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What do marketers, product designers, business owners, and editors have in common? They all work with problems and test hypotheses to resolve them. However, there are times when professionals concentrate so deeply on problems that they stop thinking about opportunities.
Marginality is falling, readers are massively unsubscribing from the newsletter, no one knows about the new features of the application – such situations can really be confusing. And then the Flip-to-Action method comes into play.
The method was created by Danish product designer Jesper Henriksen. Initially, it was intended for the development of the Customer Journey Map, but it turned out to be workable in other situations. The scheme is based on reframing a problem, generating an idea, and creating a solution sketch.
Of course, there are times when ideas are generated in a continuous stream without special methods or outside help. But what to do when this does not happen? Howl at the moon? Not worth it. Better try Flip-to-Action! Continue reading
It is unlikely that anyone will remember when the taxi drivers stopped knowing the way. When the knowledge of the city ceased to be as much a part of the profession as the ability to twist the steering wheel.
When to build a route became the responsibility of the client, and the client ceased to be surprised. Is it because the former taxi drivers grew old and left the business, and new ones, almost without exception, came in their place? Or did it just coincide, and was it part of something bigger, some kind of global process?
One way or another, and the passenger could no longer expect that the car would be brought to the porch, that the driver would exit and open the door, and then the passenger would doze off in pillows or admire the views, because everything else was the driver’s care. Now the passenger had to run around the block to look for this idiot, and then be on his guard the whole trip so that this idiot did not turn where he didn’t need to, that is, work with him as a navigator, for his money, we’ll notice in brackets. It turned out that the passenger no longer buys the service, but enters into a kind of cooperation with the driver, where they, as it were, temporarily united in a team, jointly solve the problem of delivering one of them to the destination. Continue reading