Getting to Zero
We may see the last generation of AIDS sufferers in our lifetime. The day will come when zero new babies are born with AIDS and those already affected will be able to treat a majority of the symptoms. The (RED) organization along with countless others are working to make take their addressable market to zero.
A few weeks ago I met Chrysi Philalithes, Chief Digital Officer at (RED)™, at the Women Innovate Mobile breakfast where she shared this video about (RED)’s mission to get to an AIDS free generation. It got me thinking about tangible market destruction.
At USV, we work with companies who are working to disrupt existing industries, like Kickstarter for fundraising or Skillshare for education, or create new markets, like Twitter for media, where the view of potential customers over time is up and to the right towards millions or billions.
(2007 - 2012 Twitter growth graph)
The viewpoint of (RED) is quite the opposite. It’s how to stop creating new customers and reduce the number to zero. The process is very much the same as a startup: What does the future look like, and how do we get there? How do we best serve our market? How do we provide care to the people who need treatment with limited budget and resources? How do we make sure our KPIs are heading in the right direction? However, graphs in their board meeting must look very different.
Perinatally acquired AIDS, new cases, 1998–2010 
If you have a bug to work on building something, think about how you could use your free time to help eliminate something. (RED) along with the Bill and Melinda Gates foundation, Charity Water and thousands of other non-profits are building organizations that could use your help. Whether it’s ending child hunger in your neighborhood or making sure every person has access to clean water globally, find what appeals to you. Non-profits need expertise in building an organization, solving problems, and rallying a community around a cause, all skills you can bring back to your day job.
Getting global or local problems to zero will be a whole lot easier if all of us make it our mission to help.
Support (RED)
From June 1-10th, JoinRed by buying (RED) products, watching movies, donating money or taking time to spread the word.
What are you working to eliminate?
Let me know @br_ttany.