1. inB U S iN E S S Richard Randolph Community Outreach Director Manasota SCORE Richard.ManasotaSCORE@gmail.com

2. Our Journey Today Why Business Creativity Matters Its a Messy Process The Kano Model Practical Application (You do it!) Creativity Meter: 90%! Ready?

3. creativity is themost importanthuman resourceof all. ~ Edward de Bono

4. Being good in business is themost fascinating kind of artgood businessis the best art. ~ Andy Warhol

5. ...intuition and creativityare fast becoming theonlydifferentiatingfactors ~ John Maeda, Presidentamong competitors. Rhode Island School of Design

6. Creativity is notthe finding of a thing,butmaking somethingout of it after it is found. ~ James Russell Lowell

7. When NASA first started sending up astronauts,they quickly discovered that ballpoint penswould not work in zero gravity.To combat the problem, NASA scientists spenta decade and $12 million to develop a pen thatwrites in zero gravity, upside down, underwater, onalmost any surface, and at temperatures rangingfrom below freezing to 300 degrees Celsius.

8. The Russians used a pencil.

9. Creative thinkingis not a talent, skill thatit is acan be learned. ~ Edward de Bono

10. Creativity is justconnectingthings. ~ Steve Jobs Wired, February 1996

11. The brain is awonderful organ;it starts workingthe moment youget up in the morningand does not stop untilyou get into the office. ~ Robert Frost

12. The chief enemyof creativity isgood sense. ~ Pablo Picasso

13. The 9 Dots Activity Think Outside the Box Connect all the dots with no more than four straight lines.

14. The 9 Dots Activity Think Outside the Box Where is the box?

15. The Squiggle by Damien NewmanUNCERTAINTY / PATTERNS / INSIGHTS CLARITY / FOCUSResearch Concept Prototype Design

16. Its a Process! Two Stages of Creative Thinking Divergence ConvergenceCreativity / Idea Generation Evaluation / Innovation Often seen as messy Viewed as orderly / logical Agriculture model Industrial model The gap is important!

17. You dont have to outrun the bear!

18. You dont have to outrun the bear!

19. The Principle of The Winning EdgeSmall improvements in specific areas over time produce HUGE changes in results.If you win by a nose you collect double theprize money of the second-place finisher. +1% = 100%

20. 2008 U.S. Open Golf Tournament Torrey Pines, La Jolla, CA 1 Tiger Woods 69717271= 28371 4 Payday: $1,350,000 2 Rocco Mediate 72687073= 283715 Payday: $810,000

21. Small Differences Mean Big Rewards How much margin of victory do you need? You only need to win by a nose

22. The Kano Model Dr. Noriaki Kano Professor Emeritus A technique to classify customer Tokyo Rika Universityneeds and determine appropriate (1984) levels of innovation

23. The Kano Model ElementsMust-be LinearIndifferent Attractive

24. Must-Be (Basic) Factors The table stakesThe least acceptable Absence leads to dissatisfaction Satisfying does not create satisfaction it merely minimizes dissatisfactionExamples: Toilet rolls in a hotel room. Zero toilet rolls = unhappy Customer Three extra toilet rolls = not unhappy, but not happy

25. Linear More is Better Performance FactorsConsciously evaluated by the CustomerExpressly in their minds when making a purchase decision Satisfaction is proportional Often stated needsExamples: Miles per gallon Waiting time in line

26. Indifferent Factors No Impact on PurchaseCustomers just dont care one way or anotherProduces a so what? reaction.

27. Who cares?

28. Attractive (Delighters) Excitement FactorsNot expected Absence will not dissatisfyPresence will delight and increase satisfaction.Provides unexpected satisfaction a wow! Example: Internet access on a plane is not expected so will not upset if not present, but will delight if it is.

29. Hands-free Bluetooth calling Example: Rear View CameraList the Delighters Pandora Internet Radio Integration A recent Honda TV ad featuring three Delighters

30. The Kano Model Diagram Completely Satisfied Attractive features delight when present but produce no dissatisfaction when not present Indifferent Dysfunctional Fully Functional Must-be (Basics)Linear attributes / needs Satisfying basic needs minimizesare on their minds when dissatisfaction. Absence or poorpurchasing and are execution leads to dissatisfactionconsciously evaluatedby the customer Completely Dissatisfied

31. Kano Model Elements Must-be Linear Indifferent Attractive (Basics) (One-dimensional) (Dont care) (Delighters) Table Stakes More is better So what? Wow! Phone answer On-hold music One Click Pay on-line speed shopping Ambient 24-hour earlyFlight Ticket / Check-in lines background music on-line check-in;Boarding Pass Business Lounge More cell phone Lower Price features Multiple auto- Lower Interest function camera Rate buttonsPackage arrives Faster Package Color of trucks / Same-day unbroken Delivery uniforms deliveryNot defective Longer Product Automatic, free in the box Life Span upgrades

32. Kano Model Elements For A Hotel Business Client Must-be Linear Indifferent Attractive (Basics) (One-dimensional) (Dont care) (Delighters)Fast Check-in Price Local Newspaper Fitness CenterFast Check-out Location Phone in room Swimming PoolWireless Internet Restaurant Covered parking JacuzziComfortable bed Quality of Towels Multi-color linens Cable / HBOQuick breakfast Room size Office SpaceTV in room Size of TV Brand of Control Big-Screen TVToilet Rolls in Quality of paper Hotel Staff Free Valet Parkingroom Uniforms

33. Kano Model ElementsFor The Same Hotel Vacation Client Must-be Linear Indifferent Attractive (Basics) (One-dimensional) (Dont care) (Delighters) Location Price Local Newspaper Swimming Pool Fitness Center Phone in room Wireless Internet Wireless Internet Restaurant Covered parking Comfortable bed Quality of Towels Office Space Room size Free Valet Parking Cable TV / HBO Fast Check-in Hotel Staff Big-Screen TV Uniforms Toilet Rolls in Fast Check-out room Restaurant Continental Breakfast

34. Your Turn! List the Kano Model Elements for Your Own OrganizationMust-be Linear Indifferent Attractive(Basics) (One-dimensional) (Dont care) (Delighters)

35. Attractive Basic The innovations of yesterdaybecome the hygiene factors of tomorrow.

36. If its not done well it could have theopposite effect!

37. Money How to Lose it; How to Make itMust Be where money is lost! A market is never saturated with a good product, but it is very quickly saturated with a bad one. ~ Henry FordAttractive where money is MADE!If I had asked people what they wanted, they would have said faster horses. ~ Henry Ford

38. A lot of times, peopledont know what they wantuntil you show itto them. ~ Steve Jobs Business Week

39. StrategiesMust Bes fulfill 100% first priorityExciters/Delighters differentiateLinear Position for profit

40. Strategies New Products and ServicesMust-be (Basics) Be sure to match competition Exclude these at your peril but dont overdo them!Linear (One-dimensional) Each one adds greater value Try for severalIndifferent you dont need them Minimize or eliminateAttractive (Delighters) Key differentiators Emphasize / Market

41. Where to Look for IdeasCategory Look to Competitors Must Be Customer Complaints / Lost Sales Sales Force Feedback Competitor Advertising Customer Complaints Linear Customer Requests Sales Force Feedback Customer Comments Indifferent Customer Expectations / Specifications Price Resistance Customer Complaints Attractive Lead Users Innovators and Early Majority

42. Lead Users1,193 successful innovations9 industries60% came from customers

43. Every good product Ive ever seenis because a group of people careddeeply about making somethingwonderful they and their friendswanted.They wanted touse it themselves.

44. The best way tohave a good ideais to have alot of ideas. ~ Dr. Linus Pauling

45. SCAMPERSubstitute Combine Adapt Modify Put to other uses Eliminate Reverse

46. How-ToFollow Up Customers VOC Voice of the Customer Complaints Suggestions Those who did NOT buy from you Sales Force Internal Competitive AnalysisNew Opportunities Gaps New wants / needs

47. Strategies Distort time Make waiting in lines fun Help people solve problemsRescue Me! (Get people back on track) Make the first experience fun

48. TacticsPersonalize and Customize nameUse their welcome back,remember preferencesCustomers will remember you if you canremember their name

49. A persons nameis to that personthe sweetest andmost importantsound in anylanguage. Dale Carnegie

50. Action TipsThere are few things customers talk aboutmore than a pleasant surpriseDesign matters!Your customers are a great resource

51. People will forgetwhat you said,they will forgetwhat you did,but they willnever forgethow you ~ Maya Angeloumake them feel .

52. Why This Matters to You Attract new Customers Increase your wallet share Increase their purchase frequency Increase spontaneous referrals Block competition

53. Innovation distinguishesbetween a leader anda follower.The Innovation Secretsof Steve Jobs

54. Dont worry about peoplestealing your ideas. If yourideas are any good, youll haveto ram them downpeoples throats. ~ Howard Aiken

55. The true sign of intelligenceis not knowledge but imagination

56. Heres to the crazy ones, the misfits, the rebels, thetroublemakers, the round pegs in the squareholes... the ones who see things differently theyre not fond of rules... You can quote them,disagree with them, glorify or vilify them, but theonly thing you cant do is ignore them because theychange things... they push the human race forward,and while some may see them as the crazy ones,we see genius, because the ones who are crazyenough to think that they can change the world, arethe ones who do. ~ Steve Jobs

57. inB U S iN E S S Richard Randolph Community Outreach Director Manasota SCORE Richard.ManasotaSCORE@gmail.com