Quinary drivers for product/service deconstruction 2
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Transcript of Quinary drivers for product/service deconstruction 2
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i2b/1. Practice Deconstruction
Quinary drivers 2Technical & commercial Josep Mª Monguet
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Quinary drivers 1. Fundamental driversIntegrative thinking Leadership and valuesTendencies
Quinary drivers 2. Technical and commercial driversDifferentiation by design Acceleration with technologyEmbedded services and tasksConsultative selling
Summary
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Technical drivers
Differential of design
Quinary Drivers Essential drivers Technical Commercial
Integrative Thinking
Leadership and values
Tendencies Cool hunting
Differential of design
Technology acceleration
Embedded services
Consultative selling
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Differential of design
Is design very often, the best driver of creativity ?
Is Design always necessary ?
Is last word in design from customers?
Is usually design just a business function that may be subcontracted?
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The Nokia 2360 and the Nokia 1208 look relatively the same, but the design makes them two models
radically different
Design valueDifferential of design
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Technology differentiation combined with design is a powerful tool.
Technology push and pullDifferential of design
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Technology acceleration & design
Design managementDifferential of design
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It’s through design that people understands function, form, meaning of products & services,
+ contributes with cultural value
Design cultureDifferential of design
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Universal language
Design and globalizationDifferential of design
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Future has to be designed for a sustainable growth
www.brucemaudesign.com
Future ...Differential of design
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Technical drivers
Technology acceleration
Reference
Quinary Drivers Essential drivers Technical Commercial
Integrative Thinking
Leadership and values
Tendencies Cool hunting
Differential of design
Technology acceleration
Embedded services
Consultative selling
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Is application of technology just surveillance of novelties?
Are technology decisions technical decisions?
Is there some kind of risk when a new technology is incorporated?
Technology acceleration
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*1000
Relation with customers and providersTechnology acceleration
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Asymmetrical application of technology Technology acceleration
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Constantly evolving and mutating
Technology accelerationDynamic economical agent
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Availability & test
Phases in the development of a technology
Quick growth
Maturity
years
Surveillance
Replacement
Technology accelerationSame cycle different rhythm
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Understand the roots
What you see ...
... is the combination of a diversity of technologies
Technology accelerationVisible and non visible parts
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People who don’t
understands technology are not welcome
who only understands technology is not welcome
either
Technology accelerationMultidisciplinary approach
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... but not served in a gold tray
Technology accelerationPlenty of opportunities
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Winning the technology race by anticipating technology application
Goal(+ sales)
Technology accelerationTechnology push and pull
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Commercial drivers
Embedded services
Reference
Quinary Drivers Essential drivers Technical Commercial
Integrative Thinking
Leadership and values
Tendencies Cool hunting
Designdifferentia.
Technology acceleration
Embedded services
Consultative selling
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Embedded services
What is people generally looking for, drills or holes?
Do products, in general, become commodities?
Is “public service” the same thing that a “service oriented to the public”?
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From selling products to selling how to use them
Embedded servicesOffer sophistication
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Any prodcut may be improbed with services
Embedded servicesWhen solutions became sensations
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The problems, the limitations, the difficulties and the deficiencies of products are big
opportunities for services
Continuous opportunities Embedded services
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Embedded servicesWhere the focus of growth may be put?
Strategic design of embeddedness
Sources of advantage
Knowhow economies
Scale economies
More product
New & independent services
Strategic action
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Mark Hurd CEO at HP
Katsuaki Watanabe President of Toyota
CW Lee President of Seoul International Airport
Embedded servicesFrom periphery to centre.
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From Vic to Buckingham Palace
Embedded servicesWhat are we really selling?
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Healthcare + prevention + education + …
Embedded servicesServices re-combination
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Embedded servicesFrom selling tool to hiring solutions
From selling in the workplace to negotiating complex contracts in the office
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Commercial drivers
Consultative selling
Quinary Drivers Essential drivers Technical Commercial
Integrative Thinking
Leadership and values
Tendencies Cool hunting
Designdifferentia.
Technology acceleration
Embedded services
Consultative selling
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Consultive selling
Is selling an innate skill?
Is having a good product enough to succeed at selling?
In the selling process, is the client always right?
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Seller as a consultant
Firm – brand
Product you are offering
Balancing selling forcesConsultative selling
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Selling is the blueprint of the solution
Selling is not sellingConsultative selling
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There are
objections
...that must be translated into
selling arguments
Selling is communication, seduction and negotiationConsultative selling
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Continual training of technical – commercial personnel
Selling skillsConsultative selling
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We eat in the same table but not in the same plate
Costumer relationConsultative selling
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Responsible selling. What is good for my customer & for me?
Servicing
- + ?=Consumption Loyalty
Intelligent sellingConsultative selling
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Consulting as a key selling strategy
From selling devices & consumables
Selling more efficient and sustainable
solutions
Intelligent sellingConsultative selling
Anne MulcahyPresidenta de Xerox
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YOU,thinking on business
The principal driver is
In the same way you may think on creativity, design or knowledge