Within the early Eighties, in the event you needed to take out motor insurance coverage within the UK you then went to a excessive road insurance coverage dealer who took down all of your particulars on varied varieties and despatched them off to insurance coverage corporations to get quotes. The insurance coverage dealer insisted that it took all his talent and expertise to ultimately get you a very good coverage. Then Peter Wooden got here alongside and took a special view. He bypassed the insurance coverage brokers altogether. His firm, Direct Line, used laptop databases with up-to-date data and banks of phone operators to cite aggressive costs instantly over the cellphone. It rewrote the principles of the trade and Direct Line grew into the most important UK motor insurance coverage firm.
What Peter Wooden did was to take phone and database applied sciences – neither of which have been significantly new on the time – and apply them in an modern approach with a purpose to discover a new and higher approach of reaching and serving the shopper. Making use of new (or practically new) applied sciences to conventional enterprise is a basic approach of innovating in a market and of going round rivals’ defences. Amazon did an analogous factor once they used the Web to bypass the standard book-retailing channel with a purpose to promote first books then CDs and different merchandise direct to customers in every single place.
In 2004, Vodafone’s Kenyan affiliate, Safaricom, was awarded matched funding by the UK’s Division for Worldwide Growth to develop companies for extending the supply of micro-finance to the poor in East Africa. The outcome has been M-Pesa , a cell cash switch system that allows individuals to switch funds with out utilizing a checking account. It has been enormously profitable. Pesa is the Swahili phrase for cash and M-Pesa is cell cash. There are actually over 12 million customers of M-Pesa in Kenya alone. M-Pesa represents a big menace to banks as a result of it provides a extra handy service. What Vodafone has completed is to rewrite the principles of the banking recreation by utilizing a brand new know-how, cell telephony, to bypass the banking community.
What present know-how could possibly be used to bypass the distribution community in your enterprise? How may you utilize applied sciences in artistic new methods so as to add worth to your clients or to discover a extra handy methods to achieve them?
BUY PAUL’S NEW BOOK LATERAL THINKING FOR EVERY DAY
Not each downside has an apparent answer. Make the most of the ability of lateral considering to suppose imaginatively and creatively to sort out on a regular basis issues in a brand new, contemporary approach.
Lateral considering is about re-thinking your method to downside fixing and utilizing an oblique technique to give you modern outcomes. However how simple is it to do it?
In Lateral Considering for Each Day, acclaimed author Paul Sloane clearly explains how one can profit from utilizing a lateral considering method. Utilizing inspiring examples from nice lateral thinkers together with Woman Gaga, Elon Musk and Tim Berners-Lee, this assortment of sensible ideas, strategies, examples and challenges is assured that can assist you deploy highly effective reasoning strategies, turn into extra persuasive and convincing and to give you contemporary options to artistic challenges.
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