Written by ZOOZ
consulting and training | (972)-9-9585085 | firstname.lastname@example.org
| Issue 19 |
are pleased to send you the 19th issue of LaZOOZ.
This monthly newsletter is sent as a free
service to thousands of senior executives.
It features different sections each time,
and does not include advertisements.
We have tried to
keep it brief, knowing that your time is precious and your
work is plentiful. Those who wish to learn more can find links
to articles and sources of relevant information. We hope that
you will find the newsletter useful.
We would be happy to receive
any comments and suggetsions.
Ari Manor, CEO, ZOOZ
Methods and tools for managing innovation processes
Put to Other
This is the
fifth of the seven SCAMPER conceptual
tools. This tool - Put to Other Uses attempts to identify new uses and purposes for a product, service, or process. For example - Coca Cola was originally a wonder drug sold as a concentrated syrup at pharmacies, and only later on did it become a thirst quenching carbonated beverage. The idea of this tool is to try and take advantage of benefits that the product, service or process offers - and to use these benefits for a
new purpose, new market, and/or a new target population
Operative stages of "Put to Other
- The first stage is
choosing a product, service or process.
- The second stage is writing down benefits derived
from them (including secondary benefits).
- In the third stage, a new use and purpose is
sought, in light of the benefits that were mentioned.
- In the fourth stage, new ideas about how to tailor
the product/service/process to the new purpose are
- In the fifth stage, how the
product/service/process will look and be marketed as a
result of the modification is demonstrated.
- Existing product: The jeep
- Benefits (including secondary): high navigability,
bounces the passengers, open
Innovations that the Jeep already undergone (originally a military
- A jeep for civilian use
(makes nature trips possible due to its high
- An urban jeep
- Innovations that the jeep has not yet undergone (to the best of our knowledge):
- A trampoline jeep (with
suspension and seats that bounce the passengers even
more, for an extreme sport experience, a type of
- A taxi jeep (an
prestigious taxi, with
high navigability, making shortcuts on dirt
- A delivery jeep (suitable for delivering cargo
to remote areas. A large and accessible compartment
must be added to the rear of the jeep, and a very
high-quality suspension system must be installed).
- Process: Printing ink
- Benefits and advantages: printing a
dense arrays of dots, separate color containers,
possibility of printing layers.
Innovations that the process of printing ink has already undergone (originally used to print documents):
- Printing electronic rings
(instead of ink on paper, print a conductor on
- Printing a biological chip
(printing DNA different segments
in dense arrays, used
as a means to test identification of biological
activity and genetic expression in various
- Printing pictures
(including on appropriate sizes of paper / a
protective layer in matte or
- Printing 3D patterns (using
- Innovations that have not yet been undergone (to the best of our knowledge):
- Printing a tattoo
(injecting ink directly from the printer head into
- An acupuncture machine for therapy (acupuncture
or massage of a part of the body)
- Whipped cream decorations (a machine that prints
3D whipped cream patterns on cakes).
What's new at ZOOZ
Excellence in Customer Service
Until recently, ZOOZ offered a top-down process in the field of customer service that begins with a service mission statement (at the management level), and continues with assistance in implementing the mission statement (at all levels of the organization). Currently, we are also offering service seminars intended for regular employees (that serve external or internal customers). The emphasis in the new seminars is on solving conflicts and on effective and courteous handling of customer complaints.
Today, more than ever, it's
obvious that high customer satisfaction leads to even
higher profitability: satisfied customers will come back
to make future purchases and even become enthusiastic
advocates. Therefore, excellence in customer service is
a critical skill for an organization that wants to
succeed. But, unfortunately, the initial encounter of
the organization's representatives often starts on the
wrong foot when a customer calls to complain or demand
something (that is not always possible to provide to
him). ZOOZ's new seminar teaches how to communicate with
customers more effectively, how to also comprehend and
relate to their hidden messages, and how to manage
conflicts with them successfully and leave them with a
good feeling even when their demands are not met.
- For more information
on the Excellence in Customer Service
workshop: See page 25 here (PDF in
- For information on the process that
includes the "Service Mission Statement" and its
implementation: See page 16 here (PDF in
advertisement and its logic
Components - II
In Issue 16 of LaZOOZ we described how to use existing components (staples in the newspaper's centerfold) to emphasize an advertising message. Another example of smart use of external items is illustrated here.
This time the ad is
printed on plastic bags and makes use of the bag's
handles. When you hold the bag, from the side it looks
as if the bag is biting (actually closer to devouring)
the fingers of the person holding the bag.
The ad is
intended for nail biters. Aside form the picture of a
man or woman whose mouth is open at the exact site of
the handles, the ad contains only 3 words and a small
photograph of the product. "Nail biter?" the title asks,
and on the right hand side you see the product -
Stop 'n Grow, and it
says that it "helps"). This is an advertisement for nail
polish (apparently very bitter tasting) that prevents
nail biting. Whoever puts their hand into one of these
bags will definitely notice the ad, especially if he or
she is indeed a nail biter. If he gets the bag at the
cash register (of a supermarket or drugstore), and
filled it with groceries, and assuming that the product
is presented adjacent to the cash register or mentioned
at the check-out sales promotions, it is very likely
that he will reach out and add it to his shopping items.
And when he leaves the store and walks out to the street
with the bag, it is very likely that anyone who sees him
(walking with a bag that is biting his hand) will not
ignore the advertisement. What else can you ask from an
ad on a plastic bag?
- For Information on the Creative Advertising workshop see page 18 of the booklet of Strategy and Marketing workshops (Hebrew, PDF file) or contact us
- For an article on developing products by using external components: click here
- A special thanks to Daniel, and to Michal from
Mekorot, who (separately) sent us this advertisement.
We would be happy to receive more interesting
advertisements. Please send them to email@example.com