SOMA: DISRUPTING THE WATER FILTER MARKET
This is a fabulous time to be alive. There are so many everyday things, systems, processes and products being redesigned and revolutionalized right now.
We really don’t have to put up with ineffective, badly designed stuff anymore.
Wait long enough and some frustrated, design-orientated hipsters will bravely quit their jobs and will make something better.
It’s happened time and again in the last few years. Kickstarter and Indigogo just gave voice to what has already been happening.
I remember the rise of James Dyson in the UK in the 1990s. He disrupted the vacuum market with his wonderfully pragmatic-British attitude: that products like vacuum cleaners could and should be better than they are. If we can make them better, lets do it. The status quo is there to be broken. Here’s a nice series of film clips that gives a bit more insight into his philosophy and approach.
SOMA is another example. Fridge water filters are actually old technology. They are dated. They are not that efficient. But we all use them. And struggle along especially with forgetting to buy replacement filters (which as it happens are not that good for us anyway).
Not only do I like the design and story behind SOMA, I also like the fact it’s a subscription based model. Like buying razor blades, I don’t want to have to remember to buy them, better they just arrive when I need them (which is why I am a fan of Dollar Shave Club).
So fedora hats off to the team behind SOMA. And thank you for making an everyday product a lot better.
I’ve said this before, but let’s not put-up with badly designed things in our lives. Life is just too short.