Eggshells and Cosmetics
Cities across the world are promoting clusters. Such initiatives are damaging the diversity of thought necessary for truly disruptive innovation. It’s time for a rethink.
The Costs of Clusters
A while back I was in Cali, Colombia. Like many cities, they’ve built industry clusters around strategic sectors in an attempt to promote innovation. The logic goes that if we co-locate players from a specific industry then they’ll share information, aggregate resources and grow faster. This is based on the fundamental assumption that we gain most from those closest to us. But, is that how innovation really works?
The problem with clusters is that they damage the diversity of thought necessary to stimulate lateral thinking. They promote incremental innovation within industry boundaries at the expense of disruptive innovation that is principally driven by external forces. Think about it. Before clusters, companies are spread across the region, free to gain inspiration from all manner of diverse resources. After the clusters are formed, people are surrounded by a bunch of clones. Do you really think that’s the best way to discover the big ideas that will shape tomorrow?
The Benefits of Diverse Networks
While I was in Cali, I was a keynote speaker at a divergent thinking event. I knew that the promotion of clusters was gathering pace and I wanted to provide a counter argument that exposed their costs. To make my case, I wanted to show the benefits of collaboration across the diverse strategic sectors of the broader Valle del Cauca region — here’s what I came up with.
White Protein >> Eggshells >> Collagen >> Beauty Products
I started with an acute challenge faced by one of the strategic sectors, specifically the disposal of eggshells. Eggshells are a real problem as they attract vermin when dumped in landfills. Solutions within the sector were focused on dealing with this “waste”. But, did it have to be waste? Perhaps one man’s trash could be another man’s treasure. I googled eggshells and keywords associated with other strategic sectors. Eggshells and renewables ...nothing. Eggshells and pineapples….no dice. However, when I googled eggshells and beauty, I found a ton of links about collagen. After a little more digging, I discovered that 10% of the eggshell membrane is made of collagen!
I knew from my wife’s medicine cabinet at home that collagen was being used in an increasing number of beauty products, but I didn’t know that it was contained in eggshell membranes. I wanted to know what was available on the market, so I went back to Google searching for eggshell+collagen. I was blown away by what I saw. Not only, were there products available, but they were charging outrageous prices. Perricone MD sells a retinol anti-ageing cream made from eggshell membranes in Sephora at $170 for 2 ounces!! You can also buy eggshell membrane capsules — these are a mere $27.
White Protein >> Egg Shells >> Calcium >> Wellness OR Macrosnacks
You’re probably thinking “that’s great, but what about the rest of the eggshell?”, right? Well, did you know that 95% of the outer eggshell is calcium carbonate? Neither did I until I googled it. Increased calcium intake is usually associated with improved bone density and healthier teeth, but eggshell calcium is also associated with healthier joints and digestive systems. Wellness supplements aren’t the only use for eggshells. Calcium enrichments are also popular in granola bars. The macrosnacks sector in Valle del Cauca could certainly benefit from a steady supply of local calcium.
Putting it All Together
Now I started to get greedy. I wanted to show that all strategic sectors in Valle del Cauca could benefit from cross-discipline collaboration. I looked at their eight strategic sectors and starting with the humble eggshell I wanted to demonstrate not only could they work together to solve the challenge of costly eggshell disposal, but they could actually generate additional revenue and increase growth. The following steps are illustrated in the flowchart above.
Step 1: The white protein sector has to dispose of costly eggshells.
Step 2: The white protein sector works with the healthcare sector to develop clinical treatment protocols to prepare the eggshells for alternative uses.
Step 3: The manufacturing sector (with its emphasis on metalworking) builds the metal vats used to separate the membrane from the outer shell.
Step 4: The membrane is supplied to the wellness & beauty sector that extracts the collagen to produce anti-ageing remedies.
Step 5: The outer shell is transformed into calcium and supplied to the wellness & beauty sector or combined with dried fruit to make calcium-enriched macrosnacks (granola bars etc.).
Step 6: The renewable energy sector provides the power to produce anti-ageing remedies and macrosnacks AND the bagasse feedstock (byproduct from sugar cane production) to be used as a paper substitute for packaging.
Step 7: Rather than creating an internal problem, eggshells have been used to generate external revenue in the form of exports. We need additional logistics! Luckily, that’s also a strategic sector in Valle del Cauca!
It’s Time for a Rethink
I’m not saying that clusters are pointless, far from it. They can be valuable assets for cities and their innovation efforts. But, we have to realize their costs. Specifically, the destruction of diverse networks that are essential to thinking beyond boundaries and promoting disruptive innovation.
This doesn’t have to be an “either, or” scenario though. We can keep our clusters and their associated benefits. But, we have to balance the cost. We have to provide an outlet where people can leave the confines of their clusters to immerse themselves in the diversity of thought necessary for disruptive innovation.
We need a focal point where people are free to come together and work across disciplines to solve their problems and discover new ideas. A place filled with artists, business people, politicians, sports stars, students and more (yes, this is way more than just business).
Imagine what your community could do if it promoted networking across disciplines in the pursuit of disruptive innovation.
