Category: Innovation

The motorcycle story

While running, I saw it.

Parked next to others, tail outward, resting between two chalky diagonal lines.

I don’t even recall the color of its body because a memory came at me fast and smooth as my eyes swam over the details and took in the word, Ducati.

The memory felt easy. The images that came to mind were familiar; it was the same sequence that unfolded every time I saw a motorcycle with this name.

I remember the way his eyes looked as he explained what he wanted me to know with the simplicity of passion.

Many years ago, my friend and I were walking to work through the backstreets that wound around the neighborhoods close to the college campus; we were both waiters at the same restaurant. He stopped abruptly, got quiet and looked down at a lone red motorcycle parked on the gravel. His face softened and he shook his head for a moment as we stood in silence. Then, he raised his gaze, locked his shining eyes on mine and with excitement in his voice he said: 

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Be innovative. Your public eats cheese.

But not just any kind of cheese.

Thousands of people living in my city of Barcelona are following a particular diet that consists of low carbohydrates, low oil, low fat intake, lots of vegetables and high protein content. Just imagine how many folks in this grand metropolis are happily munching on low fat cheese right this minute as you read this article. It is a growing trend that will probably hit very large numbers within the next few years in Europe and North America.

Yet in this same city, there is not one restaurant that I know of that serves even one specially designed meal that these hungry people can easily identify on the menu, sit back, relax and enjoy with the rest of the restaurant-going population. They are left feeling alienated or must break their diet when dining out. For some, this can bring on tinges of guilt, frustration, as well as altered social relations.

Something is not quite right in this picture. 

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