The Umbrella Problem: Time for Business Model Innovation?
In an article for the Wall Street Journal, Anjali Athavaley recently described why it is so hard to design an umbrella that won't collapse or flip inside out. It's not that companies aren't trying - they are experimenting with space-age materials, testing umbrellas in high-tech wind tunnels and even consulting experts in aerodynamics to find a "perfect" umbrella that doesn't flip inside out on a particularly gusty day. Any incremental improvements, of course, come with costs.