speed and agility rather than perfection . Companies that will emerge stronger from the pandemic are those that are experimenting , improving , and adapting as they go along .
The explosion of e-commerce exemplifies how adopting an open mindset in trying out new ways can make a big difference . Thinking flexibly also allows businesses to address current and emerging consumer needs by coming up with products and services that address these needs .
Keep It Simple
Jugaad innovators are not obsessed with perfection . Offering a good enough product to use is better than taking a long time to perfect the offering . In the Jugaad world , practice makes for improvement , not perfect . Companies looking to survive must not only think and act flexibly , but they must also offer solutions that are easy to use .
It is argued that creativity is what makes the complicated simple . Leverage the creative genius to simplify your offerings and make it easier for consumers to choose you . The Do It Yourself ( DYI ) concept is an excellent example of simplifying complex concepts . With the bulk of the population locked up because of the pandemic , consumers are open to trying out new recipes such as baking and making cocktails at home .
Include the Marginalized
Uber attributes its success to going after the underserved market . Large corporates almost always miss out on this portion of the population , leaving out an enormous market of potential consumers . In the current crisis , companies must continuously ask themselves how they can better serve the consumers who are looking for affordable products or services . The sweet spot is striking a balance between quality and affordability .
On the onset of the Covid-19 pandemic in Kenya , Safaricom took some steps that ensured that it serves the marginal segment of the society . The telco waived fees on its mobile money transfer service M-Pesa for transactions below Ksh1,000 ($ 10 ) to allow customers to use cashless modes of payment as part of the measures to prevent the transmission of Covid-19 .
Follow Your Heart
Most CEOs attribute some of the best decisions to gut intelligence , a creative intuition honed by years of experience . Beyond logical thinking , businesses must think of how they can empathize with consumers . Keeping the customers and consumers close allows companies to really understand the needs beyond what formal research or focus groups could indicate . A great example is Steve Job ’ s philosophy of ‘ customer-minded innovation ,’ which relies on intuition instead of ‘ customerdriven innovation .’
Bringing it all together
In the current VUCA world , viewing adversity as an opportunity is the best way to cope . Companies are experiencing rapid changes , scarcity of resources , and increased connectivity . Adopting a Jugaad mindset will allow organizations to cope and emerge stronger from the crisis . The six principles of Jugaad innovation don ’ t have to be adapted at once . Different companies can prioritize what is relevant to them and adjust as they go .
Senorine Wasike is an innovation catalyst with over 10 years ’ experience in FMCG , currently working as the Senior Innovations Manager at Kenya Breweries Limited . You can commune with her on this or related matters via email at : Senorine . Wasike @ gmail . com .