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Sears’ Catalog Has Speed, Amazon’s Search Provides Velocity and Direction Into Future

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Good People, this week’s class note on Tekedia Mini-MBA is on the Board. As I shared a few hours ago, we are focusing on Perception Demand Marketing (read here), working on how to use perception to turn consumers into customers, and into fans, by creating products and services which do not just meet Needs or Expectations of customers but serve at the level of Perception. I offered some flash cases: iPhone, Diamond Bank’s DIBS, 23andme, Airbnb, etc. 

Here, as a very good Physics student in secondary school, I use Speed and Velocity (speed with direction) to explain the difference between Sears (a bankrupt physical superstore), and Amazon. Sears used catalog which has only speed, Amazon uses search technology which provides velocity. That velocity gives a DIRECTION into the future. To create perception demand, you do not give customers catalog options, you empower them to discover the future in your ecosystems. 

You move them from speed to velocity where while completing the distance of life, over time, they do so with a sense of direction. When you do that, you create a new basis of competition, and turn many into fans, creating leverageable moments of glory! Now, get to the board.

From Tekedia Mini-MBA Class Note

Sears, a bankrupt American retail chain, was built on catalogue – a fangled technology of its time. It was typical of industrial age business model: send the customers options on what they might need with no certainty on what they actually want. The discovery process was weak, defining the retailer with no sense to get insights at scale, quickly.

Amazon is built on search – a modern technology which is unconstrained and unbounded, only limited by the imaginations of the consumers. Search provides a window into possibilities, making it even possible that Amazon can see patterns on things it does not have in stock, and quickly respond to add them.

Search has velocity, catalogue has only speed; no antenna for direction. Search enables Perception Demand which enables the acceleration of consumerism by rewiring the mindsets of users to a new domain which they might have never imagined. As customer tastes move, your business must adapt. You need the antenna to move in the right direction to make that happen. Yes, in the 21st century, you win with Perception Demand.

Yes, no matter what you do, you cannot catalogue your customers. You need to find a way to help them discover the future in your ecosystem!

You can register for the next edition of the mini-MBA which begins June 22 here.

https://www.tekedia.com/mini-mba-2/

COVID-19’s Survivors, Nigerian Healthcare Workers Need Mental Healthcare Programme: An Interview with Opeyemi Ojabanjo-Lawal, Stablemums Founder

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Editor’s Notes

As coronavirus continues ravaging businesses and people, despite efforts from the governments and civil society organisations, in this interview, Mrs Opeyemi Ojabanjo-Lawal makes case for a mental health programme for the survivors and healthcare professionals attending to the victims. According to her, this is necessary considering the fact that the pandemic has brought a number of psychological symptoms, which need management using holistic approach.  Mrs Ojabanjo-Lawal is the brain behind Stablemums, a non-governmental organisation that prioritises maternal mental health promotion and management in Nigeria.

Excerpts

Tekedia: We are in a new decade and the first major disaster is a global disease pandemic that has killed thousands of people and millions of victims. Can we say the World is being tested?

Opeyemi: I wouldn’t say the world is being tested. And if it seems, the world is being tested, then I believe the world is not being tested beyond what it can handle. It just a call to remind us that whatever affects my neighbour affects me.

Tekedia: How would you describe the situation in Nigeria from the perspective of the measures being used by the governments and other stakeholders since first index case?

Opeyemi: Since the first index case, it was obvious that government didn’t first understand what was happening until the cases increased. The government is trying their best, and they need to do more. I realized that the government (FG and SG) didn’t synergize because it is not just a Lagos or Abuja or Ogun issue, it is a national issue just like it is a global issue. It also shows that the government did not have a crisis management template to work it no matter how sketchy it may appear. They just relied on what they think other countries are doing without looking at the peculiarities of Nigeria. So far, the numbers are increasing and it is getting scary.

Tekedia: Every day, media are churning out figures about the cases, deaths and recoveries. What is your assessment of the approaches being used for the pandemic related information dissemination in Nigeria compare to other countries?

Opeyemi: I will say they are doing their job. Which is to inform and educate. However, they need to give information that raises hope and not dampen it.

Tekedia: Can we say dishing out figures of magnitude has the tendency of causing and increasing mental health issues among the populace?

Opeyemi: Yes, it has the tendency of causing and increasing mental health issues like Anxiety, Panic and even depression. The first thing people are seeing is the number of confirmed cases and they can be like what? For instance, when the figures were still in double digit, I couldn’t sleep for nights, I got edgy and wanted to be alone despite living with my family. It was as if, we are not making any progress as a people. Then I was pricked to look at the discharged figures but then, it wasn’t easy.

Tekedia: Since it is obvious, we can have that, as a social entrepreneur and director of a nonprofit organization that deals with mental issues among the women in Nigeria, how would you describe communicating issues around the virus using sensational approach?

Opeyemi: This is not a product or a new organisation. Covid-19 is a serious issue and so it doesn’t call for sensationalism. Covid-19 is not a dinner party, a luncheon, a brand unveiling. I understand that people still want to be happy despite all, describing Covid-19 as a joke is not funny because people are dying, jobs are being lost, economic indices and projections are somewhat not favourable and that is not funny. The more sensational we get about Covid-19, the less serious people who take it to be. Communication has to be filled with empathy.

Tekedia: What are your views on the people’s call for timely mental health care for the survivors and their family members in Nigeria?

Opeyemi: Better late than never. It is a good call. This period, I have had doses of anxiety and trying not slip into depression. The question is, what template or programmes do we have for mental health. Kudos to Mentally Aware Nigeria Initiative (MANI) but what we have in Nigeria presently is not enough. Thank God survivors are not named except for individuals who will like to be named. If we have the facilities to help survivors and their family members cope post Covid-19 discharge, it is a good one. Proper counselling, regular checkups (calls) among others. I believe it is the way to go because there is not health without mental health.

Tekedia: To the majority of Nigerians, who exchanged views with us, mental healthcare should be run along with the treatment of the affected persons, especially recovered people should be placed on mental health services because they have been distressed during the treatment period. What is your take on this?

Opeyemi: Yes, just like we are advocating for mental health care for mothers after delivery. It can be running side by side, especially for those who have shown signs of mental health issue in isolation or while undergoing treatment. Frontliners should be trained to communicate with the patients and ask questions as it also relates to the patient’s mental health so that you know who really needs it. Some patients might not want to be treated as a mental illness patient because of the perception about mental illness, however through proper communication and observation, it can be detected and help can be provided.

Tekedia: What are the possible factors that could contribute to mental health issues among healthcare workers exposed to the virus?

Opeyemi: It also has to be voluntary; you cannot coerce people to take treatment for what they don’t understand or don’t want to associate with. If any survivor shows signs of anxiety, panic or even depression, there is a way to go about it.

Tekedia: What is your observation about protection of healthcare workers on the frontline?

Opeyemi: Fatigue because of lack of manpower so many of them have to work round the clock. Uncertainty of whether they will also be infected/anxiety, non-availability of PPE, lack of trust in the system, state of health of such individuals/workers, bureaucratic nature our public institution etc. I really haven’t been in touch with health workers first hand. The last information I got about a friend who is isolating when someone tested positive to covid-19 in unit shows that, the level of their protection is very low and not encouraging. I belong to a group where a medical doctor’s post shows how anxious they are and am like if a doctor is sharing stuff like this, then they really must be afraid or scared.

Tekedia: What is message to individuals and businesses as the virus continues its spread through community transmission?

Opeyemi: The message to individuals and businesses is that once there is life, there is hope. Stay safe and adhere to the health guidelines at this time; wash your hands with water and soap, use alcohol-based hand sanitizer, clean surfaces with disinfectant. Do your very best to stay safe. Call appropriate authorities if you detect anything.

Open Letter To Buhari: Steps To Be Taken To Cushion The Effect Of Covid-19 Pandemic

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Due to the Covid19 pandemic and its ravaging spread like wildfire across the country, the various governments at state and federal levels have taken measures to put an end to the devastating effect, should in-case the figures soar in a geometric progression, while recovery and health cure stands at an arithmetic growth rate.

Nigerians over the following past months have resulted in disobeying the lock-down rules and orders, protests against the lock-down and massive looting and robberies across the country. Should Nigeria provide incentives and palliatives to aid the suffering of the people? YES. Can we afford it? NO. WHY? Because as a country with a single sole source of revenue coming majorly from oil exploration and exportation can’t currently afford such due to the decline in the prices of oil at the global oil prices, a fall that saw even the unique Brent crude crashing.

In this open letter to the president, I suggest he does the following to see the following positive effects on the general economy:

Distribution of facial masks and hand gloves to be produced and locally sourced thereby increasing earnings and creating a source of livelihood for the teaming populace

  • Upliftment of the total ban of movement from 24 hours in day and limit it to just 4 hours a day
  • Enact rules that enforce the mandatory use of the facial masks and hand gloves in public outings
  • Create a general rapid mobile court, and sentencing unit for those found guilty of violating the Covid-19 rules.
  • Create a special task force team that ensures the social distancing rules are strictly adhered to in public places, thereby creating more job opportunities for the teaming unemployed among the general populace
  • Distribution of free hand-sanitizers to be locally sourced and produced by the local populace
  • Make available washing and disinfection apparatus at public places in strategic locations like airports, ports and government houses.
  • Set up a special committee to look into the total overhaul and rehabilitation of the healthcare system and its practices to meetup with international standards and guidelines by at-most 2022
  • Set up another special committee to look into the post economy recovery and diversification to house and accommodate extra sources of revenue generations for the country.Agriculture, technology and logistics should be the core areas of research to further cushion the adverse effects of the lock-down.
  • Direct anti-corruption bodies and organizations to probe cases of fraud as regards the disbursement of funds meant to aid and relieve the suffering of Nigerians during the global pandemic crisis, lock-down and stay home period.

Week 12 Session

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Notes: These are contextually related articles on this week, extracted from the Written Materials. Sears’ Catalog Has Speed, Amazon’s Search Provides Velocity and Direction Into Future The Demand Pyramid – Stimulating New Markets Through Perception Demand Stimulating New Markets Through Perception Demand This week, we will examine a subset of marketing called  Perception Demand Marketing.  […]

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The Demand Pyramid – Stimulating New Markets Through Perception Demand

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I just finished the Class Note for next week’s session of Tekedia Mini-MBA (register for next edition) which goes live tomorrow on the Digital Board. We are focusing on growth through stimulation of new market nexus, using Perception Demand which I have written extensively in Harvard Business Review. Until you can reach that mountaintop of Perception Demand, your leverageable moment cannot come, at scale. I share some components to explain the N.E.P of the thesis.

Needs Customers know what they want and look for them in the market. Many companies pursue to serve those frictions which are evidently known. For example, a customer wants electricity in Enugu Nigeria and an electricity company offers that via coal.
Expectations Customers’ needs have been met but they expect a new dimension of service. Consider an environmental activist who is being served with coal power in his house in Enugu Nigeria. Yes, even though the needs have been met, the customer will still be expecting to power the house with renewable energy source like solar or wind. Any day a company offers solar solution in that locality, at competitive pricing, that customer will possibly sign-up, disconnecting from the coal solution.
Perceptions The customer has never imagined or ever thought of this demand domain. The customer never conceived of the possibility or existence of this friction. However, the day, the customers see the product, the customers move in droves because the product clearly met their needs, exceeded their expectations and took them into a new domain by fixing their frictions. Most times, focus groups and surveys cannot capture perception demand because until the users have the products in their hands, they cannot make sense of the value. See my Harvard article in next section of this class note on how Verizon missed Apple iPhone, and Steve Jobs’ lack of interests on market study. The legend had posited that even customers do not know what they want! But when you give them the “next big thing”, they come to party. So, for him, the plan was to go into that esoteric level of creativity to stimulate latent needs only few like him could decipher, and turn the consumers and customers into fans. Greatness comes via stimulating and serving Perception Demand. On the pyramid, it sits on top because only few can get there.

Videos, Written Materials, Cases, etc are in the Board – out 12 noon Lagos time tomorrow.