The presentation offers new “Thinking prints” to sell more of your products by intentionally introducing a defect so that their demand accelerates. A new perspective on how to place your products in the Blue Ocean is offered. Turn defects into values that benefit the customer and you shall be a winner.

1. TURNING DEFECTS
into Customers’
VA LU E
TURNING DEFECTS
into Customers’
VA LU E
AwinningapproachAwinningapproach
- Ali Anani, PhD -

2. Again, I dedicate this presentation Paul Merino
For inspiring me to try to turn something at
first worthless to something of value and
worthiness
His comments and insights inspired me with
the idea of this presentation.
I am deeply grateful to Paul.

3. Written materials
such as ads
and content may leave weak
“Attention Prints”
in the minds of the readers
Written materials
such as ads
and content may leave weak
“Attention Prints”
in the minds of the readers

4. They are like foot prints on
fine sand with wind blowing
Soon they shall disappear
They are like foot prints on
fine sand with wind blowing
Soon they shall disappear

5. They are like foot
prints on rocks
They are like foot
prints on rocks
strongstrong

6. Let
example
talk
Let
example
talk

7. Source; Predatory Thinking
http://www.predatorythinking.com/scratch/
Source; Predatory Thinking
http://www.predatorythinking.com/scratch/
Scratch
Find the
Scratch
Find the

8. A tiny and deliberate
scratch of last year stock
of 1960 Renault were made
and the scratches were
covered with Band Aid
A tiny and deliberate
scratch of last year stock
of 1960 Renault were made
and the scratches were
covered with Band Aid
Scratch
Find the
in the Car
Scratch
Find the
in the Car

9. Scratch
Find the
in the Car
Scratch
Find the
in the Car
The ad read
‘IF YOU CAN SPOT THE
SCRATCH ON ANY OF
OUR RENAULTS, WE’LL
GIVE YOU $500 OFF.’
The ad read
‘IF YOU CAN SPOT THE
SCRATCH ON ANY OF
OUR RENAULTS, WE’LL
GIVE YOU $500 OFF.’

10. Scratch
Find the
in the Car
Scratch
Find the
in the Car
The result was
The Renaults sold
out before close
of business on
the first day
The result was
The Renaults sold
out before close
of business on
the first day

11. theonion
Peeling
ofthead’ssuccess
theonion
Peeling
ofthead’ssuccess
Peeling
theoniontheoniontheoniontheonion
PeelingPeelingPeeling

12. evokesmanyvalues
The scratch idea
andpeelsofftheircover
evokesmanyvalues
The scratch idea
andpeelsofftheircover

13. IF YOU CAN SPOT
THE SCRATCH
ON ANY OF OUR RENAULTS,
WE’LL GIVE YOU $500 OFF.’
Valuesof
curiosity,
discovery,
challenge and revealing
of unseen deficits
IF YOU CAN SPOT
THE SCRATCH
ON ANY OF OUR RENAULTS,
WE’LL GIVE YOU $500 OFF.’
Valuesof
curiosity,
discovery,
challenge and revealing
of unseen deficits
1 2
3 4
DirectValues

14. IF YOU CAN SPOT
THE SCRATCH
ON ANY OF OUR RENAULTS,
WE’LL GIVE YOU $500 OFF.’
Valuesof
courage, trust, reliance,
courage to admit pitfalls,
appreciation of admitting pitfalls,
truth revealing,
fairness to the customer and acknowledgement
of customers’ right to know
IF YOU CAN SPOT
THE SCRATCH
ON ANY OF OUR RENAULTS,
WE’LL GIVE YOU $500 OFF.’
Valuesof
courage, trust, reliance,
courage to admit pitfalls,
appreciation of admitting pitfalls,
truth revealing,
fairness to the customer and acknowledgement
of customers’ right to know
IndirectValue
1
2
3
4 5
67
8

15. Itisnotascratch
ofthepocketof
It is not a scratch
of the paint of a car
thecustomer
Itisnotascratch
ofthepocketof
It is not a scratch
of the paint of a car
thecustomer

16. Valueshaveabutterfly
effectingenerating
It is the values of
revealing the scratch
morevaluesofhigherlevel
Valueshaveabutterfly
effectingenerating
It is the values of
revealing the scratch
morevaluesofhigherlevel

17. ifthefirstsiptastes
greatso
The scratch that
tells you
willthebottle
ifthefirstsiptastes
greatso
The scratch that
tells you
willthebottle

18. adropofhoney
thatcatches
The scratch
acting like
manycustomers
adropofhoney
thatcatches
The scratch
acting like
manycustomers

19. A Scratch
in the Suit
A Scratch
in the Suit

20. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit

21. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Burton (UK) offered
suits for sale and
a generous one, too
Burton (UK) offered
suits for sale and
a generous one, too

22. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
I walked in and bought two
suits and left the store happily
But there was a surprise
I walked in and bought two
suits and left the store happily
But there was a surprise

23. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Soon after I had left the store,
somebody was chasing me and
shouting: sir, please come back
(The man pointed to me)
Soon after I had left the store,
somebody was chasing me and
shouting: sir, please come back
(The man pointed to me)

24. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Doubts percolated
in my mind
Doubts percolated
in my mind

25. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
As we walked in the store,
the manager welcomed
me and apologized
As we walked in the store,
the manager welcomed
me and apologized

26. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Sir, we sold you
mistakenly a suit
with a default
Sir, we sold you
mistakenly a suit
with a default

27. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Being surprised,
I asked the manager
Where is the default?
Being surprised,
I asked the manager
Where is the default?

28. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
He pointed to a stitch that
I would have never found out
This time it was a scratch but
without band Aid
He pointed to a stitch that
I would have never found out
This time it was a scratch but
without band Aid

29. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
The store discounted
the price hugely
The store discounted
the price hugely

30. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
It was not only a small
defect; It was a great
score for the store
It was not only a small
defect; It was a great
score for the store

31. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
Not only I am still a loyal
customer to the store;
but also think highly of it
Not only I am still a loyal
customer to the store;
but also think highly of it

32. (Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
(Alivingmemory
footprintsince
the80s)
A Scratch in
the Suit
This is creativity in turning
an unnoticed scratch into
huge benefits and delights
to the customer
This is creativity in turning
an unnoticed scratch into
huge benefits and delights
to the customer
This is creativity in turning
an unnoticed scratch into
huge benefits and delights
to the customer

33. A Third Example:
Miswaak in
the toothpaste
A Third Example:
Miswaak in
the toothpaste

34. Miswaak is highly desired
among Moslems because
it has religious significance
Miswaak is highly desired
among Moslems because
it has religious significance

35. Miswaak is used to rub
the teeth to clean them
leaving behind a lovely
fragrance in the mouth
Miswaak is used to rub
the teeth to clean them
leaving behind a lovely
fragrance in the mouth

36. A company extracted
the fragrant material and
added it to the toothpaste
in small amounts
A company extracted
the fragrant material and
added it to the toothpaste
in small amounts

37. right away
People accepted
theproduct
right away
People accepted
theproduct

38. It enhanced
social acceptance
of the users
A main reason is
that it satisfied their
religious values.
Itaddedsenseofhygiene
It enhanced
social acceptance
of the users
A main reason is
that it satisfied their
religious values.
Itaddedsenseofhygiene

39. “talk to” the values
of the customer
The lesson is
Addsmallamountsof
additivesthat
“talk to” the values
of the customer
The lesson is
Addsmallamountsof
additivesthat

40. Blue Ocean Strategy
(BOS) suggests taking
your product into
uncongested space
Blue Ocean Strategy
(BOS) suggests taking
your product into
uncongested space

41. This
presentation
suggests a new
approach
This
presentation
suggests a new
approach

42. Move values to new space
before moving your product
Take your product to
the space where
the customers
meet their values.
Add humanvaluesto
yourofferingsrather
thanphysicalattributes.
Move values to new space
before moving your product
Take your product to
the space where
the customers
meet their values.
Add humanvaluesto
yourofferingsrather
thanphysicalattributes.

43. It is time to
scratch
yourhead
It is time to
scratch
yourhead

44. Eagles
descend to
flowhigher
Eagles
descend to
flowhigher

45. Devaluate
your product,
your service to go
higherandtooccupy
uncongestedspace
Devaluate
your product,
your service to go
higherandtooccupy
uncongestedspace