Christopher Lochhead: prediction

Transcript context

…We got a rice cooker and the rest is hidden away. Perfect. So what's Lomi? Lomi is the category designer of the smart home composter. Imagine a device that's one and a half or twice the size of a good size toaster. And what Lomi does is you take your food scraps, and it turns out that depending on whose numbers you want to believe, in America, we throw away somewhere between 40 to 60% of our food. And it turns out that food garbage, food waste is some of the most damaging to the environment. So what does Lomi do? You take your food scraps, you dump it into Lomi, you fill that shit up, Lomi's got a button on the front, you press that button, and what used to take three to six months to compost gets composted in three to six hours. And even, this is weird, it smells good to me. Lomi did not say that, "we're better garbage, that we're different garbage, that we're better recycling." What they said was, "We are a different way of solving this huge problem. " And they use both personal motivation, nobody likes throwing out garbage, nobody likes a big mess in their kitchen, et cetera, and an altruistic vision, which is... And oh by the way, if we do this, we will do something that governments heretofore have not been able to do, which is take a massive amount of environment hurting gases out of the atmosphere. And it turns out because of global climate change that we're creating more and more sand and we have dirt traces. Lomi dirt has been shown to be amongst the most nutrient rich dirt in the world. Here is a company with a breakthrough technology that truly makes a difference in the world with a business model that allows them to build a highly profitable high growth business. And the way they got there was by designing a new category and showing the world why, by making room in your tight kitchen for this new device, you'll make a difference for your family and the world. And if all they had done was what, by way of example, Dean Kamen did when he launched the segue, which is, isn't this cool? Nothing would've happened. So my point is, the Lomi guys designed a product, a company, and a new market category. They created demand out of nothing for, I think the average price is around 400 bucks. The sum total of the market for smart home composters when they launched was fucking zero. And their vision for the new category was so compelling, Jay-Z was one of their first investors. I have their site up. Thinking about this framework of, frame it, name it, claim it, they framed the problem in this unique way of... Is it the framing of the problem or framing of a solution? The framing step, best way to think about that.…

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