Principle 17. Another Dimension
A. Move an object or system in two- or three-dimensional space.
− Utilize multiple sources of information at marketing research.
− Conduct multidimensional customer surveys with matrix tabulation of
survey results.
− Use matrix diagrams for FMEA, FTA, 8D Summary, House of Quality (QFD).
B. Use a multistory arrangement of objects or systems instead of a single-story
arrangement.
− Understand customer needs hierarchy pyramid: “Basic physical, safety and security, family and social, ego and esteem, self-awareness and self- actualization” (A. Maslow, D. McGregor).
− Establish multilevel marketing and sales network.
C. Tilt or reorient an object or system, lay it on its side.
− Utilize advantage of flat organization structure: fewer layers between
management and customers.
D. Use another side of a given area.
− Internalize the values of customer focus by all organization employees.
− Make marketing people temporarily be purchasing agents and vice versa.
− Interview both won and lost customers.
− Print bounty coupon on another side of purchase check