TURNING DEFECTS
into Customers’
VA LU E
TURNING DEFECTS
into Customers’
VA LU E
AwinningapproachAwinningapproach
- Ali Ana...
Again, I dedicate this presentation Paul Merino
For inspiring me to try to turn something at
first worthless to something o...
Written materials
such as ads
and content may leave weak
“Attention Prints”
in the minds of the readers
Written materials
...
They are like foot prints on
fine sand with wind blowing
Soon they shall disappear
They are like foot prints on
fine sand wi...
They are like foot
prints on rocks
They are like foot
prints on rocks
strongstrong
Let
example
talk
Let
example
talk
Source; Predatory Thinking
http://www.predatorythinking.com/scratch/
Source; Predatory Thinking
http://www.predatorythinki...
A tiny and deliberate
scratch of last year stock
of 1960 Renault were made
and the scratches were
covered with Band Aid
A ...
Scratch
Find the
in the Car
Scratch
Find the
in the Car
The ad read
‘IF YOU CAN SPOT THE
SCRATCH ON ANY OF
OUR RENAULTS, W...
Scratch
Find the
in the Car
Scratch
Find the
in the Car
The result was
The Renaults sold
out before close
of business on
t...
theonion
Peeling
ofthead’ssuccess
theonion
Peeling
ofthead’ssuccess
Peeling
theoniontheoniontheoniontheonion
PeelingPeelin...
evokesmanyvalues
The scratch idea
andpeelsofftheircover
evokesmanyvalues
The scratch idea
andpeelsofftheircover
IF YOU CAN SPOT
THE SCRATCH
ON ANY OF OUR RENAULTS,
WE’LL GIVE YOU $500 OFF.’
Valuesof
curiosity,
discovery,
challenge and...
IF YOU CAN SPOT
THE SCRATCH
ON ANY OF OUR RENAULTS,
WE’LL GIVE YOU $500 OFF.’
Valuesof
courage, trust, reliance,
courage t...
Itisnotascratch
ofthepocketof
It is not a scratch
of the paint of a car
thecustomer
Itisnotascratch
ofthepocketof
It is no...
Valueshaveabutterfly
effectingenerating
It is the values of
revealing the scratch
morevaluesofhigherlevel
Valueshaveabutter...
ifthefirstsiptastes
greatso
The scratch that
tells you
willthebottle
ifthefirstsiptastes
greatso
The scratch that
tells you
...
adropofhoney
thatcatches
The scratch
acting like
manycustomers
adropofhoney
thatcatches
The scratch
acting like
manycustom...
A Scratch
in the Suit
A Scratch
in the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Bu...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
I ...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
So...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Do...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
As...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Si...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Be...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
He...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Th...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
It...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
No...
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Th...
A Third Example:
Miswaak in
the toothpaste
A Third Example:
Miswaak in
the toothpaste
Miswaak is highly desired
among Moslems because
it has religious significance
Miswaak is highly desired
among Moslems becau...
Miswaak is used to rub
the teeth to clean them
leaving behind a lovely
fragrance in the mouth
Miswaak is used to rub
the t...
A company extracted
the fragrant material and
added it to the toothpaste
in small amounts
A company extracted
the fragrant...
right away
People accepted
theproduct
right away
People accepted
theproduct
It enhanced
social acceptance
of the users
A main reason is
that it satisfied their
religious values.
Itaddedsenseofhygiene...
“talk to” the values
of the customer
The lesson is
Addsmallamountsof
additivesthat
“talk to” the values
of the customer
Th...
Blue Ocean Strategy
(BOS) suggests taking
your product into
uncongested space
Blue Ocean Strategy
(BOS) suggests taking
yo...
This
presentation
suggests a new
approach
This
presentation
suggests a new
approach
Move values to new space
before moving your product
Take your product to
the space where
the customers
meet their values.
...
It is time to
scratch
yourhead
It is time to
scratch
yourhead
Eagles
descend to
flowhigher
Eagles
descend to
flowhigher
Devaluate
your product,
your service to go
higherandtooccupy
uncongestedspace
Devaluate
your product,
your service to go
h...
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Turning defects into value

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The presentation offers new “Thinking prints” to sell more of your products by intentionally introducing a defect so that their demand accelerates. A new perspective on how to place your products in the Blue Ocean is offered.
Turn defects into values that benefit the customer and you shall be a winner.

Published in: Business, Technology
34 Comments
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Notes
  • An eagle flies down before it soars up. Likewise; downgrade a product before promoting it to a higher level. Your business might achieve unbelievable results this way.
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  • @AliSadeddin
    Thank you, Ali. I am glad that we share not only the first name, but also caring for customers. I value your feedback greatly.
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  • The companies that consider the values of customers always succeed. Showing that you care makes a difference and makes you earns loyalty from your customers.

    Thanks Ali for this presentation that shows with examples how the caring and honesty with customers sums and makes difference!
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  • @seuils Paul, thanks for being alert to a video that is only one week 'old'. It was uploaded soon after I had up-loaded this presentation. Yes, we are in full agreement. The mindset that turns negative into positive is what we need. Faulty product to a demanded one, poor employee performance to surprisingly outstanding performance are just two examples. Paul, I appreciate as always the quality of your comments.
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  • @Specialisterne is a company who embodies the very same 'Weak Is Strong' mindset, by deliberately 'Turning Defects Into Values' - You may enjoy their video named 'Turning Negative Traits Into Positive Characteristics': http://youtu.be/qx1K7Co51dI - And their companion presentation named 'Passion For Details': http://slidesha.re/lmUGaP - Not to mention their Management Model metaphorically named 'The Dandelion Model': http://slidesha.re/nETvjU - Both presentations available here on @SlideShare.
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Turning defects into value

  1. 1. TURNING DEFECTS into Customers’ VA LU E TURNING DEFECTS into Customers’ VA LU E AwinningapproachAwinningapproach - Ali Anani, PhD -
  2. 2. Again, I dedicate this presentation Paul Merino For inspiring me to try to turn something at first worthless to something of value and worthiness His comments and insights inspired me with the idea of this presentation. I am deeply grateful to Paul.
  3. 3. Written materials such as ads and content may leave weak “Attention Prints” in the minds of the readers Written materials such as ads and content may leave weak “Attention Prints” in the minds of the readers
  4. 4. They are like foot prints on fine sand with wind blowing Soon they shall disappear They are like foot prints on fine sand with wind blowing Soon they shall disappear
  5. 5. They are like foot prints on rocks They are like foot prints on rocks strongstrong
  6. 6. Let example talk Let example talk
  7. 7. Source; Predatory Thinking http://www.predatorythinking.com/scratch/ Source; Predatory Thinking http://www.predatorythinking.com/scratch/ Scratch Find the Scratch Find the
  8. 8. A tiny and deliberate scratch of last year stock of 1960 Renault were made and the scratches were covered with Band Aid A tiny and deliberate scratch of last year stock of 1960 Renault were made and the scratches were covered with Band Aid Scratch Find the in the Car Scratch Find the in the Car
  9. 9. Scratch Find the in the Car Scratch Find the in the Car The ad read ‘IF YOU CAN SPOT THE SCRATCH ON ANY OF OUR RENAULTS, WE’LL GIVE YOU $500 OFF.’ The ad read ‘IF YOU CAN SPOT THE SCRATCH ON ANY OF OUR RENAULTS, WE’LL GIVE YOU $500 OFF.’
  10. 10. Scratch Find the in the Car Scratch Find the in the Car The result was The Renaults sold out before close of business on the first day The result was The Renaults sold out before close of business on the first day
  11. 11. theonion Peeling ofthead’ssuccess theonion Peeling ofthead’ssuccess Peeling theoniontheoniontheoniontheonion PeelingPeelingPeeling
  12. 12. evokesmanyvalues The scratch idea andpeelsofftheircover evokesmanyvalues The scratch idea andpeelsofftheircover
  13. 13. IF YOU CAN SPOT THE SCRATCH ON ANY OF OUR RENAULTS, WE’LL GIVE YOU $500 OFF.’ Valuesof curiosity, discovery, challenge and revealing of unseen deficits IF YOU CAN SPOT THE SCRATCH ON ANY OF OUR RENAULTS, WE’LL GIVE YOU $500 OFF.’ Valuesof curiosity, discovery, challenge and revealing of unseen deficits 1 2 3 4 DirectValues
  14. 14. IF YOU CAN SPOT THE SCRATCH ON ANY OF OUR RENAULTS, WE’LL GIVE YOU $500 OFF.’ Valuesof courage, trust, reliance, courage to admit pitfalls, appreciation of admitting pitfalls, truth revealing, fairness to the customer and acknowledgement of customers’ right to know IF YOU CAN SPOT THE SCRATCH ON ANY OF OUR RENAULTS, WE’LL GIVE YOU $500 OFF.’ Valuesof courage, trust, reliance, courage to admit pitfalls, appreciation of admitting pitfalls, truth revealing, fairness to the customer and acknowledgement of customers’ right to know IndirectValue 1 2 3 4 5 67 8
  15. 15. Itisnotascratch ofthepocketof It is not a scratch of the paint of a car thecustomer Itisnotascratch ofthepocketof It is not a scratch of the paint of a car thecustomer
  16. 16. Valueshaveabutterfly effectingenerating It is the values of revealing the scratch morevaluesofhigherlevel Valueshaveabutterfly effectingenerating It is the values of revealing the scratch morevaluesofhigherlevel
  17. 17. ifthefirstsiptastes greatso The scratch that tells you willthebottle ifthefirstsiptastes greatso The scratch that tells you willthebottle
  18. 18. adropofhoney thatcatches The scratch acting like manycustomers adropofhoney thatcatches The scratch acting like manycustomers
  19. 19. A Scratch in the Suit A Scratch in the Suit
  20. 20. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit
  21. 21. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit Burton (UK) offered suits for sale and a generous one, too Burton (UK) offered suits for sale and a generous one, too
  22. 22. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit I walked in and bought two suits and left the store happily But there was a surprise I walked in and bought two suits and left the store happily But there was a surprise
  23. 23. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit Soon after I had left the store, somebody was chasing me and shouting: sir, please come back (The man pointed to me) Soon after I had left the store, somebody was chasing me and shouting: sir, please come back (The man pointed to me)
  24. 24. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit Doubts percolated in my mind Doubts percolated in my mind
  25. 25. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit As we walked in the store, the manager welcomed me and apologized As we walked in the store, the manager welcomed me and apologized
  26. 26. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit Sir, we sold you mistakenly a suit with a default Sir, we sold you mistakenly a suit with a default
  27. 27. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit Being surprised, I asked the manager Where is the default? Being surprised, I asked the manager Where is the default?
  28. 28. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit He pointed to a stitch that I would have never found out This time it was a scratch but without band Aid He pointed to a stitch that I would have never found out This time it was a scratch but without band Aid
  29. 29. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit The store discounted the price hugely The store discounted the price hugely
  30. 30. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit It was not only a small defect; It was a great score for the store It was not only a small defect; It was a great score for the store
  31. 31. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit Not only I am still a loyal customer to the store; but also think highly of it Not only I am still a loyal customer to the store; but also think highly of it
  32. 32. (Alivingmemory footprintsince the80s) A Scratch in the Suit (Alivingmemory footprintsince the80s) A Scratch in the Suit This is creativity in turning an unnoticed scratch into huge benefits and delights to the customer This is creativity in turning an unnoticed scratch into huge benefits and delights to the customer This is creativity in turning an unnoticed scratch into huge benefits and delights to the customer
  33. 33. A Third Example: Miswaak in the toothpaste A Third Example: Miswaak in the toothpaste
  34. 34. Miswaak is highly desired among Moslems because it has religious significance Miswaak is highly desired among Moslems because it has religious significance
  35. 35. Miswaak is used to rub the teeth to clean them leaving behind a lovely fragrance in the mouth Miswaak is used to rub the teeth to clean them leaving behind a lovely fragrance in the mouth
  36. 36. A company extracted the fragrant material and added it to the toothpaste in small amounts A company extracted the fragrant material and added it to the toothpaste in small amounts
  37. 37. right away People accepted theproduct right away People accepted theproduct
  38. 38. It enhanced social acceptance of the users A main reason is that it satisfied their religious values. Itaddedsenseofhygiene It enhanced social acceptance of the users A main reason is that it satisfied their religious values. Itaddedsenseofhygiene
  39. 39. “talk to” the values of the customer The lesson is Addsmallamountsof additivesthat “talk to” the values of the customer The lesson is Addsmallamountsof additivesthat
  40. 40. Blue Ocean Strategy (BOS) suggests taking your product into uncongested space Blue Ocean Strategy (BOS) suggests taking your product into uncongested space
  41. 41. This presentation suggests a new approach This presentation suggests a new approach
  42. 42. Move values to new space before moving your product Take your product to the space where the customers meet their values. Add humanvaluesto yourofferingsrather thanphysicalattributes. Move values to new space before moving your product Take your product to the space where the customers meet their values. Add humanvaluesto yourofferingsrather thanphysicalattributes.
  43. 43. It is time to scratch yourhead It is time to scratch yourhead
  44. 44. Eagles descend to flowhigher Eagles descend to flowhigher
  45. 45. Devaluate your product, your service to go higherandtooccupy uncongestedspace Devaluate your product, your service to go higherandtooccupy uncongestedspace

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