The Persona Pain-Gain Map assists in developing the pros and cons of a specific business idea. When applying this tool to the customer segment of the TvtoWear business model, it revealed the customers concerns and desires.

TVtoWear is for any woman who has coveted the clothing or accessories she sees on TV while watching shows like Sex and the City, TVtoWear is a website that will put that outfit in your shopping basket with just a few clicks of the mouse. Unlike other clothing websites like Amazon or department store sites, TVtoWear will connect you directly with only those fashions you are interested in as seen on the actresses such as Sarah Jessica Parker.

The Persona Pain-Gain Map identified that most customers want to be at the top of the social ladder. These customers measure success in the amount of compliments they receive on an outfit. Some of the customer concerns would be if they can't afford the outfit that they want or cannot find a knockoff they are looking for. Once the customer obtained a knockoff, the customer would be afraid that the knock-off might look cheap and not look authentic. Another concern that the customer might have is for an event or special occasion. For these types of gatherings, a customer needs to have the outfit by a specific date. The obstacles that stand in the way of a customer are the chances that someone else will have the same outfit.

Although these are minor concerns in life, these are the customers thoughts that have been revealed when I applied the Persona Pain-Gain Map. This tool is basiaclly putting on the customers shoes (no pun intended).

Toyota's A3s

Toyota's A3s is a tool that company mangers use to not only countermeasure (not just develop solutions to problems), but also to share a deeper method of thinking. As I mentioned, this tool is not just a problem solver, it's a tool that analyzes a situation from start to finish, and provokes thought for the future.

An A3 consists of seven steps that each has their own box. The steps are below:

1. Establish the business context and importance of a specific problem or issue

2. Describe the current conditions of the problem

3. Identify the desired outcome

4. Analyze the situation to establish causality

5. Propose countermeasures

6. Prescribe an action plan for getting it done

7. Map out the follow-up process

This tool allows workers to learn by experience (through mistakes), and teaches the author how to analyze a situation to develop a countermeasure. A3 uses the term "countermeasure" instead of "solution" because countermeasure refers to the way that proposed actions are addressed to the issue, where as a solutions can create new problems. The point is that once a countermeasure is in place, it will create a new situation, which has its own set of problems which requires their own countermeasures. I think this is a key tactic that separates the A3 tool from other problem solving tools. It recognizes that no solution is perfect and helps the author identify the other problems that may arise, and how to actively address them.

Not only are Toyota managers using this tool, but I think I will use it daily at work. So many times I get caught up finding a problem and then thinking "now what". As an engineer was I want to just fix it, but I need to be careful at times because if I rush into something too quickly, I'm bound to find mistakes; if I take too long to analyze a situation, then I'm just wasting time. I frequently place myself into the "analysis paralysis" category, so this would be an efficient way to "countermeasure" any issues that I may face.

The Seven Sources of Innovation - Peter Drucker

Peter Drucker’s Seven Sources of Innovation are listed in order of importance with the first four sources being within in the organization and the last three representing external changes outside the organization. The Seven Sources are listed below.

1.       The Unexpected:

 

The Unexpected describes unexpected successes and failures or events that shift the business. Unexpected failures can lead to other opportunities. My favorite example of the first source of innovation is 3 M’s product Post-It-Notes. This product was created for industrial application but failed.  Ironically, one of the 3 M scientists took some of the material home and found that his daughter was cutting the sheets and using them as reminders on the refrigerator to list items needed at the grocery store. The failure of the product in the industrial market led to the opportunity of post-it-notes which have been used globally for many years.

 

2.       Incongruity:

 

Incongruity identifies areas of missing information in how a customer should use a product. Druker defines the incongruities as discrepancies, dissonance, between what is and what “ought” to be.  An example of incongruity within the rhythm of a process  is the Scott Spreader. The Scotts Company realized its customers did not know how to evenly apply their fertilizer product. As a result, Scotts began to manufacture spreader system which mechanically released a specific amount of fertilizer in the exact location the consumer requested.

 

3.       Innovation Based on Process Needs:

 

This type of innovation is based on a specific task, rather than the overall strategy. Innovation Based on Process Need identifies the missing link in an existing process. A great example of this type of innovation comes from Elijah McCoy. In 1870 McCoy earned his degree in engineering, but as an African American, the only occupation he could obtain was an oiler of the Michigan Central Railroad. The trains he worked on stopped frequently and had to be oiled by hand. McCoy designed a lubricating cup that automatically dripped oil onto the moving parts. His invention became popular and heavy machinery was not considered “complete” unless it had a McCoy lubricator. This is where the question “Is it the real McCoy?” comes from.

 

4.       Changes in Industry and Market Structures:

 

Changes in industry and market structure catch the market industry off-guard in order to inflict a large impact.  This type of innovation describes a shift in marketing toward a specific subgroup of the consumer base. Fuel-efficient cars are an example of this type of innovation. With the cost of fuel rising, automobile companies shift the design of cars to be more fuel efficient for customers concerned about increasing gas prices. This was a smart move because I think I hear a conversation at work at least every week about the prices of gas and how much it cost that co-worker to commute that week.

 

5.       Demographics:

 

Drucker felt that demographics including population size, age, location, education, income, employment, and type of occupation are one of the most reliable predictions of opportunities for innovation in the future.  Now the example I chose to talk about is not exactly a specific company, but is a business and that is education. Boarding schools (and no, not the ones for bad kids), are generally located in New England, more specifically Connecticut and Massachusetts. Although this is not one specific school or company, there is a reason a majority of prep schools/boarding schools are located in New England and this is because of the demographics in New England. Yes, these are boarding schools with students from around the world, but many of the students come from the New England region which consists of some of the highest incomes in the nation. Although these are not companies, these schools are a business and feed off of the wealth in area.

 

6.       Changes in Meaning and Perception:

 

This type of innovation is the example of a changing culture. I think of the biggest perceptions that has changed in the recent years are vacations. The idea of how to vacation has drastically changed (for those who can afford it). Before vacations were about choosing a place to go and arranging the transportation to get to that place, and choosing what to do while you are on that vacation. Now with all-inclusive resorts and timeshares the ideas of vacation have changed. These types of vacations do not attract everyone, but they do attract many. The all-inclusive vacations have created new definitions for relax and spoil. Timeshares typically provide vacationers with a fully-equipped condo with a kitchen area, living space, and laundry facilities within the unit. I think it’s ironic because I look at the pictures of my parents “grand” vacations and now think that’s nothing compared to what is offered now.

 

7.       New Knowledge:

 

Technology and scientific findings are a major source of innovation and ironically is listed as the last source of importance to innovation. I find this interesting. There are so many examples of this type of innovation: Google, iphone, app, social networks etc.; the list goes on and on.

 

While researching the Drucker’s Seven Sources of Innovation, I found some excellent quotes and two of my favorite, happen to be from the company, the 3M Corporation. The quotes are incredible and so applicable. Let me know what you think! Enjoy!

 

“Our company has, indeed, stumbled onto some of its new products. But never forget that you can only stumble if you’re moving.” – Richard P Carlton, CEO 3M, 1950

“You can learn from success but you have to work at it; it’s a lot easier to learn from failure.”

Google SWOT Analysis

Google is not just a company, it is a verb. For people who are not even internet users, they even know the company. Google has several tools and applications for its users, so many that the average “googler” may not even know about. I think Google should advertise some of these items to its users and continue to have a simple approach, as this is what distinguishes them from their competitors.  Another goal that I would like to witness is the ability to have personalized searches. For example, if I want to research a topic about Mars, and I have a Google account that knows I am a graduate student, the results may be different than an 9^th grader searching the same topic. Although Google is doing very well now, I think these addressing these items could ensure a successful future.

GOOGLE SWOT ANALYSIS	Eternal Opportunities (O)   1. Linking Options 2.Provide manuals 3.Creat user profiles so searches are more specific 4.Advertisement	External Threats (T)   1. Several Competitors 2. Lawsuits 3. Constantly Changing Technology
Internal Strengths (S)   1. Infinite products/tools 2. Wide Range of Customers 3. User Friendly 4. Company is now a verb	(SO)   User profiles that indicate a gender, age, and location would be helpful when running searches. This would have to be done carefully and have some privacy settings. While updating Google, they need to keep it simple for the users, which is a already a big positive from Google users.	(ST)   Google should continue to remain on the forefront of technology and invest in the equipment needed to sustain. Google is much easier to use than other search engines/apps than other competing companies.
Internal Weaknesses (W)   1. Users do not know all the tools that Google offers 2. No price 3. Searches are general 4. Privacy	(WO)   Google needs to make its users aware of the infinite amount of tools it provides. The revenue from advertisement is great, but spend some money on themselves by advertising Google and all its tools. Maybe have a section of Google dedicated to all of its tools and how to use them.	(WT)   99% of Google’s profit is from advertising.  It is amazing that there are no costs to use Google. Although this is great for the user I think it could potentially devalue the tools and applications it provides.