Creating by destroying

Create new customers’ values by eliminating redundant things

Create new customers’ values by eliminating redundant things

In January 2007, Steve Jobs showed people around the world a revolutionary device — the first iPhone. Creating iPhone took three years and a fair amount of money. But it was worth spending time and effort on because iPhone offered its users exceptional customer values, and people were happy to buy it. So did Elon Musk by creating Tesla cars. So did Brin and Page by creating Google.

It may seem that creating customers’ values always means deploying significant resources — time, investments, etc. But this is not always the case.

Remove personal accounts

I am a board member and a strategy committee chairman for an international logistic company. The company spent several years building a website with personal customers’ accounts, where its clients could place and trace their orders. The team was proud of the site, but customer surveys showed they were not particularly happy. The team thought the site was not good enough and spent a…