The Lower Right Quadrant

© STORYMINERS 2004. All Rights Reserved.22 April 2004

The Lower Right QuadrantWhy be there and how to get there.

DATE : 22 APRIL 2004

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SUBJECT : THE LOWER RIGHT QUADRANT

PRESENTED BY : MIKE WITTENSTEIN

Give Customers What They WantLow Cost + High Value

Inside: Proof That May Change How You Work


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Agenda 0:30

• The Lower Right Quadrant– A new direction for brands– New imperatives for management

• Getting There– Take the customer’s point of view– Focus process on the experience


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The Lower Right Quadrant


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The Lower Right Quadrant


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The Lower Right QuadrantLook at the focus


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A New Direction for BrandsFROM FOCUS ON THE TO A FOCUS ON

FOR EXAMPLE:

(especially true for services)


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A New Direction for Brands

HP Ink is easier to find, specify, implement, and replenish; offers automatic reminders, integrated troubleshooting and re-ordering. (Design: NEVER run out.)

FROM FOCUS ON TO A FOCUS ON

FOR EXAMPLE:


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New Imperatives for ManagementFROM THINKING ABOUT TO THINKING ABOUT

FOR EXAMPLE:


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New Imperatives for Management

www.insperiencestudio.com

Nothing for Sale Great (objective) informationLive, hands-on Eat what you cook (really!)Training Classes Follow-on Help

FROM DECIDING BASED ON TO DECIDING BASED ON

FOR EXAMPLE:


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Getting There


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You can’t get there with the thinking that got you here. You can’t get there with the thinking that got you here.


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Take the Customer’s Point of View

Customers only perceive the Total Customer Experiencedealing with any less than the whole doesn’t make sense.


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Take the Customer’s Point of View• Learn what matters to the

customer• Deal in context, not process (only)• Learn to work with emotions

through Story• Take a lesson from Walt Disney;

sweat the details (it’s all you can control)


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Focus Process on the Experience

FOR EXAMPLE:


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Focus Process on the Experience

Good Experiences Yield • Building the bear is a carefully designed experience

from the start• Bonding between giver and receiver through joint

decisions• The experience is memorable (not just the stuffed

animal)• Making a wish adds value• Voice recording personalizes the product and makes the

experience more memorable• Adding clothes and accessories further individualizes

the bear’s character

Good Business Results• Only “shells” and outfits are pre-produced, so there are

no sales, and there is no brand devaluation• JIT delivery with full customization—less expensive to

produce on-site than to import• Practically no finished goods in inventory• Viral marketing is built-in—the total experience “leaves”

the store with you• Sales easily extend into multiple channels• Multi-generational appeal (very few products claim this)


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Summary

• Brands, especially in services, are moving to the lower right quadrant—because customers want high value AND low cost

• To lead better…– Take the customer’s point of view– Focus planning on design issues– Include emotional outcomes in design


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THANKS!

Q&AMike WittensteinChief Experience [email protected]+1 770.425.9830

The Lower Right Quadrant

Business

Transcript of The Lower Right Quadrant