Nir Bashan

quite often, which is the 15 minute silly idea meeting.

I tell people all the time, executives at some of the best companies in the US, I say, how often are you guys practicing creativity?

They're like, what?

We're just waiting for an idea to come in.

What do you mean practicing?

I'm like, well, it's something you got to do every single day to get better at, right?

You can't just show up and expect creativity to happen.

So I encourage people to have this 15-minute meeting.

In that meeting, everybody gets in the room, right, or a Teams or however you're doing it, and you come up with an idea.

And it could be a silly idea or it could be a brilliant one.

Well, this company did it, this bicycle manufacturer did it, and somebody said, you know, on the boxes, instead of more padding, instead of spending all this money, instead of triple-packing everything, which was the prevalent wind,

We're going to paint the picture of a TV on the side of the box, right?

And we're going to put fragile.

And in that, hopefully when it gets shipped and handled and the different vendors are delivering it to our customers, hopefully they'll be more delicate with it.

And it worked.

And it literally cost nothing to a little bit of extra printing cost, but they were able to recoup all of those costs that they've put into extra shipping and better handling and all of that stuff.

It turns out that all they needed was a slight creative hack to make people think that it was a TV and then everyone handled the bike with care.

I think the last study that we saw was 90% improvement in the bikes arriving without breakage.

Really great results and customers were happy.

They were happy because people were treating the bikes in better shape.