Just before 2017 came to an end, a Google Internet connectivity balloon crashed in Kenya and landed in a farm. As the article states, it caused a little panic. Fortunately, there was no damage to life or property. Most of us are familiar with what Google has been doing with balloons, but this prompted digging a little deeper.
As you may know, Google has been on a mission to provide Internet connectivity to rural and remote areas of our world, through an impressive initiative called Project Loon. It’s not an easy problem to solve, which makes it perfect as one of Google’s moonshots.
But Google is not alone. Facebook has a similar and equally impressive initiative in Project Aquila, a fleet of solar-powered drones that will beam Internet access to remote areas.
Clearly, both Google and Facebook believe this is a problem worth solving. It is important to both companies to expand their reach to non-customers farthest from their current target markets. Clearly both companies have the technology chops to have a go at complex problems. Besides both companies are chock full of innovative people and have the tenacity to keep plugging away at hard problems.
Tenacity, according to Tim Brown, the CEO of Ideo, is more about the power of asking the right questions and having the confidence to act on them.
Are Google & Facebook asking the Right Question?
“The most common source of management mistakes is not the failure to find the right answers. It is the failure to ask the right questions… Nothing is more dangerous in business than the right answer to the wrong question.” – Peter Drucker
Google and Facebook seem to have framed the problem in the form of the question — How do we provide Internet connectivity to the remotest corners of the world?
So, are Google and Facebook asking the right question? Is there a better question to ask? And if there is, could it lead us to a better understanding of the problem and, thereby, a better solution?
Could mere mortals like us, without the dazzling array of resources and technology at our disposal, even dare ask such a question? And if we could even muster the courage to think about the disadvantaged remote areas of the world, could we approach this problem with any confidence to solve it?
That’s too many questions! So, let’s pause.
First, let’s ask — What do we know about the “remote areas of the world”?
Remote Areas of the World
That’s not very helpful. So let’s reframe:
What do we know about people in rural and remote areas of the world, their life, their environment, their challenges and aspirations? The very people to whom we want to give this gift of the Internet.
For all of us who have embraced the Design Thinking approach to solving problems, we know that we need to be human centered, and developing deep empathy for people. So, this seems like a good first question to ask.
About 1.5 billion people in the world are illiterate, many living in rural and remote areas. Many of them can only talk in their local language. Many don’t have access to computers or mobile phones.
“A woman is still 21% less likely to own a mobile phone than a man. This figure increases to 23% if she lives in Africa, 24% if she lives in the Middle East, and 37% if she lives in South Asia” – GSMA: Women & Mobile: A Global Opportunity
Electricity is not 24×7. Daily wage is about $1.
We feel naked and panic when we leave home without our phones, but this is the reality of people in the remote areas of the world. Any solution therefore needs to acknowledge and accommodate these constraints and the realities.
Nothing to take away from Google and Facebook, but there has to be a lot more on the ground than any number of balloons or drones in the stratosphere.
Empathy for the Job to be Done
Google and Facebook will no doubt demonstrate successful milestones on their journey. In 2013, a farmer in New Zealand was the first user to connect to the balloon powered Internet. At some point in the future, there will be a “Loon for All”, as Google promises.
But what about those that are even further disadvantaged than this farmer in New Zealand? How long do they have to wait to access the information and services they need?
The goal of Project Loon or Project Aquila is not just Internet connectivity. That is just a means to an end. The end is a transformed state wherein people in rural and remote areas are no longer left behind. They are connected to each other and the rest of the world. They are connected to information and services.
The Job to be Done for people in rural and remote areas is to achieve progress and improve their life. In some sense, this is a generic and universal job to be done. But when we identify specific personae and scenarios, it gives us a better perspective of the problem.
“You’ve got to start with the customer experience and work back toward the technology, not the other way around.” — Steve Jobs
A farmer needs to know the market rate of his crop. He also needs to know the weather pattern.
Children may not have books in their school, or even classrooms or benches, but need to acquire knowledge and learn about the world they live in.
A family with a sick child needs medical services in a timely manner.
Enter Question Box. The question they seemed to have asked is:
How can we enable easy access to information to people in areas with high illiteracy, social and technical barriers?
These people are not necessarily all in rural or remote areas. As Question Box puts it, they are people who are marginalized, who are the most in need of information and services. They are also hardest to reach, and least likely to access the knowledge and resources in a timely manner.
Take a look at this video:
A More Beautiful Question
Berger provides insights into the importance of curiosity and the power of inquiry. A question is a simple tool to spark innovation.
Berger provides fascinating examples of interesting questions asked by different people and the impact they created. We can recognize many of these innovations.
To be fair, Google and Facebook have asked an interesting question too — How can we deploy network infrastructure in remote parts of the world where putting cell towers may be problematic?
However, the question asked by Question Box comes across as a more beautiful question to me. Granted the solution is a low-tech approach as compared to balloons and drones, but it is a very innovative solution that is creating value today.
Do people in rural, remote areas of the world need the Internet or need access to information? We define the problem and the solution based on the question we ask.
What do you think?