already called Henry FordFounder of Ford Motor Company: “If there’s a secret to success, it’s to see someone else’s point of view and see things from their perspective and your own.”

“Many successful innovations began with the need to do a job for which there were no tools to perform it satisfactorily, leading to their successful development and commercialization,” he clarifies. Karl Sundayauthor of The journey of innovation (dust removal).

Start with a thorough analysis of the buyer cycle. “That’s the first lever to work on if you want to be creative,” he says. Jose Antonio de Miguel, by Yoemprendo. This customer experience cycle has six stages that we can work on.

“The best strategy is to identify the value curves of the competition to create a new one with three characteristics: a focus on delivery, divergence in how we deliver it, and a strong message,” points out this expert, who remembering the product or service must be understood as something continuous: “Think of it as an experience before (how do I get it?), during (how do I buy it?) and after (how is it delivered and what is the after-sales service). ). do you have?) . To define our positioning, ask yourself:

1. PURCHASE. How long does it take for us to find the product we’re looking for? Is the shopping location attractive, accessible and safe?

2. DELIVERY. How long will it take before I can use the product? Do I need to worry about the delivery?

3. USE. Do I need expert help or training to use it? Are the functionalities of the product effective? Does it have too many features?

4. SUPPLEMENTS. Do I need other plugins for this product to work? Are these plugins expensive or affordable? How long does it take to seek and acquire them? Is it easy to get them?

5. MAINTENANCE. Maintenance Required? Is it easy to update the product? Is maintenance expensive?

6. DISPOSAL. Is there waste? How much does disposal cost?

Next, so-called useful springs must be processed.

That’s another lever to work on for the business model to get creative, says De Miguel.

The sources of benefits, like the buying cycle, are six: “First, productivity. Ask yourself whether your product or service really increases the productivity of your customers significantly. Second: simplicity: less is more. Keep it simple as a strategy. Ask yourself if you can simplify the products and services on the market. Third consolation. Ask yourself if your product is comfortable to use. Fourth, the risk. Does your product eliminate patents or latent risks for the customer? Fifth, Fun: Does it bring you entertainment, fun, or any other kind of feeling? And finally, a value increasingly dear to consumers: respect for the environment”.

De Miguel sums it up like this: “Identify and understand your customer’s problem; Construct the solution and verify it quantitatively and qualitatively”.

This expert believes that disruptive strategies need to be managed differently than more traditional ones: “There needs to be a different risk in the DNA and their placement in the market needs to be different as well. Creative projects need to have a value curve based on three characteristics: a very strong message, focus (we can’t pretend to be creative throughout the shopping experience process) and generate a value curve that is different from the competition.”

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