Discovering new meaning for an established product with a stagnant or negative revenue outlook is like re-entering the dating game. This metaphor underlies a new thinking tool called “The Dating Game” that I’ve created as a new addition to our X-IDEA Thinking Toolbox. Today, allow me to share with you how you may the dating analogy to find new ways to reinvigorate sales of a flailing product.
The background story
A few weeks ago, I was in Germany to kick-off the first phase of a X-IDEA Innovation Project with a Multinational Corporation. The workshop focused on the initial stage of our X -IDEA innovation method, Xploration. We sent three project teams on an Xplorer’s Journey to get a new take on a high-performance product that until now has enjoyed profitable growth. However, almost all sales are concentrated in one application that is due to be replaced by a technical innovation that most clients are predicted to switch over to in the coming years.
As such, the teams explored the wider emerging market field to understand what other applications, market fields and business models could be considered to extend the product’s lifecycle.
We invited the teams to check their assumptions, asked lot’s of provocative questions, made them look at the challenge from different angles to identify new opportunities and unmet customer needs, and mapped out trends as well as potential market fields. All these activities helped the teams to gain novel insights into their real challenges related to this niche product.
For this workshop, I also created a new thinking tool called “The Dating Game” — a popular US TV show ran from the 1990s to the 1990s — to help people look at their product with fresh eyes. In the end, I decided against using it because some delegates were too conservative. But as I trust the readers of this column to be creative at heart, I am sharing this new tool with you now.
Step 1: Characterize your dating client
Imagine a struggling product as a person who —after the break-up of a long relationship— re-enters the dating game to find new love. How would you describe your product’s attributes?
- What’s it’s essential nature? How old is it? Young, middle-aged or old? Is it male, female or maybe transexual? Modern-progressive or conservative-traditional? Dynamic or static? Small or large? Heavy or light? Fashionable and stylish or old-fashioned and classic? Hip or time-honored?
- How does it look? Clear, black-and-white, uni-color or very colorful? Light or dark? Sharp or blurry?
- How does it sound? Soft or loud? Slow or fast? Low or High? Far or near?
- How does it feel? Soft or hard? Hot or cool? Rough or smooth? Intermittent or constant?
- How would it smell? Strong or faint?Pleasant or unpleasant? Natural or chemical? Floral? Musky? Sweet or sharp?
- How would it taste? Mild or strong? Spicy-hot or bland? Salty? Sweet? Bitter? Sour?
- What other attributes come to your mind?
Once you have identified the fitting attributes, use them to write a compelling, attractive dating profile for your product.
Step 2: Describe the attributes of your ideal date
Imagine the new application, customer or business opportunity for your product were a person you’d love to date? What are the characteristics or your ideal date? List down all attributes of your ideal date. List them all.
Of course, while we dream of finding the perfect partner, we rarely get everything we’re looking for. As such, go through your list of attributes and underline those that your date really must have to be the right fit. The fewer “must haves” you insist on, the broader your pool of possible candidates. Once you have narrowed down your list, create one or —even better— a few target profiles to use.
Step 3: Do a make-over
Now go back to your product’s dating profile and take a critical look at it: How attractive is your product to these target dates? Does it need a makeover? New profile photos? A physical tune-up to boost your product’s attractiveness? Write down any ideas you get here.
Step 4: Specify appropriate dating channels
Nowadays, people use both traditional and modern activities, venues, media and communication channels to find love, beyond just going to a pub or club. Ask friends for recommendations and introductions. Go to networking events. Enroll in clubs and classes. Use a matchmaking service. Use online dating platforms like Match.com. Use dating apps like Tinder. And use social media platforms like Facebook, Instagram, and maybe even LinkedIn, to befriend potential dating targets.
How does this all relate to your product? What’s the equivalent of all the aforementioned activities, events, places, brokers and communication channels when it comes to your product? How can you discover and hook up with potential target dates for your product — and vice versa? Remember that dating is a numbers game: the more channels you use and the more dates you go on, the more potential opportunities you have.
Step 5: How to wow your date and start a relationship?
Now that you’ve identified fitting activities, events, channels and media, how do you wow dates at your first sight? How can you present your product’s attributes at their best? How can you make your dates reveal their secret wants and needs? Can your product satisfy them? If yes, in what ways? How can you explore a mutually satisfying future? How can you co-create a win-win partnership? And how will you know that you’ve really clicked?
Once again, add fresh insights and initial ideas on how to transform a date into a lasting, mutually satisfying partnership. Finally, at the end of the Xploration, extract your final challenge that you want to work on in a subsequent IDEA workshop introducing the remaining four stages of X-IDEA.
Do you have a good product with declining sales? Would you like to extend its lifecycle by playing the dating game? Are you interested in doing an innovation project by having us expose your team to our systematic innovation method X-IDEA? Contact us to tell us more about your innovation needs.
© Dr. Detlef Reis 2017. This article was published in parallel in the Bangkok Post under the same title on 30 March 2017.