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Written by ZOOZ
consulting and training | (972)-9-9585085 | info@zooz.co.il
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| Issue 10 |
Hello!
We are glad to send you the tenth issue of LaZOOZ.
The newsletter is sent
as a free service to thousands of senior executives in
the Israeli market. It is published monthly, and does not include advertisements.
We tried to keep it short, assuming that your time is precious
and the work is plentiful.
Those who wish to learn more, will find links to articles and relevant information sources.
We hope that you will find the newsletter useful. We will be glad to receive any comments and suggetsions.
Pleasant reading!
Ari Manor, CEO, ZOOZ
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Innovation
Methods and tools for managing innovation processes
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Combine
This is
the second SCAMPER tool we review here. Use the
Combine tool to examine how elements of the nearby environment can be integrated into a product, service, problem or process.
The steps for using Combine are as follows:
1. Choose an existing product, service, process
or problem
2. List
the elements of the environment: parts, materials,
methods, ideas
3. Find an original and new way to combine elements listed on step 2
4.
Visualize the new product, service or process, and identify its benefits and uses
Example 1:
- Existing product: Yellow Cheese
- Environment elements: bread, butter, mayonnaise, ketchup, mustard, pepper, meat, skewering stick, vitamins...
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Improvements which have
already taken place:
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Yellow cheese covered with
ground pepper
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Yellow cheese enriched with
vitamins and Calcium
- Yellow cheese sandwich (combining with bread)
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Improvements which have not yet taken place (as far as we know):
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Sticks with yellow cheese
on them, covered with bread crumbs
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Yellow cheese slices with
butter spread on one side
- Yellow cheese balls or fingers filled with mustard / ketchup / mayonnaise
Example 2:
- Service: Banking
- Environment elements: businesses, real-estate, stock market, coffee shops, meeting rooms, other banks...
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Improvements which have already taken place:
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A coffee shop inside a bank
branch (Leumi Bank, Ra'anana)
- Mortgage banking (combining real estate into banking)
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Improvements which have not yet taken place (as far as we know):
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A bank offering meeting
rooms for business clients
- A bank offering central client account management - for client accounts in several competing banks
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Move
What's new at ZOOZ
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Business Coaching
In todays
complex business reality, managers and employees find themselves in a wild rat race, spending too many resources on secondary issues. Business Coaching offers the managers a way out of the "box" they're living in, and a chance to reach the places they truly wish to be in. It provides them with a set of tools that help exercise physical and mental "muscles" which in turn leads to improved performance and the reaching of goals. This achieves major breakthroughs, and seemingly unobtainable heights.
ZOOZ now offers Business Coaching, aimed at obtaining personal and business goals that are otherwise unattainable. The process is made up of short one-on-one meetings, during which we clarify the desired goals, set measures for improvement, and deal with obstacles that stand in their way. A manager who goes through the process ususally gains two important benefits: first - actually obtaining the goals, and second - acquiring personal improvement skills that serve them later on as well.
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Exposure
A creative
advertisement and its logic
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Surprisng Resemblance
A typical "Before and After" ad shows the allegedly "scientific" results of using a certain product (washing machine powder, unique diet pill, etc.). In most cases it is a typical hard sale ad, lacking any creativity.
However, in the two examples before us, there is no change between the before and after, and that's exactly what makes the message witty, original and surprising.
The top ad shows absolutely no change between the two fish bowls. The fish is swimmimg in the same angle, water level is the same, and no blue stone has moved - before or after using ERA moving service.
The lower
ad shows that one may be creative and even bold when advertising a medical drug. Bali by day and Bali by night looks the same for the poor tourist and amateur photographer suffering from diarrhea - the hotel toilet. Imodium - anti-diarrhea medicine, is the next snapshot in the album, as it released him from the WC. This ad also uses the Reversal template we mentioned in a previous issue (with this message: "If you don't take Imodium - you'll spend your vacation in the toilets").
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Sources:
- Era Moving Services, Doris Soh
& Asc., Singapore, Joseph Tay, Ted
Studio
- Imodium, Eivind Stoud Paltou, Stig Bjolbakk Linda Cartridge, Jarle Nyttingsnes
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For information on creative advertising workshop see page 18 of
our Strategy and Marketing workshop description (Hebrew, PDF file)
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