quinary drivers for product/service deconstruction 2

jm.monguet@upc.edu | http://huntingmammoths.com

i2b/1. Practice Deconstruction

Quinary drivers 2Technical & commercial Josep Mª Monguet

Quinary drivers 1. Fundamental driversIntegrative thinking Leadership and valuesTendencies

Quinary drivers 2. Technical and commercial driversDifferentiation by design Acceleration with technologyEmbedded services and tasksConsultative selling

Summary

Technical drivers

Differential of design

Quinary Drivers Essential drivers Technical Commercial

Integrative Thinking

Leadership and values

Tendencies Cool hunting

Technology acceleration

Embedded services

Consultative selling

Is design very often, the best driver of creativity ?

Is Design always necessary ?

Is last word in design from customers?

Is usually design just a business function that may be subcontracted?

The Nokia 2360 and the Nokia 1208 look relatively the same, but the design makes them two models

radically different

Design valueDifferential of design

Design managementDifferential of design

Technology differentiation combined with design is a powerful tool.

Technology push and pullDifferential of design

Technology acceleration & design

Design managementDifferential of design

It’s through design that people understands function, form, meaning of products & services,

+ contributes with cultural value

Design cultureDifferential of design

Universal language

Design and globalizationDifferential of design

Future has to be designed for a sustainable growth

www.brucemaudesign.com

Future ...Differential of design

Technical drivers

Reference

Embedded services

Is application of technology just surveillance of novelties?

Are technology decisions technical decisions?

Is there some kind of risk when a new technology is incorporated?

Relation with customers and providersTechnology acceleration

Asymmetrical application of technology Technology acceleration

Constantly evolving and mutating

Technology accelerationDynamic economical agent

Technology accelerationValue = Application

Availability & test

Phases in the development of a technology

Quick growth

Maturity

Surveillance

Replacement

Technology accelerationSame cycle different rhythm

Understand the roots

What you see ...

... is the combination of a diversity of technologies

Technology accelerationVisible and non visible parts

People who don’t

understands technology are not welcome

who only understands technology is not welcome

either

Technology accelerationMultidisciplinary approach

... but not served in a gold tray

Technology accelerationPlenty of opportunities

Winning the technology race by anticipating technology application

Goal(+ sales)

Technology accelerationTechnology push and pull

Commercial drivers

Embedded services

Reference

Designdifferentia.

Embedded services

What is people generally looking for, drills or holes?

Do products, in general, become commodities?

Is “public service” the same thing that a “service oriented to the public”?

Embedded servicesThe market of solutions

From selling products to selling how to use them

Embedded servicesOffer sophistication

Any prodcut may be improbed with services

Embedded servicesWhen solutions became sensations

The problems, the limitations, the difficulties and the deficiencies of products are big

opportunities for services

Continuous opportunities Embedded services

Embedded servicesWhere the focus of growth may be put?

Strategic design of embeddedness

Sources of advantage

Knowhow economies

Scale economies

More product

New & independent services

Strategic action

Mark Hurd CEO at HP

Katsuaki Watanabe President of Toyota

CW Lee President of Seoul International Airport

Embedded servicesFrom periphery to centre.

From Vic to Buckingham Palace

Embedded servicesWhat are we really selling?

Healthcare + prevention + education + …

Embedded servicesServices re-combination

Embedded servicesGlobal services

Embedded servicesFrom selling tool to hiring solutions

From selling in the workplace to negotiating complex contracts in the office

Commercial drivers

Designdifferentia.

Embedded services

Consultive selling

Is selling an innate skill?

Is having a good product enough to succeed at selling?

In the selling process, is the client always right?

What is selling?

Win - W

Seller as a consultant

Firm – brand

Product you are offering

Balancing selling forcesConsultative selling

Selling is the blueprint of the solution

Selling is not sellingConsultative selling

There are

objections

...that must be translated into

selling arguments

Selling is communication, seduction and negotiationConsultative selling

Continual training of technical – commercial personnel

Selling skillsConsultative selling

We eat in the same table but not in the same plate

Costumer relationConsultative selling

Responsible selling. What is good for my customer & for me?

Servicing

- + ?=Consumption Loyalty

Intelligent sellingConsultative selling

Consulting as a key selling strategy

From selling devices & consumables

Selling more efficient and sustainable

solutions

Intelligent sellingConsultative selling

Anne MulcahyPresidenta de Xerox

YOU,thinking on business

The principal driver is

In the same way you may think on creativity, design or knowledge

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