Kaizen critics on Innovation: Sustaining Innovation is not Kaizen!

The rapid change of the world makes innovation a lethal weapon to become a big part of solution to bring about countries, companies, or communities to a useful change that hopefully take them to the top the leading pack in the world. Little research on the topic could give many hints that innovation is the key. There are now disruptive innovation, cultural innovation, reverse innovation and other terms that use innovations as the key.

However, the overwhelming topic of innovation that filled the market has overshadowed some important not so radical, slow and not extreme change that comes from continuous improvement that actually be the backbone of many leading companies in the world. The power of kaizen culture which embedded in top leader of the pack has been uncover in the book The high-velocity edge by Steven Spear seems to be undermined by the amount of innovation books and its varieties on the market.

Java Printing

I am not against innovation because I understand that without innovation no companies could ever bare their existence let alone leading. innovation is the key. I really enjoy reading books on innovation especially books by Clayton M. Christensen which really is the result of his in-depth research and reflection about the world of innovation.

My argument about innovation is that most of the books on innovations discussed about big changes that will lead to strategic/big step. My take on current innovation paradigm is that innovation is not enough because we still need kaizen. Some people say that kaizen is innovation also, but it really is not. The rule of thumbs is what your mind perceived what innovation is, reduce it by factor of at least 100.

When for example Clayton M. Christensen tried to detail innovation into a more elaborate by dividing it further into Disruptive and Sustaining Innovation. People get confuse because first, where is then Kaizen? Second,  a strange combination of words is used (Sustaining Innovation!).


The Innovator’s Dilemma (Christensen 1997) identified two distinct categories—sustaining and disruptive—based on the circumstances of innovation.

  1. Sustaining Innovation : when the race entails making better products that can be sold for more money to attractive customers—we found that incumbents almost always prevail.
  2. Disruptive Innovation :when the challenge is to commercialize a simpler, more convenient product that sells for less money and appeals to a new or unattractive customer set—the entrants are likely to beat the incumbents. This is the phenomenon that so frequently defeats successful companies. It implies, of course, that the best way for upstarts to attack established competitors is to disrupt them. (Low end disruption and New market disruption)

Confusion happen among the practitioner of whether Sustaining Innovation is Kaizen because it is also about making better products to attractive customers. Additionally, two words of sustaining and innovation are both contradictory in nature in a way that when innovation happen, change happen and it moves the object of innovation to some future state.Thus actually it is inappropriate to give the name “sustain”. Sustain means almost equally to maintain. Hence it means the innovation going nowhere but only maintain and hence going nowhere.


History wise, the Kaizen term exist already since 1986 which is kaizen/continuous improvement which small incremental improvement. However, it seems that the founder of kaizen concept had predicted that confusion between Innovation and Kaizen will likely to happen.

This big misconception has been cleared before by Masaaki Imai in 1986, a notable quality philosopher and practitioner and the founder of Japanese consulting company namely Kaizen Institute or best known by the west as the father of Continuous Improvement. Misconception of innovation happen when people associate immediately innovation with improvement. The truth is that innovation indeed is improvement but improvement is not just innovation. Improvement consist of Kaizen and Innovation in which until the next innovation, kaizen will improve the system little by little.


From the graph it is clear that Kaizen perfected Innovation. It means that any types of Innovation whether it is disruptive innovation, cultural innovation, reverse innovation will be make perfect by following through with Kaizen afterwards. Kaizen will target improvement until next innovation.

Hence it is very clear that innovation itself is insufficient to create a winning edge and that innovation coupled with relentless kaizen become the ultimate answer. This is why in my opinion, despite of the effort to rally with other companies toward Innovation from generating, managing, until applying innovation many firms still happen to be in the lower league. Because Innovation without Kaizen is just like “Pound Saving, Penny Foolish”. It seems good that you get to save many Pounds, but other companies take care also every Pennies possible with Kaizen and overtime they who cares for both thrives.

! Book Review (Brag! The Art of Tooting Your Own Without Blowing it)

Brag!: The Art of Tooting Your Own Horn without Blowing ItBrag!: The Art of Tooting Your Own Horn without Blowing It by Peggy Klaus
My rating: 4 of 5 stars

I love this book because its unconventional and direct way of delivering ideas. Its structures are clearly divided by points and followed by explanations. What’s more about it is that for me, this book really match with The Dip by Seth Godin. While The Dip intelligently describe how we can achieve our goals and going through the bad times with persistence, it somehow pass an important point of how can we enter into the road that leads to our goals. Brag! is all about leveraging your capability to enter the path of your dreams.

The book turns up side down the conventional notion of bragging and by calling “Bragging is an art” and pointing vital phenomenon that the 21 century workplace is no longer a safe and secure haven for anyone or any career because job security is virtually non existent.

The motto of this book is that if you don’t speak up yourself then who will? The idea lies in bringing out a new paradigm in which we are the product, nevertheless of where we work and how long we have already work, we are a product for employer. Therefore, the goal is for us to create the most valuable product that worth to be offered.

What I like about this book is the so called Myth of bragging. It really open up a whole new horizon about what bragging truly is. In the book it is presented 7 point on the Myth of bragging. Of all of those points, number 1 and 4 are what gets me excited about learning to brag because I have done exactly these myth and now that I know that, I can change.

1: a job well done speak for itself
2: i don’t have to brag people will do it for me.

What I don’t like about this book is the assumption that introvert is the same as shyness. Because bragging is not just for an extrovert, but for all. In fact, the best performers are often an introvert and as Malcolm Gladwell repeatedly remind us, performance and introversion could go along really well.

A last note about this book will be besides learning the art of bragging, it also gives a resourceful tips for those who struggle with performance review and and will help with tips for those who need to pass job interview.

Related Book:
The Dip: A Little Book That Teaches You When to QuitSeth Godin

The Dip

The Dip (Photo credit: Wikipedia)






View all my reviews

To get to know about who is Peggy Klaus (The Author):

Deceiving Industry with Quality: How Customers could Give the right signal of Quality?

People in the business are busy defining the definition of Quality for them to be better at producing, delivering and satisfying for the benefits of customers. However, sadly, many customers still deceived by these terms of quality that people or customer of often said that if they want a high quality then there will have to incur high cost. “Good products means high cost”


As a customers, we see much too often that buying a quality product is about getting information from another people such as our friends, colleagues, or review of great product and then determined which one is quality product according to them and go to store and buy it.

What happen is sometimes people forget that quality products means that this product fulfilled customer’s satisfaction and that customer that is satisfied is actually is  “us” or “we” or in your case is “you”. At the beginning, quality is defined as those products that could best match and fulfilled customer’s needs. With this definition, I therefore sometimes feels awkward when I heard inside a store when a person tries to buy a high quality product merely for the sake that it is deemed good by the product label or a review from a reviewer body such as review in YouTube or any articles or professional reference magazines.

I am not trying to point out that these sources of information that tries to provide customers with the best possible references of current best high quality product is useless. It is indeed, the other way around. These references will be so much helpful for customers to know the average high quality product as perceived by the so called representation of customers such as YouTube, or some other reviewers online in internet or offline. However, the real customer is a single one of us that go into the store and buy a product. Therefore, when a customer go into a store, they have to realize that buying a high quality product means buying a product that best fit with their needs because high quality products as perceived by company that many company tries to capture is to make a product that best fit your needs.

when a customer go into a store, they have to realize that buying a high quality product means buying a product that best fit with their needs because high quality products as perceived by company that many company tries to capture is to make a product that best fit your needs.

Buying a product only because you think that the product have a high quality as labeled by reviewers or manufacturers is deceiving for a long term. It is because in the long run, if customers buying high quality products that actually they don’t really need, they unfortunately send a sign to the manufacturers that the product that they produced is indeed have a high quality as it sold good in the market. Thus, at the end, Industry will have a false impression of a good quality product.

As we can see in the picture above, we as a customer sometimes easy to see that the product is not conform with the level of quality that we should have, but not with the case with detecting and acknowledging that there are also some products that actually we don’t need and do not conform with our needs because they are just over-qualified.

chinese female shopping

Over-qualified products get noticed from the effects after we buy this kind of products. We will likely never use many features that it have because it seems so advance and cool in the advertisement but actually we never actually need it or inappropriate at time of use. Therefore, we will just usually store it in our house because it seems have a value and function that will benefited us at the time of buying, but when it comes to using the product there are simply no place and proper time to use it.

Think about a very nice high tech Hand phone you bought or a very nice dressed that you bought. How many feature in our Hand phone that we don’t actually need and how many nice dressed that we thought it will be nice to buy it and wear it to a huge event in which this event will never yet come.

Buying high quality product is to buy a product that best fit your need.

Because every company in the world will do anything to create product that best fit your need, then why you are buying a product that is under-qualified or over-qualified to fit your need. Sometimes illusion of advertisement will make us buy this over-qualified product and the sense of security of spending money will make us buy all the under qualified product that will not fulfill our needs.But the best to gift signal for companies all around the world to be better at reading customers’ real needs or quality level is to show them by buying only the products that we really need.

Supermarket Stocktaking, Happiness in Working and a Lesson of Variation

I am considered myself as a kind of person who is so interested on listening more than speaking. For me, being able to listen to ideas, a glimpse of someone else’s life experiences or a feeling of someone about something is so inspiring. I can learn from the story and get an idea of things that I had not realize before because I just never thought it would be possible, never experienced it myself, or simply didn’t know that such a thing could exist. By listening more, I can open myself to the presumption world that I previously held  to a new perception of the world as I listen to the story of people around me.

This post is referring to my comment on my dialogue with one of my friends. He has an interesting experience in which I had not any experience on  being employed in the type of industry he was in. It was all begin in a totally normal day. After lunch, we had a normal afternoon chat that suddenly led to a story of his previous employment in Supermarket Industry. Due to my curiosity, I started to ask probing questions that led him to tell his own experience working in a supermarket with a role as an assistant store manager with most activities that deal with audits.

What caught my attention was when he talked about his experience in stock taking procedure and penalty that he did in his time (and I believe still many also have the same principles even until this time). He told me that in his company, stock deviation from the ideal value of difference between beginning of month and end of the month in comparison with actual reality value of difference between beginning of month and end of the month difference will be assigned to store employees. It means that, if beginning of month stock minus sold product in that month ( which this become ideal end of month stock) is not the same as actual counting at the end of month stock, then the difference between ideal and actual counting in the form of amount of money will be paid together by employees from their salary to substitute lost products .

When he told this, I quickly recalled a wise words from Dr.Deming. Then, I found the exact same story that happen in Deming’s book titled “Out of The Crisis” in 1982. Deming has already elaborated what is wrong with this kind of system setup and why management not only in manufacturing industry but in all industry, even government, education, and any systems that has management on top of it has to learn the knowledge of variation.

Stock counting at the end of the month, if deviated from the ideal amount, can cause from many factors. the accuracy of inventory system, security of store from thieves, logistics in store, and still many other factors. It is indeed easy to directly attributing lost of stocks to employees for replacing the money that lost with the assumption that all lost rooted in the negligence of employees to prevent it from lost without looking into details about the root cause. However, by doing this, it is also easy to get trap into a bad system where everyone is dissatisfied, work is stressful, and at the end surviving will be impossible if not very difficult without sacrificing employees.

Actor businesswoman express sadness isolated in white

Imagine a staff that start to work in a company with a good pride. He and the company both have an expectation on both sides. The employee starts with a willingness to contribute to the company maybe even thinking that this company that he will start to work will be even better, fun and fulfilling. It is also the same good expectation that come from the company that hired this employee, because after all resources available in company’s labor pool has been filtered, this man has the best fit with the company to help reaching for the company’s goal. The new employee is ready to grow with the company and contributing the best effort possible. Isn’t that exactly what we feel when we want to start working in a new company? Excited! Happy! Want to prove ourselves! and having better a time? Sadly, this man so shocked to find the fact that even though he begin his job by working as hard as he can with the will of contributing his maximum effort and with their own heart and soul trying to be nice to every customers coming to the shop, he finds himself at the end of the month getting paid with less salary than promised and that they ought to receive it due to stocks lost that they don’t have any ideas at all of  how it could be lost, why they have to be the one who take the risk of something they just don’t have any idea about, and the fact that he cannot improve or doing anything about it.

Drawing from the world of manufacturing, this could be seen as assigning defect of products to the workers that works in assembly line. Whenever there are defects, put the blame on workers with the reason that workers are the one who actually works assembling all parts into a product. This obsolete philosophy have proven to be a downfall of manufacturing industries before Japan could set the pace again and followed by a reparation to systems of managing manufacturing in other countries and companies.

People in management should as Deming urge long time ago and yet still valid, realize that there are two types of variation (natural/normal variation and assignable/special variation) Classifying defects in case of lost product in supermarket into these two kinds of variation classification will give us more insights. If a defect/lost product happen, manager should be able to determine if this will attributable to workers/store employees or to system that managed by management. The action directly blaming workers for a system problem then is not a wise act of management because normal variation and special variation should be handled in different ways. .To learn more about differentiating this, I would suggest reading “Out of The Crisis” or “The New Economics” by Deming.

Young business woman presenting colorful charts and diagrams

As we came to know that those defects or lost of products are caused by system, then improvement to a system could reduce the lost of product. In relation with supermarket system, let’s take one defect example of lost product. Previous assumption is that employees should watch closely everyone on the store so that no product is lost, but employees indeed can be forget or not paying attention to someone stealing because fatigue which so normal. What is not normal is to assign tasks that obviously normal people with normal capability cannot do and give them penalty for it.  In fact, lost product happen also because the environment provided thieves to steal some products despite of the hardworking that employees have done in preventing it. This environment setup is management job. A system should be setup by management to prevent lost from happening by creating a better environment for employees to work and a better system to prevent lost of products. Usual flow is that mistakes that management makes is attributed that should be management responsibilities (system design and improvement) are all assigned to employees.

Join Green Movement in Urban Area

Last post, in my personal article focusing on plastic bag, I have elaborated the importance of the role of Industry in determining the progress of  transformation into green and sustainable living. In addition to the Industry effort, we as a customers in any supply chain, a human that lives in the earth and a parent that will have to pass on the living environment to our future generation, has an obligation to the progress of green and sustainability of living around us.

For those of you that live in Urban area where people bustle everyday, tall buildings occupying most spaces  and transportation seems never stop their activities, the hustles will be more intensive than people that live in suburban or small city area. However, I can convince you that it is possible to still join Green Movement to preserve the good side of the city that we have know and to fix those that have already been destructed by pollution and other matters. Below are several tips for you to get to move and participate in small act to make our city Greener and more comfortable for a living.

1. Electricity and Water Use Awareness

By saving energy and water, we actually will in the end save our money.The US Department of Energy has statistically calculated the hundreds of dollars savings that could be achieved by smartly using energy and water. From Coffee Maker, Refrigerator, Fan, Clock Radio, Cell Phone Charger, Personal Computer until Printer, there are still a lot of possibility that we can cleverly reduce our consumption.

One great example is to turn off the lights if you know that you will leave the room for more than 15 minutes or you can also put a sensor to further save electricity. Another is sharing fridge. Sharing fridge seems have a little impact, but in reality, the cost of electricity from fridge itself is consider as large in comparison to other home appliances. So, instead of buying small fridge for each of rooms in your house or apartment, you can plan to share a fridge.

2. Buy Green Products

Eating organic, free-range, local and fair trade are also a great options that will definitely have a positive impact. However, because those products are rather expensive, an alternative is to to eat less meat, use canvas bag when you can, use recyclable plastic bag and buy from your local to get anything from fishes and meats to vegetables or fruits and still contribute to environment.

Buying green products will also unconsciously lead you to healthier living by avoiding more and more consumption of junk food which have bad effects that will later take away money from your pocket due to obesity, diabetes, depression and nutrient deficiencies.

3. Urban Farming

The previous two tips are all about getting better at managing what we already have. The next tips will be about making small changes that have a big impact. It starts with Urban farming. It is the practice of cultivating, processing, and distributing food in or around a village, town, or city.

Urban Farming is very fun activity to do. If you have a garden in your house, you can use it as your own farm. Even if you have only a roof (flat roof ones), you could turn it into a space for farming. Urban Farming is so easy as you can simply use your window as a medium for farming which Urban Farming Communities called windowfarms.

Urban Farming communities is now everywhere in the world, you can find communities around you with the like minded purpose and the good thing is that all that effort you spend in your farm will be fruitful as you can sell it as an organic product through Urban Farm communities and organizations. The organization also has good resources for education from methods of urban farming until ways to plant a certain plant and dealing with issues like watering and soon.

4. Cycle to Work

Another fun way is Bike to Work scheme. Using bicycle to go to work is a very effective method to achieved so many things. It is not only contributing to a more greener and sustainable environment, but also saving money for gasoline and make you more healthy. For some people, indeed, Cycle to work could also save life.

If you have a road bike, you can go to work riding it and take a shower in your office and you will be fresh and energetic to start your day. Another good alternative that I found very compelling is to use Folding Bike. I love folding bike because it gives commuters so much flexibility on the way. There are many combination of method that can be done using folding bike to get us to workplace in no time.

5. Change our Mindset from “WANT” to “NEED”

Our mindset is a powerful thing. Have you heard about feeling lonely in a crowd ? This is exactly what mindset is able to do. It can make you happy or unhappy when you decide that the circumstances seem to prove that you should have it. The fundamental change in mindset could change the way we behave and how it affects our surrounding.

To change mindset, the key is to know what our currently mindset is toward a particular situation. Oftentimes, in relations with buying or shopping, we as a customer has been automatically set our mindset into “WANT mindset”. The reason is, this is the right mindset that all retailer shops want customers to have so that customers will more likely to buy their products.

So, now we should change our mindset to NEED instead of WANT. Think before buy is a good step to take. Do some researches before buying anything instead of getting tempted on the spot when you see a very nice advertisement. Go online, watch videos, read articles and make sure that you purchase good stuffs that you need. Then, you will be surprise by how much stuffs you really need and how much stuffs you already have that are actually got there and hanging around since you first bought it.

Transformation to Sustainability : “Green” tagline is only for the Customers.

Several years ago, human was so interested in the extraction of nature to support the life of people in the earth. It was before the decreasing supply of nature due to over-extraction that the necessity to find alternative of sources to make the earth more sustainable take place. Today, we see in many places taglines of green living, sustainable earth or care nature that urge people to preserve and even cultivate again our nature that has been destructed by extraction without control.

plastic bag

This week, I went shopping as part of my regular “ weekly things to do” except, this time I got in into a very long queue line in the supermarket’s cashier. Then I realized that it is 5p.m. and as usual in this time many people going back from work and stop in supermarket for quick shopping for dinner or just grab some foods for their stock. In this long queue, I saw a plastic bag that I took the picture of it. During the queue, I reflected in my mind about how this plastic bag could be there in the supermarket, when people outside have put a large banners and costly commercials of how people should live by “going green”.

What caught me right away first of all is how the plastic bag could be there, but then having take a look into the detail, I could also see a text that stated Reduce Use of Plastic Bag..Refuse, Reuse, Recycle”. Those two reasons are quite provoking to start a post in this blog for it is an example of going to the wrong way from kaizen or continuous improvement. An example of a good and right  intention that wrongly planned as well as executed.

So, why not begin from looking at the supply chain. All products will have the same flow which basically begin from Supplier to Manufacturer to Logistics and at the end to Retailer that directly has contact with Customers that is us. Then, we have an issue that plastic bag is bad for the nature as we have seen before in the text located in the plastic bag ( “Reduce Use of Plastic Bag..Refuse, Reuse, Recycle”). From this, it is clear that the plastic bag is bad for nature, and that people should refuse it.

Then the question came up of why they place the decision on customers? Does customers do have bigger impacts to preserving nature by making choice of use or not use plastic bags?

I would say that if plastic bag is bad and customers should refuse it, then it should not be produced in the first place.

Supply Chain

By not producing plastic bag at all, customers will not be blamed for choosing plastic bag. Today, it seems like buying a plastic bag  is taboo for customers and plastic bag is the temptation that will always exist. It should not be like that, eliminating plastic bag from the early in supply chain could substantially decrease the problem since at the end of the day there is no plastic bag that could be bought by a customer.

Frankly, the current situation that happen is that customers go on shopping to a certain shop, they buy their product that they wish to buy, and then at the end either the cashier will ask “do you want a plastic bag ?” or in the cashier you can pick one. Either one you will have temptation to use plastic bag and most probably some people will somehow choose to use it.

Go Green. Hand with words cloud about environmental conservation

This is a system that has a flaw, if “green” means not using plastic bag, why you have plastic bag offered to you that tempted a customer to use it. Can you imagine one time, a customer that life 2 km from the shopping area and buy 3 kg of whatever it is and he/she has to carry all of his/her stuffs from the shopping area to his/her home by walking? it is certain for this type of person that if the plastic bag is offered to them, they will definitely use it.Additionally, it is not rare that some companies even put a blame on this poor guy by saying that if he knew already he has a pretty far distance to travel with huge amount of weight he should by himself be prepared by bringing a backpack or trolley.

But it seems still this solution has its flaw because since when the customer become a servant? customer is a king while the best is a partner. but it is not rational for the one who will sell product to customers to blame customers for their living condition.

It is true that apparently the existence of plastic bag is for helping this kind of person that really need to carry their stuffs. But, going green means not only customer being pushed by all the supply chain to act in terms of taking step in making a choice, but all of them that is inside the supply chain has to commit together in the green movement. Just imagine, if Supermarkets determined that they will not buy plastic bag from Logistics that is not green or not recyclable or biodegradable or even they will not use plastic at all and  buy other alternative bag, then there will be no customers that will be blame. Imagine that Logistics will also commit of not delivering these plastics and later the manufacturer will not produce it and at the end the suppliers will not supply it. Then there will be no finger pointing about who is wrong because the plastic bag simply do not exist anymore.

In plastic bag industry that relate closely with supermarkets, taglines of green line actually still aim solely toward customers. But we can take a very very nice and successful act from several other industry that prove to be work.

A company or industry that decide to support the conversion to green and sustainable living has two options:

  • Increasing the awareness of customers then produce product
  • Produce a product and then offer to customers

In the first approach, it bases on presumption that customers’ awareness of green living could influence what product that they will buy and this is one of the many ultimate reason of not beginning the transformation to green product early in the supply chain but instead delaying it by forcing customers to suffer by giving them a right and wrong choice.


The second one, is to invent a product and offer it to customers. Basically, when we think about a product, there are two kind of how manufacturers could make a product. First type is making a product by looking at the market needs, getting the voice of customers, trying to figure out what they need and improve the product based on it. This is the first approach based on. Then, there is a second one which the customer has no idea about the product that they need at all.It is totally unimaginable for customers that before this product being produced and sold, customers have no idea that they will actually will need this and use it. (like computers, ipad, hand phone, and other product)

Many companies have gone into trap in this first approach which will bring a suffering to customers for a very long terms by trying to make them realize that green is the way of living.

Some companies is already following the second approach to transformation to a green living. There is some good examples, but let me just take two of the most important one. The first one is in the field of energy that basically try to invent green power that will later replace fossil power in the future and also in the field of transportation that replace oil power with electro or hybrid power. Both of this has taken the second approach of offering to customers a fundamentally new product that customers have not yet even imagined before.

Green power will make customers not feeling guilty anymore of using fossil power without clear alternative in front of them that they can have a much better and greener alternative. It is also the same for hybrid power. Customer will have the options to contribute to the sustainability buy buying it instead of gasoline power. For both cases, it is not easy for both industry to innovate into green power and also hybrid power since it has very big risk of replacing gasoline supply chain with hybrid supply chain and fossil with green power.

One example is Toyota hybrid car. the company has philosophy of making customers their first priority and not letting the customers to suffer between choices that they should make. The company realize that it is not right that the customers should resist themself in buying a particular cars, but it is the manufacturers that should come with alternative that still serve the same purpose but will be more incline toward caring of environment. In the first place, Toyota didn’t know that Hybrid will ever become alternative that will works, even the company didn’t know at the time of first launched. But the brave initiative for the purpose of serving both customers and the sustainability of the world leads to a solution that works for both releasing the suffering of choice that customers’ have and also contributing to sustainability of the world and society.

This way of thinking and brave decision toward green and sustainability should also emerge in other industry because to begin with the green transformation, it takes big courage from manufacturers and enormous believe that the company themselves has a will and able to contribute to bring society to green and sustainable living by starting by themselves with their own innovative product or solution. Once a manufacturer has a strong believe on this, they are most unlikely to claim to the world that they are a green and sustainable companies but what they are actually doing is putting the customers as a verdict to put a blame on.

System Thinking on the Future of Transportation and The relationship with Cars


Who doesn’t love to own a nice, luxurious and stylish car? American dreams, high status, or A successful person will not be  complete without a Car. Some even deliberately buy a Car with the hope of increasing his status. The reason is because that is just how it works with human. Other people’s perception has strongly urge the necessity and needs of buying car. It is only one of many reason beyond function of why people buy a Car. Therefore, it is undeniably that buying a Car has been more than a necessity of function.

In the video, it is Lucinda Turner has make a huge effort to make an awareness of people that car could be the source of pollution and traffic congestion. Additionally, she suggests another mode of transportation such as Bicycle or other more environmentally friendly vehicle as a mode of transportation to avoid pollution as well as suggesting using public transportation to decrease traffic congestion.

In my opinion, we, people are not so stupid of not knowing the long effect of pollution that crashing our ozone and of amount of huge car owners that cause us to travel longer and longer time  from house to office due traffic congestion. Indeed, we do keep buying cars. Even I can say that I am one of this group because I know this and I buy car.

But one never questions “why?”. Why, despite of this very clear, visual depiction of future with lots of data and presentation and campaign and sometimes flyer by supporting communities, the progress seems to be very little.

I mean, honestly if someone ask me tomorrow do you want a brand new Lexus or BMW or Mercedes or Bentley or any brand of cars that you can choose freely without paying a dime, would you take it home? Then, why do you want to take it home? don’t you know it is causing pollution and traffic congestion?

It feels like we are the people who say yes to a good car even know the bad effect is those who deserve the blame.

Let’s sort this things up. The main reason we buy car is not merely because it can take us from point A to point B. But because the additional “feature” or “image” that it can have to increase our own self-perception and perception of people to us. It is not even we, people buying car because it cause pollution and traffic congestion.

We don’t  go to car dealer and buy a low pollution rate car. What we do look is speed, engine, design, and the additional value it gives us.

But have we ever question “who” created this image? Why we want these vale really bad when we buy a car? It is THE COMMERCIAL. The relentless injection of value adding that the future car owner will receive if owning a product.

I don’t think that bicycle or public transportation could ever beat this. First of all, Car is made by a company with thousands of highly skilled workers that fight for the survival of the company with the aim of profit.Whereas, public transport will not need to survive, car company do need to survive much more than the owner of public transport. The need for survival creates the relentless commercial that change people’s perception and will to buy a car.

This is an enormous challenge. The solution lies in the systemic change and not in changing the minds of the people who buys the car by only presenting about pollution and traffic congestion.

The ultimate challenge is changing the system that makes people have a strong will to buy a car into a system that makes people want to use public transportation or pollution free vehicle. The customer is not the only one that has to be regulated.

Maybe, a proper way is to convert car manufacturing companies into public transport. Or maybe car manufacturing company obliged to have a share in public transportation so that they will think about commercializing it and build image to it. Most importantly, there should be a radically new system model in place to solve this problem.