Invent Business Opportunities No One Else Can Imagine phần 7 doc

Define the nature of your business Of all the questions on the Turock 29, the most important involves defi ning the nature of your business.. The defi nition of the business is the ultimat

Reframing current realities

26 How might your business be reconfi gured if its products and

services were offered electronically?

27 If your dominant market were “mature,” where would you go

for new business opportunities?

28 If you were part of a new senior management group selected

to replace incumbents just fi red by the board of directors, what fresh ideas would you pursue?

29 If you set out to design your innovations to be hard for

the competition to copy, what would you do? What actions would you take as far as a new business model, raising ser-vice standards through the roof, and rethinking roles so your employees offer unsurpassed value?

Questions as Seeds for Innovation

Although there is no way of predicting which of these 29 questions will be most productive to investigate for your business, I have selected three that consistently produce the greatest benefi t for my clients Let’s examine their application to strategic issues in order to illustrate their power and effectiveness

Define the nature of your business

Of all the questions on the Turock 29, the most important involves defi ning the nature of your business This single question (Question 4) conditions everything a company is—the fi lter through which all other information passes Therefore, it effects everything the company sees and determines eventual actions The defi nition of the business is the ultimate screening criteria that signals managers which opportunities to pursue and which to reject as “not appropriate for our business.” The business defi nition establishes the parameters for potential products, ser-vices, customers, competitors, and methods of going to market Given the serious consequences, rethinking the basic business we are in should

be done every few years Yet in most cases, the original defi nition of the

business was made in an implicit way, and over the years, very few estab-lished companies give this question a second thought

Strategic planners can brainstorm a number of possible defi nitions of the nature of the business before settling on one There are three basic criteria to use in defi ning a business: by the product you are selling, by the benefi ts that customers receive, and by the portfolio of core competencies For example, McDonald’s at different points in its history has defi ned itself

as being in the:

• Hamburger business Signs tabulated the number of ham-burgers sold chain wide (product-based defi nition)

• Fast food business The menu was broadened to include packaged salads, chicken, and breakfast items (product-based defi nition)

• Franchising business McDonald’s was one of the fi rst fran-chise organizations to standardize operations to improve con-sistency of service globally (core competence defi nition)

• Commercial real estate business The company’s ability to spot prime store locations made its products easily accessible

to customers (core competence defi nition)

• Youth entertainment business Children’s play areas, joint marketing with Disney, and serving Happy Meals illustrate McDonald’s commitment to creating loyal customers while they are young (customer benefi t defi nition)

McDonald’s isn’t alone in generating sales growth from business redef-inition The Chamberlain Group, the world’s largest manufacturer of garage door openers, including the Liftmaster brand, has defi ned itself as the “home automation business.” Consequently, its product line can be expanded to include automated gates, awnings, and just about anything where a motor can replace human labor

Ukrop’s Supermarkets, a chain in Richmond, Virginia, envisions being

“a world class provider of services.” This defi nition allows it to own a chain

of in-store banks and a uniform business Several of Ukrop’s pharmacies

offer wellness programs and disease management services for asthma, dia-betes, high blood pressure, and cholesterol

Redefi ning your business doesn’t guarantee you will discover a better competitive advantage Should you defi ne your business in a way that encourages diversifi cation? Or is a more narrow-niche, specialist defi nition the better route to take? You can’t be certain The benefi t in exploring a range of business defi nitions is to trigger imagination

Here are three steps to follow in addressing this question of para-mount importance:

• First, list as many possible business defi nitions Use the three criteria to defi ne your business according to its products, cus-tomer benefi ts, and its set of core competencies

• Second, evaluate each defi nition in conjunction with the other elements of a strategic position defi ned in Chapter 2 Begin with the sentence stem, “If we defi ne our business as X.…” When trying on a particular business defi nition, you natu-rally explore the implications in determining your customers, competitors, products and services; methods of sales and dis-tribution; core competencies to acquire; future trends to pay attention to; sources of competitive advantage, and so on

• Finally, select one defi nition How do you make the right call? The key is to fi nd a defi nition that leverages your company’s unique capabilities in comparison to your competitors Find a defi nition of your business that features your strengths (those existing and those to be developed) as they relate to a particu-lar customer segment in a way that your competition will have

a tough time matching This step also requires understand-ing how your key competitors’ decisions refl ect their business defi nitions

The business defi nitions of trendsetting companies share one thing They are all original defi nitions that permit breaking the established rules

of competition In stark contrast to the stodgy fi nancial services fi rms, Charles Schwab defi nes itself as a “maverick retailer.” How can a services

fi rm, with no inventory to sell, call itself a retailer? In an interview for

the Arthur Anderson Retailing Issues Letter, President and CEO David

Pot-truck says, “Retailing is not an activity It’s a state of mind Retailing is

a much livelier, more exciting horse to ride than the carousel pony of

fi nancial services Like the best retailers, we are concerned about the cus-tomer experience.” This unique mindset, originating from Schwab’s busi-ness defi nition, promotes constant industry-leading innovation, thought

to be radical at the time they were introduced Schwab was fi rst to create discount brokering, while full-service brokers cringed at the prospect of losing fat commissions by letting customers make their own stock-buying decisions In 1982, Schwab was fi rst to introduce 24-hour, seven-day-a-week order entry and quotes Another revolutionary move was develop-ing a one-stop shop for mutual funds known as OneSource, which did away with charging clients for the convenience of buying all their mutual funds in one place Finally, Schwab made the high stakes decision to cut trade commission fees in half when it became an online brokerage In the

fi rst quarter of 2000, 73 percent of Schwab’s total trading volume was done from Web-based trades

Could Schwab have accomplished these trendsetting strategic moves

if it defi ned itself as a traditional brokerage? Unlikely The traditional bro-kerage business model is built on commission fees as a major source of income Adopting the identity of a maverick retailer gives Schwab the per-spective needed to dare to break the rules and to consistently do what’s best

in the interest of their customers

Envision ideal services

Question 14 shakes up any preconceived notion of industry service levels It asks, “What is the ideal service customers would like to have but never would request, thinking, ‘I know it’s not possible but ?’” This question has been responsible for launching a large number of sales growth surges

An example is Progressive Insurance, which breaks all the rules in the auto insurance industry Instead of processing paperwork on accident claims, they treat accidents like emergencies Immediate Response is

Pro-company dispatches mobile units to accident scenes where the adjuster determines repair costs on a laptop and often issues a check on the spot? The industry measures claims settlement time in days; Progressive mea-sures it in hours

Progressive’s incredible response time creates a huge competitive advantage First, speed lowers costs By completing damage inspections quickly, repairs get done sooner and Progressive pays fewer storage lot and rental car fees Claims reps get most of their work done in the fi eld,

so fewer reps are needed And on-site inspection curbs fraudulent repair claims by body shops or fake injuries Ultimately, lower costs allow Progres-sive to specialize in a niche where competitors can’t afford to go—the non-standard or high-risk driver

But Progressive doesn’t stop there They came up with an insurance rate comparison service, known as Express Quote As Willy Graves, Gen-eral manager of Progressive’s Great Plains Agency describes, “We want to make it easier for customers to shop for auto insurance We tell anyone shopping for insurance our price for coverage and the comparable price for the three largest insurance companies in their state We want all auto insur-ance customers to call us When they grasp what we’re doing, customers are surprised by this generous sharing of information.”

Besides exceeding customer expectations at the risk of losing business, what’s in it for Progressive? Being a central clearinghouse of insurance information results in the acquisition of sales leads Every time quotes are shared, Progressive gets the caller’s name, address, policy expiration date, and the payment rate with Allstate, State Farm, or whomever is the current low price insurer This database gives Progressive the opportunity to initi-ate contact when they have a new program or superior riniti-ates

Initially, Express Quote was piloted in California with a $20 charge Nobody called for quotes The traditional insurer sees a service that is losing money and discontinues it As contrarians, Progressive saw the pos-sibility of developing a massive prospect database and decided to do it for free Express Quote began in 1993, long before price comparison was available on the Internet

Progressive’s strategists broke the rules when they dreamed up these ideal services And then provided it, even though everyone then and now might say this level of service is impossible

Add value through technology

With all the hype that the Internet will change the world as we know

it, why does Question 26, “How might your business be reconfi gured so its products and services are offered electronically?” even make the Turock 29? Here is the sad news Replicators have captured the Internet Rather than stretching the limits of amazing new services, the emphasis has been on effi -ciencies So we are left with streamlined procurement, better order tracking, automated tech support, and leaner inventories Are you impressed?

Now let’s push the envelope to a radical Internet approach—cyber cemeteries Prior to a keynote speech to the International Cemetery and Funeral Association, I interviewed several industry leaders about the trends likely to affect the death services industry They were concerned because the number of cremations was rising, and more families were opting to forgo elaborate caskets and funeral services in favor of inexpensive urns If this trend continued, the morticians would have to devise sales-generating services in addition to memorial events

One such service that is slowly emerging is the “cyber cemetery.” It involves developing a web site for the deceased containing materials pre-pared years before the person’s passing With the increased use of video camcorders, most families have plenty of footage to be spliced into a vid-eotape At the funeral home’s video production studio, the director can assist clients in preparing a message to surviving family members

The cyber-cemetery helps family and friends who cannot travel cross-country to visit a gravesite or who wish to stay connected with the deceased, especially during the grieving period This system also preserves memories of a parent or grandparent for the next generation

General Motors OnStar system uses a computer chip attached to the car’s rear-view mirror to provide a dazzling array of value-added services

By pressing the OnStar button, motorists are connected with a 24-hour con-cierge and emergency service They can safely browse the Internet with their voices from the driver’s seat, and have e-mails, stock quotes, and sports scores read to them If the car’s airbags deploy, OnStar receives a signal and calls to check the situation In an accident, Advisors can contact the driver’s insurance company, family members, the police, and emergency services OnStar MED-NET ensures personal medical history, physician’s name, cur-rent medications, and allergies are reported to hospital personnel

Ever lock your keys in your vehicle? Tell your Advisor the PIN number, and a signal is activated to unlock the door Lost your car in an airport park-ing lot? Call from your cell phone, and OnStar with automatically sound the car’s horn and fl ash its lights

What reconfi guring of services can be done in your industry? It is time for a trendsetter with fresh eyes to bring intriguing customer insights to the technology whizzes who can execute them

No Time to Innovate

Most organizations realize the value of innovation, yet, so often I hear senior managers protest, “Where do we fi nd the time to innovate?

We all have our day jobs.” The shareholders of publicly held compa-nies won’t stand for a couple of dismal quarters while senior manage-ment goes off to contemplate future innovations Consequently, most business people are boxed into time frames for delivering results in the most expedient way possible So strategizing for the future gets brack-eted into a once-a-year strategic planning ritual Expediency triumphs over innovation

Here are four time-effi cient practices my clients use to integrate the Turock 29 into a regular sequence of strategic conversations that occur throughout the year:

Weed out irrelevant questions Be careful Questions that fi rst appear to

be irrelevant to your business may be the most productive simply because you and your competitors have never asked them before

Use the list to stimulate additional questions germane to your specifi c business issues The Turock 29 is an excellent prototype, which any company can use to generate its own original questions

Set regular meeting times to study select questions from your customized list

Every two to three weeks, spend an entire afternoon in a team meeting

to create answers to pre-selected questions from your customized list Assign the question(s) in advance, so team members can do preliminary research by interviewing suppliers and customers, searching the Internet,

or consulting industry experts and trade magazines

One caution: The fi rst few meetings must produce compelling value otherwise this practice will be seen as a waste of time and fi zzle out When the fi rst meeting is stimulating, you can expect team members to say, “We should do this type of meeting more often.” When the value is clear, they are willing to fi nd the time to prepare for the future

Before you think that four hours every two to three weeks is a major expenditure of time, consider the routine used by one of my innova-tion-driven clients, a Fortune 100 consumer products manufacturer The account team for a regional chain of a major national account spent Wednesday of every week engaged entirely in activities aimed at long-term issues All conversations with customers had to lay the groundwork for future strategic moves, instead of the week’s crises The account team learned and applied out-of-the-box thinking techniques to hone their abilities to spot latent needs and develop innovative solutions

One entire day each week amounts to 20 percent of the sales teams job, which seems like an extraordinary amount in a job where the singular focus is usually on delivering today’s sales fi gures Focusing on the future paid off for the account team’s manager, who was soon promoted to a sales strategist position at the company’s headquarters

Apply the questions to fi eld trips or other special assignments One of my most innovative clients, a consumer products company, takes his sales team on

fi eld trips to experience other industries’ customer service practices Typi-cally, they travel to a small town and spend a morning sampling the service

of local business establishments Beforehand, the team selects questions from the Turock 29 to discuss during their site visit For example, his team might translate the questions into learning tasks like: Notice compromises that you witness customers tolerating; or make yourself an unoffi cial CIC (Chief Innovation Catalyst) and dream up ideal services that these busi-nesses could attempt

Conceive Your Own Original Questions

The human brain isn’t built to churn out truly original questions on command While provocative questions might emerge at any moment, certain practices increase your chances Experiment with the following approaches to develop your own list of high impact questions

• Maintain a fi le of innovative customer service ideas from dif-ferent industries For each idea, identify the latent need being addressed Try to guess the questions that might have pro-duced these innovations

• Find out what questions your most progressive customers, supply channel partners, or trade association members were contemplating when they conceived their best innovations

• Look at “new” industries and services (wellness, total quality

in the 1960s, today’s web and e-businesses) or professions (sports agents, executive coaches, dating services) that didn’t exist decades back What potential questions might the inven-tors of these services have been investigating?

• As you read business magazines and books, become an avid collector of questions Instead of reading to retain informa-tion, concentrate on generating provocative questions Notice questions in the text that are useful in their current form or with minor revision In addition, be alert to any intriguing questions that occur as you read Write them down in the book’s margins or on a note pad

The Leader as Master Questioner

In trendsetting companies, the model of “leader as master questioner”

is more highly valued than “leader as answer man or woman.” The best

a leader can do is set the organization in the right direction and then create an environment where the interplay of team learning produces new answers to test against changing marketplace realities Asking challenging questions is an excellent starting point

Chapters 4-6 shared a common theme—focus on latent customer needs We looked at the sources of latent needs, as well as “fresh-eyes” per-spectives and provocative questions for spotting them This trio of chap-ters offered a detailed glimpse at the extraordinary quality of thinking many business visionaries possess

But the real make-or-break factor in innovation lies with a company’s leadership team Learning dozens of out-of-the-box thinking methods will

be useless without leaders with the courage to stick their necks out in sup-port of bold innovation And it does require courage to place innovations that may not pay off for years to come at the top of your agenda, while Wall Street is screaming for impressive results this quarter Trendsetting leaders are fearless in the face of any and all threats to innovation