I’m walking the streets of Shanghai it’s
in the French Concession
it’s a good day it’s a little bit chilly
and the Sun is up and you can see the
Sun through the trees coming out and
along the side there is small coffee
shops serving cafe lattes and to
communities like myself and there is
side by side with his steamed buns
bakery making breakfast in the chanting
traditional Chinese way it’s a perfect
mix of European Western Chinese culture
it’s young and old and fresh I’m on my
way to my studio it’s a few blocks away
and on my way I see bikes I see lots of
bikes there green bikes red bikes blue
bikes mostly orange bikes lots of bikes
and all of these bikes they’re accessed
by a mobile app you take your mobile app
and you can unlock the bike you rent it
for one guy that’s sort of one crown in
Swedish and you can see along the street
go to your just nation wherever you want
to go it’s a perfect solution for the
crowded streets of Shanghai and Beijing
and the other major cities in in China
is a very good solution scaling neatly
addressing the world and when I look at
the world and I want to look at problems
because I want to talk about the little
bit of problems a little bit of
solutions I see lots of problems with
our exponential growth things are going
so fast today and it’s growing so fast
exponentially so it’s really hard to
keep up with it it’s both in a good way
we see companies they flourish like
Google of Facebook and Alibaba but we
also see lots of problems and in China
for example in this city some of the
buildings here there are over 600 meters
tall and 70% our population in China is
still living on the countryside on their
way into the cities and they’re getting
the modern way of life they’re getting
cars they getting energy consumption
they’re getting TVs they start consuming
goods and food and of course we get
problems with climate change we get
problems with air with environment and
congestion also and we try to keep up
and we’re building in China during three
years China consumed more Kong
then us did during the whole 20th
century during a hundred years they
consumed more concrete in three years
time this is of an exponential growth so
what do you do yeah you build more roads
because we have congestion so you build
bigger roads we build faster trains and
smooth airports and we think that this
is the solution to it and in some way it
is but at the same time we know that
we’re gonna end up with more traffic
this is always the case you built a
little bit bigger road can fit a bit
more course it goes faster to drive to
work so what do people do yeah you get
another car so you can drive you – so
we’re in the world of exponential growth
both good and bad and when we look at it
10 to 20 years ahead we see that it’s
off too short it doesn’t work anymore
we have pension funds that can’t pay the
pension and more we have healthcare
system the cost is skyrocketing and we
have congestion traffic an environment
this is my daughter she’s five years old
in 20 years time she will maybe not even
have seen her university degree and we
have a hard time to depict this world in
twenty years from now and then we have
quantum computers and it’s gonna go even
faster and at the same time this is also
a huge market potential because out
there there is lots of people like
myself
we’re entrance with builders we’re
trying to fix this and I think that the
only way of starting a company the all
the way that you can really change
something and the only way you should
start a company is to make something
good right the wrong
do something fix the world because it
desperately needs to be fixed right now
and if you’re about to fix the world you
need a huge market because if you come
up with this brilliant solution that
really solves something and nobody’s
using it what difference does it make it
doesn’t make any difference so you need
to get out there by the millions to do
it if we look at the healthcare industry
in China the elderly care industry in
China is going to grow from 490 billion
to 22 trillion in 35 years what how
we’re gonna solve that and this is the
same all around the world it’s not just
China it looks like this all around the
world how
for the future market all of these
people in China in 10 years time there’s
gonna be 170 million people in
wheelchairs with the one-child policy
there’s not enough people to push them
around how we’re gonna solve it we need
to get these people to continue with
their lives we can’t move them to the
hospitals because it’s too expensive it
takes too much money too much resources
we can’t keep them at home so one way of
doing it is a autonomous wheelchair they
should be able to go around by
themselves they should not go to the
hospital they should stay at home
continue with their life continue with
what they do go to the local market meet
your friends meet your family
we shouldn’t fix healthcare we should
keep them out of healthcare and this
goes on so we have transportation we’ve
seen it before transportation is a big
industry and software is eating the
world have you heard that yes
software is eating the world is changing
the way we run businesses fundamentally
every business is affected but at the
same time for example uber right now I
don’t know if you’ll be doing anything
but uber used to be trying to change
transportation but uber is a way of
booking a taxi it’s a very efficient way
of booking a taxi but it’s not changing
the car it’s still fossil fuel driven we
need electric cars but we had electric
cars for years we had it for hundred
years the first car were even electric
so it’s been around for so a long time
but the trick is to get the electric car
out to the masses we need millions and
millions of people to run the electric
car not one not ten not thousand we need
to have it in different way of thinking
so for example bike sharing bike sharing
is brilliant you use your own muscle
power you rent it for one guy
you can go anywhere in the city and you
just leave it on the street but there is
lots of ice lots of bikes because you
have a software mentality building bike
sharing sheeps and bike sharing
companies and you’re putting millions
and millions of bikes on the streets so
we end up with this in Beijing we had a
ban for new bike sharing teams the
reason is that we put 1.3 million bikes
on the streets of Beijing
it’s not that bad in Shanghai you can
still walk around this movie is from on
my way to to my office in Shanghai in
Beijing you see my works you can’t even
walk in substrates because there are so
many bikes everywhere and when we look
at these problems we’re trying to do
good we’re trying to solve the world
we’re trying to change something we need
to look at everything because if we just
take our technology and just take what
we do and expect everybody to use it
it’s not gonna work and even if we do
take our technology and expect everybody
to use it and everybody starts using it
we still might end up with a traffic jam
of bikes in the city so if we start with
the technology and we look at everything
you have trying to fix the world
you look at all the available technology
you can use for this one you have the
solution space here this is what you can
do to bring your brilliant ideas to the
masses and then you mix this for example
with users in UX because if you have a
good technology solution to this problem
and nobody nobody is really using it
what difference does doesn’t make or
even worse people actually using it but
they hate it okay it’s not gonna work so
you end up with this overlap between the
technology and the user experience and
interaction design or what you want to
call it and it’s the intersection in
between that’s interesting because in
there lies the little secret to your
product to getting it out but it’s not
enough because you’re gonna add business
logic and with business logic you need
to make a business out of it
otherwise you have two options one is
that you have this brilliant idea
you don’t have the money to really scale
it up and really get it up so there is
not that many people using it or is
actually scaling up but you’re losing
money on everyone using your service so
you’re gonna go back route so you need a
business logic to be there in there as
well but this space the solution space
you’re looking into is shrinking is
getting smaller and smaller every time
and you add more and more ports to this
one I took five in this example and we
have the competitors and we have the
marketing and we see that the more we
add to it the smaller the solution space
gets and on the same time we’re out here
to change the world we know we want to
make something good we want to build
solution that’s gonna be good for our
kids for ourselves for the future but if
we’re looking this narrow and we trying
to solve it we often end up with an
incremental change we have an
exponential problem and we come up with
a solution that’s a bit better
very competitors a bit better than
status quo in the market and if it’s a
bit better but the problem is
skyrocketing what difference does it
make it’s like the course we have today
yeah they consume a little bit less fuel
does it matter
yeah it’s good but does it change
climate change no it’s not it’s not
going to work so we need to bridge this
gap how do you go from the incremental
change to the exponential growth problem
how do you build the product that’s
really attacking the core and really
getting out there and on the same at the
same time these people that we’re
talking about they try it’s like you and
me we’re here at this conference we
trying to change we’re trying to do good
so I have a little technique that I want
to share here and I call it amoral
thinking because we’re here and we try
to solve them we are so narrow down or
we think of everything in this in this
solution space we think of the
technology you think of the competitors
and everything so we realized that this
is not really gonna scale and we need
millions of people using this one you
should spread like a disease if we’re
going to fix pension funds or healthcare
climate change congestion you name it
so we look at these different parts and
one thing that’s often in the way is the
competitors and the competitors they
stand for status quo they want to
perceive what’s out there they want to
continue working as they are and they’re
keeping you from getting out there so
what you want to do is to kill them you
should look down into yourself and bring
out those really dark thoughts what’s
the worst thing you can do be nasty be
evil and this is quite important because
if you start out as a bad guy and
continue being bad it’s most likely all
gonna work but if you start out as the
good guy and really trying to solve it
then you need to go here
look at the body inside you be the bad
guy in the Bond movie we were doing the
most boring thing on earth we were doing
bookkeeping anyone like bookkeeping I
don’t think you like bookkeeping I hate
it that’s why we came up with a idea
that this sucks we need to fix this we
need to build a software that we can use
ourselves so we built a bookkeeping
software and we suddenly realized that
if we’re gonna bring this to all these
entrepreneurs out there there is so many
issues and one thing is that oh we have
all of these competitors and they are
paying for all the ads for it and
they’re paying to add to Facebook and
Google and just because Facebook and
Google is a big monopolies and taking
all the ad money is not right that we
should give them the money to do it
so we thought oh we need to kill the
competitors so we swapped our mind and
said like what’s the worst thing we can
do be the bad guys what should you do
and we look at the clients we have and
we think that hey they don’t know
anything about bookkeeping they don’t
want to know anything about it there may
be sitting in a taxi running a little
taxi service they don’t have any staff
to do it don’t have any time they don’t
even have any money to do it they barely
get the money to pay their own salary
and at the same time we have the
competitors shorting their money
exploiting this situation that they have
to do bookkeeping just because of the
tax office so we thought of what’s the
worst thing you can do give it away free
build a superior product give it away
for free do something that they use
users and the UX is just so much better
than the rest of it and we don’t even
need to market it because if it’s free
and the best product out there they’re
gonna market them themselves it’s a
brilliant idea we could get everything
together except a little business logic
thing out there because you still need
to make money otherwise you’re gonna go
bankrupt especially if you have
thousands and thousands of users but
this way of thinking of being the good
guys turning into the bad guys
understanding that wait a minute the
really bad guys that’s the competitors
they trying to defend the status quo
they trying to keep what’s out there
and we don’t like what’s out there then
we checked into the business model away
well and we understood that we can maybe
use the data in this case we could use
the data to enable credits from from
banks for example and we get a revenue
share out of the banks so we enable
credits even for these entrepreneurs
they can’t get it today but with this
service they can but the trick is that
if you’re trying to solve the world if
you’re trying to do something good let
yourself be the bad guy for a little
moment and I bet you you soon gonna
realize that this immoral thinking gonna
turn out as something kind of more
immoral and if we trying to solve the
world you need to have that exponential
growth in your service otherwise there
will be maybe a thousand people using
your service and it doesn’t matter if
we’re a thousand people it matters if
there’s millions changing the way
they’re living thank you [Applause]
in the French Concession
it’s a good day it’s a little bit chilly
and the Sun is up and you can see the
Sun through the trees coming out and
along the side there is small coffee
shops serving cafe lattes and to
communities like myself and there is
side by side with his steamed buns
bakery making breakfast in the chanting
traditional Chinese way it’s a perfect
mix of European Western Chinese culture
it’s young and old and fresh I’m on my
way to my studio it’s a few blocks away
and on my way I see bikes I see lots of
bikes there green bikes red bikes blue
bikes mostly orange bikes lots of bikes
and all of these bikes they’re accessed
by a mobile app you take your mobile app
and you can unlock the bike you rent it
for one guy that’s sort of one crown in
Swedish and you can see along the street
go to your just nation wherever you want
to go it’s a perfect solution for the
crowded streets of Shanghai and Beijing
and the other major cities in in China
is a very good solution scaling neatly
addressing the world and when I look at
the world and I want to look at problems
because I want to talk about the little
bit of problems a little bit of
solutions I see lots of problems with
our exponential growth things are going
so fast today and it’s growing so fast
exponentially so it’s really hard to
keep up with it it’s both in a good way
we see companies they flourish like
Google of Facebook and Alibaba but we
also see lots of problems and in China
for example in this city some of the
buildings here there are over 600 meters
tall and 70% our population in China is
still living on the countryside on their
way into the cities and they’re getting
the modern way of life they’re getting
cars they getting energy consumption
they’re getting TVs they start consuming
goods and food and of course we get
problems with climate change we get
problems with air with environment and
congestion also and we try to keep up
and we’re building in China during three
years China consumed more Kong
then us did during the whole 20th
century during a hundred years they
consumed more concrete in three years
time this is of an exponential growth so
what do you do yeah you build more roads
because we have congestion so you build
bigger roads we build faster trains and
smooth airports and we think that this
is the solution to it and in some way it
is but at the same time we know that
we’re gonna end up with more traffic
this is always the case you built a
little bit bigger road can fit a bit
more course it goes faster to drive to
work so what do people do yeah you get
another car so you can drive you – so
we’re in the world of exponential growth
both good and bad and when we look at it
10 to 20 years ahead we see that it’s
off too short it doesn’t work anymore
we have pension funds that can’t pay the
pension and more we have healthcare
system the cost is skyrocketing and we
have congestion traffic an environment
this is my daughter she’s five years old
in 20 years time she will maybe not even
have seen her university degree and we
have a hard time to depict this world in
twenty years from now and then we have
quantum computers and it’s gonna go even
faster and at the same time this is also
a huge market potential because out
there there is lots of people like
myself
we’re entrance with builders we’re
trying to fix this and I think that the
only way of starting a company the all
the way that you can really change
something and the only way you should
start a company is to make something
good right the wrong
do something fix the world because it
desperately needs to be fixed right now
and if you’re about to fix the world you
need a huge market because if you come
up with this brilliant solution that
really solves something and nobody’s
using it what difference does it make it
doesn’t make any difference so you need
to get out there by the millions to do
it if we look at the healthcare industry
in China the elderly care industry in
China is going to grow from 490 billion
to 22 trillion in 35 years what how
we’re gonna solve that and this is the
same all around the world it’s not just
China it looks like this all around the
world how
for the future market all of these
people in China in 10 years time there’s
gonna be 170 million people in
wheelchairs with the one-child policy
there’s not enough people to push them
around how we’re gonna solve it we need
to get these people to continue with
their lives we can’t move them to the
hospitals because it’s too expensive it
takes too much money too much resources
we can’t keep them at home so one way of
doing it is a autonomous wheelchair they
should be able to go around by
themselves they should not go to the
hospital they should stay at home
continue with their life continue with
what they do go to the local market meet
your friends meet your family
we shouldn’t fix healthcare we should
keep them out of healthcare and this
goes on so we have transportation we’ve
seen it before transportation is a big
industry and software is eating the
world have you heard that yes
software is eating the world is changing
the way we run businesses fundamentally
every business is affected but at the
same time for example uber right now I
don’t know if you’ll be doing anything
but uber used to be trying to change
transportation but uber is a way of
booking a taxi it’s a very efficient way
of booking a taxi but it’s not changing
the car it’s still fossil fuel driven we
need electric cars but we had electric
cars for years we had it for hundred
years the first car were even electric
so it’s been around for so a long time
but the trick is to get the electric car
out to the masses we need millions and
millions of people to run the electric
car not one not ten not thousand we need
to have it in different way of thinking
so for example bike sharing bike sharing
is brilliant you use your own muscle
power you rent it for one guy
you can go anywhere in the city and you
just leave it on the street but there is
lots of ice lots of bikes because you
have a software mentality building bike
sharing sheeps and bike sharing
companies and you’re putting millions
and millions of bikes on the streets so
we end up with this in Beijing we had a
ban for new bike sharing teams the
reason is that we put 1.3 million bikes
on the streets of Beijing
it’s not that bad in Shanghai you can
still walk around this movie is from on
my way to to my office in Shanghai in
Beijing you see my works you can’t even
walk in substrates because there are so
many bikes everywhere and when we look
at these problems we’re trying to do
good we’re trying to solve the world
we’re trying to change something we need
to look at everything because if we just
take our technology and just take what
we do and expect everybody to use it
it’s not gonna work and even if we do
take our technology and expect everybody
to use it and everybody starts using it
we still might end up with a traffic jam
of bikes in the city so if we start with
the technology and we look at everything
you have trying to fix the world
you look at all the available technology
you can use for this one you have the
solution space here this is what you can
do to bring your brilliant ideas to the
masses and then you mix this for example
with users in UX because if you have a
good technology solution to this problem
and nobody nobody is really using it
what difference does doesn’t make or
even worse people actually using it but
they hate it okay it’s not gonna work so
you end up with this overlap between the
technology and the user experience and
interaction design or what you want to
call it and it’s the intersection in
between that’s interesting because in
there lies the little secret to your
product to getting it out but it’s not
enough because you’re gonna add business
logic and with business logic you need
to make a business out of it
otherwise you have two options one is
that you have this brilliant idea
you don’t have the money to really scale
it up and really get it up so there is
not that many people using it or is
actually scaling up but you’re losing
money on everyone using your service so
you’re gonna go back route so you need a
business logic to be there in there as
well but this space the solution space
you’re looking into is shrinking is
getting smaller and smaller every time
and you add more and more ports to this
one I took five in this example and we
have the competitors and we have the
marketing and we see that the more we
add to it the smaller the solution space
gets and on the same time we’re out here
to change the world we know we want to
make something good we want to build
solution that’s gonna be good for our
kids for ourselves for the future but if
we’re looking this narrow and we trying
to solve it we often end up with an
incremental change we have an
exponential problem and we come up with
a solution that’s a bit better
very competitors a bit better than
status quo in the market and if it’s a
bit better but the problem is
skyrocketing what difference does it
make it’s like the course we have today
yeah they consume a little bit less fuel
does it matter
yeah it’s good but does it change
climate change no it’s not it’s not
going to work so we need to bridge this
gap how do you go from the incremental
change to the exponential growth problem
how do you build the product that’s
really attacking the core and really
getting out there and on the same at the
same time these people that we’re
talking about they try it’s like you and
me we’re here at this conference we
trying to change we’re trying to do good
so I have a little technique that I want
to share here and I call it amoral
thinking because we’re here and we try
to solve them we are so narrow down or
we think of everything in this in this
solution space we think of the
technology you think of the competitors
and everything so we realized that this
is not really gonna scale and we need
millions of people using this one you
should spread like a disease if we’re
going to fix pension funds or healthcare
climate change congestion you name it
so we look at these different parts and
one thing that’s often in the way is the
competitors and the competitors they
stand for status quo they want to
perceive what’s out there they want to
continue working as they are and they’re
keeping you from getting out there so
what you want to do is to kill them you
should look down into yourself and bring
out those really dark thoughts what’s
the worst thing you can do be nasty be
evil and this is quite important because
if you start out as a bad guy and
continue being bad it’s most likely all
gonna work but if you start out as the
good guy and really trying to solve it
then you need to go here
look at the body inside you be the bad
guy in the Bond movie we were doing the
most boring thing on earth we were doing
bookkeeping anyone like bookkeeping I
don’t think you like bookkeeping I hate
it that’s why we came up with a idea
that this sucks we need to fix this we
need to build a software that we can use
ourselves so we built a bookkeeping
software and we suddenly realized that
if we’re gonna bring this to all these
entrepreneurs out there there is so many
issues and one thing is that oh we have
all of these competitors and they are
paying for all the ads for it and
they’re paying to add to Facebook and
Google and just because Facebook and
Google is a big monopolies and taking
all the ad money is not right that we
should give them the money to do it
so we thought oh we need to kill the
competitors so we swapped our mind and
said like what’s the worst thing we can
do be the bad guys what should you do
and we look at the clients we have and
we think that hey they don’t know
anything about bookkeeping they don’t
want to know anything about it there may
be sitting in a taxi running a little
taxi service they don’t have any staff
to do it don’t have any time they don’t
even have any money to do it they barely
get the money to pay their own salary
and at the same time we have the
competitors shorting their money
exploiting this situation that they have
to do bookkeeping just because of the
tax office so we thought of what’s the
worst thing you can do give it away free
build a superior product give it away
for free do something that they use
users and the UX is just so much better
than the rest of it and we don’t even
need to market it because if it’s free
and the best product out there they’re
gonna market them themselves it’s a
brilliant idea we could get everything
together except a little business logic
thing out there because you still need
to make money otherwise you’re gonna go
bankrupt especially if you have
thousands and thousands of users but
this way of thinking of being the good
guys turning into the bad guys
understanding that wait a minute the
really bad guys that’s the competitors
they trying to defend the status quo
they trying to keep what’s out there
and we don’t like what’s out there then
we checked into the business model away
well and we understood that we can maybe
use the data in this case we could use
the data to enable credits from from
banks for example and we get a revenue
share out of the banks so we enable
credits even for these entrepreneurs
they can’t get it today but with this
service they can but the trick is that
if you’re trying to solve the world if
you’re trying to do something good let
yourself be the bad guy for a little
moment and I bet you you soon gonna
realize that this immoral thinking gonna
turn out as something kind of more
immoral and if we trying to solve the
world you need to have that exponential
growth in your service otherwise there
will be maybe a thousand people using
your service and it doesn’t matter if
we’re a thousand people it matters if
there’s millions changing the way
they’re living thank you [Applause]
Please follow and like us: