Design to solve a perception, not a problem
What if we were wrong all along about Design?
If you change what people pay attention to or you change what’s important, and by changing something important, you can make something bad, good, and something good, bad. — Rory Sutherland
In the year 1774, King Frederick the Great ordered his peasants to grow potatoes as protection from famine. The potatoes were first cultivated in South America and was brought to Europe in the 16th century. King Frederick saw its benefits, and he wants it to be the staple diet of his country because of its health and economic benefits. Even though King Frederick ordered it, his peasants kept resisting for they perceive the potato as no taste and disgusting.
Until he realized that forcing his peasants to do what he wants, will not work as a solution. Instead, he thought of a clever way to make potato be popular:
- He made potato a royal vegetable to be eaten only by Kings and Royals.
- He made an order that no villager can grow potatoes, if and only if it’s in a royal garden
- He placed royal guards to keep an eye in the royal garden
