The document advocates for a shift in the diving industry from a 'zero to hero' approach to a 'zero to reliable' model, emphasizing the creation of high-quality, safe divers rather than merely focusing on certification and quantity. It highlights the need for businesses to prioritize quality training and responsible practices over profit-driven, competitive strategies that often neglect safety and environmental sustainability. The proposed change aims to foster a more cooperative, sustainable industry benefiting clients, divers, and the broader society.

1. DITCHING THE
MENTALITY IN DIVING INDUSTRY

2. WHAT IS?
 HERO
 COMPETENT
 RELIABLE
SOME THOUGHTS

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

4.  RELIABLE
Consistently good in quality & performance, trustworthy
and able to be trusted
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

6. LET’S 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

11. OVERVIEW OF CONCEPT

12. WHAT CUSTOMER WANTS?
CURRENT ROLES IN SOCIETY
Explore
underwater
Learn Scuba
diving
Access to
service
provider

13. WHAT THE BUSINESS WANTS?
More clients
Produce
More License
More
PROFITS!
CURRENT ROLES IN SOCIETY

14. WHAT THE SOCIETY NEEDS?
CURRENT ROLES IN SOCIETY
Non Existence

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
… … …

18.  Ego centric diver
 Incompetent diver
 Irresponsible diver
 Inexperienced diver
 Unsafe behavior & thinking
WHO IS UNSAFE DIVER?

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

25. RECAP OF THE CONCEPT

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

29. LET’S SEE
STRATEGY

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
… … …

33.  TARGETED AUDIENCE
Dive business, dive centers, dive professionals, divers , future
divers
… … …

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
… … …

36. LET’S START & THANK YOU