Coming from the point of view of someone who questions himself how to solve big social problems, Sendhil Mullainathan points out that the greatest challenge often is not the technology. There are many examples of persisting issues which a solution for them has alreadybeen found (infant mortality due to diarrhea, to name one).

He calls it ‘the last mile problem’ (sounds familiar?) and highlights that the reason why people fail to adopt new technologies/solutions is not because the lack of information but rather because the new solutions don’t gel well with common sense or entrenched current habits. Interestingly he suggests to tackle it through the combined efforts of phycology, marketing, art and the scientific method.

Lots of applications for all of us on how to convert the last mile problem into the last mile opportunity. Must watch.

Regional Executive Creative Director, Geometry Global Asia Pacific