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Am I Paying Attention?
       Hmm….
        Ivars Ozolins
 Crash Course on Creativity
  Stanford University 2012
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.
Some sell the promise of beauty…
…some sell versatile clothing…
…some sell the perfect home…
…some sell hip technology…
…and some sell health and wellness.
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!
My second observation is
  that there is so much
abundance. We often have
  a great many choices.
Coconut water, anyone?
Do you prefer white or red?
What shade are you?
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.
…while other stores make it difficult to make a
            purchase decision…




…by stockpilingtheir products in unattractive,
confusing and difficult-to-access storage units.
My fourth observation is that store personnel largely
 reflected the nature of the products they sold...
…an organic food market employed healthy, fit
         and friendly employees…
…while a tech company employed very
knowledgeable, up to date and affable nerds…
My   th observation is that employees ARE the
      company to me as a customer.
At some stores, employees made me want to run
 from them, despite language to the contrary…

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

The “sell”:           The reality:

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Observation lab accoc 2012

  • 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…
  • 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.
  • 11. Do you prefer white or red?
  • 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: