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Quinary drivers for product/service deconstruction 2

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Quinary drivers for for product/service deconstruction to improve design and business model evolution

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Quinary drivers for product/service deconstruction 2

  1. 1. jm.monguet@upc.edu | http://huntingmammoths.com i2b/1. Practice Deconstruction Quinary drivers 2 Technical & commercial Josep Mª Monguet
  2. 2. jm.monguet@upc.edu | http://huntingmammoths.com Quinary drivers 1. Fundamental drivers Integrative thinking Leadership and values Tendencies Quinary drivers 2. Technical and commercial drivers Differentiation by design Acceleration with technology Embedded services and tasks Consultative selling Summary
  3. 3. jm.monguet@upc.edu | http://huntingmammoths.com Technical drivers Differential of design Quinary Drivers Essential drivers Technical Commercial Integrative Thinking Leadership and values Tendencies Cool hunting Differential of design Technology acceleration Embedded services Consultative selling
  4. 4. jm.monguet@upc.edu | http://huntingmammoths.com Differential of design Is design very often, the best driver of creativity ? Is Design always necessary ? Is last word in design from customers? Is usually design just a business function that may be subcontracted?
  5. 5. jm.monguet@upc.edu | http://huntingmammoths.com The Nokia 2360 and the Nokia 1208 look relatively the same, but the design makes them two models radically different Design value Differential of design
  6. 6. jm.monguet@upc.edu | http://huntingmammoths.com Design management Differential of design
  7. 7. jm.monguet@upc.edu | http://huntingmammoths.com Technology differentiation combined with design is a powerful tool. Technology push and pull Differential of design
  8. 8. jm.monguet@upc.edu | http://huntingmammoths.com Technology acceleration & design Design management Differential of design
  9. 9. jm.monguet@upc.edu | http://huntingmammoths.com It’s through design that people understands function, form, meaning of products & services, + contributes with cultural value Design culture Differential of design
  10. 10. jm.monguet@upc.edu | http://huntingmammoths.com Universal language Design and globalization Differential of design
  11. 11. jm.monguet@upc.edu | http://huntingmammoths.com Future has to be designed for a sustainable growth www.brucemaudesign.com Future ... Differential of design
  12. 12. jm.monguet@upc.edu | http://huntingmammoths.com Technical drivers Technology acceleration Reference Quinary Drivers Essential drivers Technical Commercial Integrative Thinking Leadership and values Tendencies Cool hunting Differential of design Technology acceleration Embedded services Consultative selling
  13. 13. jm.monguet@upc.edu | http://huntingmammoths.com Is application of technology just surveillance of novelties? Are technology decisions technical decisions? Is there some kind of risk when a new technology is incorporated? Technology acceleration
  14. 14. jm.monguet@upc.edu | http://huntingmammoths.com *1000 Relation with customers and providers Technology acceleration
  15. 15. jm.monguet@upc.edu | http://huntingmammoths.com Asymmetrical application of technology Technology acceleration
  16. 16. jm.monguet@upc.edu | http://huntingmammoths.com Constantly evolving and mutating Technology acceleration Dynamic economical agent
  17. 17. jm.monguet@upc.edu | http://huntingmammoths.com Technology acceleration Value = Application
  18. 18. jm.monguet@upc.edu | http://huntingmammoths.com Availability & test Phases in the development of a technology Quick growth Maturity years Surveillance Replacement Technology acceleration Same cycle different rhythm
  19. 19. jm.monguet@upc.edu | http://huntingmammoths.com Understand the roots What you see ... ... is the combination of a diversity of technologies Technology acceleration Visible and non visible parts
  20. 20. jm.monguet@upc.edu | http://huntingmammoths.com People who don’t understands technology are not welcome who only understands technology is not welcome either Technology acceleration Multidisciplinary approach
  21. 21. jm.monguet@upc.edu | http://huntingmammoths.com ... but not served in a gold tray Technology acceleration Plenty of opportunities
  22. 22. jm.monguet@upc.edu | http://huntingmammoths.com Winning the technology race by anticipating technology application Goal (+ sales) Technology acceleration Technology push and pull
  23. 23. jm.monguet@upc.edu | http://huntingmammoths.com Commercial drivers Embedded services Reference Quinary Drivers Essential drivers Technical Commercial Integrative Thinking Leadership and values Tendencies Cool hunting Design differentia. Technology acceleration Embedded services Consultative selling
  24. 24. jm.monguet@upc.edu | http://huntingmammoths.com Embedded services What is people generally looking for, drills or holes? Do products, in general, become commodities? Is “public service” the same thing that a “service oriented to the public”?
  25. 25. jm.monguet@upc.edu | http://huntingmammoths.com Embedded services The market of solutions
  26. 26. jm.monguet@upc.edu | http://huntingmammoths.com From selling products to selling how to use them Embedded services Offer sophistication
  27. 27. jm.monguet@upc.edu | http://huntingmammoths.com Any prodcut may be improbed with services Embedded services When solutions became sensations
  28. 28. jm.monguet@upc.edu | http://huntingmammoths.com The problems, the limitations, the difficulties and the deficiencies of products are big opportunities for services Continuous opportunities Embedded services
  29. 29. jm.monguet@upc.edu | http://huntingmammoths.com Embedded services Where the focus of growth may be put? Strategic design of embeddedness Sources of advantage Knowhow economies Scale economies More product New & independent services Strategic action
  30. 30. jm.monguet@upc.edu | http://huntingmammoths.com Mark Hurd CEO at HP Katsuaki Watanabe President of Toyota CW Lee President of Seoul International Airport Embedded services From periphery to centre.
  31. 31. jm.monguet@upc.edu | http://huntingmammoths.com From Vic to Buckingham Palace Embedded services What are we really selling?
  32. 32. jm.monguet@upc.edu | http://huntingmammoths.com Healthcare + prevention + education + … Embedded services Services re-combination
  33. 33. jm.monguet@upc.edu | http://huntingmammoths.com Embedded services Global services
  34. 34. jm.monguet@upc.edu | http://huntingmammoths.com Embedded services From selling tool to hiring solutions From selling in the workplace to negotiating complex contracts in the office
  35. 35. jm.monguet@upc.edu | http://huntingmammoths.com Commercial drivers Consultative selling Quinary Drivers Essential drivers Technical Commercial Integrative Thinking Leadership and values Tendencies Cool hunting Design differentia. Technology acceleration Embedded services Consultative selling
  36. 36. jm.monguet@upc.edu | http://huntingmammoths.com Consultive selling Is selling an innate skill? Is having a good product enough to succeed at selling? In the selling process, is the client always right?
  37. 37. jm.monguet@upc.edu | http://huntingmammoths.com What is selling? Win - Win Consultative selling
  38. 38. jm.monguet@upc.edu | http://huntingmammoths.com Seller as a consultant Firm – brand Product you are offering Balancing selling forces Consultative selling
  39. 39. jm.monguet@upc.edu | http://huntingmammoths.com Selling is the blueprint of Selling is not selling Consultative selling
  40. 40. jm.monguet@upc.edu | http://huntingmammoths.com There are objections ...that must be translated into selling arguments Selling is communication, seduction and negotiation Consultative selling
  41. 41. jm.monguet@upc.edu | http://huntingmammoths.com Continual training of technical – commercial personnel Selling skills Consultative selling
  42. 42. jm.monguet@upc.edu | http://huntingmammoths.com We eat in the same table but not in the same plate Costumer relation Consultative selling
  43. 43. jm.monguet@upc.edu | http://huntingmammoths.com Responsible selling. What is good for my customer & for me? Servicing - + ?=Consumption Loyalty Intelligent selling Consultative selling
  44. 44. jm.monguet@upc.edu | http://huntingmammoths.com Consulting as a key selling strategy From selling devices & consumables Selling more efficient and sustainable solutions Intelligent selling Consultative selling Anne Mulcahy Presidenta de Xerox
  45. 45. jm.monguet@upc.edu | http://huntingmammoths.com YOU, thinking on business The principal driver is In the same way you may think on creativity, design or knowledge
  46. 46. jm.monguet@upc.edu | http://huntingmammoths.com

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