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Sell

Ignacy Machlanski: Problem
, 1934

We currently have a post by Seth Godin published yesterday, August 25, 2010, in his blog. On the world of marketing, which Godin is one of the most successful experts in the world. His post simply highlights one of the main suggestions that some time we are trying to pass off: instead of peaking to sell this wonderful and fantastic that we have for sale, sell a problem that is not only a resource but it takes on same level of our potential buyers. He says the father of permission marketing , Seth Godin.




No company buy a solution to a problem that did not.


Yet many operators in the business to business to go suffered features and benefits, without taking the time to see if the person at the other end of the conversation / call / letter believes that they have a problem.


My friend Marcia (we informed each other on various projects) has a very cool idea for large professional firms. As an architect, became aware that companies were wasting their time and money and efficiency in the way they use their space. The Roomtag is his answer.


The challenge is this: If your big law firm or accounting firm does not think they have a problem mapping the area of \u200b\u200bdistribution of materials and tracking service, you will not be looking for a solution . You wake up in the morning dreaming of how to fix it, or go to bed wondering what is costing you ignore it.


And so the challenge of marketing is to sell the issue.


(an interesting paradox: a lot of people are not willing to embrace the idea of \u200b\u200bhaving a problem unless you also believe that there is a solution ... then sell a part of the problem is to suggest that there is a solution others are using, or is right around the corner).


Imagine, for example, to obtain the data and publish a list of the top 50 companies, ranked according to efficiency of use of space. Suddenly, the bottom half of the list of companies realize that yes, indeed, have something they need to work. If you had known that your company was paying twice as member for the competition, you would have realized that there is a problem.


When a prospect arrives at your desk and says, "we have a problem," then you're both on the same side of the desk when it comes time to solve it. Conversely, if someone is in front of your desk, because you are persistent and charming, the only problem he has is, "How do I get out of here."




Read ' article translated from English.


ps: we apologize for the link to the site on roomtag that at the time of writing does not work but we believe that the website is under maintenance. Please try again later.

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Maps mental problem with the iPad

Image taken from blog ipader.it

Who said that the 'iPad is just a tool consultation web pages, videos and other resources of the web? Did you know there are applications that allow you to create mind maps ? The mindmaps are a powerful technique for graphic representation of thought thinking, studying, organizing, etc.. Are very useful in problem solving to a problem in its fundamental components. For example, we could make a map of the problem from its main branches: Who, What, How, When, Where, How, Why. Soon this blog will show you how. Meanwhile you could have fun with applications for the iPad reported by ipader.it. If you have the iPad try and let us know in comments how you got. If you do not have the iPad, like me, you can map them to your computer or on a large sheet of fine drawing, hand as it does Roberta Buzzacchino . If you have not understood what are the mental maps and how to use them in problem solving, be patient a few days and we'll talk about in this blog.

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A test of lateral thinking in children

Beautiful photos of the post Children and lateral thinking that testifies to this boy or girl (it is not clear but it is not important ) lateral thinking, which we discussed in ' last post, being alone, in a spontaneous way. How many of us would have thought this artifact to park your bicycle could have become a pipe to cross? Lateral thinking helps us to transform objects, playing with them by giving them new opportunities and new uses. And is not what they do all the time the children? Why not imitate them? Why limit our thinking and not give him the chance to discover new directions?

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Lateral Thinking, improvisation and problems

Image Credit: Peace (vipez
on Flickr)

The lateral thinking

"operate in all cases where it can be profitable to set up a problem according to a new formula"

writes Edward De Bono in Lateral Thinking goes on to say that, for example, that

"the creation of new ideas does not necessarily cause an increase in industrial costs, more often, in fact, can reduce them. It allows for greater production efficiency, the use of waste materials , a simplification of the projects that make their implementation easier and less prone to problems assembly, reduced costs without compromising performance. "

This is because the lateral thinking is constantly looking for new solutions. And that's good that not only do the professional investigators but everyone in the company. Also because the De Bono recognizes that everyone is able to acquire a mindset that is acquired as a side when you learn to play golf, skiing, and a foreign language so on. It 's a mindset that leads to the exercise. The new solution is there often hand: just put in new elements of the correlation problem. And when the most simple, effective and essential to us will be achieved by exclaiming: "How could I not have thought of that before? It was so easy."

All this is reminiscent of some improvisational theater games and exercises, especially when they produce new stories including items, characters and situations the most diverse and heterogeneous between them. The process is very similar to when a problem is part of some elements taken from other contexts. One trick, this, that often writers of movies and TV series occur frequently. This new feature gives a new and unexpected light on what was considered before. Without that element often grope in the dark because we focus on what to fatigue or habituation does not give us fruit. But when we connect what seems so far away and diverse to our problem we often find a solution very bright. The reason for this lies in the fact that among the things, situations, people seem to be a thin plot and hidden but is revealed closer to the author.

Who is making or witnessing performances of ' improvisational theater can better understand this. Because of the heterogeneity of ideas and stories come to those scenes that bring essential and effective ideas that De Bono recommends. We are therefore beyond the limits of art that is just bizarre or grotesque, which perhaps could have produced so much surrealism. It 'clear that this is possible insofar as it agrees to play with others in situations that are created and if they listen to all the potential to be conducted with patience and desire to discover, explore. Besides lateral thinking in this game is the best way to facilitate the implementation of the event: "Means playing just to play an experiment on the case." Too bad they do not play that many who are ashamed even to play. It 's really a shame to see that often girls and boys aged 15-16 have difficulty playing, except for the play station. Unfortunately a number of conditions in this age captures all the spontaneity that they had previously. Fortunately, however, "you can turn people with no imagination in imaginative people in a single moment," writes Keith Jonhnstone in Impro (Dino Audino Editore), as well demonstrated the transformation of men business in the perfect game for hippies. So with the improvisational theater you can go beyond the division between creators and performers manicheistica that De Bono is in the tenth and last chapter of his book on lateral thinking. They can all be creators, this I can say with certainty. It 's impossible to prevent that saw the amazing neural network of our brain. Each of us has infinite capacity associative as shown by the radial thought , whose mind mapping is one of the most extraordinary applications. For Tony Buzan, the father of the maps mind, our brain is a machine that branch associations. Anyway, it is enough to realize a good brain storming to notice. If you understand this then faced with a problem are able to devise a set of alternatives to solve it, after having framed. If the alternatives are there then we are not faced with a problem. This may be a condition (on global warming, the traffic in Rome, illness etc..), For example, or something else, but not a problem. Or it may be a false issue and shed light on it with lateral thinking helps to unmask him. The key, however, is that at least some, and there is a problem is identified, because this gives the right to push a lot of stagnant situations. If, for example, had the strongest and most beautiful football in the world one day it will certainly sound in the face of defeat, however salutary, because it tends to lull and not to consider the problems of his game. However, if these are identified, defined and addressed gradually with the best options our team will always be the best. This provided that there would rely on the omnipotence of the logic that often leads to wrong solutions for ill-posed problems. Lateral thinking by its nature given to alternatives such escapes drawbacks. The other method is not vertical in fact if not logic. While lateral thinking is what leads us to new interpretations of reality and to new ideas.

The vertical consequentiality own thinking, however, is the biggest obstacle in designing new solutions. It 'is well known that the most revolutionary discoveries have come from non-clean processes such as the discovery of penicillin, for example, or that of silver iodide for photography by Daguerre. The thought of presents vertical disadvantages due to the fact that once you arrive a result no longer feels the need to achieve a better and more direct. The second drawback is that the thought vertical runs at full speed toward the direction most obvious when maybe you'd better take a ride around with lateral thinking. The third disadvantage of vertical thinking is in his rather strict definitions on which the sides are ready to rest for only what is needed to continue the journey. This does not mean you must abandon and despise logic.

"The difference between the lateral and vertical approach is that, in the second case, the logic driving the thought, while in the first, the serves "

De Bono writes. The trouble is that this is a hard driving, dictatorial, uniformity. Much better to put aside the logic and use it when it's his turn, ie when no alternative but we need a rigorous reasoning. It happens often, we are faced with allegations of forced settings problem. This is due to the rigidity of the classifications. How to escape them? We answer the question with a short story quoted by De Bono:

"It is said that during the war, a bomber pilot during a flight back to base at one point began to have difficulty in checking the ' unit. It was found a leak in the plumbing, but there was no water supply for that divide. Well, if the crew was saved because in the end, someone had the idea of \u200b\u200burine entering the plant.

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The poll of the month

Today, Friday, Aug. 13, on this blog are launching " the poll of the month. "Each of the 13 months you will find, in fact, on this blog a survey around the world of problem solving. inaugurate this initiative right from a survey on what you think is the problem solving. The right column found just below the feed, the survey with multiple answers. The survey is launched today then: "The problem solving is"

• solve problems;
• define the problems, a technique
• computer ;
• avoid problems;
• an 'attitude innate;
• a psychological technique ;
• a solvent.

Under the answers you find the link to see the results of which will be discussed at the end of the September 11 vote and that is with a post. Those who are not satisfied with these answers in place can have their say by responding to this question through the form of formspring . With this initiative we want to open a dialogue with every reader, know what you think, give him the opportunity to contribute ideas and solutions the debate around issues of management of problems of any kind. And now wait no longer, taking part in the survey:)

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Solve problems like the Wizard of Oz

Today Google pays tribute to The Wizard of Oz , in the seventy-first anniversary, this 1939 film adaptation of the novel The Wonderful Wizard of Oz 1900. The film tells the story of Dorothy and his three traveling companions (a lion, a scarecrow, a Tin Woodman) to be able to return home after the girl was thrown by a cyclone in Oz from his home in Kansas where live with his aunt and uncle and the dog Toto. Our thoughts turn to a similar previous novel: Alice in Wonderland (1865) and its main transpositions for the cinema: that of 1951 that Disney and the 2010 Tim Burton. This novel has always caused big problems in translation because chock full of allusions, figures of speech and proverbs. A closer look The Wonderful Wizard of Oz is not only a book of fiction for children, as many want. But it is an allegory of monetary policy of the United States at the end of 1800. We read on Wikipedia: "Between 1880 and 1896, there was a massive unexpected as deflation, which caused a drastic fall in prices in the U.S. economy (23% approx).. Since most of the peasants' west of the country were indebted to the banks of the East, when prices fell, the real value of debts increased and banks are significantly enriched at the expense of farmers. "

L ' allegory is a continued metaphor. This figure of speech, uses a ' central image and around it sketches out a series of analogies. One of the best known allegories is that in Dante's Divine Comedy when used as an allegory of a lion pride and violence, to a wolf as an allegory of avarice and greed, the panther as an allegory of lust. Like all the figures of speech derived from the greek and in its etymology, we read in Dictionary of Rhetoric and stylistics Utet the one hand it means say and other participate . If we then the figure is Prince of communication and storytelling. In the Middle Ages it was because he made great use of the very fabric of art. Think of the enormous production of symbols and allegories throughout the medieval period this year are, for example, the lions now the symbol of the Gospel of Mark, now a symbol of the fight against heresy. It is no coincidence that Dario has found a series of allegories not only in medieval minstrels and the stories of his repertoire but also in its art lesson on the Cathedral of Modena . As it is no accident that the allegory are very frequent in Roman de la Rose and Divine Comedy.

After the Middle Ages the allegory was abandoned and only works as Gulliver's Travels (J. Swift) and Paradise Lost (J . Milton) took up the first total eclipse during the Enlightenment and Romanticism. The twentieth century has revived if we think Animal Farm (G. Orwell) and to 'Ulysses (J. Joyce) and the novel we're talking about, written by Lyman Frank Baum.

We have already emphasized the intimate link between stories and problem solving in the post Zen and the art of narrating the problems . Here I only remember that where there is a problem you can tell a story because the story is just the story of how we have overcome the problem (as did Little Red Riding Hood to come out from the belly of the wolf?). And where there is a story or are there more stories we have to deal with problems (think of the adventures of Ulysses). Well, The Wizard of Oz tells us four main problems:

1. as Dorothy will return home to ?
2. How will the scarecrow have a brain ?
3. How will the Tin Woodman to have a heart ?
4. How will the Cowardly Lion to have the courage ?

Almost all of these questions give an answer to the Wizard of Oz. To do adopt techniques and strategies of illusionistic thought, of which we have dealt with in this blog. In fact, for the scarecrow and the woodman uses of simulacra: a slime Bran and pins in his head like the scarecrow brain and a heart of crimson silk, filled with sand as the heart of the Tin Woodman. While the lion used to 'placebo effect giving him a potion to give. As we have said about the thought of a magician illusionist (magician) does not make the impossible possible because the impossible is inherently impossible precisely. But it makes the impossible possible masking what he does, play around, but especially by distracting the audience betrayed its vertical logic, and then causing her to wonder made to him inexplicable. All he does is explained, however, perfectly because it relies on elements that are part of this physical world, but its effects seem impossible. And 'This is the secret to imitate in thinking alternative to our problem.

Allegory is thus a major tool of rhetoric in the story of our problem, that problem telling , which is the next step of defining the problem (the problem setting ) in the process of problem solving . E 'in the nature of allegory something to inform and to involve others in doing their share an idea, a project, a need, problem, etc.. And 'This is the actual concept of social networks that are such to the extent that they network around a topic of interest, a goal etc.. Nodes of this network are those people who are looking for resources or make them available to others for free or under consideration or in the form of trade at par. The allegory may then key to that gives us a different view of reality that often seems either black or indefinable, which gives us alternative often unpredictable in the face of a problem, providing us with a series of ideas often breathtaking. It also allows us to tell our problem having fun and not boring others. Finally, with it we can tell our positions in an indirect way to avoid these clashes, quell'acrimonia, those misunderstandings that are created with the direct account.

As you told your problem? You never used a figure of speech to do it?

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Three classes of problem solving Machiavelli

Il Sole 24 ore today, Sunday, August 8, 2010, proceeds with its cast of characters the past to look to revive the fortunes of this. Sunday, August 1, 2010, we dealt with one of them: Captain Ahab in the novel Moby Dick by Melville. This time I report The scientist worked in politics , the article dedicated to Gabriele Pedullà Niccolo Machiavelli . This is because the article on page 12 of the print edition of The Sun 24 hours, I remember three little lessons that this Renaissance man has left us in his works. There are three lessons that cover the right attitude problems. So in this blog on problem solving (which is the whole process of defining , story and solving the problem), we could not avoid alert.

1. The first lesson is that "sudden crisis coming not only because we recognize the infinite signs that herald ". Pedullà referred to as The Prince is full of references to the fact that people recognize the problem only when it is too late. We think, so to speak, ; the forecasts of financial analysts who have not recognized the signs of the crisis of 2009. But I also think when it comes from central Italy, during the last earthquake, there were taken into account the previous ones and fatal shock which destroyed the capital and other centers. On this you can read a post aftermath of the earthquake that gives some examples. Or consider the tsunami of December 26, 2004? Some fishermen were saved because they saw that the sea had withdrawn.
2. The second lesson then introduces the political prudence (and others) that "consists precisely in the ability to read clues in advance." It 's like having the antennas always authorized and ready to catch the slightest whiff of the sensors or ready to seize the slightest change. The key to not be surprised, in fact, it's all in the information. And 'This is one reason why the intelligence was held in high regard by states and corporations. Who is interested in the relationship between problem telling policy and can read a post about .
3. The third lesson tells us that no need for time faced with a problem without ever faced. That says a lot of futility and palliative small corrections. The problem is, however, addressed the root. Mind you, sometimes you need for time when such inferior forces of the enemy and then it is better to resort to guerrilla warfare rather than war. And 'what happened with the Roman dictator Quintus Fabius Massimo verrucous , called "the loiterer. He was accused of cowardice, and was deposed but the Romans came out to what was once one of their major defeats: The Battle of Cannae.

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The country and the game of fairy tales

What are the problems teller on vacation? Go in search of stories and fairy tales. Maybe go to Rocchetta Nervina, Val Nervia (Liguria) for Fairytale Festival that takes 15 to 20 August. We read about Teatro.org:

three days, the whole country is involved in preparation and representation of a classic tale: Alice in Wonderland, Peter Pan, a, as this year's Beauty and the Beast. A meeting between game and culture which has so far been a great success and that makes the country an attractive location in the hinterland of western Liguria. The tale of this year, produced by Maria Grazia Tirasso adaptation of the famous story written by Madame de Beaumont tells of a young prince who lives in a beautiful castle and a frosty night refused to offer refuge to an old beggar. The woman is actually a fairy, who does not hesitate to retaliate by making it a be horrid from the human body and the face of an animal.

The tale is one of the best tools for the problem solver. Not so much for his moralistic view that, unlike fairy tales, it is indeed quite small. But rather because of its use of events and fantastic characters as witches, ogres, giants, fairies, animals do not exist to feed the mind of directions and possibilities otherwise unthinkable. It 's like sugar (simple) which nourishes the brain. Think The emperor's clothes where only a child can expose the deception of clothing or non-existent wolf Little Red Riding Hood s'industria so well that he might devour her grandmother and her grandson. In the same time as an adventure, a thought, a decision or any narrative element is thought of doing a journey into the world of lateral thinking on the one hand and the other in the fantastic and illusory. Thus we do not turn away from reality, quite the opposite: they broaden the spectrum and we think the impossible. All with the game, with delight, with entertainment that multiply our ability to learn, not just those of children. That's why I close this post advising the giocafiabe : a website where you can read many stories, many of which were invented by users. What are you waiting? Invent yourself your story: you'll enjoy even more and it is not so difficult.

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The Transatlantic and Moby Dick

Vincenzino Sifullo woke up in the way that he never wanted. The salty smell like seaweed and dead sea waves, caressed his nostrils and then became pervasive. He opened his eyes dall'assopimento that took him, between night and dawn, in the Carabinieri jeep patrol. It was, as usual, at the corner of Piazza House. And the boat was there, with high masts and sails, a little bent on one side. Dripping water and algae, and small fish, which ended up on the pavement. In the center of the Italian Parliament that he and colleagues had to supervise.

to Old to be hosted by the ship Pequod in Transatlatico, the Italian Parliament, is the legendary Captain Ahab (pictured top left, played by Gregory Peck) in the novel Moby Dick , to which today's edition paper Il Sole 24 ore de used in his gallery of characters from the past to revive the fortunes of this . The idea is thus presented by the editors of the newspaper:

"Lessons from history: the character who could help us start" will involve every day on the signature pages of the newspaper's most authoritative newspaper that tell a person of their choice, past or recent This, they believe that in complex situations has been able to find the way out.

In this case we have a biblical character Ahab used in the literature by Herman Melville. It is not only an appeal to the lessons of history, but an example of the use of storytelling to tell the story of this, not directly but in an indirect way, a reflection Italo Calvino knew well how do I explain in the American Lessons . Speaking of light wrote that her way of making literature was a bit 'as Perseus to kill Medusa does not look in the eyes because otherwise it would have been petrified. Then he looks at his reflection in the shield and only thus is able to bury it without getting killed. Except that the story of David Rondoni published on Il Sole 24 ore now we have a deliberate confusion of levels: Captain Ahab is housed within its own parliament that would change that. I will not reveal the ending, but a metaphor lends itself well to the story of an institutional reality otherwise far less compelling. And it is a metaphor that runs from the first years of affirmation of the largest party in the center of Italy, which has dominated the political scene for 50 years: the Christian Democrats called just "white whale". Today, that whale on the political scene has been blown away by Tangentopoli but too many people wanting to return. But there are also many Ahab chasing her for a desire for omnipotence. And many want to get on that ship: priests, mysterious characters, officers, etc.. And 'the realm of adventure.

I wanted to tell you this initiative de Il Sole 24 ore because as we have said is a fine example of storytelling, and because it seeks to tell a series of problems in an entertaining form of literature such as that of the narrative of biography or historical figures. The Problem Telling the subject of this blog, is largely, in fact, a 'transaction of this type. I'll be back with the next post on the subject.