PRE 1
The second dimension of our program is what we call SURROUNDANCE.
PRE 2
Surroundance is where the real opportunities for DIFFERENTIATION exist.
PRE 3
Our entire intent is to dramatically EXPAND once we have established this strong core.
PRE 4
The factors that SURROUND your product are typically FAR MORE IMPORTANT than your product ever will be.
PRE 5
Perfectly satisfying someone’s desires likely requires not just creating a product, but engineering and delivering A WHOLE SET OF EXPERIENCES that address THE MANY DIMENSIONS of the customer's desires.
PRE 6
And that is Surroundance - ALL the experiences that SURROUND your product, its acquisition, installation, consumption, every single component of THE CONSUMER PROCESS.
PRE 7
How important is product? Do you think historically people went to McDonalds due to the quality of their actual product? What was most important?
PRE 8
This cost of doing business with you is typically referred to as FRICTION. We strive, of course, to be frictionless.
PRE 9
Friction is a cost YOU HAVE INSERTED into the process - may not be monetary but that's irrelevant. In fact, many non-financial costs are far more expensive to the consumer than monetary ones.
Most important, you need to hear this - friction in dealing with you is YOUR RESPONSIBLY no matter who/where it comes from. IT'S ALL ON YOU.
PRE 10
Almost all friction arises for one reason only - because the company is doing things for its own benefit, not the consumer’s.
OBJ 1
Surroundance is at first A SEARCH for obstacles that prevent the consumer from being able to get EXACTLY what they want.
OBJ 2
To identify EVERY MOLECULE OF FRICTION.
Because a deficiency in any ONE of them is just as fatal as a product that doesn’t work.
Z7.1
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to IDENTIFY / EVALUATE YOUR PRODUCT. Do not miss a step.
Z7.2
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to SELECT YOUR PRODUCT. Do not miss a step.
Z7.3
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to ORDER YOUR PRODUCT. Do not miss a step.
Z7.4
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to ACQUIRE YOUR PRODUCT. Do not miss a step.
Z7.5
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to PAY FOR YOUR PRODUCT. Do not miss a step.
Z7.6
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to RECEIVE YOUR PRODUCT. Do not miss a step.
Z7.7
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to UNPACKAGE YOUR PRODUCT. Do not miss a step.
Z7.8
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to INSTALL YOUR PRODUCT. Do not miss a step.
Z7.9
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to UTILIZE / CONSUME YOUR PRODUCT. Do not miss a step.
Z7.10
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to DISPOSE OF YOUR PRODUCT. Do not miss a step.
Z7.11
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to INIATE A COMPLAINT ABOUT YOUR PRODUCT. Do not miss a step.
Z7.12
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to EVALUATE THE EFFECTIVENESS OF YOUR PRODUCT. Do not miss a step.
Z7.13
Identify EVERY SINGLE STEP in the chain a customer must traverse in order to RESOLVE COMPLAINTS ABOUT YOUR PRODUCT. Do not miss a step.
Z7.14
Identifying EVERY SINGLE STEP in the chain a customer must traverse in order to RE-ORDER YOUR PRODUCT. Do not miss a step.