3. The best way to solve problems is
teach people the on-going capability to
think differently…
…whilst the focus of such adult learning
is a present issue in the business.
4. ENGINEERING + DESIGN THINKING
ADULT LEARNING + PSYCHOLOGY
ENVIRONMENT
Learning
Doing
HUMAN AND CREATIVE FACILITATION
20. Based on the Regional Brand Tracking Study (Philippine Topline Report 3rdQ):
Brand Consideration for Personal Loans increased by 17 points from 26% in 3Q to 43% in 3Q.
Brand Consideration by Type - HSBC
80%
70%
64
60% 60
53
50%
50 43
39 42
40% 38
34
28 26 30
30%
26 30
24 25
20% 20 21
19 19
10%
18
%
Base: All mass affluents (3Q 07: 300; 3Q 06: 300; 3Q 05: 300)
Q2d: Would you consider continuing to use or starting to use this bank for its service?
First though a story that will help establish our point of view on what innovative thinking/innovation looks like as there are many definitions and we each have our own favourites. So here’s how we explain it.So meet Jenny from HSBC. Foto taken in Hong Kong where at the time she was mid level brand manager in the Philippines lucky enough to spend time with us with a bit of innovation training...
Back in the Philippines, received wisdom at the time is the following...Saving is goodKeep things for rainy dayHard to encourage people to borrow money and for them to be in ‘debtHard therefore to position loans to people. Loans are important to the bank as that’s how HSBC make money. Folk in Manila are resistant to being in debt – what hope therefore for the bank....
The way she managed her creative sessions we a great more fluid and relaxed...Not a tie in sight eh and importantly no laptops to distract them.Mantra was less typing, more talking.
New techniques allowed Jenny and her team to do something different and found this insight that...Shopping is popular - family sportChildren are seen as the futureChildren are seen as an investment
New proposition for a loan all about investing today not puttingoff until tomorrow and you can do so with the help of an HSBC loan...
As a result, brand consideration – which linked directly to sales moved up 17 points to the top of the list...
