introducing harry vardis’ pisces a tool for profitable ... by harry vardis.pdfintroducing harry...

tm2007 Harry Vardis www.creativefocus.net

IntroducingHarry Vardis’ PISCES

A Tool for Profitable Innovation


about Harry Vardis…

Harry is the founder and president of Creative Focus, Inc. a qualitative market research company. He is adjunct faculty and the director of the new Center for Business Innovation and Creativity at Kennesaw State University,a project dedicated to the advancement of creative thinking in business and education. In his former career as an advertising executive, Harry receivedtwo EFFIE awards for effective communications research, and a Financial World award for excellence in communications. Harry is the author of numerous articles in the field of appliedinnovation in business and he is the author of a spirited and life changing book on creative thinking titled “Potatoes? Not yet!” 33 ways to grow and harvest your best ideas.The articles and papers can be found at www.creativefocus.net


Planning


The problem as given

What stops you from being more creative in your work or in your everyday life?How to increase market share?How to improve the bathroom in the house?


Fact Finding

What is the concern here? What’s at stake?What is relevant to this problem?What other information do we need to know?What are some questions that if answered would help towards a solution?Who is involved? Who needs to be involved?What are 3 needs the audience has and we must satisfy?What do we wish could happen? I wish…What would the target future look like?


“The mere formulation of a problem is often more essential than its solution. To raise new questions, new possibilities, to regard old problems from a new angle requires creative imagination and marks real advances in science.”

- Albert Einstein

Changing Perspectives and Challenging Assumptions


Clarify the ProblemDiverge:Clarify the problem by turning your data into problem statements that begin with:

• How to…(H2)

• How might I… (HMI)

• In what ways might… (IWWM)

• What might be all the… (WMBAT)


A Case StudyThe Challenge

The product is: “Fresh and Natural Orange Juice”

Cannot use the Word “Fresh” on any product name where one of the ingredients might have been frozen or altered in some way prior to the product going to

the market. (FDA)Have to conform in 60 days


Initial Questions

What are the issues here?What are the objectives?What opportunities, if any, might this present?Where would we like to be one year from now?If I had a magic wand, what wishes would I want to come true?What are the things about this issue that are most troubling? etc……….What are some challenges you can come up with? ROE


Immediate concerns Fact Finding

Have to change the nameNeed to redesign the packageDisruption of the pipe lineWill need more ad dollars to introduce new name Will lose the equity that we have in the marketReintroduction of the brandNot enough time to do itNot enough money in the ad budget to do itWant to maintain the equities of the productCompetition could take advantage of this set back


Turning concerns to Wishes/GoalsWe wish….. or … It would be great if…..

It would be great if we have to change the name and maintain the equityHow might we keep the same package designHow to minimize disruption of the pipe lineIn what ways might we have more ad dollars to introduce the new name How might we keep the equity we have in the marketIt would be great if we did not have to go through a reintroduction of the brandHow to make the change on timeIt would be great if we had more money in the budget to do itIWWMW stop the Competition from taking advantage of this set back


The New Problem as Understood

It would be great if we could retain the brand’s equities and minimize the package redesign


What are the equities?

Nutritious productGood for the familyComes from Oranges grown in small farmsFarmers coopWe have unique way of maintaining freshnessSmall company

Excellent quality control systemsComes from FloridaWe can partner with the FCC—Florida Citrus Commission Company is Florida based…


Florida, because it contains equities like…..

OrangesBest oranges for juiceHealthy- Sun, Fruits, Outdoors

Groves, FarmsOrlandoAnd the name is……


The solution


Q & A


WORD DANCE

Example: How might we get more members?

Using the words “Get” and “Members” we can create two lists as follows:

MEMBERSParticipantsSupporters

LeadersJoiners

Candidates

GETAttractInduceSolicitEnticeLure


PISCEStm


Upstream/Downstream Positioning

“Positioning is not creating something new and different, but retie the connections that exist in our minds.” Al Ries and Jack Trout


How Can The Tools Of Creativity Help Improve Our Positioning Strategy?

By changing perspectives we create new connectionsWe start from the familiar and We connect to the new and different


What is this?

How is it used? (Write 3 answers)

Change Perspectives:

What else might it be?


What Are They?

Are they eggs?Are they nutrition?Are they containers?Are they shells?Are they an omelet?Are they chickens?Are they a cow’s best friend?


Positioning

Positioning takes place in the mind of the consumers– Can we suggest what goes on in their minds?


Sample Positioning Statement Using A Bathtub As An Example

For people who do muscular work and who like the relaxation of a good bath, WonderTub is the first bath tub that helps tired musclesrelax because of its vibrating surface.


Positioning Statement Format

For (Target Audience) _________

(Product) _______ is the one (Category) ________

that (Verb)_____, (Point of Difference/

Benefit) ________ because (Attribute)___________


P I S C E Stm

Plan – Planning Session

Imagine – Idea generation-Diverge

Select – Idea builds-Converge

Create – Creation of strategic concepts

Evaluate – Target audience focus groups

Start – Action Plan


The Possibilities

What are all the possible options to consider regarding bath tubs? Idea Matrix

Benefits

o Easy accesso Beautyo Relaxationo Comforto Eye Pleasingo Safe

Audiences

o Families with children

o Hedonistso Older Peopleo Muscle using

peopleo Sick peopleo Lovers

Attributes

o Low profileo Whiteo Porcelaino Faucetso Surfaceo Environment


SELECT

Environment

Surface

Faucets

Porcelain

White

Low profile

AttributesAttributes

Lovers

Sick people

Muscle using people

Older People

Hedonists

Families with children

AudiencesAudiences

Safe

Eye pleasing

Comfort

Relaxation

Beauty

Easy access

BenefitsBenefits


Positioning Statement Format

For (Target Audience) _________

(Product) _______ is the one (Category) ________

that (Verb)_____, (Point of Difference/

Benefit) ________ because (Attribute)___________


Concept Writing Using All Possibilities

For families with children who need easy access Wonder Tub is the first bathtub to offer low front profile so that it is easy to get in and out.For older people who want to relax Wonder Tub offers relaxation because of the luxurious non slippery porcelain they are made out of.For lovers who want to enjoy their privacy Wonder Tub offers “Twin” model tubs


Evaluate the Possibilities

Will it sell?Will they buy it?Will they love it?


Building the Positioning Statement?

PISCESsm A process that works!…and has been used by:

BellSouthCSXCitrus WorldVerizonFountainhead Bottled WaterHigh Museum of ArtMcCormick’sMrs. Smith’s BakersPapa John’s PizzaCiba Vision

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