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The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
The Lower Right Quadrant
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The Lower Right Quadrant

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New imperatives for management and a new direction for brands.

New imperatives for management and a new direction for brands.

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  • 1. © STORYMINERS 2004. All Rights Reserved. 22 April 2004 The Lower Right Quadrant Why be there and how to get there.
  • 2. DATE : 22 APRIL 2004 SLIDE 2 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Give Customers What They Want Low Cost + High Value Inside: Proof That May Change How You Work
  • 3. DATE : 22 APRIL 2004 SLIDE 3 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Agenda 0:30 • The Lower Right Quadrant – A new direction for brands – New imperatives for management • Getting There – Take the customer’s point of view – Focus process on the experience
  • 4. DATE : 22 APRIL 2004 SLIDE 4 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN The Lower Right Quadrant
  • 5. DATE : 22 APRIL 2004 SLIDE 5 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN The Lower Right Quadrant
  • 6. DATE : 22 APRIL 2004 SLIDE 6 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN The Lower Right Quadrant Look at the focus
  • 7. DATE : 22 APRIL 2004 SLIDE 7 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN A New Direction for Brands FROM FOCUS ON THE TO A FOCUS ON FOR EXAMPLE: (especially true for services)
  • 8. DATE : 22 APRIL 2004 SLIDE 8 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN A New Direction for Brands HP Ink is easier to find, specify, implement, and replenish; offers automatic reminders, integrated troubleshooting and re-ordering. (Design: NEVER run out.) FROM FOCUS ON TO A FOCUS ON FOR EXAMPLE:
  • 9. DATE : 22 APRIL 2004 SLIDE 9 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN New Imperatives for Management FROM THINKING ABOUT TO THINKING ABOUT FOR EXAMPLE:
  • 10. DATE : 22 APRIL 2004 SLIDE 10 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN New Imperatives for Management www.insperiencestudio.com Nothing for Sale Great (objective) information Live, hands-on Eat what you cook (really!) Training Classes Follow-on Help FROM DECIDING BASED ON TO DECIDING BASED ON FOR EXAMPLE:
  • 11. DATE : 22 APRIL 2004 SLIDE 11 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Getting There
  • 12. DATE : 22 APRIL 2004 SLIDE 12 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN You can’t get there with the thinking that got you here.You can’t get there with the thinking that got you here.
  • 13. DATE : 22 APRIL 2004 SLIDE 13 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN
  • 14. DATE : 22 APRIL 2004 SLIDE 14 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Take the Customer’s Point of View Customers only perceive the Total Customer Experience dealing with any less than the whole doesn’t make sense.
  • 15. DATE : 22 APRIL 2004 SLIDE 15 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Take the Customer’s Point of View • Learn what matters to the customer • Deal in context, not process (only) • Learn to work with emotions through Story • Take a lesson from Walt Disney; sweat the details (it’s all you can control)
  • 16. DATE : 22 APRIL 2004 SLIDE 16 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Focus Process on the Experience FOR EXAMPLE:
  • 17. DATE : 22 APRIL 2004 SLIDE 17 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Focus Process on the Experience Good Experiences Yield • Building the bear is a carefully designed experience from the start • Bonding between giver and receiver through joint decisions • The experience is memorable (not just the stuffed animal) • Making a wish adds value • Voice recording personalizes the product and makes the experience more memorable • Adding clothes and accessories further individualizes the bear’s character Good Business Results • Only “shells” and outfits are pre-produced, so there are no sales, and there is no brand devaluation • JIT delivery with full customization—less expensive to produce on-site than to import • Practically no finished goods in inventory • Viral marketing is built-in—the total experience “leaves” the store with you • Sales easily extend into multiple channels • Multi-generational appeal (very few products claim this)
  • 18. DATE : 22 APRIL 2004 SLIDE 18 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Summary • Brands, especially in services, are moving to the lower right quadrant—because customers want high value AND low cost • To lead better… – Take the customer’s point of view – Focus planning on design issues – Include emotional outcomes in design
  • 19. DATE : 22 APRIL 2004 SLIDE 19 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN THANKS! Q&A Mike Wittenstein Chief Experience Architect STORYMINERS mike@storyminers.com www.storyminers.com +1 770.425.9830

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