Written by ZOOZ
consulting and training | (972)-9-9585085 | email@example.com
| Issue 22 |
We are pleased to send you the new 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
the sixth of the seven SCAMPER
conceptual tools. This tool - Eliminate - attempts to eliminate a component of a product, service, or process. For example - Self-Service (no server) or non-fat yogurt. This tool is very similar to two inventive thinking tools that were previously mentioned in this section - Reduction (the elimination of a component and its function) and Unification (eliminating a component and having its function performed by another existing component). The idea of this tool is to try and reduce the quantity of components in order to get a more cost-effective, durable (less parts likely to break down) product or service, or one that has other benefits
(for example - healthy, compact, etc.).
of how Eliminate
- The first stage is
choosing a product, service or process.
- The second stage is writing down the internal
components (tangible and abstract).
- In the third stage, an original way to eliminate
(partially or completely) one (or more) component is
- In the fourth stage, how the
product/service/process will look is demonstrated, and
benefits are identified.
- The existing service: A
website (informative or commercial) intended for the
- Internal components: website URL, pages, links,
information, system (writing properties), forums,
design, updates, product information, prices,
information about the site owners, pictures, site
structure, map of the site....
Innovations that commercial websites have already undergone:
- A site
without a system
(WEB2.0 - the editors are the surfers themselves.
For example, community forums, blogs, pictures,
products, etc. that the surfers create and upload
- A WAP site tailored to a
hand-held computer (without
pictures, and with limited properties and
- A commercial site with
products that have no fixed prices
(an auctions site).
- A personalizeable website
(there is no uniform
design and content - the surfer defines the design
as he desires).
- Innovations that commercial websites have not yet undergone (to the best of our knowledge):
- A website
permanent URL (its URL is constantly changing and it
must be "chased" with the help of search engines -
just like a Treasure Hunt).
- A website that has
no permanent structure (the
Home Page and the rest of the site's structure
changes randomly once a day and creates interest for
- A website
without a design, but with content -
and an appeal to the design public to make design
suggestions (at the end a winner of the design
competition is declared, and maybe a few alternative
designs will be left).
- A website where you buy
surprises - purchase products (such as electronic
appliances) at a 50% discount, but
without knowing what product you are
- The Process: Recruiting
- Components (stages) in the process:
characterization of the job requirements, advertising
the position, receiving CVs from external sources:
directly and from manpower agencies, initial sorting -
professional and "human", job interviews, tests at
assessment institutes, selecting candidates,
negotiations over contracts, receiving new employees,
and initial training.
Innovations that the process of recruiting employees has already undergone:
- Referrals by friends
(recruiting while waiving external
- A uniform contract (there is no negotiation over the ontract).
- Recruiting a "management
reserve" (the recruits undergo general training, and
are placed according to the abilities that they
exhibit only later on - there are promotion tracks
but there is no predetermined Job Description).
- Innovations that have not yet been undergone in the process of recruiting employees (to the best of our knowledge):
(a large number of employees are recruited for a
trial period without any tests, and those that excel
get a long-term contract).
- A Job Description is
created by the employee himself and
not by the organization (the new
employee learns the organization and proposes where
he can fit in, the scope of the position, and the
salary - a sort of opposite process).
- A fictitious wanted ad -
that will appeal to executives (there is
no such position available, but
you can learn from the responses to the ad which
competing or internal managers are dissatisfied and
disloyal to their current employer.)
What's new at ZOOZ
Marketing Accompaniment in Israeli Retail
activity in Israel is no simple matte. The Israel market
is fairly small, extremely competitive, and segmented to
sectors that have significantly different
characteristics and demands. It is not easy for store
and chain owners, and it is not easy for manufacturers
and importers that are trying to grow and flourish.
service that ZOOZ offers includes comprehensive
marketing and management accompaniment for anyone active
in the Israeli retail market. This is an accompaniment
process lasting a few months, which includes a
comprehensive assessment where various aspects of the
activity are evaluated (agreements with suppliers,
operation and logistics, regional or national
positioning, handling of the points of sale, advertising
and sales promotional means, pricing, managing sales,
products offered and packaging, etc.), recommendations
are given, and later managerial assistance is given to
implement the recommendations and carry out improvement
The consultation is mostly
given on the basis of a monthly retainer, and is
coordinated by Ms. Iris Strassman , a Marketing Consultant and Director with vast experience in the field of retail marketing in Israel. Iris was formerly the Marketing Director of Careline and Neca, the Marketing VP of Mey Eden, and the Director of Marketing and Acquisitions of the Elite chain of stores.
- If you require assistance in this field, contact us
advertisement and its logic
Components that exist where the advertisement appears can be effectively taken advantage of to attract attention to the message, as we demonstrated here in the past.
And when the ad not only makes
creative use of the surrounding components, but is also
positioned in an environment relevant to the message -
in other words in a place where the reader encounters it
when he is already "on the topic", an extremely powerful
advertising impact is created that is difficult to
For example, the advertisement
that is presented here warns against the dangers of
drunk driving. It makes clever use of the tree and the
curb, but it also brilliantly positioned - exactly in a
spot where drivers and pedestrians pass, and drivers are
trying to park - all of them are exposed to road hazards
(and the tree…) - and therefore they will internalize
the message very well and not forget it. The same goes
for every brilliant ad. Even this ad creates a "buzz"
and people that come across it recount it to others. In
other words, this is an excellent and effective way to
transmit a social message that "works overtime" - even
with a very low advertising budget.