Page 23

“if you open up ideas you get challenged. you have to make the idea better, or give up.” his style. And while he might be the campaign’s instigator and front man, he knows he’s not the only one rooting for its success. Having mobilised so many people online, Berry felt the pressure to make progress in his meeting with Coke. “It helped me focus,” he says. “I realised I really needed to bring something back.” And it’s not just messages of support he’s received, from product designers to other aid workers, his idea has been influenced by people from across the world. When the concept was first conceived, Berry imagined modifying the crates in which the Coke bottles are carried. Now it’s all changed. Instead he foresees that social products requested by local development workers will be transported in Aid Pods, packages inserted in the top of the crates between the necks of bottles. Of course such a development wouldn’t have come about without the sharing of ideas. Rather than top secret planning, Berry declares himself a huge fan of what he calls ‘open innovation’. “If you open up ideas you get challenged. You have to make the idea better, or give up.” It’s a model he’d encourage others to follow. “Using the

Internet, anyone can convince a load of people, if, that is, they’ve got something decent to say. If you have an idea, just get it out there. See what people think.” The ColaLife concept may now be more than one man’s vision, but there’s still lots to do to get it into everyday use. Seeing real potential, Berry is soon to give up full-time work and divert all his energies to the project. He wants to get more people involved by recruiting a team of interns. And, this summer, he plans to head back to Africa on a fact-finding mission which will see him talking to everyone from health organisations to workers in Coke factories and distributors. As Berry notes, “the devil is in the detail, and it’s all up for grabs.” Every step needs to be meticulously thought through, before even contemplating a full trial. But he remains optimistic. With nods of approval from Coca-Cola’s top brass, it’s an exciting time. But the real driving force is people. The phrase ‘one in five by the age of five’ underpins everything he does. They’re numbers Berry wants to see changed oLLy ZanEtti

.

www.ColalIFe.Co.UK

21

The Dream Factory  

The Dream Factory

The Dream Factory  

The Dream Factory

Advertisement