THIS coffee filter COULD be a mask
German filter company Melitta pivoted its production and materials to make a coffee filter mask.
How "This Could..." Creates Opportunity
Around the world, people, companies, and communities are discovering how to do more with the assets they already have at hand.
The Power of Conditional Thinking
Studies show that when objects are introduced with "This Could" instead of "This Is" they are 40 times more likely to be used in a new way.
Begin Here: Empty Your Cup
Before new opportunities can be realized, you have to let go of pre-conceived notions. There's no room for new ideas if you are full of old ones.
"Learning to See"
As Anaïs Nin said, “We don’t see things as they are, we see them as we are.” To discover all available opportunities, we need to change how we see the things around us.
Creating Opportunity with Limited Resources
This Could enables people to discover the potential of existing assets and utilize what we already have instead of relying on and consuming more.