We all want to sell more. We want selling to be easier. We want to sell faster. We want to sell in a cost-effective way. Can “Design Thinking” contribute to achieving those requirements?
- Have a Beginner’s mind — The first part is to make your product/service as excellent. To make it, you need to understand existing flaws, strengths. Without blank mind, you cannot do it. Throw away existing assumptions about users, pre-conceived notions, do not apply your previous experiences so soon as every experience is unique. Remove authority bias, question everything. Don’t be afraid of generating stupid ideas. Who knows, some of those ideas may turn out to be relevant. Be Dumb.
- Ignore your industry benchmarks and competitor benchmarks. Anticipate trends rather than following the trends. Your industry experts may have opinions, not answers. Look at alternate industries, parallel industries. Understand your strength, skills and match them.
- Research — Not your industry, not your ego should define the product’s requirements. Only your users should define. Understand Consumer’s needs, wants, desires, emotional aspirations and their contexts. Study Non-Customers. Ask, Observe, Empathise
- Reframe — If we did not identify the right problem, then the solution will fail. We need to question the problem. When diaper sales were struggling, P&G realized their earlier communication focused mainly on technology(Most absorbent diaper), but their ethnographic research showed that Mom had other concerns like Softness, Easy-to-use tabs, a snug &comfortable fit, feel, and a fun design. If you ask a skin care manufacturer, he would say that they are in the business of helping women have healthier, youthful and beautiful life rather than saying of making a line of skin care products
- Build a Brand — Brand builds promise and makes it easier to sell by providing shortcuts for a consumer to buy. Brand building is to “Create a FOCUS”, build “Differentiation”. “Go where Nobody has gone” — Everything to Everyone is of no value — Position your product or service by creating a new category. Create a positioning statement. Have a creative name. The distinctive name implies a distinctive product/service. Generic names mean generic business. People cannot remember, recollect and refer your name to others.
- Design a product/service — Sorry, Don’t design a product/service, Design an “Experience” — Don’t just meet the needs, wants — Go beyond what customers have imagined — Surprise them -Connect these with your passion, strengths, skills. Make the product/service easier, intuitive, less risky, Design for Quality, Design for ergonomics, Design for persuasion, Design for easy to implement and use the product/service, Design for Emotion, Design for the Peak-end rule, Design for observability, Design for Re-Invention, Design for building habits, Design for Communication and Design for cost constraints.
- Build Internal Brand Culture — Brand’s culture is shaped by the Vision — the system of guiding principles that communicate values to employees, inspire them and help them to know how their roles create an impact. Employees of a company act as brand ambassadors, they are the interface between internal and external environments. They influence the powerful perception of the brand in the consumer’s mind. Everyone in your company is a marketing guy, and his or her every action is a marketing act upon which a company’s success depends.
- Business Success is in details — Great Brands continuously seek out opportunities to express their brand. All customer touch points are potential opportunities. Work on all customer touch points, even a minor touch point — optimize for a wonderful experience. Great brands believe that finest detailing in those minor touch points communicate a valuable message to the consumer and helps to build an emotional, loyal bond.
- Sell Emotions, Relationships, Experience and not the product/service or expertise. McDonald? Fast food category? No, they originally meant as a place for families to have fun. Happy meals with games, puzzles and small toys, play parks, clown — while competitors focussed on food offerings. Consumer’s decisions are based on how products make them feel, what identity the brand makes them experience and express. PROMISE A BETTER LIFE.