Reframing Problems | Roy Rosin | TEDxRadnorHighSchool

Summary

In this insightful talk, Roy Rosen, Chief Innovations Officer at Penn Medical Center, explores the power of problem reframing to unlock innovation. Through anecdotes and examples from various industries, he illustrates how redefining the problem statement can lead to unexpected and impactful solutions. From improving car rental experiences to addressing anemia in Cambodia, Rosen emphasizes the importance of deep immersion and the 'five so what's' technique to uncover the root cause and catalyze meaningful change.

Takeaways

• 🔑 The importance of problem framing: Mr. Rosen emphasized that how a problem is framed can unlock innovation and reveal solutions in unexpected places.
• 🚗 The anecdote about the high school student: A personal story illustrates how a simple observation can lead to a deeper understanding of the underlying issues, like the need to leave earlier rather than driving faster.
• 🔍 The use of 'five whys' and 'five so what's': These problem-solving techniques help to dig deeper into the root cause of an issue and to explore the implications of different problem statements.
• 🚍 The car rental industry example: Shows how changing the problem statement from 'the line is too slow' to 'time from plane to car' can lead to innovative solutions like Hertz NeverLost.
• 🪒 The Gillette example: Demonstrates how reframing the problem from 'the blade isn't sharp enough' to 'how quickly hair comes back' can lead to the invention of multi-blade razors.
• 🩺 The healthcare industry: Mr. Rosen shares his experience in healthcare, where reframing the problem statement can lead to more effective solutions, like online scheduling for doctor's appointments.
• 🐟 Lucky Iron Fish: An example of how reframing the problem of anemia from dietary change to iron leaching from cooking utensils led to a simple and effective solution.
• 🧿 Life-Saving Dot: Shows how reframing the problem of iodine deficiency from dietary change to skin absorption through a bindi led to a life-saving innovation.
• 👶 Embrace Baby Warmer: An example from healthcare where reframing the problem of keeping premature babies warm from incubators to body heat led to a cost-effective solution.
• 🏥 Discharges in healthcare: The story of how reframing the problem from 'discharges are too late' to 'time to treatment' can lead to innovative solutions that don't necessarily involve beds or discharge times.
• 🌐 The impact of deep immersion: Mr. Rosen explains that immersing oneself in the context of a problem can lead to a better understanding and innovative solutions, as illustrated by the stories of heart failure and cholera prevention.
• 🚢 The history of containerization: Concludes with the story of how a trucker's observation led to the invention of containerization, revolutionizing the shipping industry and demonstrating the power of reframing problems.

Q & A

Who is the speaker in the provided transcript?

The speaker is Mr. Roy Rosen, the Chief Innovations Officer at the Penn Medical Center.

What is the main topic of Mr. Rosen's talk?

The main topic of Mr. Rosen's talk is 'Reframing Problems' and how it can unlock innovation and reveal solutions in unexpected places.

What is the significance of the story about Mr. Rosen's son and the car ride to school?

The story illustrates the importance of proper problem framing, showing how incorrect framing can lead to ineffective solutions.

What is the 'five whys' technique mentioned in the script?

The 'five whys' is a problem-solving technique that involves asking 'why' five times to get to the root cause of a problem.

How does Mr. Rosen use the car rental industry example to explain problem framing?

Mr. Rosen compares the traditional approach of speeding up the car rental line with the innovative approach of Hertz's 'NeverLost' service, which reframes the problem from speed of service to time from plane landing to being in the car.

What is the 'five so what's' technique that Mr. Rosen refers to?

The 'five so what's' technique is a method of exploring the implications of a problem statement, asking 'so what' to understand the underlying issues and potential benefits of different outcomes.

How does the story of the Lucky Iron Fish relate to problem reframing?

The Lucky Iron Fish story demonstrates how reframing the problem from dietary iron intake to iron leaching from cooking utensils led to an innovative solution for anemia.

What is the significance of the 'Embrace Baby Warmer' in the context of problem reframing?

The 'Embrace Baby Warmer' is an example of how reframing the problem from providing incubators to maintaining stable body temperature led to a cost-effective solution for premature babies.

What does Mr. Rosen suggest as a method for identifying the root problem in healthcare?

Mr. Rosen suggests deep immersion in the patient's world and context as a method for identifying the root problem, rather than assuming the problem based on superficial observations.

How does the story of Rita Colwell and the cholera solution exemplify problem reframing?

Rita Colwell's story shows how understanding the local culture and environment led to a simple and effective solution for cholera by using a sari cloth filter, rather than focusing on boiling water which was impractical for the locals.

What is the lesson from the brief history of the shipping industry that Mr. Rosen concludes with?

The lesson is the importance of recognizing and reframing the real problem, as demonstrated by the trucker who redefined the problem from the speed of shipping to the efficiency of loading and unloading, leading to the invention of containerization.

Outlines

00:00

🔍 The Power of Problem Framing

In this paragraph, Mr. Roy Rosen, the Chief Innovations Officer at Penn Medical Center, introduces the concept of problem framing as a key to unlocking innovation. He uses a personal anecdote about his son's tardiness due to slow driving to illustrate how reframing a problem can lead to unexpected solutions. Rosen explains that instead of focusing on the superficial issue of driving speed, a deeper analysis might reveal underlying causes such as the time spent on morning routines or other activities. He emphasizes the importance of looking beyond the obvious to find the root cause, which can lead to more effective and innovative solutions.

05:01

🚗 Innovations in Transportation and Healthcare

This paragraph delves into how problem reframing can revolutionize industries such as car rental services and healthcare. Rosen discusses the transformation of the car rental industry from a slow, line-based process to the introduction of services like Hertz 24/7, which allows customers to bypass lines and have a car ready upon arrival. He also touches on the evolution of shaving products, where understanding the customer's desire for a closer shave led to the invention of multi-blade razors. In healthcare, Rosen shares his experience with online doctor appointment scheduling, highlighting the importance of understanding the true problem—access to appointments—rather than just making the scheduling process more convenient.

10:02

💉 Addressing Global Health Challenges with Innovation

The focus of this paragraph is on innovative solutions to global health issues, such as anemia and iodine deficiency. Rosen describes how the Lucky Iron Fish, a simple iron cooking tool, effectively reduced anemia rates in Cambodia by increasing iron intake through everyday cooking. Similarly, the Life-Saving Dot, a bindi soaked in iodine, addressed iodine deficiency in rural India by providing a simple, behaviorally compatible solution. He also discusses the Embrace Baby Warmer, a low-cost alternative to incubators, which has saved thousands of premature babies by providing warmth and reducing mortality rates.

15:04

🏥 Rethinking Hospital Discharges and Treatment Access

This paragraph examines the issue of late hospital discharges and the importance of reframing the problem to find a more effective solution. Rosen shares a story where the initial problem of late discharges was reframed to focus on the time to treatment rather than the time of day. This shift in perspective opened up new opportunities for innovation, such as improving the availability of chemotherapy beds. He also discusses the importance of deep immersion in the context of a problem, using the example of heart failure patients and the need for a tasty low-sodium diet rather than just education and reminders.

🚢 The Impact of Problem Reframing in the Shipping Industry

The final paragraph concludes with a historical perspective on the shipping industry, illustrating the profound impact of problem reframing. Rosen recounts how the industry was on the brink of collapse due to rising costs and inefficiencies. The conventional approach to speed up shipping across water proved ineffective. However, a trucker's observation led to the invention of containerization, which revolutionized the industry by focusing on the time ships spent idle in ports. This reframing not only saved the shipping industry but also significantly reduced shipping costs and expanded global trade.

Keywords

💡Innovation

Innovation refers to the process of translating an idea or invention into a good or service that creates value or for which customers will pay. In the context of the video, innovation is explored as a result of reframing problems, which opens up new avenues for solutions. For instance, the speaker discusses how changing the problem statement from 'the line is too slow' to 'time from plane landing to car' led to the invention of Hertz's car rental service.

💡Problem Framing

Problem framing is the process of defining or redefining a problem to allow for new solutions. It is central to the video's theme, where the speaker emphasizes the importance of correctly framing a problem to unlock innovation. An example from the script is the discussion about the car rental industry, where the initial problem of slow lines was reframed to focus on the time from landing to getting in a car, leading to a new solution.

💡Root Cause Analysis

Root cause analysis is a method of problem solving used to identify the underlying causes of faults or problems. In the video, the speaker mentions this method but also points out its limitations if applied to the wrong problem statement. The script uses the car example where the root cause of not being on time was not the speed of driving but rather a series of other factors like getting out of bed on time.

💡Five Whys

The Five Whys is an iterative interrogation technique used to explore the cause-and-effect relationships underlying a particular problem. The video discusses this technique but also introduces the 'Five So What's' as a counterpoint to dig deeper into problem framing. The script illustrates this with the story of Gillette, where instead of just making a sharper blade, they considered what customers really wanted—a closer shave without the need for frequent shaving.

💡Five So What's

The 'Five So What's' is a technique introduced in the video as a counterpart to the 'Five Whys', aiming to explore the implications of a problem statement rather than its causes. It is used to challenge the initial framing of a problem and find a more fundamental issue. The script uses the car rental industry as an example, where asking 'So what?' led to the realization that the real issue was not the speed of the line but the overall time from landing to being in a car.

💡Healthcare

Healthcare is the organized provision of medical services to individuals or communities through various health professionals and allied health fields. The video discusses several healthcare-related examples of problem reframing, such as the Lucky Iron Fish and lifesaving dot, which address health issues through innovative means rather than traditional medication or dietary changes.

💡Anemia

Anemia is a condition in which there is a deficiency of red cells or hemoglobin in the blood. In the video, the speaker talks about an innovative solution to address anemia in Cambodia through the Lucky Iron Fish, which leaches iron into the food as it cooks, rather than changing diet or taking supplements.

💡Iodine Deficiency

Iodine deficiency is a lack of sufficient iodine, an essential nutrient, in the body. The video mentions the lifesaving dot, a solution for iodine deficiency in rural India, where iodine is absorbed through the skin from a soaked bindi, a traditional forehead decoration, instead of changing diet or medication adherence.

💡Premature Babies

Premature babies are infants born before the 37th week of pregnancy. The video discusses the problem of high mortality rates among low birth weight premature babies and how the traditional solution of incubators was reframed to create the Embrace Baby Warmer, a more affordable and accessible solution that doesn't require electricity.

💡Containerization

Containerization is the intermodal container transport of cargo in reusable containers using standardized shipping containers to facilitate handling and transport. The video ends with the story of how a trucker's observation led to the invention of containerization, which revolutionized the shipping industry by focusing on the time ships spent idle in port rather than the speed of travel across water.

Highlights

Roy Rosen, Chief Innovations Officer at Penn Medical Center, discusses the power of problem framing in innovation.

Problem framing can reveal solutions in unexpected places, as illustrated by a personal story about getting to school on time.

Common problem-solving tools like root cause analysis can lead to incorrect conclusions if applied to the wrong problem statement.

The importance of considering other factors beyond the obvious when analyzing problems, such as the role of pet interactions in morning routines.

The impact of changing problem statements on the solution set in commercial and innovation contexts.

The evolution of car rental services and the shift from focusing on line speed to overall customer experience.

The significance of the 'five so what's' technique in understanding the underlying problem before applying the 'five whys'.

Gillette's customer-centric approach and the shift from focusing on blade sharpness to achieving a closer shave.

In healthcare, the realization that online scheduling of doctor's appointments may not address the core issue of access to care.

The Lucky Iron Fish project as an example of reframing the problem of anemia through a cultural and behavioral lens.

The Life-Saving Dot's innovative approach to addressing iodine deficiency by leveraging existing cultural practices.

The importance of deep immersion in the context of a problem to uncover the right problem statement, as shown in the case of heart failure patients.

Rita Colwell's story of combating cholera in Bangladesh through a culturally embedded solution of using sari cloth as a filter.

The history of the shipping industry and the pivotal moment when containerization was invented, revolutionizing global trade.

The critical role of observing and understanding the full context of a problem, as demonstrated by the trucker who redefined shipping efficiency.

The overarching theme that reframing problems can lead to innovative solutions that might have been missed with traditional problem-solving approaches.

A call to action for juniors with cars to help with the school transportation issue, highlighting the speaker's personal touch and engagement with the audience.

Transcripts

please welcome to the stage mr. Roy

Rosen Roy Rosen is the chief innovations

officer at the Penn Medical Center and

has three kids in the Radner School

District one here at the high school

tonight mr. Rosen will be exploring how

problem framing unlocks innovation and

reveals solutions in the most unlikely

of places so join me in welcoming mr.

Rosen with the talk entitled reframing

problems we're going to go at the

virtual clicker this means quick not

working so occasionally in my life I am

referred to as mr. Rosen at madnes High

School I very proudly go by mr. wilson's

little brother so I'll keep that with

pride and so I'm a freshman here at

Radnor and he is generally on time and

he's on time because of our wonderful

neighbor Claire who is a senior with a

car the other day Claire wasn't able to

drive and my wife gave our freshmen a

ride and they did not make it by 7:35

that evening my son said something

interesting he said mom drove too slowly

it's a really interesting pump statement

because it basically says well if the

problem is the speed of transit then the

solution clearly is drive faster and now

we can use very common tools about

problem analysis root cause analysis

five wise so we're not going after the

symptoms but the root but if you do

these common tools on the wrong problem

statement something interesting happens

so so why were we not going faster oh

well we weren't pressing hard enough on

the pedal okay

so pressed hard on the pedal why weren't

we pressing harder on the pedal maybe we

didn't want to get a ticket

oh so the solution now is get a better

lawyer so so maybe not the most

constructive in the instead you could

say well there are other factors going

on here and this is where problem

reframing gets so interesting maybe it

was what time you got out of bed how

long did you spend brushing your teeth

did you have your backpack the night

before and how long did you spend

petting the puppy which is probably the

real issue

so I've been fascinated by problem

framing for a long time especially

because you start to see out in the

world and a commercial world what an

incredible difference it can make how

the solution set changes when the

problem statement or the problem framing

changes so I went to high school in the

80s and in the 80s if you wanted to rent

a car in a big airport you were going to

face the worst line ever invented by

humankind you'd be in that car that line

that meant a line for absolutely hours

and you can imagine a place like Kurt's

trying to fix this and wanting to

improve the experience and studying it

and most obvious thing you would see in

this end-to-end experience is the speed

of the line so you're most likely

problem a statement or initial problem

solution is framing is the line is too

slow

so if the problem statement is the line

of too slow what's better faster right

so that's interesting right you say why

does it want line to slow maybe our

staffing model is wrong maybe maybe the

paper work is such that it takes too

long to process each person in line so

that normal problem analysis of route

calls and five wise can get you to a new

staffing model or it can get you to a

better paper work that makes people go

through the line faster but try the

other thing for us this is the essence

to unlocking veel innovation with palm

framing before you do the five why's we

do what's called the five so what's you

go the other way the top the line is too

slow so what what would be good about

that well if the line is faster I get to

my car more quickly now you have an

interesting problem framing right so

it's not the speed of the line it's the

time from when the plane lands to when

you're in the car on the way now you can

invent hertz goal and this is an

interesting thing as you look around the

world in in other situations if you go

back to the beginning of gillette long

before they became a multibillion-dollar

company but by Procter & Gamble they

wanted to be customer customer centric

and so they went to the customers and

said how do we make a better blade and

the customer said well the blades not

sharp enough and if you go back to your

team and say the problem is the blade

isn't sharp enough what do you get a

sharper blade right if you try this five

so what's before the five why's

something in

testing happens so what would be good

about a sharper blade oh I'd get a

closer shave and this is where it starts

to get annoying and difficult if you're

supposed to have any expertise you have

to keep going

well what would be good about a closer

shave now don't forget you're supposed

to be an expert in shaving you work for

Gillette and your customers are looking

at your funny going what would be good

about a closer shave and they'll tell

you they'll say look I hate shaving I

want an outcome I want to set an outcome

without all the shaving so it's actually

not the sharpness of the blade it's

probably something more like how quickly

the hair comes back right so if you

start to understand this problem

statement you actually can do something

interesting via now up to seven blades

at last count the way this works is the

first plate actually picks up the hair

the next blade cuts at a point below

your skin I don't care how sharp your

blade is you can't normally cut below my

skin but if you realize that this is

about how long before the hair returns

you might invent electrolysis

it's not about sharpness it's not even

about blades anymore

I moved recently to the healthcare

industry and install this again in

spades so one of the first projects that

lands on my desk is a bunch of people

who are really adamant about online

scheduling of doctor's appointments and

they asked me to go and help them

implement this way of doing online

scheduling of doctors appointments like

OpenTable I notice there's so many

people here tonight all the tables even

every time slot is available in our

local restaurants so must have a good

pull here at Radnor so I sat with this

team and I said okay we can do this this

is a it's not hard to imagine how we do

online scheduling it seems like a great

idea hey tell me what would be good

about that why is that important to you

again the five sowhat's and starting

just with which narrative with the

stories every single story was about the

same thing

access I need a dermatology appointment

I can't get in for three months I need a

neurologist I can't get in for five

months had we gone forward and done

online scheduling the only thing that

would have changed would how fast and

easy it would be to see that you can't

get in which I don't think actually

solves the problem very well so as I

look beyond in healthcare some of my

favorite innovations now reveal this

wonderful opportunity for

I'm reframing I'll just hit to hear so

lucky iron fish in life-saving dot which

you may have heard of they've gotten

some great news coverage so lucky iron

fish is a Canadian guy up in Cambodia

who notices an extreme incidence of

anemia low iron in the blood and so you

can start to imagine what the initial

problem statement is what the X would

say the problem is here right so if you

have anemia they say change your diet

you need more iron or take supplements

in the lifesaving dot in the lower right

you have women in rural India who are

very poor who are not having enough

iodine again it's a dietary problem

change your diet change what you eat

take your supplements so very very

similar in nature the reality is people

aren't going to change their diets and

we all know they're not going to take

their medications compliance is low

tastes aren't gonna change income isn't

going to change access to different

foods isn't going to change it's just

not going to work this way up in the in

the upper left the gentlemen in Cambodia

starts to realize that people who cook

with heavy iron skillets iron skillets

the iron actually can leach into the

food and start to address and make the

incidence of anemia go down

he tried this couple different times he

started with iron blocks that didn't

work in fact people not only thought

they're ugly they were worried they'd

scratched the pots when he came back to

see what was happening with them people

using his doorstops so that was not a

very effective solution but then he

found that this try can't drop the fish

shown there oh it's the symbol of health

and luck in Cambodia was something

people like they left in their pot they

didn't change behavior they cooked as

they did before and the iron leached in

and the incidence of anemia went down in

in the case of the life-saving dot again

it wasn't about education was about diet

change it wasn't about medication

adherence in fact iodine is something

that can be absorbed through the skin

it's about delivery of iodine so they I

took the bindi every woman in this area

pretty much wears a bindi on her

forehead they took the bindi they soaked

the bindi in iodine you do the same

thing you're doing before every morning

you put your bindi on $0.16 for 30 of

them to last a month and now you getting

the iodine that you need just absorb

through your skin no change in behavior

so this problem if aiming is critical

and if I keep going again actually let's

go to the other coast here back to back

to America now

couple kids this dancer who see a very

interesting problem premature low birth

weight babies have a very high mortality

rate unfortunately about 4 million

babies around the world are still dying

within the first month so they're very

very early very small can't regulate

their body temperatures at some point

someone invented an incubator saved a

lot of kids but as they go around the

world they actually start to see that

there are still all these babies dying

they're being born in places that often

don't have an incubator you think your

babies cost $20,000 and they require a

continuous supply of electricity so as

they start to think about how do we get

these babies to the incubators because

that is a good solution you can use this

technique of the five why's to change

that problem statement and it changes

what you're able to do right so what

would be good about getting these low

birth weight premature babies to an

incubator faster the answer is they'd

get to that appropriate stable

temperature more quickly so that's

really what you're trying to do and in

that case instead of $20,000 in requires

electricity you can have something

that's three hundred dollars and has now

saved about 150 thousand babies the

embraced baby warmer absolutely

wonderful invention that changed the way

you actually have to think about what

women will will do to save their

children women actually don't want in

these areas to put their baby inside a

machine they want the baby against their

body so actually the one on the right

not only is much much less but it

actually is something people will use to

get the outcome and so here's an example

in healthcare of how painful and

difficult like in the shaving example

this really can be we were approached by

the senior executive to solve this

problem that discharges were getting too

late in the day people leaving the

hospital too late in the day and it's a

great example that sometimes we solve

the wrong problem because we're asked or

told to solve the wrong problem so

discharge is later in the day that's go

through the stories well what would be

good about that not why but what would

be good about earlier in the day well

what ends up that we have 50 people who

need chemotherapy we only have 10 beds

okay I need to get those guys out to get

the new people in got it oh that's

interesting so it's not time of day it's

like this day in other words earlier the

next day isn't better than later the day

before it's how long they're in the

hospital right god

okay well what would be good about a

shorter length instead really well okay

let's think I just told you I need to

get those people out to get these people

into the bed to the chemo oh so it's not

Lanka's day it's actually time to a bed

well what the heck is the difference

you're just playing around with words

right well no not at all because again

every time you change the problem the

solution set changes in one of those

cases time to a bed versus length to

stay in one of those cases the number of

beds you have matters and the other one

the number of beds you have doesn't

change Mike to stay at all right okay so

it's time to get your bed I get it but

what would be good about time to a bed I

just told you three times right they

need their chemo oh it's not time to bed

but it's time to get your chemo and so

every time you change the problem your

solutions that does change in fact now

when you get to time to treatment not

only do you not necessarily need a bed

you know it may not be in the hospital

they may not be no discharge whatsoever

so the whole thing now reveals

opportunities for innovation you never

had so how do you do this other than the

storytelling and the five sowhat's

instead of the five was the best way

I've ever found to get to the wheel

problem is solving is deep immersion in

the world you have to go embed yourself

contextually right so if you have heart

failure this is a good example you

usually come back to the hospital you

admitted back to the hospital because

you didn't take your meds or you didn't

stick to your low sodium diet or

something along those lines it's

generally seen that the problem here is

that people either didn't understand how

important those things were or they

forgot in which case then the solutions

if that's the problem framing the

solutions would be education and

reminders what if those are the wrong

problems altogether right so in this

case you go into their home you embed

yourself in their life and you see

something like this right you see this

Trader Joe's favorites what's going on

here it ends up if you spent your life

eating high sodium foods you like the

taste of salt things that don't have

sodium taste terrible these are the two

only two things that this patient has

tried that she might try again so when

you start to see artifacts like that you

say you know what I would do better to

invent a tasty low sodium diet than

education and reminders I was going

after the wrong problem and these things

this approach can change the world

one of my favorite stories happened in

Bangladesh Rita Colwell as a biologist

he was going after cholera in Bangladesh

and it's a terrible disease it was still

you know not that long ago killing

thousands of children mostly others as

well and it's it's a kind of disease

that is understandable if you emerge you

immerse yourself in the culture so Rita

as this file just Dovan right she

understands it's driven by bacteria that

live in the fresh water supplies where

they gather the water she understands

that the bacteria hitches a ride along

with these plankton that bloom at

certain times of the year in particular

she understands the jugs that the women

used on how they dumped them under water

the wall under the water the water goes

into the jug she sees the dress the

clothes and she has an idea she says you

know what this is interesting I think I

can create a filter what if because the

plankton is a sizable that the bacteria

is attached to what if I can filter it

out into the experiments and finds that

if you fold sari cloth over four to

eight times in the soy cloth these women

are wearing or have around the house you

actually let the water come into the jug

you see how the cloth is over the top of

the jug so you dunk it the water goes in

but the plankton carrying the bacteria

don't go in fact you can strain out 99%

of it and it's an amazing solution at

the time the experts were saying oh you

have bacteria in the water simple what

we need to do the problem is that people

aren't boiling their water we need to

get them to boil their water but because

she was embedded in most of this culture

she knew not possible they need fuel to

boil the water fuel is Wood Wood is

scarce and very expensive they're not

going to be able to do it this solution

cut cholera by 50 percent absolutely

remarkable and I'll end on this story a

very brief history of the shipping

industry it's one of my favorite stories

that kind of gives you this idea that

you have to be able to see what people

have missed there it is the very brief

history of the shipping industry and

right there in the 1950s you have this

great ship right and so in the 1950s

everyone said shipping was going to die

no more right it's the only way anything

got around the world up into that point

but the cost were going through the roof

the shaft was going through the roof

delivery times were going through the

roof and it wasn't for wanting people

innovating there were thousands of

people innovating to try to solve this

really urgent problem because this was

commerce right and at the same time they

said well now these newfangled airplanes

they're going to

everything by ear so people studied this

problem and they said what's simple

right the ship goes from port a

thousands and thousands of miles across

the water to put be so 99.9999% of this

journey is across the water let's

innovate they're the fastest ship to get

across fastest the first nuclear

freighter to save on fuel ships designed

for small crews right because there's a

lot of human cost to getting across that

water all failed the way the story goes

is one day a trucker from North Carolina

was sitting there watching the work

immersed in the work he didn't dump his

load and leave he stuck and watched the

unloading and unpacking of his truck

down onto the dock and the reloading

repacking up onto the ship and he had an

epiphany it was the wrong problem

framing the real problem was the week

that the ship's at idle in the port and

so he of course realized just take the

back of my truck off my truck put it on

the ship he invented containerization

not only the shipping not die 90% of

everything goes around the world today

the cost of shipping is 5% of what it

was in the 1950s and this is responsible

for the breadth of goods and prices we

have the United States and the

livelihood of most developing nations

around the world because of the ability

to see what other people missed and

reframe the problem and get to a much

better solution so back to getting to

school on time

I know there's a lot of different ways

we could frame it and solve it but I

leave you with this request if there are

any juniors in the audience you have a

car and it could be driving next year

please get in touch with me thank you