S03.EP12 - Friction in Branding with Soon Yu
JUST Branding
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The Importance of Problem Framing
The elevator problem is the frustration of people waiting for an elevator to go up or down. It can be solved by reframing it in a different way, such as using hand sanitizer outside lifts and playing nice music while you wait. A hot pot chain in China was so popular that queues were often two hours long. They decided to open up parts of their kitchen instead of doing it before they opened rather than do it in front of everyone. And then what happened? People actually started spinning yeast into noodles - which didn't actually have to happen until afterwards.
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