How to create value in the emotional world

Like many of you, I have listened many audio books in the last few years because I feel I get more out of the book when someone else is reading. That has been the problem since my school days when the reading wasn’t just feeling right.

One of the latest books that I have listened was Ichigo Ichie, The art of making the most of every moment, the Japanese way, by Hector Garcia and Francesc Miralles.

Ichigo Ichie basically means "one time, one meeting" it describes a cultural concept of treasuring the unrepeatable nature of a moment.

From this book I found one line what resonates with what we are developing.

In the emotional world,

There are two ways to generate value in the market.

1. Innovation = pain update for the better, replace previous pain with something better and easier pain, e.g. polio vaccine or heart surgery

2. Numbing the pain = always a temporary solution, in the end it only makes the pain worse. For example, a week's beach vacation or an evening with friends.

I feel very much similarities from these two lines in our business area.

In the first point, every material innovators like Granulous are there. We are updating the pain for the better. We don’t have to change all of our routines but as a result it won’t cause pain anymore for the environment.

Second point is similar with for example recycled plastics. It can offer some solution for now but you cannot recycle the plastics infinitely and every time when it’s recycled, you have to add virgins into the matrix. At the end when it escapes the recycling loop at some point, we are in the same position as we are now. It’s just numbing the pain.

I don’t want to point any fingers or try to get someone mad, this is just how I feel about this. Everyone can have a thought what kind of value is willing to generate.

Happy day for everyone and let’s treasure the unrepeatable nature of a moment.

Joonas

CEO