Ko e meʻa ke faí:

ʻI he ngaahi taʻu ʻo e 1980 P&Naʻe feinga ʻa G ke hu ki he pisinisi holoki. Naʻe ʻi ai haʻamau koloa fakafaikehekeheʻi mo māʻolunga ange—ko ha meʻa ke ne holoki ʻa e māfana ʻo e ʻeá. Naʻa mau faʻu ha kautaha naʻe ui ko e Longomoʻui. Naʻa ma o ki he maketi sivi ʻi Potileni, Meini. Naʻa ma fakakaukau naʻe fuʻu mamaʻo ʻaupito ʻa e maketi sivi mei ʻOkalani, Kalefōnia, feituʻu [taki maketi] Naʻe hetikuota ʻa Clorox, mahalo pe te tau lava ʻo puna ʻi he lalo rader ai. Ko ia ne mau hu atu mo e meʻa ne mau pehe ko ha palani kamata malohi: tufaki kakato ʻo e fakatau fakamovetevete, sipinga mamafa mo e kuponi, mo e ngaahi tuʻuaki ʻo e TV lalahí. Naʻe fakataumuʻa kotoa pe ke ne tekeʻi ʻa e ʻilo mo e ʻahiʻahiʻi maʻolunga ʻo ha kautaha holoki foʻou mo ha koloa holoki lelei ange.

Ko hono ola:

ʻOku ke ʻiloʻi e meʻa naʻe fai ʻe Clorox? Naʻa nau foaki ʻa e famili kotoa pe ʻi Potileni, Meini, a free gallon of Clorox bleach—delivered to the front door. Game, set, match to Clorox. We’d already bought all the advertising. We’d spent most of the launch money on sampling and couponing. And nobody in Portland, Meini, was going to need bleach for several months. I think they even gave consumers a $1 off coupon for the next gallon. They basically sent us a message that said, “Don’t ever think about entering the bleach category.”

Ko e lesoni:

How did you rebound from that setback? We certainly learned how to defend leading brand franchises. When Clorox tried to enter the laundry detergent business a few years later, we sent them a similarly clear and direct message—and they ultimately withdrew their entry. More important, Naʻa ku ako ʻa e meʻa naʻe ngaue pea naʻe salvageable ia mei he holoki ko ia: P&ʻEa maʻulalo ʻa G, tekinolosia malu fakalanu. Naʻa mau fakaleleiʻi ʻa e tekinolosia ʻo faʻo ia ki ha koa fo, ʻa ia ne mau fakafeʻiloaki ko e Tide mo Bleach. ʻI hono tumutumu, Naʻe laka hake he pisinisi paʻanga ʻe taha piliona ʻa e peau mo holoki.

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

Pulusi ʻe he:
Redactie IVBM makatuʻunga ʻi HBR Post Karen Tileni 4/2011

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