Njira yochitira:

M’zaka za m’ma 1980 P&G anayesa kulowa mu bizinesi ya bleach. Tinali ndi mankhwala osiyanasiyana komanso apamwamba kwambiri, bulichi wotetezedwa ndi mtundu wosatentha kwambiri. Tinapanga mtundu wotchedwa Vibrant. Tinapita kukayesa msika ku Portland, Maine. Tinkaganiza kuti msika woyeserera unali kutali kwambiri ndi Oakland, California, ku [mtsogoleri wamsika] Clorox anali likulu lawo, kuti mwina titha kuwuluka pansi pa radar pamenepo. Chifukwa chake tidalowa ndi zomwe timaganiza kuti ndizopambana zoyambitsa: kugawa kwathunthu kwa malonda, sampuli zazikulu ndi couponing, ndi malonda akuluakulu pa TV. Zonse zidapangidwa kuti zithandizire kuzindikira kwakukulu kwa ogula ndikuyesa mtundu watsopano wa bleach ndi chinthu chabwinoko chotsuka.

Chotsatira:

Kodi mukudziwa zomwe Clorox anachita? Anapereka nyumba iliyonse ku Portland, Maine, galoni yaulere ya Clorox bleach-yoperekedwa ku khomo lakumaso. Masewera, set, kufanana ndi Clorox. Tidagula kale zotsatsa zonse. Takhala tikugwiritsa ntchito ndalama zambiri poyambitsa sampuli ndi makuponi. Ndipo palibe aliyense ku Portland, Maine, ankafuna bulitchi kwa miyezi ingapo. Ine ndikuganiza iwo ngakhale anapereka ogula a $1 chotsa kuponi kwa galoni yotsatira. Iwo kwenikweni anatitumizira ife uthenga wakuti, "Musaganize zolowa m'gulu la bleach."

Phunziro:

Munabweza bwanji kuchoka ku vuto limenelo? Tidaphunziradi momwe tingatetezere ma franchise otsogola. Pamene Clorox adayesa kulowa mubizinesi yotsuka zovala patatha zaka zingapo, Ifenso tidawatumizira uthenga womveka bwino, wolunjika, ndipo pamapeto pake adasiya kulowa. Chofunika kwambiri, Ndinaphunzira zomwe zinagwira ntchito ndipo ndinali wokhoza kupulumutsidwa ku kulephera kwa bleach: P&Kutentha kwa G, luso loteteza mitundu. Tinasintha ukadaulo ndikuuyika mu chotsukira zovala, zomwe tidaziwonetsa kuti Tide with Bleach. Pachimake chake, Mafunde ndi Bleach anali bizinesi yoposa theka la biliyoni.

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

Lofalitsidwa ndi:
Redactie IVBM kutengera HBR positi Karen Dillon 4/2011

KUSIYANI MACOMMENT