新しい価値の創造
梅雨時には大活躍するファブリーズ。生乾きっぽいイヤな臭いと戦います。違うっ、自分のおやじ臭ではないっ!(笑)
我が家でも3本くらい存在してますので、全国的にはさぞかし大量に売れてるんでしょうねぇ。ファブリーズって発売される前はこの世に存在しないジャンルの商品(類似品はあったでしょうけどマイナーで売れてなかったんじゃないかな?)だったんですよね。それが一夜にしてドル箱商品。今やレノアやアリエールとのコラボレーションまで始めちゃうし。(自社製品同士ですが)
企画する観点で考えれば、こんなにうらやましい話もありません。競争相手のいない世界を作り出してヒット商品にしちゃうんですから。だいたいヒット商品って「すげー、こんな物考えつかなかったけどスゴい商品だ!」ってよりは「あ〜そうそう、この手があったのか、どうして考えつかなかったんだろ?」ってモノが多いですよね。思い付きそうで思い付けない辺りをビシッと。
ファブリーズの場合、ありそうでなかった商品でありながら、技術的な優位性もしっかり持っている、という両立したモノだからこそヒットしています。Googleだってそうですよね。今までのサーチエンジンとは概念を変えながら、かつ高い技術力でそれを支えています。
このように、新しい価値を生み出して、競争相手のいない穏やかな大海原で商売するという考え方が数年前から商品企画の世界で注目されてます。
そのきっかけになったのが「ブルーオーシャン戦略」という本です。機能/コスト競争に明け暮れる血みどろのレッドオーシャンを避けて静かなブルーオーシャンを目指そう。という内容なのですが、この本の内容こそ「あ〜そうそう、そういう考え方ってあるよね。いままではっきりと言葉にはしなかったけどさ」という感想を持つモノでした。ヒットするビジネス書というのもやはりそういう辺りをビシッと、ね。
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