Today we asked the CEO of Livinguard, Ken McMahon, what kind of challenges Livinguard is facing. Read about how amazingly the company manages to tackle them.
Is the market ready for such an innovation or is it a challenge to convey the opportunities and improvements to living standards that Livinguard opens up?
Is the market ready? I believe it is. But you’re right, it is still a challenge. Many companies are established in a given market and use an established technology. When a company like ours comes along with a disruptive one, it takes some effort to persuade them that the improved performance is really there, that it is at a level that will enhance their products noticeably. It takes some time for the customer to think about the best way to bring that to the marketplace.
Therefore, it’s a two-step challenge in a way.
It can actually take several steps. And it requires a lot of brain work on both sides. We have to think about exactly how Livinguard will benefit the customer and how we can demonstrate that benefit. And our customers have to do the same thing with regard to their customers, that is, to end consumers.
Can you give us an example of how you tackle that challenge?
We designed self-disinfecting facemasks. To protect people from highly polluted air. Airborne bacteria and viruses and other microbes can cling to pollutants, to the dust and other particles. So we created these facemasks to protect people’s air passages in industrial cities, especially in winter in India for example. But that’s not enough. You have to get across the idea that wearing a facemask is a way of protecting your health and not a signal telling everybody else, “Hey, I’m sick or there’s something wrong with me.” You have to sell them on the idea of disposable facemasks or, in our case, washable and reusable facemasks.
So, there’s always awareness efforts and marketing involved.
Right. You have to think: How can we make people associate facemasks with health and hygiene, and not illness and something being wrong with them? How can we illustrate the benefits, so people don’t mind wearing a facemask and will even pay for one?