design
Published on Nov 19, 2015
No Description
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
design
innovate differentiate communicate
Design, Tom Peters Essentials. Design is about passion, emotion, and attachment... And it must be at the heart of every business.
Photo by marcp_dmoz
DESIGN
- The "Soul" of the New Enterprise
- Design's Long Coattails
- Providing Memorable Experiences
- Embracing the "Dream" Business
- Branding from the Heart
His book is divided into five sections:
design; beautiful systems; design in action; experiences-plus; at the summit of design. The book itself is written in spoken and informal prose, as if reading to a live presentation by Peters.
it's part of HIS brand.
design; beautiful systems; design in action; experiences-plus; at the summit of design. The book itself is written in spoken and informal prose, as if reading to a live presentation by Peters.
it's part of HIS brand.
!Rant
We are not prepared...
Peters has an unusual style of writing. As he segments his book, each section begins with two sections...
What we ARE doing
- design as the "thing on top" instead of the core
- beauty is ignored in HR or logistics or Info Systems
- satisfied customer is enough
What we ARE doing
- design as the "thing on top" instead of the core
- beauty is ignored in HR or logistics or Info Systems
- satisfied customer is enough
!Vision
I imagine...
and what we HAD BETTER BE DOING OR ELSE (Damn it!)
- creative professionals (musicians, actresses) in finance
- online checkouts of 90 seconds or less
- selling a show instead of a service
- be the dream version of your product in your new market
- creative professionals (musicians, actresses) in finance
- online checkouts of 90 seconds or less
- selling a show instead of a service
- be the dream version of your product in your new market
DESIGN
The difference between LOVE and HATE
Design is what differentiates love and hate for us and our clientele.
Design is at the core of what and why we love--deep emotional attachment, like we have to our phones. Like the author has to Ziplocs because they have a million uses. It's not just a plastic bag. It's a Ziploc! Legos aren't just toys--they're engineering prototypes, and multitasking fashionable nonracial sheikh businessmen Jedi. They're fun and have limitless uses.
ELIZABETH
Photo by pylm
Untitled Slide
But it's also why we hate.
It's why we get mad when there are no paper towels in the bathroom and you have to use your hands to open a handled door. Why the HELL would I want to twist a door handle and pull after washing my hands?
ELIZABETH
It's why we get mad when there are no paper towels in the bathroom and you have to use your hands to open a handled door. Why the HELL would I want to twist a door handle and pull after washing my hands?
ELIZABETH
Photo by iirraa
Untitled Slide
As we scale up and become successful experience providers, some of our channels of communication get messy. We try to treat people the same everywhere they go as part of our operations' branded language and behaviors, and we end up with gigantic policy manuals with a million cross-references and language so that nobody is offended and the service can become stale as a result. We have auditing processes that circle back twenty times before we can disseminate the results to a third shift contractor who has already been replaced for performance. (Next slide is the solution...)
Photo by HowardLake
BEAUTIFUL SYSTEMS
All we need is simple engineering. A brand promise, and caring to live up to the brand promise. Maybe it's saying "my pleasure" or carrying in your back pocket no less than 37 different reasons there's a zip line attached to Cinderella Castle. And that's it. A training program that focuses on fulfilling the brand promise and trusting your staff rather than starch-pressing each garment to the same shape. A one page HR policy.
Not only employees, though; engineer for simplicity and efficiency. This building is beautiful. Different parts of the office absorb heat during the day to keep it cool, and release it during the cold desert nights. Different parts of the building take advantage of the sun's light to reduce lighting cost and store electricity. Can we take simple engineering to our hotels?
[connections to previous slides... Very important... "If we do, then we won't get so caught up in wires. We will see that no paper towels means we either need no door or we need paper towels. Stopping that frustration for our guests will move us one step closer to the DREAM BRAND." foreshadowing!]
SHELBY
Photo by Al_HikesAZ
Tell stories with products
Your brand has a story; an identity. You know this--it's the premise of our class. You can't just align with someone's personal brand, though—the combination of their lifestyle products and services which reflect who they are. You have to be able to influence them to dig deeper into your brand and portfolio. What do W hotels represent? Why might that be desirable for someone outside the target demographic? Is that a dream version of self? (Build up to "dreamketing," use examples of other brands and ask the audience reflexively for brands with stories. How a brand will make them feel etc.)
DANIELLE
Photo by Dave_B_
"DREAMKETING"
"the opportunity to help clients become what they want to be"
Ferrari NA CEO Gian Luigi Longinotti-Buitoni
Hyundai vs. Ferrari
Fulfilling the "personal brand"
products that can change a customer's life view
Photo by "The Wanderer's Eye Photography"
WHO CARES?
Fulfilling the dreams of people can help us answer those core branding questions: who are you, what do you do, why should I care.
You sell the experience of being in a four diamond restaurant where you don't feel like the servers are know-it-alls
You help guests fulfill their personal brand and lifestyle choices by being the right fit, or be well-known to help them find the right fit. Is it better to invite a person who only wants sushi into a steakhouse or to direct them to a sushi bar? Will they remember that interaction? Moments of truth.
Why should they drink your label? It has to be cleverly packaged. It has to be a package they want to be seen with. It has to be the package they HAVE TO HAVE no matter what, even if it's just kool-aid in the wine bottle.
Photo by Great Beyond
