BUS iNESS Richard Randolph Community Outreach Director Manasota SCORE [email protected]in
Transcript
1. inB U S iN E S S Richard Randolph Community Outreach
Director Manasota SCORE [email protected]
2. Our Journey Today Why Business Creativity Matters Its a
Messy Process The Kano Model Practical Application (You do it!)
Creativity Meter: 90%! Ready?
3. creativity is themost importanthuman resourceof all. ~
Edward de Bono
4. Being good in business is themost fascinating kind of
artgood businessis the best art. ~ Andy Warhol
5. ...intuition and creativityare fast becoming
theonlydifferentiatingfactors ~ John Maeda, Presidentamong
competitors. Rhode Island School of Design
6. Creativity is notthe finding of a thing,butmaking
somethingout of it after it is found. ~ James Russell Lowell
7. When NASA first started sending up astronauts,they quickly
discovered that ballpoint penswould not work in zero gravity.To
combat the problem, NASA scientists spenta decade and $12 million
to develop a pen thatwrites in zero gravity, upside down,
underwater, onalmost any surface, and at temperatures rangingfrom
below freezing to 300 degrees Celsius.
8. The Russians used a pencil.
9. Creative thinkingis not a talent, skill thatit is acan be
learned. ~ Edward de Bono
10. Creativity is justconnectingthings. ~ Steve Jobs Wired,
February 1996
11. The brain is awonderful organ;it starts workingthe moment
youget up in the morningand does not stop untilyou get into the
office. ~ Robert Frost
12. The chief enemyof creativity isgood sense. ~ Pablo
Picasso
13. The 9 Dots Activity Think Outside the Box Connect all the
dots with no more than four straight lines.
14. The 9 Dots Activity Think Outside the Box Where is the
box?
15. The Squiggle by Damien NewmanUNCERTAINTY / PATTERNS /
INSIGHTS CLARITY / FOCUSResearch Concept Prototype Design
16. Its a Process! Two Stages of Creative Thinking Divergence
ConvergenceCreativity / Idea Generation Evaluation / Innovation
Often seen as messy Viewed as orderly / logical Agriculture model
Industrial model The gap is important!
17. You dont have to outrun the bear!
18. You dont have to outrun the bear!
19. The Principle of The Winning EdgeSmall improvements in
specific areas over time produce HUGE changes in results.If you win
by a nose you collect double theprize money of the second-place
finisher. +1% = 100%
20. 2008 U.S. Open Golf Tournament Torrey Pines, La Jolla, CA 1
Tiger Woods 69717271= 28371 4 Payday: $1,350,000 2 Rocco Mediate
72687073= 283715 Payday: $810,000
21. Small Differences Mean Big Rewards How much margin of
victory do you need? You only need to win by a nose
22. The Kano Model Dr. Noriaki Kano Professor Emeritus A
technique to classify customer Tokyo Rika Universityneeds and
determine appropriate (1984) levels of innovation
23. The Kano Model ElementsMust-be LinearIndifferent
Attractive
24. Must-Be (Basic) Factors The table stakesThe least
acceptable Absence leads to dissatisfaction Satisfying does not
create satisfaction it merely minimizes dissatisfactionExamples:
Toilet rolls in a hotel room. Zero toilet rolls = unhappy Customer
Three extra toilet rolls = not unhappy, but not happy
25. Linear More is Better Performance FactorsConsciously
evaluated by the CustomerExpressly in their minds when making a
purchase decision Satisfaction is proportional Often stated
needsExamples: Miles per gallon Waiting time in line
26. Indifferent Factors No Impact on PurchaseCustomers just
dont care one way or anotherProduces a so what? reaction.
27. Who cares?
28. Attractive (Delighters) Excitement FactorsNot expected
Absence will not dissatisfyPresence will delight and increase
satisfaction.Provides unexpected satisfaction a wow! Example:
Internet access on a plane is not expected so will not upset if not
present, but will delight if it is.
29. Hands-free Bluetooth calling Example: Rear View CameraList
the Delighters Pandora Internet Radio Integration A recent Honda TV
ad featuring three Delighters
30. The Kano Model Diagram Completely Satisfied Attractive
features delight when present but produce no dissatisfaction when
not present Indifferent Dysfunctional Fully Functional Must-be
(Basics)Linear attributes / needs Satisfying basic needs
minimizesare on their minds when dissatisfaction. Absence or
poorpurchasing and are execution leads to
dissatisfactionconsciously evaluatedby the customer Completely
Dissatisfied
31. Kano Model Elements Must-be Linear Indifferent Attractive
(Basics) (One-dimensional) (Dont care) (Delighters) Table Stakes
More is better So what? Wow! Phone answer On-hold music One Click
Pay on-line speed shopping Ambient 24-hour earlyFlight Ticket /
Check-in lines background music on-line check-in;Boarding Pass
Business Lounge More cell phone Lower Price features Multiple auto-
Lower Interest function camera Rate buttonsPackage arrives Faster
Package Color of trucks / Same-day unbroken Delivery uniforms
deliveryNot defective Longer Product Automatic, free in the box
Life Span upgrades
32. Kano Model Elements For A Hotel Business Client Must-be
Linear Indifferent Attractive (Basics) (One-dimensional) (Dont
care) (Delighters)Fast Check-in Price Local Newspaper Fitness
CenterFast Check-out Location Phone in room Swimming PoolWireless
Internet Restaurant Covered parking JacuzziComfortable bed Quality
of Towels Multi-color linens Cable / HBOQuick breakfast Room size
Office SpaceTV in room Size of TV Brand of Control Big-Screen
TVToilet Rolls in Quality of paper Hotel Staff Free Valet
Parkingroom Uniforms
33. Kano Model ElementsFor The Same Hotel Vacation Client
Must-be Linear Indifferent Attractive (Basics) (One-dimensional)
(Dont care) (Delighters) Location Price Local Newspaper Swimming
Pool Fitness Center Phone in room Wireless Internet Wireless
Internet Restaurant Covered parking Comfortable bed Quality of
Towels Office Space Room size Free Valet Parking Cable TV / HBO
Fast Check-in Hotel Staff Big-Screen TV Uniforms Toilet Rolls in
Fast Check-out room Restaurant Continental Breakfast
34. Your Turn! List the Kano Model Elements for Your Own
OrganizationMust-be Linear Indifferent Attractive(Basics)
(One-dimensional) (Dont care) (Delighters)
35. Attractive Basic The innovations of yesterdaybecome the
hygiene factors of tomorrow.
36. If its not done well it could have theopposite effect!
37. Money How to Lose it; How to Make itMust Be where money is
lost! A market is never saturated with a good product, but it is
very quickly saturated with a bad one. ~ Henry FordAttractive where
money is MADE!If I had asked people what they wanted, they would
have said faster horses. ~ Henry Ford
38. A lot of times, peopledont know what they wantuntil you
show itto them. ~ Steve Jobs Business Week
39. StrategiesMust Bes fulfill 100% first
priorityExciters/Delighters differentiateLinear Position for
profit
40. Strategies New Products and ServicesMust-be (Basics) Be
sure to match competition Exclude these at your peril but dont
overdo them!Linear (One-dimensional) Each one adds greater value
Try for severalIndifferent you dont need them Minimize or
eliminateAttractive (Delighters) Key differentiators Emphasize /
Market
41. Where to Look for IdeasCategory Look to Competitors Must Be
Customer Complaints / Lost Sales Sales Force Feedback Competitor
Advertising Customer Complaints Linear Customer Requests Sales
Force Feedback Customer Comments Indifferent Customer Expectations
/ Specifications Price Resistance Customer Complaints Attractive
Lead Users Innovators and Early Majority
42. Lead Users1,193 successful innovations9 industries60% came
from customers
43. Every good product Ive ever seenis because a group of
people careddeeply about making somethingwonderful they and their
friendswanted.They wanted touse it themselves.
44. The best way tohave a good ideais to have alot of ideas. ~
Dr. Linus Pauling
45. SCAMPERSubstitute Combine Adapt Modify Put to other uses
Eliminate Reverse
46. How-ToFollow Up Customers VOC Voice of the Customer
Complaints Suggestions Those who did NOT buy from you Sales Force
Internal Competitive AnalysisNew Opportunities Gaps New wants /
needs
47. Strategies Distort time Make waiting in lines fun Help
people solve problemsRescue Me! (Get people back on track) Make the
first experience fun
48. TacticsPersonalize and Customize nameUse their welcome
back,remember preferencesCustomers will remember you if you
canremember their name
49. A persons nameis to that personthe sweetest andmost
importantsound in anylanguage. Dale Carnegie
50. Action TipsThere are few things customers talk aboutmore
than a pleasant surpriseDesign matters!Your customers are a great
resource
51. People will forgetwhat you said,they will forgetwhat you
did,but they willnever forgethow you ~ Maya Angeloumake them feel
.
52. Why This Matters to You Attract new Customers Increase your
wallet share Increase their purchase frequency Increase spontaneous
referrals Block competition
53. Innovation distinguishesbetween a leader anda follower.The
Innovation Secretsof Steve Jobs
54. Dont worry about peoplestealing your ideas. If yourideas
are any good, youll haveto ram them downpeoples throats. ~ Howard
Aiken
55. The true sign of intelligenceis not knowledge but
imagination
56. Heres to the crazy ones, the misfits, the rebels,
thetroublemakers, the round pegs in the squareholes... the ones who
see things differently theyre not fond of rules... You can quote
them,disagree with them, glorify or vilify them, but theonly thing
you cant do is ignore them because theychange things... they push
the human race forward,and while some may see them as the crazy
ones,we see genius, because the ones who are crazyenough to think
that they can change the world, arethe ones who do. ~ Steve
Jobs
57. inB U S iN E S S Richard Randolph Community Outreach
Director Manasota SCORE [email protected]