The Early Bird Club presents The Master Thief

Transcription

1 The Early Bird Club presents The Master Thief Trains, planes and toilet cleaners! 14 April 2010

2 If you want a breakthrough.. look outside your current environment British Airways Eurostar Sainsbury s Bank Beds...Yacht designer Queuing.Disney Brands...Consumer goods Yield Management..Airlines Marketing Consumer goods Business Plan..Retailing This principle is useful for New Product Development and specific business tasks but... What if you re-designed your entire business model by moving ideas from one place to another?

3 When you think of yourself as a retailer not a bank fold profit increase in 18 months When you start thinking about arrive ready for business and not airline product and service... Dominance of trans-atlantic business class travel When you recognise that the competition is leisure-spend not the other transport methods for getting to Paris and Brussels... You stop losing 200m per year!

4 The management principles that get you to breakthroughs 1. Innovation is built on INSIGHTS not data

5 Understanding Results Inputs Breakouts Market Volume price channel Profit distribution product/size Share media shop type etc etc Consumer habits/practices Usage and Attitude When How much How How choose Language Why etc etc Important... But everyone can collect data! Immersion! Critical... But requires time! Must immerse self in customer world Don t go in with an agenda Stories: KLM stuck on the bus P&G data driven solutions Sainsbury s Bank insight = mood BA insight = moment of truth is early morning arrival Eurostar Insight = Wrong competition!

6 Seniority Seniority Seniority Understanding Partner Partner Manager Partner Manager Front Line Low High Front Line Low High Closeness Decision influence Don t forget that the more senior we get, the further we are from the customer. How will your staff fill the insights gap for you? Not with graphs! Partner Manager Front Line Gap NOT Data/graphs/reports but INSIGHTS! Low Decision influence Closeness High

7 The management principles that get you to breakthroughs 1. Innovation is built on INSIGHTS not data 2. s buy BENEFITS, not products!

8 Proposition Benefit: what s in it for me? Reason why: why should I believe the benefit? Character: Tone of voice Single minded, Competitive, Believable, Deliverable Stand for one thing ONLY in customer s mind Set an ambition that drives innovation rather than incremental change Stories: Volvo - Safety Mars Work, rest and play ; Snack you can eat between meals ; Longer lasting snack etc P&G Flash: Speed and ease of cleaning BA Arrive Ready for Business

9 Proposition Internal customer External customer Process People Design/Deliver Experience Feelings at centre... because you are using the external customer promise as the key strategy for internal activities! Ideas from all staff Empowerment! Proposition Benefit: Reason Why Tone of Voice listens... because you are talking about them, not yourself! Innovation... because you are asking a new question. Not how do I improve my product or service but How else can we deliver this benefit?

10 Proposition Internal customer External customer Process People Design/Deliver Experience Feelings at centre Ideas from all staff Empowerment! Example: Meal served before flight Proposition Benefit: Arrive ready for business Reason Why: More sleep Less hassle Refreshment Tone of Voice listens Innovation Example: Arrivals lounge

11 Proposition Internal customer External customer Process People Design/Deliver Experience Feelings Proposition Benefit: As if by Magic, Paris arrived! Reason Why: New Journeys will be inspired by a combination of: Quick and Easy journey experience and Magic of Paris Tone of Voice Stories Product: New arrivals and departures experiences Who else?: New partners incl. Museums, hotels, Disney Destination: Ski train, Disneyland, Brugges etc Let go!: Call centre re-organisation

12 Proposition Process People Internal customer Design/Deliver External customer Experience Feelings at centre Ideas from all staff Proposition Benefit: As easy as buying groceries Reason Why: Simple product Create impact (abundance) Tone of Voice listens Innovation Stories Product: Simple range Impact?: FMCG style promotions, Shelf impact and display Communication: Easy to understand!!

13 The management principles that get you to breakthroughs 1. Innovation is built on INSIGHTS not data 3.Look outside current environment 2. s buy BENEFITS, not products!

14 Product and Service Football Stadia Mountaineering Fire Safety Look for the principles behind the activity! Clear Signage Map/Compass Exit Routes Ensure a clear exit route Public Address Whistle/Torch Alarm Know how to call for help Safety Marshals Mountain Rescue Fire Brigade Help is visible and available Survival Bag Extinguisher Self help tools available Leave route info with someone else Practice Drills Someone else always knows what you are doing Practice without panic Segregation No Smoking Weather Advice Split the risk into bite size chunks! Cut out risky behaviours

15 Product and Service Education Psychology Magic Army TEACHING Sports Coach ARTS Fire Service SERVICES School Teacher Dance Music Life Boats Bullying Physio Referee ATC RELATIONSHIPS Dating SPORT Cabin Crew INDUSTRY Marriage Guidance Sports Team Pilot

16 The management principles that get you to breakthroughs 1. Innovation is built on INSIGHTS not data 2. s buy BENEFITS, not products! 3.Look outside current environment 4. Communication is as important as product! Domestos

17 Communication The Big Picture Selling The Idea Creating Drama BENEFIT FOCUS! Provocative, Simple, Distinctive, Credible

18 Communication Embedding your ambition (communication) Provocative Simple BENEFIT FOCUS Distinctive Credible Pictures Diagrams Story Environment Theatre Etc The Big Picture Selling The Idea Creating Drama Project Name Job title Sound bites Agenda Doc headings

19 Communication Solution + Ownership + Make it easy Stories: BA Interact how to get the cabin crew to pass through the cabin more frequently Airport hand baggage boxes

20 The management principles that get you to breakthroughs 1. Innovation is built on INSIGHTS not data 2. s buy BENEFITS, not products! 3.Look outside current environment 4. Communication is as important as product!

21 14 April 2010