Who Stole Your Audience?
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Who Stole Your Audience?
- 2. Race for the Cure, Tbilisi 2009
- 3. TEDx University of Edinburgh, 2013
- 5. TEDx University of Edinburgh, 2013
- 13. LESSONS FROM A PENNY & A RUBBER BAND
- 20. Flux Video
- 21. Flux Video
- 22. Flux Video
- 23. Flux Video
- 24. Flux Video
- 25. Flux Video
- 26. ‘A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.’ – Seth Godin Flux Video
- 38. Alec Farmer
- 42. Flux Video
- 46. Flux Video
- 47. Alec Farmer
- 48. - Seth Godin Once you understand that there are problems waiting to be solved, once you realise that you have all the tools and all the mission you need, then opportunities to contribute abound.
- 49. Alec Farmer
- 50. Photo by CycleHack - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/130753907@N04 Created with Haiku Deck
- 51. Photo by CycleHack - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/130753907@N04 Created with Haiku Deck
Editor's Notes
- This is a story about the small. It’s about tribes, mistakes, and fear. It is story about two everyday items and what they taught me about how to be okay in the future. It started small, as it often does. Sometimes it’s so small you don’t even know it’s starting at all.
- I quickly fell in love with the way it changed my perspective of the journeys I take, the speed my legs can carry me, and the possibilities of this city.
- On getting on my bike, I quickly learned that cyclists love to connect. They loved to talk about their bikes, their routes, and clever ideas to make cycling even better. And cyclists all have this real enthusiasm to to get others on their bikes as well.
- Through a million conversations about bikes and journeys, something really small happened. A conversation over coffee. And from this simple small coffee, something really big happened. My friend Sarah looked over at me and said ‘want to do a hack?’
- And there it was. CycleHack was born.
- CycleHack is a 48 hour hackathon event to make our cities cycle friendly. While others focused on improving big infrastructure we wanted to give people the opportunity to improve their own experience - from when they set off in the morning to when they arrive safely home. Big infrastructure is important - safer streets and accessible cycle paths. But sometimes the barriers are small - about what you wear and how your bike makes you feel.
- CycleHack gives citizens a space to look at these small barriers. We give them the tools to dream up and prototype their own small innovations to make a big impact on places they live and the journeys they make. Ideas could be physical, digital, a campaign, a local plan or maybe a policy. But central to the process is prototyping. You have to try your idea in the real world and try again.
- We launched the first 48 hour event this past summer in Glasgow, Beirut, and Melbourne. Over one weekend, 150 people gathered. The room was full of cyclists, noncyclists, designers, developers, makers, architects - people passionate about our mission. This room was buzzing with possibility.
- Teams brainstormed, cut, vinyl printed, collected data, built, and prototyped ideas addressing challenges - however, small to the cycling experience.
- With prototyping comes mistakes. You are constantly recreating and rethinking ideas, trying them out in the real world. Innovation is messy - but beautiful things happen when mistakes are embraced.
- By the end of the weekend, we developed 31 hacks based on barriers we face on the roads. From rethinking handlebars to redesigning bus wraps to campaigns for bike friendly businesses. These were all uploaded to a special open source catalogue which you can see and use right now anywhere in the world.
- CycleHack was born from a community of interested cyclists - keen to improve the experience on the road. Once disconnected, we were hacking together. We started a tribe.
- This is defined as a group of people who are connected to one another, a driver, and an idea. And it’s not just any group of people - but people who passionate and often going against the grain to innovate.
- The CycleHack tribe created this dynamic space where we could gather, learn, and make together. It channeled a community to act in ways they could never do alone.
- What started out small is now a growing organisation and a global movement. Nearly 40 cities have signed up to run CycleHack events over the same weekend in June 2015 - from Amman to Bangalore to Mexico City and Amsterdam. Citizens in 40 cities gathering together, building and sharing innovations to make their streets safer and their neighbourhoods more bike friendly. This is sustainability in action.
- From a coffee to a global movement – small is big. Which brings me to the penny and rubber band. There was a group of us at CycleHack that wanted to address what we felt is biggest challenge that women cyclists face today.
- Skirts and bikes.
- Using a penny and a rubber band, your bikeable style is limitless.
- As I said earlier, CycleHack is all about getting your idea in the real world - we created a brand, a website, and this film. No script, no storyboard - one take only. Then it happened. We went viral. Accidently. Extraordinarily.
- Over 3.3 million people have viewed the film.
- We have been featured in Huffington Post, Buzzfeed, Slate, and translated into countless international publications. My teenage dreams have come true having my bare legs in Cosmopolitan.
- I realise that bikes and skirts probably aren’t the biggest challenge for women, but PIYP has surprisingly become an important part of women’s journeys. Women were making short films, sharing photos,
- and blogging about how PIYP helped liberate them on their bikes. Our small accidental idea was actually inspiring women to give cycling another go.
- While the penny and rubber band is simple and free, it puckers the fabric and isn’t always easy to use - we want to make it better. The team and I have spent the last few months prototyping a slicker model which we will be crowdfunding shortly.
- But while this helps women wear skirts, it has never been just about skirts alone.
- For some women, the barriers to cycling are so much greater. We have always been inspired by the women's cycling team in Afghanistan. This group of women are challenging gender barriers and putting their lives at risk for the love of cycling. And their movement is growing - across the countryside totally organically young Afghan girls are getting on their bikes and pedaling. A seemingly simple action is making massive change in the country. And we want to help, however we can. With each sale of PIYP, we will send a portion to support the team in their training and development.
- This is the story - the accidental story - of this penny and a rubber band. A very small innovation, making a big difference to the journeys women make, and supporting those who are using their bikes as tools for change. Small can be revolutionary.
- Small is big. It runs throughout this story. And there have other lessons.
- CycleHack and PIYP are proof that innovation rarely happens in isolation. It was CycleHack’s tribe which allowed PIYP to move past just an idea. It’s tribes that reward this kind of accidental innovation.
- And they are messy. At the CycleHack event, there were countless mistakes and ideas that took time and another try and more time and another try.
- But also, CycleHack itself started messy as it often does with new ideas. We spent countless hours making films, interviewing cyclists in the cold, constantly getting feedback on our message, and just messing up. I didn’t even know what a hack was. But what came of it was an extremely meaningful event - so meaningful that others want to do it as well. CycleHack gave meaning back the tribe.
- But most of all, PIYP taught me a great deal about myself. While the process was inspiring and I learned I great deal, I felt intimidated and out of depth on countless occasions.
- Remember that room at CycleHack - full of creative, entrepreneurial and innovative people? That scared the shit out of me. But that’s part of it - that’s the beauty of innovation. It scares the shit out of you. It’s messy, you will make loads of mistakes, and you constantly feel like an imposter.
- I've come to appreciate that fear is a valuable part of any tribe. They can’t exist without it. Good things can happen when we are afraid, but willing to go on anyways. I’ve learned that when I’m afraid - it means I’m exactly where I need to be. Because it means I care.
- Once you understand that there are problems waiting to be solved, once you realize that you have all the tools and all the mission you need, then opportunities to contribute abound. And these opportunities are often small and accidental. It’s here where our fear becomes less important.
- But more so, I challenge you to take inspiration from the story of these two unassuming everyday items. Go home and do one thing today that scares you, even if it’s small. Build your tribe, make mistakes, and be ready. As Seth says - Weave together resources and opportunities and put on a show. Or make a short film and nearly show your underwear (tastefully). PIYP is a story about what you and your awaiting tribe are capable of. Part of being okay in the future is taking that first step and knowing that you got this.