The Art Of Getting It So Wrong
In this guest piece, Oliver Shawyer (pictured below), managing director of digital solutions business Feel and global marketing director at 180 Degrees Consulting, provides some words of wisdom for those about to embark on a start-up.
Today, loads of start-ups are receiving millions of dollars in investment. The service, the product, the offering… it all feels right, it all feels like the next big thing – the next Uber (blah, blah, blah) – but a story I came across recently reminded me that no matter how good you or the people around you think it is, it’s not about you. If it works for everyone but the person it’s intended for, then you’re doomed. Sure, this is a “no shit” statement, but yet here we are.
Have you ever heard of the story of Trevor Field?
In 1989, he visited an agricultural fair in Pretoria, South Africa, where he met a water engineer named Ronnie Stuiver, who was demonstrating a model for a new type of water pump. Skipping across a chunk of the detail (because I want you to read on to the punchline), the showcase reminded him of a fishing trip he’d taken many years before, during which he watched the women of a rural village wait for hours next to a windmill-powered water pump. He recalled that there had been no wind that day, but in light of the near-desperate need of supplying their homes with water, they simply sat and waited for the water to flow. He thought to himself then that there had to be a better way, and here in front of him at the fair was the potential solution – the PlayPump.
Unlike the typical hand and windmill pumps found in many villages of the poor countries, Stuiver’s invention seemed brilliant because it doubled as a merry-go-round. The scenario that played over in Trevor’s head made perfect sense: the children would play on the merry-go-round, it would spin, and in doing so it would pump water from the ground into a tank. No longer would the women of the village need to trek for miles to draw water, and at the same time, the children (who have almost nothing) had something to entertain them for hours upon hours. A product that utilised the power of playing children to provide sustainable water supply for the community. It was the best idea Trevor had ever seen, and so fittingly, he bought the patent and then spent the next five years improving the design, which also included the idea of placing billboard advertisements on the sides of the water tank as a way to generate revenue to pay for pump maintenance.
Throughout these years and those that followed, Trevor delivered some monumental milestones including:
- Registration of the charity PlayPumps International.
- Installation of the first PlayPump in 1995.
- Securing the first sponsor, Colgate Palmolive, in 1995.
- Installed 50 pumps across Africa by the turn of the millennium.
- Out of 3,000 applications, won a World Bank Development Marketplace Award that was given to ‘innovative, early stage development projects that are scalable and/or replicable, while also having high potential for development impact’.
- Attracted funding, including from AOL chief executive Steve Case, who then worked with Field to set up an American arm of PlayPumps International with the aim of rolling out thousands of new PlayPumps across Africa.
- Executing significantly successful fundraising marketing campaigns, including the launch of One Water, through The One Foundation, which donated all profits to PlayPump International (just to note, One Water became the official bottled water of Live 8 concerns and the ‘Make Poverty History’ campaign).
- Became the darling of international media and celebrity endorsement, that included proclamation from Bill Clinton in a Time article in 2016, and backing from Jay-Z.
- Awarded a $16.4 million grant by First Lady Laura Bush whilst launching a campaign designed to raise $60 million to fund 4,000 PlayPumps across Africa by 2010.
- By 2009, 1,800 PlayPumps had been installed across South Africa, Mozambique, Swaziland and Zambia.
PlayPumps were the biggest thing since sliced bread, and the milestones above were just a few of the key indicators to how berserk it really went.
But here’s the catch.
For all it’s proclaimed business success and milestones – all the PR, the money raised, the products developed – for all of that, there was very little success on the ground. You know, the part where the product actually gets used. The only real part that matters.
Shortly after 2009, two damning reports were released by World Vision/UNICEF and the Swiss Resource Centre and Consultancies for Development respectively. It turned out that despite all the noise, the awards, and the millions of dollars spent, no one had really considered the practicalities and realities of the PlayPump for the end-user.
For instance:
- Most merry-go-rounds spin freely once they’ve gained enough momentum, but in order for water to pump, PlayPumps needed constant force. This is exhausting for any adult, let alone a child.
- Children were known to fall off and break limbs or vomit from the spinning.
- The $14,000 PlayPump was inferior in almost every way to the ‘unsexy’ functional hand pumps it competed with (which, by the way, cost approximately four times less).
- With less effort, some hand pumps (that they used before the PlayPump) would provide nearly five times the amount of water than the PlayPump. One reporter estimated that in order to provide a typical village’s water needs, the merry-go-round would have to spin for 27 hours per day.
- The billboards on the storage tanks lay bare because the rural communities were too poor for companies interested in paying for advertising.
The incentive for the children was minimal (and wore off completely), to the point where some were even paid to ‘play’. And much of the time the women of the local village ended up pushing the merry-go-round themselves, which as a task was tiring and demeaning.
When asked, many of them said they preferred what they previously had to use and do.
The outcome of PlayPumps, albeit sad, probably doesn’t feel to foreign for a lot of you. In our short lifetimes alone, we’ve all seen many products full of such hype and potential fail miserably when implemented, even more so now in this digital age (when barriers to entry are lower and opportunity appears broader).
But regardless of how often or how close to home, we’re often left asking the same question:
How did everyone get it so wrong, and on such a scale?
Obviously, I don’t have the definitive answers. I couldn’t, because I’ve not experienced it to the extent that people like Trevor have.
But, in unpacking this story plus many others, some things you may find worth considering (notably if you’re also in the process of building your own business or product) could include:
- Understanding your audience. Not just what they say they would do, but in understanding what they will actually do in true context. You do not know better than them.
- Engaging your audience and testing hypotheses with them throughout the entire process. It’s the only way to truly understand the context of the problem you’re trying to address.
- Appreciating that user research is no longer just about unpacking what, you need to know why. We’re all driven by inherited biases and developed heuristics – it’s important to understand what sub consciously drives our behaviour and decisions.
- Beware the thrill of new technology. Just because it’s shiny and sparkles doesn’t mean it’s immediately better (or more demanded). This is a huge trap in the world we live in today, so stay true to your objective and delivering on that in the most effective and efficient way.
- Appreciating the power of familiarity. Anything that feels too different brings with it the fear of new. The power of the status quo is compelling so work with it rather than against it.
- Unpacking you’re own downfall. Don’t be driven solely by emotion, understand the facts and digest all the evidence. Having the right intentions is always a great place to start, but it’s shouldn’t be the only place.
I’m about to endeavour on tech start-up, so the key will be putting my money where my mouth is. After all, surely I’ll know if I’ve got it all wrong… won’t I?
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.