 |
|
|
|||||
The 2026 Milan-Cortino Winter Olympics is set to debut a new sport: ski mountaineering, also known as skimo. Over the course of two days at the Stelvio Ski Centre located in Bormio, Italy, 36 athletes will compete in three main events: mens sprints, womens sprints, and mixed relay. The race is part endurance and speed, as typical skimo competitions feature athletes racing against each other as they ascend uphill with support of climbing skins before skiing downhill. The Winter Olympics version, however, differs in format. This version compresses the competition into a roughly three-minute race. Each leg of a skimo race requires its own specialized equipment. And that equipment matters. Who wins and loses in skimo is often a matter of milliseconds, determined during the transitions between the three distinct moments of the race: ascent, boot-packing (mountaineering), and descent. Thats where a 76 year-old German company comes in. Dynafit created the DNA Sprint Collection, a six-product line engineered specifically for the Olympic stage that 11 out of 36 athletes will use during the competition. The remaining athletes will use similar equipment provided by different brands in line with the International Ski Mountaineering Federations (ISMF) requirements. [Photo: Owen Crandall/courtesy Dynafit] Dynafits Design Philosophy A typical skimo competition features rough, high alpine terrain and harsh, snowy conditions that are physically demanding on athletes. To maneuver this challenging terrain, athletes rely on gear such as skis, boots, poles, gloves, backpacks (to hold equipment while transitioning from one part of the race to the other), crampons (a spike attachment for athletes boots to grip onto ice while on foot), and avalanche gear. All of this gear is specifically designed to be lightweight to assist athletes in navigating the challenging, mountainous terrain. Historically, Dynafit is known for pioneering the boots and tech binding (a mechanism that lets athletes lift their heel while climbing uphill and lock into place to descend downhill) critical for performing the sport. Now, as the dominant brand in the $1.24 billion skimo equipment market, the company produces a range of products, including helmets, race suits, boots, skis, and skins, for the casual and elite skier. [Photo: Dynafit] The biggest challenge in our development [is] to find the balance between weight and safety, says Manuel Aumann, Dynafits Operations and R&D Director Bindings. Aumann explains that the company has an abundance of testing experience to ensure their products durability and safety. We have to save every gram . . . but also [deliver] high safety products, explains Aumann. [For] every 100 grams you save on your boot or the ski, or on the binding, you could carry seven times more weight on the backpack. For our customers and for the athletes, [that] pushes them to the next level. [Photo: Owen Crandall/courtesy Dynafit] Re-Thinking Skimo Designs This will not be the first time that skimo qualifies as a Winter Olympic sport. Between 1924 and 1936, the International Olympic Committee (IOC) included skimo in the Winter Games but later discontinued it in part due to its dangerous nature. Then in July 2021, the IOC unanimously approved skimos inclusion in the 2026 Winter Olympics. For the occasion, Dynafit developed a unique line specific for the Olympics, including skis, bindings, poles, gloves, and backpacks. Creating a line of products to help elevate athletes performance involved a two-step process. First, in 2022, Dynafit hosted an international summit with 25 of its sponsored athletes to curate their feedback on equipment constraints. That input served as the foundation for the company’s four-year process from the redesign to market availability of its specialty product line. [Photo: Dynafit] Aumann and his team dissected the Olympic format to inform their design process. The Olympic race focuses on sprint races. Athletes will be required to complete an uphill ascent on skis, transition into a short bootpacking section, then transition again for a downhill descent. This race format requires fast transitions between each phase. The two minutes 30, you can split [in] time slots, says Aumann. The rough estimation [is] two minutes for the uphill and 30 seconds for the downhill. We got into the analysis of where we an have the most benefit if we change something. The team determined that the first half of the race, involving the ascent with skis and the transition where athletes remove their skis and place them into their backpacks just before continuing onto bootpacking (a foot race on skis with the assistance of poles), would yield the most benefit. The Dynafit team learned that while most of the new product line required minimal adjustments, their skis and bindings would require significant design alterations. [Photo: Dynafit] The handling operations, they’re quite important on this high level, explains Aumann. It’s really about the second[s] they can save during [these] transitions. The rough alpine terrain of a standard skimo competition requires skis to have increased skiability, meaning they are carved and built for those conditions in order for athletes to make safe turns. Since the Olympics course will have smoother slopes with fewer steep curves and banked turns to help athletes, it allows skis to have less skiability. In other words, the skis do not need to be optimized for tough terrains, allowing Aumann and his team to focus on narrowing the ski-waist from 64 mm to 61 mm. With this [slimmer] ski, we could save weight, says Aumann. While a traditional race touring ski weighs 690 grams, the altered ski weighs only 650 grams. Another benefit of this slimmer version of the ski, particularly its narrower tail, is that it allows athletes to better handle transitions. For instance, when athletes move from skiing uphill to bootpacking, they must quickly loop their skis onto their backpack for the foot race and then later unhook them for the descent downhill. Ultimately, this design change is intended to help athletes shave off incremental seconds, which is critical in a sprint where every tenth of a second counts. [Photo: Dynafit] Further, during the uphill transition from skis to bootpacking (the foot race), athletes will need to release themselves from their ski bindings, where steel pins meet the boot inserts to secure the boots within the binding. Then on the descent portion of the course, athletes need to step back into their ski bindings. The act of stepping in and out of skis presented additional time-saving opportunities and speed optimization. Aumann and his team made three key design changes to their fully aluminum, binding product. [Photo: Dynafit] What we did is to really make [the grip zone], where the athlete can grab, wider,” explains Aumann. [The athletes] don’t have to look down, but can grab it in a very easy way without looking. The team widened the grip zone for the heel piece as well as the locking lever of the binding. Providing athletes with a larger grip zone surface allows athletes to use one hand to release their boots from the binding, saving at least a few tenths of a second. Lastly, the team redesigned its ski race stoppers, a safety feature required by the ISMF. Generally, standard ski touring stoppers deploy a small metal arm, or wire, into the snow to slow the ski if an athlete loses it or releases from the binding. According to Aumann, each stopper includes a plastic cap at the end to help it grip and fix into the snow. While a traditional alpine ski touring stopper features sharp contours and edges that can easily snag on a loop in an athletes backpack, Dynafits re-designed stopper lacks these features. [Photo: Dynafit] Rather, the team modified the transition point where the plastic cap meets a metal wire by creating a smooth, rounded curve surface. By rounding out the curve, the updated design reduces the risk of catching onto other surfaces while improving overall reliability, all without adding weight. The modified race stopper alone weighs just 30 grams, compared to the 70 to 100 grams typical of standard touring models. Another important aspect of the redesign is that the stopper automatically retracts when athletes switch to the descend/downhill model, eliminating an additional step for manual adjustment. Aumann acknowledges that this design process helped accelerate a trend already happening across the industry. As the sport has grown in the past couple of years, manufacturers have increasingly considered tradeoffs rather than focusing solely on making lighter products. Within the last two years that [has] changed, says Aumann. Perfect handling of the products [is] a very high priority. So, it is [acceptable] to have a product with a few [more] grams if the handling is better and can save time. Dynafit has already begun incorporating these design tweaks into its commercial products.
Category:
E-Commerce
Most leaders understand their message needs to define exactly who their work is for. Fewer realize that it should also define who it’s not for. Fewer still realize that their message is unintentionally excluding some of the very people they want to attract. Effective messaging repels on purpose. Careless messaging excludes by accident. And for leaders, knowing the difference can make or break your organizations credibility. REPEL TO ATTRACT The idea of intentionally turning away potential customers can make leaders uncomfortable. It seems counterintuitive, even reckless, to deliberately shrink your total addressable market when youre trying to grow. But trying to message to everyone can come at a high cost, resulting in: Misaligned employees. People who dont share your organizations values may become unhappy and disengaged, ultimately eroding your culture and reputation. Wrong-fit customers. Theyll never be satisfied with what wasnt designed for them, leading to negative reviews, returns, and reputation damage. Wasted resources. Messaging too broadly can result in additional expenses, from advertising to (and trying to convert) a larger pool of prospects, all the way through to customer service. The costs of attracting the wrong audience compound over time, while organizations with the deepest loyalty are often the ones explicitly saying this wasnt created for you. Two particularly effective ways to do this are through values-based declarations and explicit audience definition. Values-based repelling involves taking a strong public stance on the ideas that matter most to your brand, effectively filtering out those who dont share those values. When Patagonia launched their edgy Dont Buy This Jacket campaign with a full-page ad in the New York Times on Black Friday, they werent just making a statement about overconsumption; they were signaling to impulse buyers and fast-fashion hunters that Patagonia isnt for them. It was a bold expression of this is what we stand for, and this is what we dont. Meanwhile, explicit audience definition expresses who an organization stands for. Basecamp takes this approach by saying: We are for this group. We are not for that group. This builds community and loyalty by creating a small business Us (We stand with the underdogs. Freelancer? Underfunded non-profit? Small team feeling stuck in a large enterprise? Start-up battling established competitors? Youre our people.) versus a big business Them (Theyre slow. Theyre conservative. They talk too much. Theyve stopped taking risks. Theyre resting on their laurels, gliding on their reputation.) dynamic that makes their ideal customers feel seen and understood. So when does repelling cross over from good to badand is it possible to repel too much? In many cases, it’s not a matter of degree (turning the repelling dial up or down), but of intentionality. Often, the smallest details create unexpected barriers. Seemingly minor messaging decisions, invisible to internal teams who know what they meant to say, can alienate the very people youd like to attract. BARRIERS YOU DIDNT MEAN TO BUILD Every message draws a line: inviting some in, leaving others out. The risk is when that line is invisible to you but glaringly obvious to your audience. Strategic narrowing is, by definition, intentional. You decide whoand only whoyoure speaking to and why, shaping your message around what will resonate most. Careless narrowing happens when you filter people out by default through assumptions, jargon, stereotypes, unconscious bias, or unclear values. This type of exclusion isnt deliberate. Its built into the words we use, the assumptions we make, and the systems we design. It often feels harmless in the moment; after all, you didnt mean to exclude anyone. But messaging missteps stack up, often in ways we dont see until its too late.And when a message ends up alienating the very people youre trying to reach, it can undermine everything youre building: your team, your customers, and your reputation. Unintentional exclusion carries real costs: 1. Talent loss Talented candidates self-select out because they dont see themselves reflected in your language, imagery, or values, leaving roles harder to fill. Current employees who feel overlooked or alienated disengage, and that disengagement can wreak havoc on your culture. This shows up in a number of quiet ways, for example: A company says it values a diverse workforce but schedules events on days that are major holidays for some employees. A strong candidate doesnt apply because the job description uses jargon or must-haves that dont actually matter. Company headquarters are accessible by public transport but the company offsite is not. Leadership talks a big game when it comes to its global perspective, but every quarter the big all-hands meeting is only live in US time zones. 2. Missed growth Customers who dont see themselves in your story wont buy in. People who could have been strong advocates never consider your product because the way you described it suggested it wasnt for them. This shows up in many ways: Product positioning that assumes sameness. Parenting apps marketed for busy moms can unintentionally exclude dads, grandparents, or other caregivers who share the same challenges. Language that creates barriers. A landing page filled with jargon can leave first-time buyers feeling shut out rather than invited in. Product design with hidden friction. An app that assumes constant high-speed internet excludes rural users. Low-contrast color palettes exclude those with low vision. Visuals that signal who belongs. When websites or ads feature only one demographic, they subtly suggest others arent welcome, even if they are part of the intended audience. Peloton learned this the hard way. An early campaign centered on ultra-fit people in luxury apartments projected an elite, upper-class image that excluded people who werent wealthy and who represented a wider range of body types. The campaign also came under fire for portraying a sexist dynamic. While the intent was to be inspirational and aspirational, it didnt take into account where many of its potential customers were starting out, and it wasnt aligned with Pelotons founding goal of democratizing fitness. The brand smartly course-corrected in 2023 with new messaging and ethos, emphasizing fitness offerings for all ages, levels, and walks of life. 3. Damaged credibility Beyond costing you poential customers and engaged employees, accidental exclusion damages how the broader market perceives your brand. When your companys behavior contradicts your stated mission or core values, stakeholders notice the gap between what you claim to stand for and what your words and actions actually signal. The resulting erosion of trust can be imperceptible until it turns into a full-blown reputation crisis. Once trust is lost, its difficult to win it back. The difference between strategic and careless narrowing is intention and awareness: one sharpens your message, the other shrinks your reach. The result is always the same: qualified candidates opt out, customers conclude “not for me,” and stakeholders lose trust. You didnt choose a nicheyou just made yours significantly smaller. HOW TO REPEL, NOT EXCLUDE People are highly attuned to language. They notice whos acknowledged and whos overlooked, especially when its them. In a crowded market, intentional communication determines whether you expand opportunity or reinforce barriers. Inclusive messaging doesnt mean trying to be everything to everyone. It means being deliberate about the language you use and the lines you draw so the right people feel welcomed in, not left out. To avoid missteps, regularly pause to ask: Who might this message unintentionally exclude? Are we relying on assumptions that not everyone shares? Does our language and imagery draw people in or push them away? Build guardrails into your processes throughout your organization: Choose words and imagery carefully. Intentionally repel those who are not ideal customers or employees, but incorporate safeguards and checks to make sure youre not using language or visuals that unintentionally exclude. When creating a customer avatar, consider relying less on demographics and more on psychographics. What are their attitudes, values, and interests? Consider how your message might land differently based on someone’s lived experience, perspective, and motivations. Run language and formatting through an inclusivity check, test job posts with employees from different backgrounds, and test brand copy with focus groups who have different points of view and lived experience. When diverse perspectives are considered, accidental exclusion decreases. The business case is clear: employees are attracted and retained, brand messages land with the right audience, and teams better identify products and services for a broader customer base. According to a BCG study, companies with more diverse leadership boast 19% higher innovation revenue. And McKinsey finds that companies with diverse leadership teams are 39% more likely to outperform their peers financially. Make checking for accidental exclusion and unintended barriers a regular practice. Invite perspectives from people who don’t look, think, or work like you. Brands that do this consistently don’t just avoid costly mistakesthey build stronger cultures, retain better talent, attract the right customers, and gain credibility that lasts.
Category:
E-Commerce
Change often fails and that rarely has anything to do with whether the concept is a good one or not. As Howard Aiken famously put it, “Don’t worry about people stealing your ideas. If your ideas are any good, you’ll have to ram them down people’s throat.” As the creator of the Harvard Mark, one of the very first computers, he was speaking from experience. The truth is that any time you set out to make an impact theres going to be some who wont like it. Theyll seek to undermine what you are trying to achieve and they will do it in ways that are dishonest, underhanded and deceptive. Its a hard truth, but one we all need to accept: resistance is inevitable when you try to drive change. Once you internalize that, you can begin to move forward. When we work with organizations trying to adopt and scale new ideas, one of the first things we do is work to anticipate and build strategies to overcome resistance. We start by working to understand where resistance is most likely to come from and devise a plan to address the concerns opponents are likely to exploit. Understanding Sources Of Rational Resistance There are many good reasons to resist change. The status quo, for better or worse, is what people have become used to. They understand its benefits and how to work around its shortcomings. So the first barrier to change is the need to build trust in an alternative, more uncertain path. A second source of resistance is change fatigue. We live in an era that glorifies change, where disruption has taken on an almost cult-like status. So we need to consider not only the merits and demerits of a single initiative, but also the broader contextwhat has come before and what else is happening at the time. Many organizations juggle too many initiatives and the ones that fail increase change fatigue, making it harder for those that follow. A third source is competing incentives and commitments. Incentives, both explicit and implicit, are usually designed to reflect the status quo which is why many change leaders find themselves in the awkward position of asking people to act against their own interests, In other cases, the conflict is self-imposed, such as when a manager who wants to delegate more also sees herself as a hands-on manager. Finally, every change faces switching costs. Change always requires some investment in time, resources, training and other areas. Opponents of change often make the case that these costs exceed the potential benefits, which puts the burden of proof on those who support doing things differently. The key thing to overcome rational resistance is to anticipate it, which is why one of the first things that we do when we start working with an organization is to do a resistance inventory, laying out the categories of resistance and discussing what types of resistance can be expected, hope they will most likely manifest themselves and what strategies can mitigate them. Anticipating Irrational Resistance Many argue that resistance to change is merely an illusion. They claim that if youre facing pushback, its either because you havent effectively communicated the value proposition or havent put in the effort to understand the root causes behind the opposition. Surely, if your idea has value, people will embrace it. Now, thats just silly. Resistance doesnt need a rational basis and often doesnt have one. The truth is that humans form attachments to people, ideas, traditions and other things. When we feel that those attachments are being threatened, we will tend to act out in ways that dont reflect our best selves. Anybody who has ever been in a romantic relationship or part of a family knows that. Transformation isnt a popularity contest. Its not consensus driven. Its also not some heroic journey to some alternative future state about which everyone agrees (they never will). Change is always a strategic conflict between that desired future state and the status quo, which always has inertia on its side and sources of power keeping it in place. To overcome that resistance, you need to be clear-eyed and hard-nosed. Success or failure has surprisingly little to do with the quality or usefulness of your initial idea. Good ideas fail all the time. Thats why you need to be strategic. Slogans and gimmicks wont help you. Change isnt about persuasionits about power and collective dynamics. Building Strategies To Overcome Resistance The first principle of building strategies to overcome resistance is to address the causes of rational resistance youve uncovered in your resistance inventory. Another approach you can apply at the same time is to recruit a few skeptics to form an internal red team to let you know where youre going wrong. Theyre bound to identify blind spots and can often become genuine supporters over time. Irrational resistance, however, requires more specific strategies. The first is to start with a majority. You can always expand a majority out, but once youre in the minority, you will feel immediate pushback. You get to decide who you put in the room, so choose wisely. You have no obligation to invite the bomb throwers in. A second strategy is simply to not engage with your most active resistors. Decades of research has found that you usually need only 10% to 20% participation to hit an inflection point, so you dont need to convince everyone at once. Go to where the energy is. Find people already enthusiastic about your idea, gain traction toward that 10%-20% threshold. A final strategy is a dilemma action in which you identify a shared value and then design a constructive act rooted in that shared value. That reates a dilemma for your opponents because they need to either let the constructive act go forward, or to violate the shared value. Either way, your change moves forward. Dilemma actions have been used for at least a centuryfamous examples include Gandhis Salt March, Kings Birmingham Campaign and Alice Pauls Silent Sentinels. One of my favorites was a Lego protest in Siberia. They are just as effective in an organizational context, using an opponents resistance against them. Change Is A Strategic Conflict Many assume that you bring about change through persuasion. They believe that once people understand the idea they will embrace it. So they work to build awareness, desire and knowledge about the idea and equip people with the skills to implement it in the hopes that the transformation will take hold on its own and become self-sustaining. They are usually sorely disappointed. Decades of evidence show that shifts in knowledge and attitudes usually dont result in changes in practice. There is also a large body of research that suggests providing people with the right information is unlikely to meaningfully influence their behavior. People arent blank slatesthey bring prior beliefs and biases that shape how they respond to new ideas. The truth is that change isnt some kind of heros journey to some alternative future state. It is a strategic conflict between that desired state and the status quo, which always has inertia on its side and never yields its power gracefully. It has sources of power keeping it in place and those sources of power have an institutional basis. Thats why you need to begin to think about how you will overcome resistance from the start. You cant just wait until you encounter it and react, but must work to anticipate it and devise strategies in advance. Thats what makes the difference between successful changemakers and mere frustrated dreamers who once had an idea.
Category:
E-Commerce
All news |
||||||||||||||||||
|
||||||||||||||||||