Nathan Shedroff speech

This week Nathan Shedroff came to our class to talk about Design is the Problem. Nathan Shedroff is the chair of CCA's groundbreaking MBA in Design Strategy. Nathan was talking a story of Nokia phone design; he said, there is once that Nokia company designed a cell-phone that has a old faction dial system that has to put our figure in the hole and roll around, which is been call as a old rotary phone. At the beginning, lots people went to buy it, but after half of an hour, they all brought the phone back to store and said they can’t use it. This story he told is about resource use and waste. As what Nathan Shedroff said, when a product came out and did not get buy, this is resource waste, this is not only about waste of the product itself, but also everything behind it.
Let’s use the Nokia cell phone as an example, when the Nokia company produce a line of product, we call it J phone, when people returned all J phone they brought, that means that J phone has no more market value. Then Nokia is losing money on designing them, also the human capital that use on designing the phone; besides the designing, the material that using to create the phone, the labor use to buy the material, the factor line, the power using to run the machine is all wasted. Therefore, a simple design is better than a bad design, because a bad design not only is a waste also is a burden for environment .