On one of the long, multi-marshutka rides from the coast back to Akhaltsikhe, I listened to a TED Talk by Melinda Gates about what health organizations can learn from Coca-Cola. Specifically, she talked about how health advocates need to model their distribution methods off Coca-Cola’s in order to reach the really far-flung places where health promotion is most needed.
This guy, surprisingly, isn't Georgian. We tend to get a handful of German backpackers on their way to Vardzia. Either way, he was blocking my shot...of the Pepsi cooler. Which doesn't have any Pepsi in it.
Sitting in our favorite cafe today, I realized she is right. Because not only does our little cafe have a brand-new Pepsi cooler (with the new-ish Pepsi logo), but our little town – in a minority region 12 kilometers from the border of Turkey and in a corner of a tiny little country – is plastered with Coke Zero and Pepsi Max signs, banners and advertisements (and has been for awhile now).
I can’t help but wonder: how did they get here? Who is running this incredibly effective marketing and distribution campaign? Here, in a city where many things are in a state of disrepair and almost as old as I am? Here, where most operations are run in such a seemingly backwards, inefficient way that often boggles my Western brain? And why is it we can get Coke Zero in most mom-and-pop shops around town but purchasing contraception is almost impossible?
I too enjoyed this TED talk. And your coke zero/ contraception observation is so spot on. Sad. True Another great post!
I just read a great book called Switch, by Chip and Dan Heath, who also wrote Made to Stick. It doesn’t really solve the problem you mention above but it does share a really brilliant approach to culture change, even on a massive scale. I found it to be a really good read and really helpful. Maybe you’ve already read it, but if not, consider checking it out!
Thanks! I will add it to my list – I’m hoping to order some used books from Amazon and pick them up when I’m home. Much appreciated!