My Question for Will.i.am

Dear Will.i.am,

It's 4:05 am and normally I'd be fast asleep at this time but I'm wide awake. For some reason my mind has started working on a question for you. It's a question that I wanted to ask you last night at the RCA Innovation evening event, but I couldn't formulate the question until I had slept on it.

I think that you are a really great story teller - one of the most powerful skills a person can possess. It is also very clear that you have an innovative way of seeing the world and are passionate about making life better through creativity.

I had mixed feelings about your project to reduce waste with Coca-Cola. On one side you are helping to reduce pollution and conserve limited resources which can only be a good thing. However, I am left feeling that it falls short of your potential.

The thing that drives me to innovate is the vision of how life can be better for people. I imagine a possible future where poverty, climate change, and war are no longer. And then to work towards making that happen causes solutions to present themselves.

I can't help feeling that whilst you are doing good work with Coca-Cola, your time could be better spent. An environmentally aware soft drinks company is a good thing, but better still would be to have people drink a truly healthy drink that needed no transportation, no packaging, and at no cost. Mother nature has given us the gift of water which is perhaps the most underrated product of our time.

I have doubts as to whether a diabetes and obesity free world can co-exist with a drink that has added sugar, caffeine, and phosphoric acid.

So my questions:

Do you believe in pursuing an ideal final solution or do you think it is better to take one step forward from where you are?

Most creative people would not work with big tobacco, big oil, or big pharma out of principle. But where do you draw the line? Do you think being too principled is a bad thing? Does it limit creativity?

I would like to know what you think of my perspective to help me understand your way of innovating.

Wishing you success,

Tim Brennan
Inventor of VivoBarefoot

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