Inkambo yesenzo:

Ngawo-1980 uP&G wazama ukungena ebhizinisini le-bleach. Sasinomkhiqizo ohlukile futhi osezingeni eliphezulu—i-bleach evikela umbala emazingeni okushisa aphansi. Sakhe umkhiqizo obizwa nge-Vibrant. Saya emakethe yokuhlola ePortland, I-Maine. Besicabanga ukuthi imakethe yokuhlola ikude kakhulu ne-Oakland, California, lapho [umholi wemakethe] Ikomkhulu lakwaClorox, ukuthi mhlawumbe singandiza ngaphansi kwerada lapho. Ngakho singene nalokho ebesicabanga ukuthi wuhlelo lokwethula oluwinayo: ukusatshalaliswa okugcwele kokuthengisa, isampula esindayo kanye nekhuphoni, kanye nokukhangisa okukhulu kwe-TV. Konke kuklanyelwe ukushayela ukuqwashisa okuphezulu kwabathengi kanye nokuhlolwa komkhiqizo omusha we-bleach kanye nomkhiqizo ongcono we-bleach.

Umphumela:

Uyazi ukuthi uClorox wenzani? Banikeza yonke imizi ePortland, I-Maine, igalani yamahhala ye-Clorox bleach-ilethwa emnyango ongaphambili. Umdlalo, setha, qhathanisa neClorox. Besesivele sikuthengile konke ukukhangisa. Sisebenzise iningi lemali yokwethula kumasampula namakhuphoni. Futhi akekho umuntu ePortland, I-Maine, yayizodinga i-bleach izinyanga ezimbalwa. Ngicabanga ukuthi baze banikeza abathengi a $1 vala isigqebhezana segalani elilandelayo. Ngokuyisisekelo basithumele umlayezo othi, "Ungalokothi ucabange ngokungena esigabeni se-bleach."

Isifundo:

Wenzenjani ukuhlehla kulokho kuphazamiseka? Impela sifunde ukuvikela ama-franchise omkhiqizo ahamba phambili. Lapho uClorox ezama ukungena ebhizinisini lokuwasha izingubo eminyakeni embalwa kamuva, sabathumelela umyalezo ofanayo ocacile noqondile—futhi ekugcineni bakuhoxisa ukungena kwabo. Okubaluleke nakakhulu, Ngafunda ukuthi yini esebenzile futhi ngasindiseka kulokho kwehluleka kwe-bleach: P&Izinga lokushisa eliphansi lika-G, ubuchwepheshe obuphephile ngombala. Silungise ubuchwepheshe futhi sabufaka endaweni yokuwasha, esethule ngokuthi i-Tide with Bleach. Ekuphakameni kwayo, I-Tide with Bleach kwakuyibhizinisi lamadola angaphezu kwesigamu sebhiliyoni.

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

Ishicilelwe ngu:
I-Redactie IVBM esekelwe kokuthunyelwe kwe-HBR u-Karen Dillon 4/2011

SHIYA IMPENDULO