New imperatives for management and a new direction for brands.

1. © STORYMINERS 2004. All Rights Reserved.
22 April 2004
The Lower Right Quadrant
Why be there and how to get there.

2. DATE : 22 APRIL 2004
SLIDE 2
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
Give Customers What They Want
Low Cost + High Value
Inside: Proof That May Change How You Work

3. DATE : 22 APRIL 2004
SLIDE 3
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
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

4. DATE : 22 APRIL 2004
SLIDE 4
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
The Lower Right Quadrant

5. DATE : 22 APRIL 2004
SLIDE 5
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
The Lower Right Quadrant

6. DATE : 22 APRIL 2004
SLIDE 6
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
The Lower Right Quadrant
Look at the focus

7. DATE : 22 APRIL 2004
SLIDE 7
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
A New Direction for Brands
FROM FOCUS ON THE TO A FOCUS ON
FOR EXAMPLE:
(especially true for services)

8. DATE : 22 APRIL 2004
SLIDE 8
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
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:

9. DATE : 22 APRIL 2004
SLIDE 9
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
New Imperatives for Management
FROM THINKING ABOUT TO THINKING ABOUT
FOR EXAMPLE:

10. DATE : 22 APRIL 2004
SLIDE 10
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
New Imperatives for Management
www.insperiencestudio.com
Nothing for Sale Great (objective) information
Live, hands-on Eat what you cook (really!)
Training Classes Follow-on Help
FROM DECIDING BASED ON TO DECIDING BASED ON
FOR EXAMPLE:

11. DATE : 22 APRIL 2004
SLIDE 11
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
Getting There

12. DATE : 22 APRIL 2004
SLIDE 12
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
You can’t get there with the thinking that got you here.You can’t get there with the thinking that got you here.

13. DATE : 22 APRIL 2004
SLIDE 13
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN

14. DATE : 22 APRIL 2004
SLIDE 14
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
Take the Customer’s Point of View
Customers only perceive the Total Customer Experience
dealing with any less than the whole doesn’t make sense.

15. DATE : 22 APRIL 2004
SLIDE 15
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
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)

16. DATE : 22 APRIL 2004
SLIDE 16
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
Focus Process on the Experience
FOR EXAMPLE:

17. DATE : 22 APRIL 2004
SLIDE 17
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
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)

18. DATE : 22 APRIL 2004
SLIDE 18
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
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

19. DATE : 22 APRIL 2004
SLIDE 19
SUBJECT : THE LOWER RIGHT QUADRANT
PRESENTED BY : MIKE WITTENSTEIN
THANKS!
Q&A
Mike Wittenstein
Chief Experience Architect
STORYMINERS
mike@storyminers.com
www.storyminers.com
+1 770.425.9830