資料紹介
資料の原本内容
Donald Arthur Norman’s seminar @KAIST Graduate School of Management
norman@northwestern.edu
www.jnd.org
jnd = just noticeably different
Subject: Design of Everyday Things
I thought it was a seminar about design, but it was more about strategic consulting. Maybe it was because most of the audience was studying management.
Here below is the some of what he said.
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Google is good at...
running server farms
advertisement
So, Google is killing newspapers.
In U.S. Many newspaper companies died in these days.
There’s only one newspaper that charges... Wall Street Journal. Only one is surviving.
You – as a future manager - should know the relation between Google and newspaper.
What is the difference between product and service?
Notebook computer is a product? (students) Yes...
ATM is a product? (students) No
Those are not different.
How Apple makes money?
(students) advertisement.
Did you see any advertisement at iPod or iPhone?
(students) No
That’s the point Apple is very very clever.
Apple sells just trademark.
Other product vendors add this logo to their advertisement to say that their product is compatible with iPod, paying 10% of profit(?) to Apple.
Swatch...
Swatch sells emotion.
They don’t sell a watch.
They sell collection of watches.
A customer buys dozens of Swatches and is very proud of showing his/her collection.
About Fujitsu notebook.
(One of students was using a notebook with no logo outside... Norman asked and the student said it’s Fujitsu)
It’s engineer driven company. They think if their product is great, customers would know. But wrong!
About planning...
Hundreds of people gathered and made plan for the next year, but it was better to throw away the plan after the meeting.
Planning is obsolete!
About market segmentation
Marketers are good at segmenting by age, gender, address... that’s because it’s easy. Marketers should focus on the activities.
About the future.
(student asked what the future would be...)
My friend who won Nobel Prize said, prediction is very easy but to get it right is impossible.^^
Text Message was projected 0 users. Engineers developed text message just for testing the network. They thought nobody would use it rather than calling directly. But everybody uses it now.
Twitter... I write “I’m eating Kimchi.” crazy... but millions of users read it and say “What kind of Kimchi?” I don’t know how they make money but many use it.
Two students told me they would make search engine. At that time there were tens of search engines. They founded a company and named it Google.
Who knows the future?
