Business & Design : Focus

Two key topics that Scott Hindell will focus on in the Business and Design course this summer (W5700) are focus and pricing.

This is the first of two posts by Scott Hindell about those two key areas:

This TED talk is about the importance of variability. I believe the coffee example (at 16:21) best illustrates the importance of variability, and why we should avoid following universal principles. When we understand this, and adjust our value strategy so we can offer customers higher levels of satisfaction in those areas of value they are most interested in, we develop stronger relationships of loyalty and affinity that separate us considerably from the alternatives customers might have compared us with before.

Pitfire Pizza's Washington Blvd. (Culver City) location is one of my most visible successes with adjusting the value equation to bring in more of those clusters of customers that highly value what they are focusing on. This is why it is their best performing location to date.

Learn more about the summer course and register here.