Global design consultancy IDEO has long been at the forefront of fostering innovation for brands, organizations, and even governments. Their core customer, however, is always people. Human wants, human needs, and human nature sit at the center of the firm's approach, as they look for fresh ways to bring creative concepts to life. So, I'm thrilled to see them turn their eyes to the non-profit sector in a more direct and dedicated way with the launch of IDEO.org. In focusing on global poverty, IDEO.org has chosen a target in the social space that is broad and deep enough to keep their innovation experts very busy. Their first fellowship class meets this week, and I have the honor of speaking to the group.
My fellow panelists and I have been challenged to illustrate "What Good Looks Like" with three examples of innovative solutions from non-profits, foundations, or social enterprises. There are plenty of excellent examples out there, but I plan to focus on three that I know well: one product innovation, one model innovation, and one ethos innovation.
Product Innovation = One World Futbol
Proving that play is power, inventor Tim Jahnigen has designed an ultra-durable soccer ball that's distributed to refugee camps, conflict areas, UN hot spots, and poor communities throughout Africa, Asia, and Latin America. You can buy one of these inexpensive, puncture-proof balls online at One World Futbol. With each ball that you buy, another is donated to kids who otherwise couldn't afford a standard ball, much less the pump or repair kit essential to retain its utility. Triton the lion at the Johannesburg zoo and First Lady Michelle Obama have both given One World Futbols a workout (as have my kids), and it truly can't be popped. A simple but incredibly smart example of how product innovation can change daily lives and bring joy to a generation of kids.
Model Innovation = (RED)
The founding team at (RED), myself included, certainly thought we were onto something when we proposed an innovative way to help eliminate AIDS in Africa. But it was really (RED) brand partners and (RED) consumers who proved the point. They confirmed that it was not only okay, but highly effective, to create compelling marketing campaigns and design-forward items in connection with a cause. When shoppers saw Annie Liebovitz's portraits of Christy Turlington and Chris Rock in Gap windows and magazines across the country, they voted with their pocketbooks and confirmed a new model for successful cause marketing -- putting desire on par with virtue as a key ingredient in product creation. Product lust is natural; (RED) made it constructive. The model tapped human nature to boost human potential.
Ethos Innovation = Girl Up
What do you do when you want to help millions of the world's hardest to reach adolescent girls have the chance to grow up healthy, safe, educated, and free from violence and childhood marriage? If you're the United Nations Foundation, you look to teenage girls themselves and empower them to rise up and meet the challenge head-on. The Girl Up campaign is driven by the ingenuity and enthusiasm of American girls, who are not only changing conditions on the ground in countries like Liberia and Guatemala, but they are changing their own lives in the process by learning critical organizational and leadership skills. Further, they are inspiring other kids to become activist Philanthro-Teens. By changing the ethos of a generation, these girls are positively impacting many lives, including their own.
So, what does good look like? It is human centered. It taps into the imagination and bodies forth ideas, tools, and options that are exciting, aspirational, and participatory. I see greater democratization in the cause space as the next big leap forward. The more we can make "giving the people what they want" seamlessly connect with giving the social sector the resources it needs, the better. Innovation often requires capital, as well as energy. I'm involved in a venture that will support great design and great non-profits by making it easier for more brands, consumers, and charities to connect with each other and mutually prosper. The working name was FromGoodForGood, but because this world needs more zip, we're changing it to something a little sexier: OBene. The OBene team heads to South Africa and Zambia next month. We'd like to bring you along for the ride, so stay tuned. The fun of good fun is beginning.