turning defects into value
Post on 13-Sep-2014
3.410 views
DESCRIPTION
The presentation offers new “Thinking prints” to sell more of your products by intentionally introducing a defect so that their demand accelerates. A new perspective on how to place your products in the Blue Ocean is offered. Turn defects into values that benefit the customer and you shall be a winner.TRANSCRIPT
![Page 1: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/1.jpg)
TURNING DEFECTS
into Customers’
VA LU E
TURNING DEFECTS
into Customers’
VA LU EA winning approachA winning approach
- Ali Anani, PhD -
![Page 2: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/2.jpg)
Again, I dedicate this presentation Paul Merino
For inspiring me to try to turn something at first worthless to something of value and worthiness
His comments and insights inspired me with the idea of this presentation.
I am deeply grateful to Paul.
![Page 3: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/3.jpg)
Written materialssuch as ads
and content may leave weak
“Attention Prints”in the minds of the readers
Written materialssuch as ads
and content may leave weak
“Attention Prints”in the minds of the readers
![Page 4: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/4.jpg)
They are like foot prints on fine sand with wind blowing
Soon they shall disappear
They are like foot prints on fine sand with wind blowing
Soon they shall disappear
![Page 5: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/5.jpg)
They are like foot prints on rocks
They are like foot prints on rocks
strongstrong
![Page 6: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/6.jpg)
Letexample
talk
Letexample
talk
![Page 7: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/7.jpg)
Source; Predatory Thinkinghttp://www.predatorythinking.com/scratch/
Source; Predatory Thinkinghttp://www.predatorythinking.com/scratch/
ScratchFind theScratchFind the
![Page 8: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/8.jpg)
A tiny and deliberate scratch of last year stockof 1960 Renault were made and the scratches were covered with Band Aid
A tiny and deliberate scratch of last year stockof 1960 Renault were made and the scratches were covered with Band Aid
ScratchFind the
in the CarScratchFind the
in the Car
![Page 9: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/9.jpg)
ScratchFind the
in the CarScratchFind the
in the Car
The ad read ‘IF YOU CAN SPOT THE SCRATCH ON ANY OF OUR RENAULTS, WE’LL GIVE YOU $500 OFF.’
The ad read ‘IF YOU CAN SPOT THE SCRATCH ON ANY OF OUR RENAULTS, WE’LL GIVE YOU $500 OFF.’
![Page 10: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/10.jpg)
ScratchFind the
in the CarScratchFind the
in the Car
The result was The Renaults soldout before closeof business on the first day
The result was The Renaults soldout before closeof business on the first day
![Page 11: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/11.jpg)
the onion
Peeling
of the ad’s success the onion
Peeling
of the ad’s success
Peeling
the onion the onion the onion the onion
PeelingPeelingPeeling
![Page 12: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/12.jpg)
evokes many valuesThe scratch idea
and peels off their coverevokes many valuesThe scratch idea
and peels off their cover
![Page 13: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/13.jpg)
IF YOU CAN SPOTTHE SCRATCH
ON ANY OF OUR RENAULTS,WE’LL GIVE YOU $500 OFF.’
Values ofcuriosity,discovery,
challenge and revealingof unseen deficits
IF YOU CAN SPOTTHE SCRATCH
ON ANY OF OUR RENAULTS,WE’LL GIVE YOU $500 OFF.’
Values ofcuriosity,discovery,
challenge and revealingof unseen deficits
1 23 4
Direct Values
![Page 14: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/14.jpg)
IF YOU CAN SPOTTHE SCRATCH
ON ANY OF OUR RENAULTS,WE’LL GIVE YOU $500 OFF.’
Values ofcourage, trust, reliance,
courage to admit pitfalls,appreciation of admitting pitfalls,
truth revealing,fairness to the customer and acknowledgement
of customers’ right to know
IF YOU CAN SPOTTHE SCRATCH
ON ANY OF OUR RENAULTS,WE’LL GIVE YOU $500 OFF.’
Values ofcourage, trust, reliance,
courage to admit pitfalls,appreciation of admitting pitfalls,
truth revealing,fairness to the customer and acknowledgement
of customers’ right to know
Indirect Value
12
3
4 567
8
![Page 15: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/15.jpg)
It is not a scratchof the pocket of
It is not a scratchof the paint of a car
the customer
It is not a scratchof the pocket of
It is not a scratchof the paint of a car
the customer
![Page 16: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/16.jpg)
Values have a butterflyeffect in generating
It is the values ofrevealing the scratch
more values of higher level
Values have a butterflyeffect in generating
It is the values ofrevealing the scratch
more values of higher level
![Page 17: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/17.jpg)
if the first sip tastesgreat so
The scratch thattells you
will the bottle
if the first sip tastesgreat so
The scratch thattells you
will the bottle
![Page 18: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/18.jpg)
a drop of honey that catches
The scratchacting like
many customers
a drop of honey that catches
The scratchacting like
many customers
![Page 19: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/19.jpg)
A Scratchin the SuitA Scratchin the Suit
![Page 20: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/20.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
![Page 21: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/21.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
Burton (UK) offered suits for sale and
a generous one, too
Burton (UK) offered suits for sale and
a generous one, too
![Page 22: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/22.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
I walked in and bought two suits and left the store happily
But there was a surprise
I walked in and bought two suits and left the store happily
But there was a surprise
![Page 23: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/23.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
Soon after I had left the store,somebody was chasing me and shouting: sir, please come back
(The man pointed to me)
Soon after I had left the store,somebody was chasing me and shouting: sir, please come back
(The man pointed to me)
![Page 24: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/24.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
Doubts percolatedin my mind
Doubts percolatedin my mind
![Page 25: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/25.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
As we walked in the store,the manager welcomed
me and apologized
As we walked in the store,the manager welcomed
me and apologized
![Page 26: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/26.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
Sir, we sold youmistakenly a suit
with a default
Sir, we sold youmistakenly a suit
with a default
![Page 27: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/27.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
Being surprised,I asked the manager
Where is the default?
Being surprised,I asked the manager
Where is the default?
![Page 28: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/28.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
He pointed to a stitch thatI would have never found outThis time it was a scratch but
without band Aid
He pointed to a stitch thatI would have never found outThis time it was a scratch but
without band Aid
![Page 29: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/29.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
The store discountedthe price hugely
The store discountedthe price hugely
![Page 30: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/30.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
It was not only a small defect; It was a great
score for the store
It was not only a small defect; It was a great
score for the store
![Page 31: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/31.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
Not only I am still a loyal customer to the store;
but also think highly of it
Not only I am still a loyal customer to the store;
but also think highly of it
![Page 32: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/32.jpg)
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
(A living memoryfootprint since
the 80s)
A Scratch inthe Suit
This is creativity in turning an unnoticed scratch into
huge benefits and delights to the customer
This is creativity in turning an unnoticed scratch into
huge benefits and delights to the customer
This is creativity in turning an unnoticed scratch into
huge benefits and delights to the customer
![Page 33: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/33.jpg)
A Third Example:Miswaak inthe toothpaste
A Third Example:Miswaak inthe toothpaste
![Page 34: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/34.jpg)
Miswaak is highly desiredamong Moslems because
it has religious significance
Miswaak is highly desiredamong Moslems because
it has religious significance
![Page 35: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/35.jpg)
Miswaak is used to rubthe teeth to clean themleaving behind a lovelyfragrance in the mouth
Miswaak is used to rubthe teeth to clean themleaving behind a lovelyfragrance in the mouth
![Page 36: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/36.jpg)
A company extractedthe fragrant material and
added it to the toothpaste in small amounts
A company extractedthe fragrant material and
added it to the toothpaste in small amounts
![Page 37: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/37.jpg)
right away
People accepted
the productright away
People accepted
the product
![Page 38: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/38.jpg)
It enhancedsocial acceptance
of the users
A main reason isthat it satisfied their
religious values.
It added sense of hygieneIt enhanced
social acceptanceof the users
A main reason isthat it satisfied their
religious values.
It added sense of hygiene
![Page 39: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/39.jpg)
“talk to” the valuesof the customer
The lesson isAdd small amounts of
additives that“talk to” the values
of the customer
The lesson isAdd small amounts of
additives that
![Page 40: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/40.jpg)
Blue Ocean Strategy (BOS) suggests taking
your product into uncongested space
Blue Ocean Strategy (BOS) suggests taking
your product into uncongested space
![Page 41: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/41.jpg)
This presentation
suggests a new approach
This presentation
suggests a new approach
![Page 42: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/42.jpg)
Move values to new spacebefore moving your product
Take your product tothe space wherethe customers
meet their values.
Add human values to your offerings rather
than physical attributes.Move values to new space
before moving your product
Take your product tothe space wherethe customers
meet their values.
Add human values to your offerings rather
than physical attributes.
![Page 43: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/43.jpg)
It is time toscratch
your head
It is time toscratch
your head
![Page 44: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/44.jpg)
Eaglesdescend to
flow higher
Eaglesdescend to
flow higher
![Page 45: Turning defects into value](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5414710c8d7f724d6c8b45a4/html5/thumbnails/45.jpg)
Devaluateyour product,
your service to go
higher and to occupy uncongested space
Devaluateyour product,
your service to go
higher and to occupy uncongested space