MAKING LEAPFROGS HAPPEN

abouT
leapfrogS,
customer engagemenT,
pigs anD
snow whiteS

The Three
Little Pigs

27 May, 1933

You cant 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?

PIG
PIG

PIG
Some organizations
create
a
different
Pig
PIG
PIG call it a Snow White
and
PIG
SNOW WHITE

SNOW WHITE

SNOW WHITE

SNOW WHITE

SNOW WHITE

SNOW WHITE

differentiating in the market place is

not about making a different piG!
its about creating snow Whites!

There are pigs everywhere!

What a tremendous
opportunity!!!!!

iT doesnt take magi

to convert
a piG
into a snow White

Snow Whites
Product/Service
Logistics
Customer Engagement
Production
Finance
HR

Snow Whites

Newspaper industry
Regulated industry eg. Insurance
Retail industry
Commodity grain buying industry
Computer industry
Car industry

Have an undifferentiated product?

snow whites create

Customer Engagement as
unusual

Custom er Engagem ent as

U nusual
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 cant they seek them out?

Why should people go to the shortest line? Why cant they go to

the longest line?

Its often easier, cheaper and m ore

fun
to convert
pain points into + ve engagem ent
points
than it is to elim inate them

Cust Engagement
thru insights/analytics
Aravind Eye Hospitals
predictability
Target stores
eBay motors
BPOs

Allorganizations across industries are sim ilar

hr
sales
m arketing
logistics
product/service
production

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 unidimensional manner: we, our context, our
customers.
Customers are extremely multi-dimensional:

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.
Whats the story?
We dont 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 its
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
game
Think Snow White

THANK YOU
porus@poruspmunshi.com

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
30

Growing a business through innovation

Most Industries, most

organizations are similar with
similar components, similar
conditions and similar
problems...
Thats
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
Porus
Munshi