MAKING LEAPFROGS HAPPEN

1

abouT leapfrogS,

customer engagemenT, pigs anD

snow whiteS

27 May, 1933

The ThreeLittle Pigs

You can’t beat a pig with pigs!

You have to do something different!

21 December, 1937

A random selection of Logistics companies’ logos

A random selection of printers

Pigs everywhere!!! Where are the Snow Whites?!?

where does your company/division measure on

the pig test?PIGPIGPIGPIGPIGPIG

SNOW WHITE

SNOW WHITE

SNOW WHITE

SNOW WHITESNOW WHITE

SNOW WHITE

Some organizations create a different Pig and call it a Snow White

differentiating in the market place is not about making a different piG!

it’s about creating snow Whites!

There are pigs everywhere!

What a tremendous opportunity!!!!!

iT doesn’t take magic to convert

a piG into a snow White

Snow Whites

Logistics Customer EngagementProductionFinanceHR

Product/Service

Snow Whites

Newspaper industry Regulated industry eg. InsuranceRetail industry Commodity grain buying industryComputer industryCar industry

Have an undifferentiated product?

snow whites createCustomer Engagement as

unusual…

Customer Engagement as Unusual

1.Leapfrog Challenge/Constraints

2.Insight

3.Lateral

Cust Engagement thru leapFrogs/constraintS

• Dainik Bhaskar

• Bank of America retail

• BFSI

• Furniture company

• Fosbury

Cust Engagement thru insights/analytics

• Apollo Tyres – 6 to 16% market share

• Progressive Insurance

• Tata Ace

• Wanbury Pharma

What pain points are we and our customers putting

up with?• Bad roads – potholes

• Retail check out

Flip it■ Why should people avoid potholes? Why can’t they seek

them out?

■ Why should people go to the shortest line? Why can’t they go to the longest line?

It’s often easier, cheaper and more fun

to convert pain points into +ve engagement

points than it is to eliminate them

Cust Engagement thru insights/analytics

• Aravind Eye Hospitals – predictability

• Target stores

• eBay motors

• BPOs

All organizations across industries are similar

hrsales

marketinglogistics

product/serviceproduction

Cust Engagement thru Laterals

• Aravind Eye

• Intel inside

• Eli Lily Innocentive

• MNYL Insurance in a box

We tend to look at our customers in a uni-dimensional manner: we, our context, our

customers.Customers are extremely multi-dimensional: How do other industries interact with them?

Monday morning thoughts

• Customer engagement should be Easy Effortless Enjoyable – For us.

• Any department/function can create a Snow White and transform Customer Engagement

• Stories differentiate and create engagement. What’s the story?

• We don’t buy a product wrapped in a package as much as we buy a story wrapped in a product.

• If an idea has jumped a couple of industries it’s probably applicable to your industry as well. Eg. Sachetization

Thursday evening Chhota Peg thought…

The intent of doing business is never to fit-

in. The intent is to change

the gameThink Snow White

THANK YOU

porus@poruspmunshi.com

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What frames do• Trap• Polaroid, Kodak, Konica

• Enable frame shifts when borrowed from different industries

• Aravind

• Unilever R&D (5 minute manager)

• Shipping industry

• Break free from tyranny of product innovation• Components are always replicable because the structure of

all industries are the same: Sales, HR, Production, Logistics (Reach) etc.

• Logistics: Dell --> Fed Ex, Ford (Optiflex plant crashed space)

• Transaction format: Sachetization:: Max Vijay --> Mobile Prepaid --> Shampoo sachets

• Toyota Production System --> Supermarkets

• HR: Amul, Whole Foods --> SHG30

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Growing a business through innovation

©Porus Munshi

Most Industries, most organizations are similar with similar components, similar

conditions and similar problems...• That’s why Dilbert is so popular. Relevant

to IT, Mfg, Finance, Consulting ....speaks about common truths about people, bosses, organizational processes that hinder, strategies that go nowhere ....true for all industries, all sectors and functions