• How to Solve a Problem using Upstream Actions

    Story of VanMoof In 2015, Dutch Bicycle company VanMoof began shipping their bicycles to US customers. While the bikes were getting sold like hotcakes, however they faced lot of problems in shipping them to their customers. The company’s logistics handler weren’t careful while handling the packages which resulted in causing damage to the product. Almost 25% of the bikes were damaged during shipping, due to which they recieved a lot of flak from their customers. In an interview to CNN, VanMoof’s co-founder Taco Carlier explained “We asked ourselves, what do Americans really love? What would prompt couriers to be delicate with a parcel?”. After several hours of brainstroming, they came…