Vibram vice president of product design Peter Von Conta met resistance during every step of the process while launching the FiveFingers running shoe, a product that nearly everyone in the shoe business thought was destined for failure. As the critiques got louder, Vibram dug in its heels and launched one of the most successful products ever created in its 75-year history.
Rachel made it clear that interaction via collaborative consumption moves so fast because it’s not inventing anything new – it’s just re-inventing what we’ve always done. “Sharing assets is prehistoric, innate behaviour. This is what we’ve been doing for thousands of years. When people say ‘why is this happening so fast?’, it’s partly because technology is enabling something very innate to us. It’s not something we have to learn or be convinced by, we just have to have the technology to make it easy.”