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
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