To a good listener…. Decalogue Summary

Decalogue to develop new opportunities diminishing the effort

Appropriate practices and strategies so that our companies can continue advancing, launching competitive products and services; diminishing the effort and the necessary investment and maximizing the return.

1-Few new needs exist, and new forms to solve them

We only have a few new needs. What we have are new forms to satisfy the constant needs by means of the evolution of the technologic, social and economic knowledge.

2-Technology is not an end, innovation is the form to make it profitable.

The well-known and amortized technologies continue being useful and we are full of them. We must detect new uses to technology already amortized by applying innovation strategies; in this way, we will find products/services with a superior benefit margin, minor introduction cost and major operation robustness.

3-The “user” is not the center; it is the “non user”

The users are not nobody’s patrimony, the answers we received are usually foreseeable and are also given to all our competition. The “non user” must be our objective, those unreachable groups, or the simply the unidentified ones because nobody has offered them a different form to satisfy their needs.

4-There are no typified consumers, there are consumption moments

We are far from grouping the consumers by their spending power; today the consumption rules come from the equation of consumer perceived value at the consumption “moment”. A good way to lift this product perceived value is to mix some concepts.

5-Better earlier and accompanied, than later and alone

A formula to increase the operation margin, “to accelerate” the exit and new business models’ operation in the market is the detection and collaboration with “accelerating” partners. An accelerating partner is a propietary company of intangible assets that can print rapidity and understanding to a new proposal in its commercial operation; if we have a new service but we lack the suitable channel, to relate to the channel proprietor sharing the benefit will be much more profitable than to construct it.

6-There is no better competitive barrier than the continuous surprise

The best way to make our clients trustful and to create a strong relation from the beginning is to surprise them daily. There is no better way to catch the attention than the continuous surprise. It is like a basic race as of our competitors, we will take distance gradually from them, while our surprise capacity, our clients attention fidelity are better than theirs.

7-The product does to the mark; not the mark to the product

We will have a good relation with faithful consumers, if this relation is composed by products that respond to it and generate satisfaction; we must give our efforts priority back to the product and to the services, this is the relation with our clients and the unique reason why they buy to us. Good products generate categories, competition spaces where they act alone and that properly well managed they extend their life in time.

8- To Digitalize the product, to make the service “productive”

We have lived within classifications like the tangible versus the intangible thing, the physicist versus the digital, etc. Today these concepts are disappearing and in the search to make clients trustful and to maximize their profit, companies are unfolding within the triangle of the maximum benefit: products, services and consumption.

9-Only what we perceive has value

We only pay for the value of what we perceive and never for the one we don’t perceive; in fact, if a product is more valuable than the one we perceive (specified), we will be penalizing in cost the good to acquire; on the contrary, if a product perceives more value than it really has, we will be discounting it.

10-“Because I am worth it”, or how to free from the “quantitative” dictatorship

Great product innovations, those that break dynamic and create new territories and categories hardly aprove the quantitative tests, since these punish the differential element that conforms them.