The Branded and Gilded Life
The Branded and Gilded Life
A skeleton you can wear
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A skeleton you can wear

It started off as a way of getting paralyzed people to walk.

Now, it has evolved into military, healthcare and industrial solutions.

The basic idea is to enhance human capacity for walking, carrying weights or doing repetitive tasks.

The Exoskeleton will probably transform more industries in future than robotics alone.

The number of applications being simultaneously worked on is staggering.

Helping soldiers manage everything from long tiring treks over harsh terrain to reducing joint strains and fatigue.

The same holds true in warehouses and manufacturing lines where the exoskeletons help workers lift massive weights on the assembly line, or manage delicate tasks which require limbs to be held aloft for long.

It reduces back strain by providing support even while the person is standing straight.

Robotics built into the suit work in tandem with the wearer and the result is fewer industrial accidents and prevention of long-term damage to muscles.

It's early days but there is a definite advantage to making people superhuman rather than have robots develop human capabilities.

That difference in perspective is helping to change what assembly lines look like and function - the idea is to make people manage working heavy tools and at dangerous heights easier.

Over time, as costs drop, they will become a common sight at manufacturing facilities worldwide.

Right now, the costs are quite high because the solutions are in an early stage of development.

But looking ahead, in everything from helping paralyzed people get around to long army marches and building new efficiencies on assembly lines, exoskeletons will become commonplace.

Wearable skeletons are the idea we didn't know we needed.


Corporate bonds you can eat

Paul & Mike make chocolates. World-class stuff.

Their chocolate concoctions win prizes at global competitions.

They have also demonstrated their ability to think differently when it comes to raising money.

Anyone who has ordered online from them in the past would have got a message asking whether they wanted to subscribe to 'chocolate bonds'

The offer is this.

Any customer (up to the first 500) can invest Rs. 5000 in the company. In return, they will get chocolates worth Rs. 6500 over one year.

Basically, the interest component is paid out in extra chocolates.

This will be in force for one year from the date of investment. Since the chocolates cost anywhere from Rs.250 to Rs 375 for a single slab, it means that customers can order what they like for Rs.6500, not including shipping costs and taxes.

They have also been upfront about the way the money will be used - to fund the upgradation of their facilities.

Now, this is a way of ensuring loyalty with an upfront payment - and for customers who are sold on the brand, an investment in pleasure.

The company gets the funding practically for free. The payout is only in the product itself and that means their profit margins may only have to take a small hit. For a short while on a fraction of the customer base.

Paul & Mike have also tied up supplies to these customers for the next 12 months. Now that's called predictable sales figures. And while it is small at the moment, they can go on to increase this over time.

From the comments on the site, it looks like their customers are well and truly sold on the idea.


The simple brilliance of Wordle

The man who created the game is Josh Wardle.

So, there's a bit of serendipity right there, apart from the fact that 'word' in the name already lets you know what you're getting into.

There are numerous word games on the net. So why did this one take off spectacularly?

Here are a few pointers.

First of all, five letter words are easy but not super easy. The UI is crisp. Six rows of five squares, with the keyboard at the bottom.

The second are the rules. You guess full words, not one letter at a time. You know the difference between letters in the target word and the ones that are wrongly placed.

And the ones that are not there in the word at all. Progress is measurable.

Plus, the same colours are reflected on the keyboard, visually helping you focus on guessing options.

The third is rationing. There's only one game a day. Scarcity creates habit, not overload.

The fourth is sharing - the people who have guessed the word in 3 tries want the world to know - without spoiling the fun for others.

The grid is a great way to evoke intrigue and show off. Hordes of people have been drawn into the game because they wanted to know what these green graphic squares meant. And once they arrived at the site, they would certainly attempt it at least once.

The fifth is that it is free. But that's the least important aspect of the game. Wordle would not have succeeded without thinking through the entire experience of gameplay.

Once you get into it, you're guaranteed to spend a few minutes every day.

Attention alternates between frustration and triumph - and that's the cherry on the sundae!


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Discussion about this podcast

The Branded and Gilded Life
The Branded and Gilded Life
Marketing is a never-ending set of experiments to understand human behavior. It's still opaque even after billions are spent every year. Predicting human behavior is like the horizon - visible yet hard to reach