thinking and observing, and it's exhausting and frustrating, perhaps just like starting to meditate.
1. Empathise. To put yourself in someone else's shoes require observation and listening
2. Define. To define the problem, think about your observations with potential clients
3. Ideate. Thinking of ways to solve the design challenge
4. Prototype. Figuring out how to put something in front of potential clients as fast and cheaply as possible
5. Test. Observe how potential clients or customers interact with your prototype
"Think different", the famous Apple slogan from 1997, has been adopted by many to promote "disruption" in their industries. A great marketing slogan but not a great tool without observation.
As entrepreneurs, I believe most of us are in one of these five steps when creating, solving a problem, or meeting a need. As the sole founder of Easemile, I find the value in knowing what part of the process I am in, not only from a business design perspective but also to deal with the mental challenges that come with entrepreneurship and building a business.
Design thinking is a meditation of innovation.
Step 5 testing
I founded Easemile this year to focus on the specific challenges SA's delivery companies experienced at access-controlled properties and joined the LaunchLab to take the perceived resource wasting problem through the design thinking process.
After confirming that Easemile could provide insurance for packages using CCTV and tracking software, I contacted various courier companies to validate how big the access control problem was and if they would pay to solve it. Most were willing to talk and confirmed that they would be willing to trial a solution to figure out the potential value of the service.
Next was the software. I found ERP software online developed for remote data collection. The Austrian developers helped me customise simple HTML files to launch a prototype at a residential estate in Noordhoek.
The goal was to observe how their security guards used the app and if it was fast enough. I received a phone call 5 minutes after the training.
They started using the app immediately but couldn't find a particular courier company's name in the dropdown list. I opted for a pre-determined list of courier companies for faster use. However, this was the final step in scanning a parcel "into" the gatehouse and not the first package, so I validated the app's user-friendliness.
Finally, would HOAs, trustees and property managers need or desire this new configuration as part of the reimagining of what a residential property can be? Many now have nursery schools, restaurants, and gymnasiums. Is a logistics partner imminent?
What is Easemile
Easemile is an aggregator platform aiming to increase first-time delivery success, decrease additional delivery attempts and reduce double handling for delivery companies.
By partnering with the access-controlled properties, the platform aggregates properties on behalf of delivery companies. Drivers can leave packages at the gatehouse knowing Easemile insures them. The property, in turn, can store the parcel without assuming liability.
Secondly, we aggregate drivers on behalf of the properties, sourcing drivers to collect packages from multiple depots destined for the same estates.
Law of diffusion of innovation
The law of diffusion of innovation is my favourite social theory because it reinforces why the cheapest fastest way is the best option every time. Developed by E.M Rogers in 1962, it explains how the market adopts innovation. He wrote the book, and there is ample material online, but I want to summarise it as focusing on innovators and early adopters.
Not to oversimplify, but these are the people who follow up, phone back or go through a bit of trouble to engage. People who act early do so because they like it, not because the prototype or solution is perfect.
They share the vision.
After a couple of months in Zanzibar, I shared the vision of the Zuri development, and I spent four years going through trouble with the team, observing, thinking, and testing solutions.
As Easemile founder, I have the vision that SA can solve this last mile access-control delivery problem with the same infrastructure that is causing it in the first place.
Now also mentoring at the LaunchLab, I share their vision of turning the seemingly impossible into world-shaping and personally believe that entrepreneurs will transform the African investment landscape to solve the many challenges of a diverse and fragmented continent.
Thank you,
for reading my articles, please get in touch if you have any comments, questions, or ideas.
Photo Wilbur-, Orville Wright and Dan Tate - The History Collection