TURNING DEFECTS

into Customers’

VA LU E

TURNING DEFECTS

into Customers’

VA LU EA winning approachA winning approach

- Ali Anani, PhD -

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.

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

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

They are like foot prints on rocks

They are like foot prints on rocks

strongstrong

Letexample

talk

Letexample

talk

Source; Predatory Thinkinghttp://www.predatorythinking.com/scratch/

Source; Predatory Thinkinghttp://www.predatorythinking.com/scratch/

ScratchFind theScratchFind the

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

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.’

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

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

evokes many valuesThe scratch idea

and peels off their coverevokes many valuesThe scratch idea

and peels off their cover

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

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

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

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

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

a drop of honey that catches

The scratchacting like

many customers

a drop of honey that catches

The scratchacting like

many customers

A Scratchin the SuitA Scratchin the Suit

(A living memoryfootprint since

the 80s)

A Scratch inthe Suit

(A living memoryfootprint since

the 80s)

A Scratch inthe Suit

(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

(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

(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)

(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

(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

(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

(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?

(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

(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

(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

(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

(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

A Third Example:Miswaak inthe toothpaste

A Third Example:Miswaak inthe toothpaste

Miswaak is highly desiredamong Moslems because

it has religious significance

Miswaak is highly desiredamong Moslems because

it has religious significance

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

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

right away

People accepted

the productright away

People accepted

the product

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

“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

Blue Ocean Strategy (BOS) suggests taking

your product into uncongested space

Blue Ocean Strategy (BOS) suggests taking

your product into uncongested space

This presentation

suggests a new approach

This presentation

suggests a new approach

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.

It is time toscratch

your head

It is time toscratch

your head

Eaglesdescend to

flow higher

Eaglesdescend to

flow higher

Devaluateyour product,

your service to go

higher and to occupy uncongested space

Devaluateyour product,

your service to go

higher and to occupy uncongested space