HERO is more ego centric and focused on individual’s performance. It is also established by other people’s or external opinion
COMPETENT does not necessarily means that the person’s knowledge is exceeding the minimum standards
RELIABLE indicates consistency, trustworthiness and ability to perform beyond the minimum standard in a whole & not by other people’s judgment but mostly by experience
We are advocating safety in diving industry by promoting continuous training for scuba and freedivers. Ditch the Hero and go for RELIABILITY
#zero2reliable
3. HERO
A man of distinguished courage or ability, admired for his
brave deeds and noble qualities. A person who, in the
opinion of others has heroic qualities or has performed a
heroic act and is regarded as a model
COMPETENT
Person with necessary ability, knowledge and skills to do
something successfully, though not outstanding
DEFINITION
5. HERO is more ego centric and focused on individual’s
performance. It is also established by other people’s or
external opinion
COMPETENT does not necessarily means that the person’s
knowledge is exceeding the minimum standards
RELIABLE indicates consistency, trustworthiness and ability
to perform beyond the minimum standard in a whole & not
by other people’s judgment but mostly by experience
THE NEED TO DITCH
8. ZERO to RELIABLE is a societal marketing concept for
diving industry to encourage creation of RELIABLE & HIGH
QUALITY ACTIVE DIVERS in the market
As a player/business in dive industry, it is our duty to
advance the industry, NOT KILLING
It is also, should be our dream to be able to create and
recreate the best diving customer- ACTIVE DIVER
WHY CHANGE?
9. ZERO to RELIABLE concept is the solution to the less practical
ZERO to HERO program that is now well spread within the
industry
ZERO to RELIABLE concept will induce industry sustainability
in a way of encouraging co-operation rather than the current
competitive oriented industry
ZERO to RELIABLE concept in a whole will create a safer and
bring long term interest in the diving industry and the
economy in the whole
ZERO to RELIABLE concept is wider than the Zero to Hero
term as the latter often only representing the creation of Dive
Pro from beginner while the former are relevant to all level of
divers
………
10. As a societal marketing concept, the
understanding of ZERO to RELIABLE
principle will induce behavioral change in a
targeted audience on a temporary or
permanent basis to achieve a society goal
VALUES
15. WHAT THE SOCIETY NEEDS?
IDEALLY
SUSTAINABILITY
Social
SUSTAINABILITY
Environment
SUSTAINABILITY
Economic
16. The problem in today’s competitive business, the needs for the
society often been neglected
Businesses tends to put $$$ first and compete in terms of pricing
Businesses tend to go for QUANTITY by slashing off the PRICE
Slashed Price = More Quantity = PROFIT
Slashed Price = Less Time Spent = PROFIT
PROBLEMS
17. MORE PROFIT = GOOD FOR BUSINESS
BUT MORE PROFIT IN THIS SENSE ≠ SAFE DIVERS
UNSAFE DIVERS ≠ SUSTAINABILITY FOR SOCIAL,
ENVIRONMENT & ECONOMY
… … …
19. Those who keep learning
Those who have mastered and repeat all the skills comfortably
Those who are confident in the water, with and without
equipment
Those who are responsible to themselves
Those who are responsible to their buddies
Those who are able to keep composure during emergencies
Those who never dive exceeding their level of training
WHO ARE RELIABLE DIVERS?
20. Those who respect the environment
Those who respect the environment and keep upgrading
their knowledge regarding the environment
Those who respect the environment and keep upgrading
their skills so not to destroy the environment
Could be those who have achieved high level of experience
(more logged dives)
THOSE WHO ARE TRUE TO THEMSELVES in the aspects of
SAFETY, RISKS UNDERSTANDING, COMFORT, KNOWLEDGE &
SKILLS
… … …
21. HOW TO CREATE RELIABLE DIVERS?
The businesses must STOP from SLASHING PRICE
The businesses must STOP from focusing only on ENTRY LEVEL
clients
The businesses must STOP ‘moving the students’ through the
system
The businesses must STOP cutting corners to offer LOW PRICE
The businesses must STOP telling new divers that achieving
minimum requirements are sufficient
The businesses must STOP from underestimating the power of
water elements
22. … … …
The businesses must START THINKING about providing HIGH
QUALITY TRAINING exceeding the minimum standards
The businesses must UPGRADE their own knowledge and skills
The businesses must START focusing on GUIDING
The businesses must START to WARN the students on the
RISKS INVOLVED
The businesses must START emphasizing in MORE THEORY,
MORE WATERMANSHIP, MORE SKILLS MASTERING & REPEAT
HOURS
The businesses must START to ALLOW the students make
MISTAKES in controlled environment & guide them through
the mistakes
23. Safety awareness among divers will increase from the more
hours of training and actual diving experience
More quality divers who performed exceeding the minimum
requirements emerged
Divers will need to spend more money on the
training/certifications, which will be channeled to the
business
Only serious divers with serious intention to pursue
underwater journey will continue, means less concentration
of divers per dive site
THE CONSEQUENCES
24. Environment will be more preserved with lesser density of
divers and encourage repetitive visits
The ocean will have better Ambassadors
Dive business will be able to promote more advanced
certifications to encourage more adventures and new journey
Lesser competition based on price
Businesses need to compete on service and quality
Good services and high quality certifications will ensure more
repeat clients
Businesses can create good rapport among the industry and
future clients
Good rapport can brings more business in
MORE CLIENTS = MORE REPEAT SALES = MORE BUSINESS =
MORE PROFIT
26. WHAT CUSTOMER WANTS?
IDEAL ROLES IN SOCIETY
Explore
underwater
Learn Scuba
diving
Access to
service
provider
Continue
Diving
Upgrade of
Equipment
Knowledge
& Skills
27. WHAT THE BUSINESS GET?
More clients
More
Certifications
Provide more
training
Sells more
advanced
courses
Sells more
Trips &
Equipment
More
PROFITS!
IDEAL ROLES IN SOCIETY
28. WHAT THE SOCIETY RECEIVE?
IDEAL OUTCOME TO SOCIETY
SUSTAINABILITY
Social
SUSTAINABILITY
Environment
SUSTAINABILITY
Economic
30. IDEAL OUTCOMES
No more HERO needed as each divers are responsible, safe
and can be independent
Creation of reliable divers will create better dive professionals
More reliable divers + high grade dive professionals means
greater understanding towards respecting the environment
RELIABLE divers will be OUTSTANDING in their knowledge
and mastery of skills
Confident divers will make them an ACTIVE DIVERS
MORE ACTIVE DIVERS will make the industry bigger
BIGGER INDUSTRY means BIGGER SHARE OF CAKE for dive
businesses
31. As a societal marketing concept, the
understanding of ZERO to RELIABLE principle
will induce behavioral change in a targeted
audience on a temporary or permanent basis
to achieve a society goal
SUMMARY
32. BEHAVIORAL CHANGE
From price slashing to promote more trainings
From ‘moving’ to guiding through the system
From ‘limited by time’ training basis to prolonged training
hours
From just a DIVER to a RELIABLE DIVER
… … …
34. SOCIETY GOALS
Safer diving practice
Lesser diving accidents
More respectful towards the environment
More job creation
More opportunity to career advancement
Creation of healthier business environment
More active safe tourism activities
… … …