Observation Lab Exercise, for Stanford University Course: A Crash Course on Creativity.

1. Am I Paying Attention?
Hmm….
Ivars Ozolins
Crash Course on Creativity
Stanford University 2012

2. My first observation is that the primary purpose
of stores is to sell products and services.
At the beginning of the
day, each store has its
own offerings, its own
persona, its own set up
and its own customers.

3. Some sell the promise of beauty…

4. …some sell versatile clothing…

5. …some sell the perfect home…

6. …some sell hip technology…

7. …and some sell health and wellness.

8. Despite the story that’s told, the purpose of the product is
to address a need– whether or not I even knew I had that
need. At the end of the day, since each store needs to
pay rent, pay employees and generate a return for its
investors and owners, stores exist to sell things.
This can be easy to forget when I’m immersed in the story!

9. My second observation is
that there is so much
abundance. We often have
a great many choices.

10. Coconut water, anyone?

11. Do you prefer white or red?

12. What shade are you?

13. Observation # is that some stores make it
easy to make a purchase decision...
…by incorporating side-by-side comparisons and
technology to sort through the purchase.

14. …while other stores make it difficult to make a
purchase decision…
…by stockpilingtheir products in unattractive,
confusing and difficult-to-access storage units.

15. My fourth observation is that store personnel largely
reflected the nature of the products they sold...

16. …an organic food market employed healthy, fit
and friendly employees…

17. …while a tech company employed very
knowledgeable, up to date and affable nerds…

18. My th observation is that employees ARE the
company to me as a customer.

19. At some stores, employees made me want to run
from them, despite language to the contrary…
The “sell”: The reality:

20. …while at other stores, employees welcomed
me, prompting me to stay longer.
The “sell”: The reality: