Txoj kev ua:

Xyoo 1980s P&G sim nkag mus rau hauv kev lag luam tshuaj dawb. Peb muaj cov khoom sib txawv thiab cov khoom zoo tshaj - cov xim tsis muaj xim tsis muaj tshuaj dawb. Peb tsim ib lub npe hu ua Vibrant. Peb tau mus sim-kev ua lag luam hauv Portland, Maine. Peb xav tias qhov kev sim ua lag luam nyob deb ntawm Oakland, California, qhov twg [tus thawj coj ua lag luam] Clorox yog lub hauv paus, tias tej zaum peb tuaj yeem ya hauv qab radar nyob ntawd. Yog li peb tau mus nrog qhov peb xav tias yog qhov kev npaj ua tiav: kev muag khoom tag nrho, hnyav sampling thiab couponing, thiab kev tshaj tawm hauv TV loj. Tag nrho cov tsim los tsav cov neeg siv khoom kom paub ntau ntxiv thiab sim ntawm cov tshuaj bleach tshiab thiab cov khoom bleach zoo dua.

Qhov tshwm sim:

Koj puas paub tias Clorox ua li cas? Lawv muab txhua tsev neeg hauv Portland, Maine, ib nkas loos dawb ntawm Clorox tshuaj dawb - xa mus rau pem hauv ntej qhov rooj. Kev ua si, teeb, phim rau Clorox. Peb twb yuav tag nrho cov kev tshaj tawm. Peb tau siv feem ntau ntawm cov nyiaj tso tawm rau kev kuaj thiab daim couponing. Thiab tsis muaj leej twg nyob hauv Portland, Maine, yuav tau bleach rau ob peb lub hlis. Kuv xav tias lawv txawm muab cov neeg siv khoom $1 tawm daim coupon rau gallon tom ntej. Lawv yeej xa peb cov lus uas hais tias, "Tsis txhob xav txog kev nkag mus rau qeb tshuaj dawb."

Zaj lus qhia:

Yuav ua li cas koj rov qab los ntawm qhov kev poob qis? Peb yeej kawm paub yuav ua li cas los tiv thaiv ua lag luam franchises. Thaum Clorox sim nkag mus rau lub lag luam ntxhua khaub ncaws ob peb xyoos tom qab, peb tau xa lawv ib yam lus meej thiab ncaj qha—thiab thaum kawg lawv thim lawv txoj kev nkag. Tseem ceeb dua, Kuv kawm tau dab tsi ua haujlwm tau thiab cawm tau los ntawm qhov tsis ua haujlwm bleach: P&G's low-kub, xim-kev nyab xeeb technology. Peb hloov kho cov thev naus laus zis thiab muab tso rau hauv lub tshuab ntxhua khaub ncaws, uas peb tau qhia ua Tide nrog Bleach. Thaum nws ncov, Tide nrog Bleach yog ntau tshaj li ib nrab-billion-duas lag luam.

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

Luam tawm los ntawm:
Redactie IVBM raws li HBR post Karen Dillon 4/2011

TXAUS SIAB