The Drum - Jugaad can change the world

No country has taken the idea that marketing can change the world to heart quite like India. Maybe it’s the “be the change you want to see in the world” belief attributed to Gandhi. Or the fact that for many people there’s no safety net, so you need to take the initiative, or things won’t happen. There’s a sense in India that you can fix any problem with hard graft and creativity – a DIY/make-of-it-what-you-can attitude that leads to great ideas being applied to everything.

In colloquial Hindi, this way of working is called Jugaad: an approach to solving problems and changing things for the better through hacks and workarounds – frugal innovation. Solutions found by looking for the answers in what’s around you. It’s a creative approach that feels very close to the way I like to solve problems in my own work. It has a real maker attitude – of discovering through doing. And it embodies the agile and entrepreneurial spirit that we’re going to need more of to drive the world, as well as brands, forward in these challenging times. Hate something, change something, make something better (thanks Honda).

See the full article here.