The slide show below demonstrates the new world and how the view from the SD-Logic (The Service-Dominant Logic of Marketing by Stephen Vargo and Robert Lusch) perspective may very well be the user centric approach required. The truth is that SD-Logic thinking has struggled moving out of academia. However, it reviving itself thanks to the thinking of many in the Service Design arena. I go one step further in the presentation stating that SD-Logic needs a process such as Lean Thinking to put it into practice. Inspiration for this presentation came from: The End of Teaching As We know it

1. The End
of
Best in Market

2. We hang on to
past practices

3. We market practically the same way as we
did before…
Have we converted to pull?

4. ..just with different and more technology

6. “Every Industry will be disrupted and rebuilt
with people at the center.”
- Sheryl Sandburg. COO Facebook

7. We want information available on every device

8. People expect to access information whenever
and wherever they want to.

9. World is increasingly collaborative driving changes
in the way decisions/ purchases are made.

10. New models of value recognition are bringing
unprecedented competition
Rolls-Royce & Partners Finance Limited (RRPF) provides short, medium and
long-term spare engine leasing solutions with the largest world-wide
portfolio of Rolls-Royce and International Aero Engine (IAE) engines.

11. Value transfer from tangible transactional to
intangible are not yet well understood by
organizations but are recognized by customers.

12. Use of social technology for understanding and
learning from customers are in its infancy.

13. Experimentation with new applications are
often seen as the young persons role.

14. Most organizations do not
understand collaborative world and
how to evolve it into a competitive
advantage.

15. Best in Market Products are not enough,
customers will only pay for how value is derived
from the use of the product.

16. “It is not about the things we make, it is about
how our customer use the things we make.”
– Malcolm Gladwell

18. Knowledge is Everywhere
The quality of the
organizational relationship
network will make the
difference.

19. Embracing new and old technologies can leverage
the shared knowledge within organizations.

20. Shifting from Goods Dominate Thinking and Transactions
to
Service Dominate LogicTM and Co-Creation of Value
Buy
USE

21. Service Dominant Logic
The Service-Dominant Logic of Marketing edited by Robert Lusch and Stephen Vargo
SD-Logic

22. Service Dominant Logic
The Service-Dominant Logic of Marketing edited by Robert Lusch and Stephen Vargo
SD-Logic
Indirect exchange masks the fundamental unit of exchange
Goods are distribution mechanisms for service provision
Value is always determined by the customer (value-in-use)
A service-centered view is customer oriented and relational
Knowledge is the fundamental source of competitive advantage
All economies are services economies
The customer is always a co-creator of value
Service is exchanged for service.

23. What is our vehicle of choice?

24. Organizations need to challenge themselves by
experimenting and creating co-creation of value
opportunities through Lean Thinking.
Principles of Lean
• Identify Value
• Map Value Stream
• Create Flow
• Establish Pull
• Seek Perfection

26. Lean Sales and Marketing is essentially a knowledge transfer system;
it's a training system on how to define knowledge gaps and close them.

28. Lean Sales and Marketing approach is to leave your customer be
the professor, the Sensei, who will take you through a certain
number of exercises (their decision making steps), the customer
leads.

30. Lean Sales and Marketing is targeted
to certain kinds of organizations who
actually enjoy learning. Who are
committed to continuous
improvement as opposed to just doing
things and running things as they are.

31. What makes Lean Sales and Marketing different is the system. The
steps of Lean S & M are simple:
1. Go and see the initial practice (Gemba), the user.
2. Form a working vision from the user experience, an ideal
situation of where the USER wants to go.
3. Visualize the user's process. If you do that, it's obvious to see
what your next reaction should be and when to trigger it.

32. Lean Sales and Marketing is incredibly powerful.

33. Marketing with Lean Program Series
1. Lean Marketing House Overview
2. Value w/ Business Model Generation
3. Marketing Gateway with EDCA/PDCA/SDCA
4. Marketing with A3
5. Lean Engagement Team

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