標題: How can Disney make its [打印本頁] 作者: arfankj4 時間: 2024-3-12 11:11 標題: How can Disney make its
RGANIZATIONS CAN DO A WONDERFUL JOB AT SOLVING THE WRONG PROBLEMS” Magicians are always under pressure to reinvent their performances to stay ahead of the competition. When David Copperfield made the Statue of Liberty "disappear," Franz Harary responded with a vanishing space shuttle. The same is true of business managers: They must strive to be innovative, providing the kind of magical product and service experiences that exceed customer expectations and the offerings of competitors.
What's the secret? Success in business as well as magic has less to do with clever marketing and more to do with the innovation process, Thomke and Randal write in the paper Innovation Magic. The authors also teamed to write The Magic of Innovation, published in the European Business Review earlier this year. A Magical Process Thomke Chinese Overseas America Number Data maintains that innovative managers looking to create successful new products or services can benefit from the practices that magicians like Randal follow: Take time to understand the real problem that needs to be solved. Some magicians spend a lot of time considering which illusion they want to accomplish before they start working on how to accomplish the trick.
Too often, managers rush to develop solutions to customer problems without defining the real problem the product or service should be designed to solve. For example, when Walt Disney was plotting out concern himself at first with typical amusement park issues like how many rides to build, how much parking to provide, or what food to sell. Instead, he focused on this overarching question: visitors feel as though they are having a magical customer experience? Defining the problem may be the most important part of the innovation process, yet it is often given short shrift, Thomke says. "We have to allow ourselves time. It's often not seen as making progress when you don't have solutions to show.
