The power of proximity

Proximity goes beyond geographical distance. It can also be social, cultural, or ideological – any way we identify and relate to the world. On a sliding scale from “close” to “distant,” our perception of proximity influences our actions. By moving the needle closer to more people, we can improve our business practices and create innovative and impactful solutions.

When businesses see long-term challenges as proximate rather than distant, they create fertile ground for meaningful change.

One way to apply proximity is through a focused methodology. Instead of starting with market forecasts or projections of customer habits, bring together a team from multiple disciplines – designers, technologists, marketers, and researchers – who each bring their unique perspectives and intimacy to the product development process.

This collaborative approach helps avoid blind spots, ensuring a shared vision and a product designed with empathy and a deep understanding of the user.

Proximity helps companies not only synchronize values but also stay adaptable to changes. With proximity in mind, businesses are better equipped to handle shifting markets and trends. When working with AI or machine learning, businesses can use large data sets to track shifts in customer sentiment and adjust products quickly to stay relevant.

Surprisingly, speed and durability aren’t opposing forces. As change accelerates, being both fast and long-term-focused allows businesses to move further faster. Products built with proximity are designed to last and evolve, staying aligned with long-term goals and short-term needs.

The installation of melting ice blocks by Olafur Eliasson at the signing of the Paris Agreement is a powerful reminder: the future is closer than we think. Proximity can shift our perception of distant challenges, making them immediate and actionable. This mindset allows us to innovate and create products that contribute to a more sustainable and responsible society.

Embracing proximity as a business strategy can help create more inclusive and sustainable futures, balancing short-term success with long-term impact.

1. Proximity drives innovation
   When challenges feel close, empathy and engagement naturally follow. This mindset enables businesses to address long-term issues as if they were immediate, fostering proactive solutions and meaningful innovation.

2. Collaboration is key
   Bringing diverse perspectives together ensures products are designed with empathy and shared vision. By uniting diverse disciplines – designers, technologists, marketers, and more – into tight, collaborative teams ensures shared values and avoids blind spots, creating products rooted in empathy and aligned with stakeholder needs.

3. Adaptability matters
   Businesses that embrace proximity are better equipped to adapt to changes, leveraging data and AI for continuous improvement. GenAI and machine learning can analyze shifts in stakeholder sentiment, enabling real-time iteration of products that balance speed with sustainability.

4. Speed and durability can coexist
   Focusing on long-term values while remaining flexible allows products to be both fast and sustainable. Proximity helps businesses align values, adapt to change, and stay relevant by leveraging data and AI to track shifting customer needs. It proves speed and durability can coexist, enabling companies to innovate quickly while focusing on long-term sustainability. Products designed with proximity evolve and endure, meeting both immediate and future demands.

5. The future is now
   Viewing future challenges as proximate encourages action and enables businesses to innovate for a better world. As Olafur Eliasson’s installation reminded us, urgent issues like climate change aren’t abstract – they’re here and now. Proximity reshapes how we perceive and respond to these challenges, empowering businesses to innovate for a more inclusive and sustainable future.