1. -Puneet Gupta -My Epoch [email protected] Creative
Marketing and Problem Solving
2. Golden Circle
3. What: this is the circle of the products or services a
company sells. How: companies explanation of how they do what they
do. How can, for example, be a unique sales strategy or a specific
differentiating feature. How is often used to explain how something
is different or better. Managers tend to think that these are
differentiating or motivating factors in consumers de-
cision-making process. Why: this is not about making a profit, but
rather about what companies be- lieve in, what drives them.
Inspired companies, regardless of their size or in- dustry, think,
act, and communicate from the inside out.
4. If Apple were more like most other companies, they would
present themselves as a company that makes high-quality computers
(what) that look nice and are easy to use (how). They would
communicate what they make and how. That would, however, not
inspire you as the customer to prefer an Apple product over
products by other brands. In reality, Apple starts from the centre
of the circle, with the why. They communicate the companys vision,
which is to challenge the status quo by thinking differently. The
way they challenge the status quo is by making products with an
eye-catching design that are easy to use (how). And those products
just happen to be computers (what). The products Apple sells are
basically the realisation of their vision.
5. Brainstorming
6. 1. Lay out the problem you want to solve. 2. Identify the
objectives of a possible solution. 3. Try to generate solutions
individually. 4. Once you have gotten clear on your problems, your
objectives and your personal solutions to the problems, work as a
group.
7. Mind mapping and Brainstorming
8. How to draw the mind map Write the topic in a circle in the
centre of a piece of paper (landscape position). For each of the
main points, draw arms out from the circle. Write the keywords of
the main point along each or at the end. Draw smaller arms out from
the main arms and write the sub- points that relate to each main
point. Continue with smaller arms if you have other points or
examples for the sub-points.
9. Cause and Effect Diagram
10. Specify the effect to be analyzed. The effect can be
positive (objectives) or negative (problems). Place it in a box on
the right side of the diagram. List the major categories of the
factors that influence the effect being studied. Methods, manpower,
materials, machinery, policies, procedures, people, plant etc. are
commonly used as a starting point.
11. Identify factors and subfactors.Use an idea-generating
technique to identify the factors and subfactors within each major
category.An easy way to begin is to use the major categories as a
catalyst. For ex- ample,What policies are causing . . . ?
12. Identify significant factors.Look for factors that appear
repeatedly and list them.Also, list those factors that have a
significant effect, based on the data available. Categorize and
prioritize your list of causes.Keep in mind that the location of a
cause in your diagram is not an indicator of its importance.A
sub-factor may be the root cause to all of your problems.You may
also decide to collect more data on a factor that had not been
previously identified.