The Lower Right Quadrant

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New imperatives for management and a new direction for brands.

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The Lower Right Quadrant

  1. 1. © STORYMINERS 2004. All Rights Reserved. 22 April 2004 The Lower Right Quadrant Why be there and how to get there.
  2. 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. 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. 4. DATE : 22 APRIL 2004 SLIDE 4 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN The Lower Right Quadrant
  5. 5. DATE : 22 APRIL 2004 SLIDE 5 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN The Lower Right Quadrant
  6. 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. 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. 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. 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. 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. 11. DATE : 22 APRIL 2004 SLIDE 11 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Getting There
  12. 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. 13. DATE : 22 APRIL 2004 SLIDE 13 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN
  14. 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. 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. 16. DATE : 22 APRIL 2004 SLIDE 16 SUBJECT : THE LOWER RIGHT QUADRANT PRESENTED BY : MIKE WITTENSTEIN Focus Process on the Experience FOR EXAMPLE:
  17. 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. 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. 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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