Taking "Win-Win" to a Whole New Level

I don’t know about you, but even though I really want to be a good and giving person, sometimes I get tired of being asked to donate to so many different causes. High school students knock on my door wanting me to order newspapers so they can go on school trips. I get endless calls from alumni associations and cancer societies. And my children always have something they “should” be selling to raise additional funds for their schools.

It’s not that I don’t believe in these causes, but I don’t like to feel manipulated into buying things I don’t really want, and I don’t like to feel guilty when I say no. I know we all have a choice, and I’ve learned to maintain my boundaries.

This solution doesn't feel quite right though. It still involves inner conflict. In order for one party to get what they need, others must give up at least some of what they value. What if it were possible for everyone to easily get what they need?

Last night my daughter showed me one example of what I call a “self-serving winners circle”. It’s an innovative way to give that feels much more like receiving than giving.

It’s a website called www.freerice.com. The organization’s mission is to end world hunger, and the way they do it is brilliant. They’ve created a fun vocabulary game that is easy to play and automatically adjusts to your level as you go, whether you are a second grade student or an English scholar. The site also has a place for banner ads. The companies who advertise pay and get visibility just like they would on any other site. A self-serving winners circle has been created with three winners and NO losers:

1. Winner # 1 – Anyone who likes to play on the computer and learn something incredibly useful at the same time. Go play the vocabulary game, improve your mastery of the English language, and every time you get a word right, you earn 20 grains of rice for the hungry. That doesn’t sound like a lot, but my daughter and I played for about an hour and got up to 7,000 grains pretty quickly. We were trying to figure out how much that was, and we decided it probably fed at least one person one meal. So not only did we both learn a few new words, we got to feel GOOD about making a contribution to something in the world, and she gets to take a print out of our results back to her teacher and get bonus points in school. To me, this is the essence of the joy of receiving and giving at the same time – freely.

2. Winner # 2 – The advertisers. Last I checked, the google rating for this site was a 6/10 which is pretty high, and my guess is that it will be even higher as the word continues to spread. I’m not exactly sure what the payment arrangement is for the advertiser, but whether it is based on “grains of rice earned while your banner is up” or some other formula, it’s probably similar to what they would pay for putting up a banner on any site. But in this case, they get the added benefit of being well-regarded and actually looked at with curiosity instead of annoyance. Site users wonder.. “hmm.. who are the cool companies advertising on this site – maybe I’ll take a more serious look at what they have to offer”. Imagine using the same marketing dollars to get visibility, increase good will, AND do good in the world!

3. Winner # 3 – The starving people who get to eat the rice that the vocabulary game players earn and the advertisers pay for. The site explains how they work with the UN food bank to make this happen.

To me, this is the essence of “win-win”. It’s about creating a system where everyone who participates truly wins in a tangible way, and no one in the system is giving just for the sake of giving. This is not a new concept. I remember learning about it in economics. Yet, it interests me that people don’t use it more.

It’s like we have a social paradigm that says giving has to hurt a little to be real. So we keep appealing to people’s sense of duty and morality to get important things done. But if there’s a more practical way to get the same thing done with less effort and fewer resources, why not?

My question is, where else might self-serving winners circles be useful? In business, could a self-serving winners circle make it almost effortless to attract new customers? At home, could a self-serving winners circle make discipline effortless? In a school, could a self-serving winners circle make teaching effortless? Besides feeding the hungry, are there positive, synergistic ways to tackle some of the other big problems in the world, like healthcare, crime, or even terrorism?

I think www.freerice.com has created a self-serving winners circle to make feeding the world a good deal easier, if not completely effortless, and I think they give a good example of how to create a system where people will naturally and enthusiastically work together towards a purpose, not just because they believe in the purpose, but because doing so serves them as well.

Self-serving systems are self-feeding, so they are endless. Resources are not depleted, and in fact, every participant in the system is receiving something they need. Because participants are naturally winning, they stay engaged, and the system continues to grow, generating and receiving more positive energy along the way.

Think about the things you want to accomplish for yourself, at work, and in the world. What is getting in the way? Do you need more cooperation from other people to succeed? If so, is it possible to create a self-serving winners circle? I’d love to hear!