Hanyar aiki:

A cikin 1980s P&G yayi ƙoƙarin shiga kasuwancin bleach. Muna da samfuri daban-daban kuma mafi inganci-wani launin ruwan-launi mai ƙarancin zafin jiki. Mun kirkiro wata alama mai suna Vibrant. Mun je gwajin-kasuwa a Portland, Maine. Muna tsammanin kasuwar gwajin ta yi nisa daga Oakland, California, ina [shugaban kasuwa] Clorox ya kasance hedikwata, cewa watakila za mu iya tashi a ƙarƙashin radar a can. Don haka muka shiga da abin da muke tunanin shirin kaddamar da nasara ne: cikakken dillali rarraba, nauyi samfurin da couponing, da manyan tallan talabijin. Duk an ƙirƙira su don fitar da wayar da kan mabukaci da gwaji na sabon alamar bleach da ingantaccen samfurin bleach.

Sakamakon:

Kun san abin da Clorox ya yi? Sun ba kowane gida a Portland, Maine, galan kyauta na Clorox bleach-an kai ga ƙofar gaba. Wasan, saita, daidaita zuwa Clorox. Mun riga mun sayi duk tallan. Mun kashe mafi yawan kuɗin ƙaddamarwa akan samfuri da coupon. Kuma babu kowa a Portland, Maine, zai bukaci bleach na wasu watanni. Ina tsammanin har ma sun ba masu amfani a $1 kashe coupon don galan na gaba. Ainihin sun aiko mana da sako cewa, "Kada ku taɓa tunanin shigar da nau'in bleach."

Darasi:

Yaya kuka dawo daga wannan koma baya? Tabbas mun koyi yadda ake kare manyan ikon amfani da ikon amfani da ikon amfani da ikon amfani da ikon amfani da ikon amfani da ikon amfani da ikon amfani da sunan kamfani. Lokacin da Clorox yayi ƙoƙari ya shiga kasuwancin wanki bayan 'yan shekaru, Haka nan mun aika musu da sako bayyananne kuma kai tsaye-kuma daga karshe suka janye shigarsu. Mafi mahimmanci, Na koyi abin da ke aiki kuma na sami ceto daga gazawar bleach: "Lissafin kimiyya na gaske na aikin na musamman dole ne ya bayyana duka ci gaban da ke haifar da aiki na musamman da kuma sifofin halitta da kuma abubuwan da aka samu waɗanda ke daidaita shi"&G's low-zazzabi, fasaha mai aminci mai launi. Mun gyara fasahar kuma mun sanya shi a cikin kayan wanki, wanda muka gabatar a matsayin Tide with Bleach. A kololuwar sa, Tide tare da Bleach ya kasance kasuwanci fiye da rabin biliyoyin daloli.

Bugu da kari:
http://hbr.org/2011/04/i-think-of-my-failures-as-a-gift/ar/3 HBR/Karen Dillon/2011

An buga ta:
Redactie IVBM bisa HBR post Karen Dillon 4/2011

BAR SHARHI