Do Bigger Things

What if instead of solving one part of a problem, you could redesign the entire system to create lasting, wide-reaching change?

1. Ecosystem Innovation: A Holistic Approach to Challenges

Most traditional approaches tackle problems in isolation, which often leads to short-term fixes. Ecosystem innovation flips this on its head by bringing together people, technology, and processes to address every aspect of an issue simultaneously. This strategy ensures lasting solutions by focusing on how all the elements of a problem interact.

For example, the Aravind Eye Care System in India didn’t just focus on treating blindness. They reimagined the entire system of eye care delivery. This included producing affordable lenses locally, training nurses for specialized tasks, and bringing services to rural communities. This interconnected approach allowed Aravind to restore sight to millions while keeping costs remarkably low.

Ecosystem innovation works not only in healthcare but also in industries like energy and retail. Solar Sister empowers women entrepreneurs in sub-Saharan Africa by combining solar technology with community training. Meanwhile, Dollar Shave Club created an entirely new ecosystem in shaving by leveraging direct-to-consumer models and bypassing traditional retail. These examples demonstrate the importance of zooming out and designing systems where every part contributes to collective success.

Examples

• Aravind Eye Care revolutionized blindness treatment in India by integrating production, training, and accessibility.
• Solar Sister transformed rural energy delivery by combining technology with entrepreneurship.
• Dollar Shave Club challenged big brands by creating a streamlined distribution system for shaving products.

2. Five Forces Powering Ecosystem Success

To make an ecosystem flourish, five key dynamics are essential: resource diversity, intrinsic motivation, rule-breaking potential, synergies, and flexibility. Together, they address big challenges while encouraging new ways of thinking.

Diversity in resources allows innovators to mix and match people, ideas, and technologies creatively. Motivated participants bring their unique needs and goals, which ensures win-win outcomes. For instance, Airbnb thrives not just by offering rooms but by enabling homeowners and travelers to connect, benefitting local economies.

Breaking traditional rules gives ecosystems an edge. Airbnb bypassed the hotel industry's costly infrastructure model, letting them grow while redefining hospitality. Synergies, when parts of an ecosystem amplify each other's outcomes, also play a key role. For example, more Airbnb hosts attract more travelers, which boosts local economies in a continuous feedback loop.

Flexibility ensures that ecosystems can adapt to change. Airbnb's ability to quickly shift focus, from hosting tourists to housing refugees during crises, shows how resilience is built into these systems. Embracing these five forces allows innovators to work in dynamic, evolving landscapes.

Examples

• Airbnb links underused home spaces with travelers, creating mutual benefits.
• Airbnb also rewrote industry rules by eliminating the need for physical hotel properties.
• Changing market demands were met by Airbnb’s pivot to provide refugee housing.

3. Tackling the Right Challenge with the Right Method

Not every method works for every problem. Ecosystem innovation is ideal for complex, intertwined challenges, but simpler methods like agile development, reductionist engineering, or incremental optimization also have their place.

Agile methods are effective for rapidly evolving problems. Rovio Entertainment used agile practices when designing Angry Birds, learning through numerous iterations and failures. Reductionist approaches like those used in building the Burj Khalifa excel in static projects requiring high precision. And optimization techniques improve existing systems, ensuring minor boosts in efficiency without sweeping changes.

However, traditional approaches often stumble with messy, multi-dimensional problems. Ecosystem innovation, on the other hand, thrives in this environment due to its adaptive, interconnected nature. Choosing the wrong method can stall progress, making it vital to assess the scope and complexity before deciding on an approach.

Examples

• Agile approaches helped Rovio iterate its way to global success with Angry Birds.
• Reductionist methods yielded precision and stability in building the Burj Khalifa.
• Optimization made factory processes more efficient but often can't disrupt entire systems.

4. The Role of the Choreographer

Choreographers guide ecosystem innovation, connecting resources and people to create dynamic solutions. Unlike traditional leaders, who rely on authority or fixed plans, choreographers focus on collaboration and adaptability.

Dr. Victor Trevino exemplified this role during the COVID-19 vaccine rollout in Nuevo Laredo, Mexico. He secured excess vaccines from the U.S. and rallied local organizations to distribute them efficiently. This required coordinating across borders and bureaucracies, a task achievable only through big-picture thinking and bridge-building.

Choreographers don’t stick to rigid roles. They adapt and connect, often rallying diverse groups toward a singular vision. Their storytelling skills also inspire action and align objectives, making them critical for turning innovative ideas into actionable systems.

Examples

• Dr. Victor Trevino redistributed vaccines to underserved communities in Nuevo Laredo.
• Choreographers guide cross-sector collaborations effectively, as in ecosystem innovation.
• Their adaptive leadership thrives in uncertain, fast-changing conditions.

5. Bold Goals Drive Collective Momentum

Ambitious goals create a shared purpose that unites diverse stakeholders. These objectives need to be challenging enough to inspire transformation but achievable enough to maintain focus and avoid overwhelm.

President John F. Kennedy’s moonshot mission in 1961 highlights this principle. His vision of landing on the moon galvanized government agencies, private companies, and academic institutions to work together. Clear boundaries, like ethical guidelines and technical feasibility, ensured alignment.

Challenging goals force innovators to think creatively and act decisively. They move beyond tinkering with existing systems and instead reimagine what's possible. Such objectives inspire action across teams, organizations, and systems.

Examples

• Kennedy’s moonshot united the U.S. in the space race against the Soviet Union.
• Tesla's vision of a zero-emission future accelerated electric vehicle adoption.
• Setting clear boundaries aligns teams working toward ambitious goals.

6. Embracing Complexity to Avoid Superficial Fixes

Addressing complex problems requires stepping back to understand how different factors interact. Too often, people tackle surface-level symptoms instead of addressing root causes.

For example, adding more recycling bins can reduce waste slightly, but redesigning systems to turn food waste into energy or compost creates systemic solutions. Holistic approaches allow innovators to design interventions that truly transform outcomes.

Taking a big-picture view helps in spotting opportunities and avoiding unintended consequences. Systems thinking is critical for crafting solutions that are sustainable and have lasting impact.

Examples

• Cities turning organic waste into energy systems instead of just promoting recycling.
• Addressing transportation inequality by overhauling public transit instead of building one train.
• Improving education by integrating technology platforms tailored to individualized learning.

7. Designing Ecosystems like Edison

Thomas Edison’s innovation wasn’t just the lightbulb—it was creating the entire electrical infrastructure to support its adoption. He crafted a web of interconnected systems that enabled his groundbreaking technology to make a real-world impact.

Future innovators should approach challenges similarly. Envisioning how all components—technology, people, services—intersect and interact is key. This involves building not just a product but an entire environment for it to thrive.

Holistic design ensures innovations are scalable and sustainable. By thinking of the broader ecosystem, innovators transform new ideas into tangible, usable solutions that reshape industries.

Examples

• Edison built power plants and grids, not just lightbulbs, enabling global lighting systems.
• Tesla’s charging network complements its electric cars to enhance usability.
• Shopify created an integrated e-commerce ecosystem for small businesses.

8. Flexibility Fuels Resilience

Rigid systems falter in fast-changing environments. Ecosystems must adapt to unforeseen challenges and opportunities, using iterative processes to tweak and refine solutions as they develop.

By designing with modular components and building connections between systems, ecosystems remain responsive. Airbnb's rapid pivot to offer refugee housing during crises exemplifies this agility. Forward-thinking innovators prioritize learning and adaptation over detailed, inflexible plans.

Adaptable systems thrive where static ones fail. This mindset embraces learning from failure and staying open to transformation.

Examples

• Airbnb pivoted to crisis response by housing refugees.
• Educational platforms adapted to remote learning during the pandemic.
• Modular smartphone designs allow users to replace parts instead of entire devices.

9. Measuring and Iterating for Success

Defining success ensures ecosystems deliver real value over time. Metrics evaluate whether ecosystems meet their initial goals and point out areas needing improvement.

For example, measuring progress in social impact projects involves assessing direct and long-term benefits. Wildlife conservation efforts might track species population growth alongside ecosystem health.

Regular evaluation and iteration keep ecosystems aligned with their purpose. Continuous assessment prevents stagnation and ensures the evolving needs of stakeholders are addressed.

Examples

• Social projects track metrics like poverty reduction or educational access.
• Companies use customer feedback loops to refine innovations.
• Conservation efforts monitor biodiversity alongside human development.

Takeaways

1. Reframe problems by looking at interconnected systems, not just individual parts.
2. Build diverse teams and partnerships to create innovative, collaborative ecosystems.
3. Set ambitious goals that challenge existing limits and inspire collective action.