WHY IMPERFECTIONS MAKE
A PERFECT PRODUCT
RAJESH SOUNDARARAJAN | TWITTER: @RAJESHSOUND
LINKEDIN: SG.LINKEDIN.COM/IN/RAJESHS...
IMPERFECT PERFECTS THROUGH
HISTORY
“HAVE NO FEAR OF PERFECTION -
YOU'LL NEVER REACH IT.”
― SALVADOR DALÍ
“TO BANISH IMPERFECTION IS TO
DESTROY EXPRESSION, TO CHECK
EXERTION, TO PARALYZE VITALITY.”
― JOHN RUSKIN, THE STONES OF
V...
“ORDINARY IMPERFECT PEOPLE, ALWAYS
CHOOSE SIMILARLY IMPERFECT PEOPLE
AS FRIENDS.”
― HARUKI MURAKAMI, BLIND WILLOW,
SLEEPIN...
WHY THEN, SHOULD A
PRODUCT BE DIFFERENT?
A PRODUCT IS, BUT A MICROCOSM
OF ITS UNIVERSE.
LIKE THE UNIVERSE, IT HAS ITS
UNIQUE CHARACTER AND COMPLEX
RELATIONSHIPS.
“THE MORE SHE TRIES TO BE
PERFECT-AT-EVERYTHING, THE
MORE UNNATURALLY-IMPERFECT
SHE APPEARS”
A PRODUCT WITH ALL ITS
IMPERFECTIONS
CAN JUST BE AS PERFECT
"BETTER A DIAMOND WITH A FLAW
THAN A PEBBLE WITHOUT."
—CONFUCIUS
A PRODUCT HAS FIVE
CHARACTERISTICS -
THAT ENGAGE A BUYER
1. PRICE
2. SERVICE
3. ACCESS
4. QUALITY
5. EXPERIENCE
THREE RELATIONSHIP LEVELS -
THAT DEFINE THE DEPTH OF A
BUYER ENGAGEMENT.
(LEVEL 1)
BE CONSIDERED
LITTLE EFFORT TO MAINTAIN LOYALTY.
(LEVEL 2)
BE FAVORED.
DEEPER ENGAGEMENT, FAVORED OVER
COMPETITION
(LEVEL 3)
BE DESIRED.
AN IDEAL STATE - FAVORED + DESIRED
HUMANLY IMPOSSIBLE TO “BE
DESIRED” ON “ALL FIVE
CHARACTERISTICS”
TO FOCUS WISELY ON RIGHT
PRIORITIES IS THE KEY
PRICE?
THERE IS ONLY ONE PRICE - HONEST PRICE. AND
THAT IS THE PRICE A BUYER THINKS IS RIGHT.
SERVICE?
BASIC LEVEL OF SERVICE IS EXPECTED. HOW
FARTHER WOULD YOU GO?
ACCESS?
HOW EASY SHOULD IT BE TO ACCESS AND
NAVIGATE BOTH OFFLINE AND ONLINE?
QUALITY?
CONSISTENTLY GOOD OR ONE-OFF-BEST? GOOD
ENOUGH IS GOOD ENOUGH FOR MOST.
EXPERIENCE?
INTIMACY MATTERS. BUYERS DEMAND RESPECT
AND BEING CARED FOR.
TOGETHER THEY DEFINE A
ENGAGEMENT PLAN AND HENCE THE
PRODUCT STRATEGY
PICK YOUR BATTLES
THE BEST IS THE ENEMY OF THE GOOD
- VOLTAIRE
CHARTING A PRODUCT STRATEGY
CHARTING A PRODUCT STRATEGY
A PRACTICAL PLAN IS
BOUND TO HAVE CERTAIN
IMPERFECTIONS.
“DON'T POINTLESS THINGS HAVE A
PLACE, TOO, IN THIS FAR-FROM-
PERFECT WORLD? REMOVE EVERYTHING
POINTLESS FROM AN IMPERFECT ...
WE ARE PERFECTLY PERFECT, WITH
IMPERFECTIONS
REMEMBER, THE PERFECT 5x3 PLAN
IS A PRACTICAL IMPOSSIBILITY
MORE @SLIDESHARES FROM @RAJESHSOUND
- SIX THINGS TO REMEMBER WHILE WRITING FEEDBACK
- SIX THINGS TO REMEMBER WHILE RECEIVI...
WHY IMPERFECTIONS MAKE A
PERFECT PRODUCT
RAJESH SOUNDARARAJAN | TWITTER: @RAJESHSOUND
LINKEDIN: SG.LINKEDIN.COM/IN/RAJESHS...
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Why Perfection is a Hopelessly Imperfect Strategy (Products)

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Traditionally, companies have tried to make a product perfect in all aspects, to gain mind and market share.

While the intent in itself is noble, the outcome usually was far from the stated goal. Delayed Product Launches, Positioning Nightmares, Confused Segmentation and consequently Unhappy Buyers became the norm.

In this session, that draws parallels from real life, the presenter attempts to address this complex issue with a simple framework. This strategy aims to addresses define five key parameters of a product - price, service, access, quality and experience - and prioritize them into three relationship levels that the company seeks to have with the buyer.

WHY IMPERFECTIONS MAKE A PERFECT PRODUCT
RAJESH SOUNDARARAJAN | TWITTER: @RAJESHSOUND
LINKEDIN: SG.LINKEDIN.COM/IN/RAJESHSOUND

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Why Perfection is a Hopelessly Imperfect Strategy (Products)

  1. 1. WHY IMPERFECTIONS MAKE A PERFECT PRODUCT RAJESH SOUNDARARAJAN | TWITTER: @RAJESHSOUND LINKEDIN: SG.LINKEDIN.COM/IN/RAJESHSOUND
  2. 2. IMPERFECT PERFECTS THROUGH HISTORY
  3. 3. “HAVE NO FEAR OF PERFECTION - YOU'LL NEVER REACH IT.” ― SALVADOR DALÍ
  4. 4. “TO BANISH IMPERFECTION IS TO DESTROY EXPRESSION, TO CHECK EXERTION, TO PARALYZE VITALITY.” ― JOHN RUSKIN, THE STONES OF VENICE
  5. 5. “ORDINARY IMPERFECT PEOPLE, ALWAYS CHOOSE SIMILARLY IMPERFECT PEOPLE AS FRIENDS.” ― HARUKI MURAKAMI, BLIND WILLOW, SLEEPING WOMAN
  6. 6. WHY THEN, SHOULD A PRODUCT BE DIFFERENT?
  7. 7. A PRODUCT IS, BUT A MICROCOSM OF ITS UNIVERSE.
  8. 8. LIKE THE UNIVERSE, IT HAS ITS UNIQUE CHARACTER AND COMPLEX RELATIONSHIPS.
  9. 9. “THE MORE SHE TRIES TO BE PERFECT-AT-EVERYTHING, THE MORE UNNATURALLY-IMPERFECT SHE APPEARS”
  10. 10. A PRODUCT WITH ALL ITS IMPERFECTIONS CAN JUST BE AS PERFECT
  11. 11. "BETTER A DIAMOND WITH A FLAW THAN A PEBBLE WITHOUT." —CONFUCIUS
  12. 12. A PRODUCT HAS FIVE CHARACTERISTICS - THAT ENGAGE A BUYER
  13. 13. 1. PRICE
  14. 14. 2. SERVICE
  15. 15. 3. ACCESS
  16. 16. 4. QUALITY
  17. 17. 5. EXPERIENCE
  18. 18. THREE RELATIONSHIP LEVELS - THAT DEFINE THE DEPTH OF A BUYER ENGAGEMENT.
  19. 19. (LEVEL 1) BE CONSIDERED LITTLE EFFORT TO MAINTAIN LOYALTY.
  20. 20. (LEVEL 2) BE FAVORED. DEEPER ENGAGEMENT, FAVORED OVER COMPETITION
  21. 21. (LEVEL 3) BE DESIRED. AN IDEAL STATE - FAVORED + DESIRED
  22. 22. HUMANLY IMPOSSIBLE TO “BE DESIRED” ON “ALL FIVE CHARACTERISTICS”
  23. 23. TO FOCUS WISELY ON RIGHT PRIORITIES IS THE KEY
  24. 24. PRICE? THERE IS ONLY ONE PRICE - HONEST PRICE. AND THAT IS THE PRICE A BUYER THINKS IS RIGHT.
  25. 25. SERVICE? BASIC LEVEL OF SERVICE IS EXPECTED. HOW FARTHER WOULD YOU GO?
  26. 26. ACCESS? HOW EASY SHOULD IT BE TO ACCESS AND NAVIGATE BOTH OFFLINE AND ONLINE?
  27. 27. QUALITY? CONSISTENTLY GOOD OR ONE-OFF-BEST? GOOD ENOUGH IS GOOD ENOUGH FOR MOST.
  28. 28. EXPERIENCE? INTIMACY MATTERS. BUYERS DEMAND RESPECT AND BEING CARED FOR.
  29. 29. TOGETHER THEY DEFINE A ENGAGEMENT PLAN AND HENCE THE PRODUCT STRATEGY
  30. 30. PICK YOUR BATTLES
  31. 31. THE BEST IS THE ENEMY OF THE GOOD - VOLTAIRE
  32. 32. CHARTING A PRODUCT STRATEGY
  33. 33. CHARTING A PRODUCT STRATEGY
  34. 34. A PRACTICAL PLAN IS BOUND TO HAVE CERTAIN IMPERFECTIONS.
  35. 35. “DON'T POINTLESS THINGS HAVE A PLACE, TOO, IN THIS FAR-FROM- PERFECT WORLD? REMOVE EVERYTHING POINTLESS FROM AN IMPERFECT LIFE, AND IT'D LOSE EVEN ITS IMPERFECTION.” ― HARUKI MURAKAMI, SPUTNIK SWEETHEART
  36. 36. WE ARE PERFECTLY PERFECT, WITH IMPERFECTIONS
  37. 37. REMEMBER, THE PERFECT 5x3 PLAN IS A PRACTICAL IMPOSSIBILITY
  38. 38. MORE @SLIDESHARES FROM @RAJESHSOUND - SIX THINGS TO REMEMBER WHILE WRITING FEEDBACK - SIX THINGS TO REMEMBER WHILE RECEIVING FEEDBACK - 8 SELLING SINS - 8 SELLING VIRTUES
  39. 39. WHY IMPERFECTIONS MAKE A PERFECT PRODUCT RAJESH SOUNDARARAJAN | TWITTER: @RAJESHSOUND LINKEDIN: SG.LINKEDIN.COM/IN/RAJESHSOUND IF YOU LIKED THIS, PLEASE NOW AND HELP YOUR FRIENDS
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