Every bee customer interaction
should fulfill your brand promise.
The inability to ears profits and
create margins will sacrifice any
chance for innovation, price the
ability for mass personalization
using mass standardization
predict what the consumer will
expect next. Put yourself in a
radical competitors shoes and
see how he can break your
company Then tis. ovice a rapid
innovation and observational
mindset from the better up
Market leaders believe in First to
do &" Fast followers believe in
Let leaders start A Then quickly
catch up case it works Do it
faster, cheaper better Don't
create ideas, only improve them.
cautious Adapters a Afraid to
casabelize take big steps Take
long times and deliberate Report
to people in the way that suits
their nature Suit the book to the
fish Reporting to
seniors should include
suggestions for improvements
Invent the pyramid of needle
think about the brand promise,
first and then true basics
Never be afraid to blow up your
business model for Innovation
Especially if your competitors
are already an its Airlines
business models. Hub and
spoke :- Ely lots of collective
passengers to a mya bub CNY.
(Aged) then bifurcate - Point to
point > Direct flights. know what
press exactly is going to fall in
your business model Try to fix it
If you can't, build around I
prepare for it Make sure you're
on your felt as soon as it hits.
Don't just re proper product"
your after-sales service may just
be your belt differentiator Build
to your brand wake such that
people will know they're getting
great experience just by seeing
your
dance sell the products the
obtain service revenue's to the
past, consumer relations forgive
one a long most interactions
over a long enough period
producers remembered
consumer preferences creating
strong loyalty. Give people the
fire to make observations, and
test assumptions These
contextual relationships were to
massive barriers for competition
entry and customer exit!
cast personalized services and
know what the consumer wants
before even he does. Start
analyzing every point of digital
imprint lot consumers a real-
time information overload is
happening. Real-time updates
are be becoming inelousy as
soon as they are posted
Integrate all business processes
From buying to returning to a
support look at all the possible
cross-sections " location data
from cell phone towers can tell
that you'll passed by a shop 10
times, but never stopped boy"
knowing a friend at a new place
is a great way to attract them
there Don't over let gave so call
center people transfer farinadi
from one person another and
make him repeat his problems
again and austin this also
creates a psychoses awyes
against the company Make your
organization such a that it
carries consumer information
seamlessly Is readies to pay
prices return your brand image.
Bell on individual context to
understand how to personally
salle customer's problem. don't
beer let your customer Jean
sales call or customer support
call squier
The relevancy of your product at
that time
its often more important Than
anything, Right nose we are in
an engagement economy chow
call can you engage people we
are slowly shitting to an
experiential scenery Chew well
can you provide a memorable
let experience') segment your
customers into groups of are
start with your end goal could
work back at it. shift in
communication stay Normal
conversational Rolf tailored /
Professional very personalize
conversant
Problems of scale in each type
of economy. Engagement. Mass
Social scale Experiential -
Smaller segments! of personal
rates Personalization - mass
individual scale time of
interactions Real time - See and
react Right time - Immediate
reaction cave to preparations
before head) Anticipatory :-B
Reacting before problems. has
our accuracy
Thinking Shifts :- Rules and
Traditions Predictive Analysis
Pattern Based Thinking
customers will alleys return if
you exceed What they expect,
and deliver in the contest they
institute fails your loyal
customers badge, a label, that
means something know your
customer before he even comes
to you capture and record every
interaction with your consumer
Build a profile on them share
this late accross your branches.
create different experiences for
your customers for different
contexts. Different for business
Different for personal Different
trio of family. use context to
personalize
use segmenting to create
standardization use
segmentation with huge
numbers of criteria? to create
personalization?
Segmentation will help create
standardization amongst large
as groups on seqmutation with
lots of parameters will eventual
leave are person in and SE
group get standard processes
for each segment then identify
how many overlapping
segments that i'm specific
consumer fits into Then
implement those standard
processes.
classmate to understand
consumer :- culture (what
Individuals prefers! community
(Segmentation) credibility ( your
trust and reputedly C's to deliver
and communicate - Channel
Show you're communicating) -
Content (now you're keeping the
booked and engaged) -
Cadence ( frequency you
engaged Cas for right time
contextual drug - context
(relevancy) - catalyst (how you
maker ast consumer roat
positionif cadence '
Currency I how you reward Its
consumer for engagement)
A Having a clean and
transparent past will help build
credibility, A person will only
organically endorse your
business if be can stall his word
on it meaning that the trusts
your coup at that level Important
elements of trust Durability How
long been you bets trusted How
easy is it to break that trust
competency can you helped Do
your consumers trust you to
deliver the same real even in
adverse conditions Timeliness
How quickly do you respond and
transfer information
classmate the Meritocracy.-
How do you reward consumers'
that increase your network
Accountability Are you try to
your word? How accountable do
you hold your
employees How Lego
consumers know who to hold
accountable Respect How well
do you respect the consumer
Remember, that due to
digitalcation, your sure action
and monument as a company is
tracker and spread. use this
transparency in your advantages
and crate an image I Make your
organization experience the real
product
when you guts your coup faces
and employees to build these
even brand and deviate (in a
good way) from the company
brand, you increase publicizes
engagement and authentic?
Authenticity in your employee
networks give people a good
weight a about your companies
transparently. Bitcoin worked so
successfully because of It's
ease of use col what anonymity
No any knows where the coins
are coming from and going to
when
All monetary systems rely on a
certain degree of trust. In frat
money systems this! comes
from trust in the central
authorities However, Since
Bitcoin cant be inflated (has a
cap limit of 21 poll coins), people
Just that Bitcoin will always ball
valve. Reasons for Bitcoles
Success Durable Bitter has
berea around SICE 2014 and
has been trusted for see quite a
long time. consistency
Exchanges provided an easy
way to convert Bitcoin into other
currencies competency - Bitcoin
showed the ability to be
accepted as legal tender
Timeless it - Information about
How coin mining, ect, are quick
Meristatic System - people who
are willing to put the effort of
cracking the algo are rewarded
with
Bitcoin Accountability - Only 21
million Bitwar but can be found
A public lederer, despite
anonymity shows all BTS
currently mined Mutual Equality
- one to the anonymity in
Bitcoin, Every preston is treated
Nearly the same However, the
fixed cap of Bitcoin has led to
bearden and speculative pricing.
This is causing that trust- to
erode slightly
use AT to analyze every bit of
information possible your Insight
systems should be able to learn
update evolve and predict all
themselves Follow predictive
and open-minded and not
deterministic models your ware
has So should restock itself
based on predictive AI models
Give the options to enter pace
mistakes into your At model The
AI should be aware of the
mistake it has made.
using networked economies of a
global scales you can cut out the
middlemacs real directly with 14.
decision makers always tap into
your consumers, networks and
accelerates your predictive
outcomes a Get consumers
soho will no increase your
network and consumer bass
thirsty make sure your consumer
i remembers you in a good way
while talking in his networks.
Become an aggregator, but
allow people to deal directly.
stated preferences often' don't
accurately netted true
preferences
Replace experts with predictive
pattern use systems to beat the
infrastructure of competitors
There are S types of - Networks
Individual (Consumer) for a -
days individuals can exert the
influence over brand perception
earlier only corporations could.
Direct teams a
Recipient of employees Petrus
and Alliances Direct business
associations Extended value
chains Extending influence over
each peer business process and
adjoining people. Raid
Advocates > you influential
people actively promote you?
use networks within networks to
pretty force- multiply c multiply
your effect for each effort put in
Network - Sharing ? Through
social media user-generated
content a > a Affiliate marketing
crowdsourcing convincing other,
unrelated people to help you,
form reward use this for tasks
that require temporary/way
speak expertise berge tasks
that large groups can do in small
times flash Networks Network,
that are butt quickly, operate for
a Short tidy, then close down
quickly so Generate attention for
quick
amounts of timer usually used to
take advert of temporary
opportunity (like cunts shows,
ect),
Dedicated advocates The ones
who actively promote your
product. Situational Awareness
Many auction you can nice
opportunity How quickly you get
information about how
opportunities Predictive
Hotspotting where will the rest
aspect of potential consumed be
you have to align with your
incentives with the interests of
specific profile On not only eat
organizations Different between
2 self Interested Aware of
preferences and opportunities
for self selfish - Places priority
of self and all others
Understand someone is
interests to properly incentive ze
people Reward people
according " to their interests,
situations create appealing non-
monetary Incentives Employees
are motivated for How
meaningful they think their work
is Their skill over that field
Authority over it Non-monetary
incentives can be grasped into "
Recognition people crave to feel
known recognised and love
public compliments Access -
people love to get access a to
'exclusive' things because they
get to do that what no one elses
gets to
I ssmate It's Impact This
assumed influence on employee
thinks he has All of these things
can be used with consumers as
well. All of these incentives
depend on the environment,
surrounding and the other
people in the artwork, for
example recognition works with
peers Access to works with
superiors Impact works with
juniors
Reduce faction for the
customers make their
experience seamless This The
objective best should be a How
quickly (easily can consumers
complete their intended actions
withal holdwe confusion and
time wastage?
understand your consumer well
"What are they willing to give up
for what" Courses Never make
consumers do is what they don't
want tom Turn your brand into a
soup or urb Benares, the market
product as your brand Don't
search, Google it. Dont
photocopy, Xerox it- not wash
with a soap, wash with better
This happens when you
regularly deliver your promise on
a large enough scale
makes sure every of your
employees are fully trained to
each process of your business.
Concept of freemiura > fall
away 9900 of your product but
retain that differentials exclusion
19 This usually makes sense
for digital products you're
product or service should by
seamless, easy to learn,
repeatable, quick, no adjustment
have to be made. start with
freemium, open your bases than
end with premiums. Reserve the
refined, exclusion a
differentiating features for
premium
Having a spay shall is a great
sway to filter quality consumers
Introduce product extention that
attach easily, naturally, scarves
to your base product without
cannibalizing it Make your
service product luger
experiences So! That the more
the user puts is one-time, the
easier his experiences becomes
If The trade offs between privacy
and convince! or privacy and
security Usually result in the
latter winning both times. you
from gut
based decisions to data area
ones
Don't try to wrest market share
from competitors Instead, create
news space Don't follow
conventional growth strategies.
valis Innovation creating such
value in your product or service
that you make the competition
backevent Always value
innovate then fix the other
variables (cost, p volumes, ect.)
at such competitive rates that
competition cannot eun find a
space to catch up. or else you'll
just be laying eggs that others
will batch & Innovation and cost
cutting should work in parallel
Don't try to hire professionals at
higher Costs that add nothing to
the experience Bedifans the
problem and you'll find a radical
solution Judge the severance of
each business vertical
periodically.
Dramatize and elegantis a each
aspect of the user experience
Always do something unique in
the user experience look at
which industry is killing yours
Radicalize points of that industry
at in yours and price it
strategically against that industry
for margins
Blue ocean creation has to
Include a change in leadership
thinking for new market creation
you have to innovate in The core
process of your business itself.
Plan your risks Aggregate
demand by focusing on the
commonalities between
Consumers If you scale up your
blue crean thought you will
negate the risk in starting it.
understand your competitors
before competing with thom use
complex market forms on your
packaging to create sense of
ambitious transparency and
premium so
Don't ask the consumer on
where they want a new market.
all If I had asked people what
they hall wanted they would said
Pasta horses. you need to
parallely educate and change
the thinking of your consumers
while creating as "BILE Ocean'
Don't make your product so
retired or exclusive that you lose
scale, and people start to view
you as a turnoff shift your
strategic focus from existing
consumers to alternatives' and
con- consumers
Four Action framework Whish
industry factors ( bores
limitations taken for granted
should be eliminated which told
can be reduced without losing
brand valve? which they should
be raised significantly to create
differentiation? which standards
and experiences should be
newly created Quickly gauge
changes
in buyer value considerations
cut down on ourserving You are
doing entirely 'one-up" the
competition and has no buyer
valve These two will help you
cut down on your cost structure
upon changing the factors? of
the industry alone, you makes
the competition fall behind as
they are still operating on
unnecessary benchmarked If
you come whatever price point
your enter on, make sure you
shift everyone there a Make
higher people come, down by
shopping you're a not
compromising on quality. Make
lower people shift up with otters
and the this book on them on
your better quality.. Create new
standards that competitors don't
even look at . creating
differentiation' Then now fast
and conquer the market before
#" competition can catch on and
catch up...
If you want premiums, use
complex Industry jargon you
want scale, Simplify Make it
easy for your salesmen to
promote your product Cuss
clothing, mindset changes, ect
that ' 1 th your brand bates)
perception The salesman
experience should be fully
smooth and natural Teach your
salesmen to not, unconsciously
press of potential leads into a
late pressure Standardize your
packaging across skins creating
sense of consistency god
among your brand and cutting
down costs
Increase your SKU is while
decreasing the amount of
different parts your factory has
to manufacture unless your
product promotes status, don't
make it elitist. Increase Strange
the fundamentals, Seq
consumer group your industry
segment a
tries to cater to use the cultural
and social values of your
consumer demographic in your
liu values Don't only look at
who's competing with you
directly in your industry, but also
where's competing with you
indirectly through by competing
with your industry itself.
find out why non- consumers are
not buying your product or why
they use an alternation Then
solve it. Don't compete a earth
at factors everyone in your
industry is competing at already.
Instead, find the factors that wee
buyers really want and that no
one is competing are Don't let
your competitors set your
agenda when creating are
market space market with what
problems you're Sothing, Offer
your & new service truthfully in
your tagline won't only work on
independ sub- Strategies Man a
consolidated backbone
growth placed Strategy,
use complex, royal sounds?
language in your I others, But
describe your most benefits,
advantages in " simple, non-
contiguous hangar Design your
company such that it is
consumer focused Toside - out
X a Outside - In