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<h2 class="bodysmall">Hewlett-Packard Vectra Computers</h2>
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<td class="bodysmall" align="justify" valign="top">Vectra was HP’s first entry in the PC market; by late 1980’s, Vectra had only a small, diminishing market share, and senior management had questioned its viability</td>
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<td class="bodysmall" align="justify" valign="top">Then Vectra management introduced, via a series of seminars the concepts of Value Proposition/Value Delivery System, and the <em>becoming the customer/Video One &amp; Two</em> methodology
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<td class="bodysmall" align="justify" valign="top">At first, Vectra Team wanted to conduct a comprehensive segmentation of the PC market</td>
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<td class="bodysmall" align="justify" valign="top">In seminars, we<sup>1</sup> suggested a different approach
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<td class="bodysmall" align="justify" valign="top">Team knew little/nothing about who was buying and using the few Vectras sold</td>
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<td class="bodysmall" align="justify" valign="top">But, after all, some machines were leaving Vectra plants and not coming back…
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<td class="bodysmall" align="justify" valign="top">Maybe not just purchasing errors; was someone getting a good Value?</td>
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<td class="bodysmall" align="justify" valign="top">And maybe there were others like them – an actionable target segment?</td>
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<td class="bodysmall" align="justify" valign="top">Team set out to explore Video One of actual users, and learn what <em>de facto</em> Value Proposition Vectra delivered to them</td>
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<td class="bodysmall" align="justify" valign="top">Team subsequently investigated a large sale at Taco Bell, then pursuing much lower costs
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<td class="bodysmall" align="justify" valign="top">Operated each restaurant with a single PC, so it was essential that it not malfunction.</td>
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<td class="bodysmall" align="justify" valign="top">Video One found units using other PCs experienced unacceptably high breakdown rates</td>
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<td class="bodysmall" align="justify" valign="top">Units that had switched to Vectra, however, were experiencing very few problems. Why?
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<td class="bodysmall" align="justify" valign="top">In main PC market, offices, Vectras were no less likely to breakdown than other PC’s</td>
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<td class="bodysmall" align="justify" valign="top">But most PC’s didn’t like an element pervading Taco Bell but not offices: grease</td>
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<td class="bodysmall" align="justify" valign="top">HP was constitutionally incapable of designing and manufacturing equipment that does not have exceptional reliability, regardless of whether customers needed it</td>
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<td class="bodysmall" align="justify" valign="top">Without thinking of grease, let alone Mexican fast food chains, HP had inadvertently made Vectra virtually impermeable to grease</td>
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<td class="bodysmall" align="justify" valign="top">Thus, a segment was discovered whose primary users included fast food operators</td>
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<td class="bodysmall" align="justify" valign="top">But fast food was not the only environment where PC uptime was vital yet, due to a hostile environment, difficult
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<td class="bodysmall" align="justify" valign="top">Many industrial or commercial environments included heat, moisture, electro-magnetic noise, vibration, etc.</td>
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<td class="bodysmall" align="justify" valign="top">Pursuing this connection, HP soon made another important sale of Vectras to an <em>automobile assembly plant</em></td>
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<td class="bodysmall" align="justify" valign="top">A small but distinct segment where Vectra could deliver a superior Value Proposition had been discovered</td>
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<td class="bodysmall" align="justify" valign="top">This segment proved large enough for Vectra to pursue aggressively
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<td class="bodysmall" align="justify" valign="top">Played key role in saving the business near term</td>
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<td class="bodysmall" align="justify" valign="top">Later, HP did segment the larger PC market and succeeded broadly</td>
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<td class="bodysmall" align="justify" valign="top">This project provided actionable learning for HP over time
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<td class="bodysmall" align="justify" valign="top">Discovery of segments defined by a common winning Value Proposition, in contrast to traditional demographic-driven approaches to segmentation</td>
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<td class="bodysmall" align="justify" valign="top">The market-focused, value delivery concepts and <em>becoming the customer</em> methodology were subsequently introduced and used in many other HP Divisions</td>
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<hr /><span style="font-size: xx-small;"><sup>1</sup> M.J. Lanning and then-partner Dr. L.W. Phillips, in <em>DPVG</em>-predecessor-firm  (LPA), presenting the <em>DPV</em> concepts in program then titled <em>Building Market-Focused Organizations (BMFO)</em></span></div></td>
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<h2 class="bodysmall">Kodak Mass Memory &amp; Photo CD (Business Market)<strong> </strong></h2>
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<td class="bodysmall" align="justify" valign="top">In early 1990’s, Kodak had introduced Photo CD
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<td class="bodysmall" align="justify" valign="top">One could capture images conventionally on film, then have them transferred to a CD by the photo developer who bought a Kodak CD writer for this purpose</td>
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<td class="bodysmall" align="justify" valign="top">Consumer could view photos later on TV, through a player, or in a computer application</td>
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<td class="bodysmall" align="justify" valign="top">Impressive technology, but limited consumer appreciation for viewing photos on a TV, plus hefty price of player and of image-transfer, had spelled disappointment for Kodak</td>
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<td class="bodysmall" align="justify" valign="top">Kodak’s Mass Memory Division (MMD) wanted to sell more of its large-scale data storage optical disk library, using some of the Photo CD technology, to non-consumer markets
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<td class="bodysmall" align="justify" valign="top">14-inch laser disks, in a robotically controlled jukebox, stored a terabyte of data</td>
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<td class="bodysmall" align="justify" valign="top">MMD was also  prepared to explore possible industrial applications for Photo CD.</td>
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<td class="bodysmall" align="justify" valign="top">MMD then decided to deploy the <em>DPV</em> concepts and methodology
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<td class="bodysmall" align="justify" valign="top">MMD’s R&amp;D manager led a cross-functional team in a joint exploration with long-distance carrier MCI, user of huge quantities of billing data</td>
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<td class="bodysmall" align="justify" valign="top">The team explained to MCI’s IT department that MMD wanted to better understand MCI’s business, with an open mind as to where the exploration might lead</td>
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<td class="bodysmall" align="justify" valign="top">MCI had aimed to deliver a Value Proposition similar to AT&amp;T’s but at a lower price; AT&amp;T tried to make the telecomm experience easier, while keeping price close</td>
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<td class="bodysmall" align="justify" valign="top">To better understand how MCI might improve its Value Proposition relative to AT&amp;T’s, the team therefore wanted to study the customer service function, in addition to IT</td>
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<td class="bodysmall" align="justify" valign="top">Video One did imply the jukebox could be used for some consumer billing inquiries; but another ‘Scene’ involving Corporate customer-service revealed a surprising opportunity
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<td class="bodysmall" align="justify" valign="top">Corporate customers were sent their monthly MCI bills over telecomm directly into mainframe computers. From there, customer could review the bill, in theory.</td>
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<td class="bodysmall" align="justify" valign="top">However, for the many departmental entities in a customer to view their portion of the bill was not easy, as the data was entombed in the mainframe</td>
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<td class="bodysmall" align="justify" valign="top">Numerous customers had asked MCI to send the bill on floppy disks, so that departments could load these disks onto PCs for individual review</td>
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<td class="bodysmall" align="justify" valign="top">This was no improvement, however, as a corporate monthly bill would require many floppies; trying to distribute and manage these large sets created chaos</td>
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<td class="bodysmall" align="justify" valign="top">The joint Kodak/MCI team did not ask, "Could we force-fit a jukebox on this problem?" (and if not, let’s ignore this Scene); they asked, “What would an improved Video Two be?”
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<td class="bodysmall" align="justify" valign="top">A departmental manager would be seated at her PC; her department’s bill would somehow be easily, quickly, and accurately loaded onto her PC</td>
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<td class="bodysmall" align="justify" valign="top">The joint team realized Video Two could happen if she had her bill on CD; CD ROM players were already common; Photo CD technology fit Video Two perfectly</td>
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<td class="bodysmall" align="justify" valign="top">MCI enthusiastically opted to use the Photo CD technology in its corporate customer billing
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<td class="bodysmall" align="justify" valign="top">Team had to improvise to adapt the product to the MCI application, but succeeded</td>
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<td class="bodysmall" align="justify" valign="top">MCI won an industry award for most innovative new product introduction of the year, and Kodak’s product was featured on the cover of that year’s MCI annual report.</td>
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<td class="bodysmall" align="justify" valign="top">This case was a catalytic event for Kodak in applying Photo CD technology in industrial markets, with more success than in the originally intended consumer market
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<td class="bodysmall" align="justify" valign="top">Kodak subsequently uncovered a wide range of industrial applications where frequently publishing customized data via CD delivers real value</td>
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<td class="bodysmall" align="justify" valign="top">Although Photo CD for consumers had been a disappointment, the above effort helped create several profitable industrial businesses during the 1990’s applying this technology</td>
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<td class="bodysmall" align="justify" valign="top">The case also served as an innovation model in other Kodak industrial-market businesses</td>
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<h2 class="bodysmall">Carter Holt Harvey (New Zealand) Pulp &amp; Paper Division, Packaging (for Kiwi Fruit)</h2>
<div id="CHH" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">
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<td class="bodysmall" align="justify" valign="top">Sold paper stock to packaging converters; traditionally Pulp &amp; Paper operated with limited exposure or insight into the manufacturers who ultimately use that packaging</td>
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<td class="bodysmall" align="justify" valign="top">Engaged <em>DPVG</em> for project on Zespri (Kiwi Fruit coop exporter to Europe, US, Asia, buying packaging from converters); interviewed/analyzed farmers, Zespri, pack houses, converters, overseas carriers, retailers, consumers</td>
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<td class="bodysmall" align="justify" valign="top">Some key insights:
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<td class="bodysmall" align="justify" valign="top">Consumption underdeveloped in some markets; CHH should help Zespri</td>
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<td class="bodysmall" align="justify" valign="top">Consistent taste was heavily influenced by control of ripening
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Taste is one of the most important attributes for purchase (ripeness)</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Consumers prefer fruit which is just ripe enough and ready to eat</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">But discovered that reduced air flow in center of containers on long sea voyages hurt control of temperature and natural gases, thereby creating uneven ripening</td>
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</tbody></table>
</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Consumers prefer larger Kiwi Fruit, which comes from NZ</td>
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</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Successfully redesigned package for consistent air flow, much better controlling ripening, an important success for Pulp &amp; Paper, and for Zespri</td>
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</tbody></table>
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<td class="bodysmall" align="left" valign="top">
<h2 class="bodysmall">Acuity Brands Lighting (ABL) – Web-Based Lighting Solution Center (LSC)</h2>
<div id="ABL" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="3" width="95%" align="center" bordercolor="#111111">
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">ABL is world’s largest lighting fixture manufacturer
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">In 2001, most volume went through Commercial &amp; Industrial (C&amp;I) channel – ABL Sales Agents, to Distributors, to Contractors, to the Owners of the property being lit</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">But Municipal and Residential outdoor lighting went Agents to Utilities, to Owners; this channel was growing, and some Utilities were becoming interested in Commercial Outdoor, in conflict with C&amp;I channel</td>
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</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">ABL had a tradition of strong IT capabilities and so wanted to offer each Utility a ‘custom’ web-site:
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<td class="bodysmall" width="10" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" width="457" align="justify" valign="top">Would be in Utility’s name, though built and administered by ABL</td>
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<td class="bodysmall" width="10" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" width="457" align="justify" valign="top">Focus: Order Fulfillment: Owner orders on line from Utility, ABL ships</td>
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</tbody></table>
</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Engaged <em>DPVG</em> to refine this Value Proposition for a Utility transactional web site
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Conducted &gt;50 in-depth <em>becoming the customer</em> interviews with Utilities and their customers (Owners), exploring Video One experiences</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">What Utilities thought, &amp; said, that they <em>wanted</em>:
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">1) Standardization of lighting equipment so Utilities could buy more interchangeably from all suppliers;</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">2) An order-fulfillment web site, provided by ABL, sounded good to them</td>
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</tbody></table>
</td>
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</tbody></table>
</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Insights discovered, in contrast to early assumptions:
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<tbody>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Key opportunity – the real primary entity - was <em>Owner</em>, not Utility
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Owners’ use of ABL’s high-margin products was <em>underdeveloped</em></td>
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<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">And Owners did not derive nearly the best lighting Value Propositions possible</td>
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</tbody></table>
</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">ABL + Utility could provide truly superior proposition to Owners
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Utilities had great installation, maintenance, financing, and pricing strengths</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">ABL had a superior product line for these end-markets</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">But Utilities could use help communicating the proposition to Owners</td>
</tr>
</tbody></table>
</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">ABL’s much better Value Proposition to Utility: <em>help Utility grow their lighting business</em></td>
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</tbody></table>
</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">So project then developed a new ABL Utility value-delivery strategy
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">ABL re-named the custom web site “Lighting Solutions Center” (LSC)</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">LSC redesigned to help Utilities grow lighting business with Owners</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">LSC communicates detailed, compelling Value Propositions to Owners, tailored to each Utility</td>
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<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">ABL Utility sales force helps Utilities use LSC to make this Owner-sale</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Results very encouraging, as many Utilities bought into ABL Value Proposition, improving
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<tbody>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">ABL volume, market share, and relationships with Utilities, and Communication to primary entities, the Owners</td>
</tr>
</tbody></table>
</td>
</tr>
</tbody></table>
</div></td>
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<td class="bodysmall" align="left" valign="top">
<h2 class="bodysmall">Eastman Chemical (EMN)  - <em>DPV</em> ‘Growth Experiments’ – Adhesives &amp; Polymers - Focusing on End-Users</h2>
<div id="EMN" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="3" width="95%" align="center" bordercolor="#111111">
<tbody>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">A&amp;P, from successful acquisition of Hercules business in 2000, gave Eastman (EMN):
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<tbody>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Solid #2 position in market serving Adhesive and Sealant formulators</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Most volume is in large global formulators, but EMN saw opportunity to serve small/medium (“S/M”) formulators more efficiently (e.g. by e-commerce)</td>
</tr>
</tbody></table>
</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">EMN asked <em>DPVG</em> to help develop Value Proposition to S/M formulators
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">With <em>DPVG</em> coaching and participation, A&amp;P Team conducted &gt;25 in-depth <em>becoming the customer</em> interviews with S/M formulators, distributors, end-users</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Focused in Packaging (manufacturers using Adhesives in Packaging applications)</td>
</tr>
</tbody></table>
</td>
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<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Team concluded that, while serving S/M formulators had promise, major strategic opportunity lay in understanding and delivering more value to end-users
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Finding: many manufacturers miss the opportunity to derive much more value from the system in which they use adhesives and/or sealants, such as packaging
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Cost savings in manufacturers’ operations</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Revenue from better value delivery by products/packages</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Manufacturers often don’t get as much proactive, open, objective, big-picture help as could be highly valuable; implied total solutions would be
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Coordinated across entire Value Delivery Chain</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Customized, not one-size-fits all, to leverage the value of adhesives/sealants</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Frequently changing formulations (new/reformulations)</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Win credibility by saving cost, win big by improving products and/or packages</td>
</tr>
</tbody></table>
</td>
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<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Project was well received, and the organization has especially benefited longer term from internalizing the <em>DPV</em> ‘day-in-the-life’( becoming the customer) methodology for exploring and defining customer and market needs</td>
</tr>
</tbody></table>
</td>
</tr>
</tbody></table>
</div></td>
</tr>
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<td class="bodysmall" align="left" valign="top">
<h2 class="bodysmall">Hewlett-Packard Colorado Telecomm Division (CTD)</h2>
<div id="HPCTD" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="3" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">HP’s CTD was in trouble
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Their Protocol Analyzers (PAs) helped IT managers analyze network malfunctions</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Had gone six years without new product, while competitors attacked niches, eroding market share
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">New-product efforts leveraged CTD’s perceived strength: producing more network data for analysis.</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">But as networks diversified, niche competitors customized features to customers’ specific needs</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Projects would backtrack, reach market too late, or grind to a halt</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">CTD tried elaborate planning using customer surveys, producing statements committing all things to all people</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Then CTD tried the <em>DPV</em> concepts (introduced via seminars<sup>2</sup>)
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Started with exploring a “day-in-the-life” of customers to see problems through their eyes
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Focused not just on network managers, the traditional “customer,” but on network-maintenance staff (the real end-users of PAs) and <em>their</em> customers, the employees using the network.</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Did not ask what features customers wanted but spent hours at customer sites studying what they tried to do and how, including network diagnosis and repair with what frustrations, compromises and inefficiencies.</td>
</tr>
</tbody></table>
</td>
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<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Thus, found maintenance increasingly overwhelmed by complexity, and by uptime pressure from NW users
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">What they needed was <em>not</em> PA’s with ever more data to analyze</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">They needed ability for maintenance to quickly isolate and solve a problem</td>
</tr>
</tbody></table>
</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Redefined CTD, from “making &amp; selling PAs,” to “delivering, to NW-maintenance organizations running complex, critical NW systems, superior availability, via superior problem isolation, at similar price, versus competitors.”
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">CTD redesigned most aspects of its business to profitably deliver this new Value Proposition</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Although it moved CTD away from traditional strengths, the organization found that it could develop the appropriate technology</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">CTD introduced the “Network Advisor,” which de-emphasized the quantity of data to be analyzed by users and instead isolated network problems, pointing the user to a good solution and how to implement it quickly</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">This new product caught competition off-guard, and produced a dramatic turnaround in CTD’s business.</td>
</tr>
</tbody></table>
</td>
</tr>
</tbody></table>
<hr /><span style="font-size: xx-small;"><sup>2</sup> Presented by current <em>DPVG</em> President M.J. Lanning and Dr. L.W. Phillips in the program then titled <em>Building Market-Focused Organizations (BMFO)</em>, in the <em>DPVG</em>-predecessor-firm LPA</span></div></td>
</tr>
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<td class="bodysmall" align="left" valign="top">
<h2 class="bodysmall">Acuity Brands Lighting (ABL) – New Office-Fluorescent Product</h2>
<div id="ABLFP" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="3" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">In 2001-02, ABL’s leadership encouraged managers to become familiar with and apply some of the <em>DPV</em> concepts
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Managers were, in this context, urged to read our book on this topic <em>(Delivering Profitable Value)</em></td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">A young manager, in ABL’s Product and Market Development, who followed this direction was leader of a project to develop a breakthrough new product for the commercial, especially office &amp; schools, market</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">That team leader and his team applied the Video One methodology in exploring the potential market, successfully identifying several crucially important issues to address with this new product</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">The team then developed a working Value Proposition implied by this exploration, and used it to guide development of a very different new design, with some significant technological innovations</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">ABL then engaged <em>DPVG</em> to help optimize launch of this new product
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Helped team analyze, refocus, and significantly further improve the Launch Value Propositions
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Significantly increased focus on the end-user solution, in detail</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Much more specificity on what ABL asks its sales force to actually <em>do</em> in the Launch</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Helped team develop higher-impact, more detailed, Launch Communication plan
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Aggressive use of Communication tools beyond normal for ABL</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Most important, developed unusually high-impact Customer Launch Meeting
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Designed to allow credible Communication of essential VP elements</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Includes dramatic live demonstration of central aspects of end-user solution</td>
</tr>
</tbody></table>
</td>
</tr>
</tbody></table>
</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Jury is still out, as Launch only about to start, but plan is seen as highly promising</td>
</tr>
</tbody></table>
</div></td>
</tr>
<tr>
<td class="bodysmall" align="left" valign="top">
<h2 class="bodysmall">MeadWestvaco (US) – Mead Paper Division</h2>
<div id="MPD" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="3" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Mead Paper Division (MPD) wanted to pursue a dramatic increase in profitability
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Industry conditions and behavior gave the business a hard-to-escape commodity character</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">MPD wanted to change the game by comprehensively differentiating its offerings
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Prepare for larger, more focused operations, via merger/acquisition and consolidation</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Increase share of higher-margin business</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Elevate Order Management to a strategic function, both for share and efficiency</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Implement ERP to improve access to/flows of information, in support of the above</td>
</tr>
</tbody></table>
</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Engaged <em>DPVG</em> to identify value delivery options in several key markets
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Conducted in-depth <em>becoming the customer</em> research with a sample of ~25 entities from the various important levels in the MPD Value Delivery Chain for Commercial Printing:
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Merchants, buying coated paper from MPD and selling to Commercial Printers</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Large printers buying direct from MPD</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Commercial Printers buying through Merchants</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">End-users – i.e., marketers (e.g. Williams-Sonoma or Tiffany) using Commercial Printing, and Publishers</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Explored ‘Video One’ and potential improved scenarios, clarifying important results customers already valued, and discovering some new potential high-impact solutions</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Developed specific Value Propositions by major segment for each level in the chain
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Helped clarify the specific value to be delivered to each segment and level</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Provided framework for communicating effectively with MPD channel partners
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Clarifying the actions  that MPD asked of them</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Connecting these actions to the value for <em>their</em> customers, MPD’s end-users</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Helped focus MPD on delivering more value to end-users, while increasing value to more immediate customers
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Integrated among merchant, printer, and end-user</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">More customer alignment and mutual commitment</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">More total-solution-delivery, vs.                                                 just product making/selling</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Aim for better mix and less price pressure, through emphasis on non-price value</td>
</tr>
</tbody></table>
</td>
</tr>
</tbody></table>
</td>
</tr>
</tbody></table>
</div></td>
</tr>
<tr>
<td class="bodysmall" align="left" valign="top">
<h2 class="bodysmall">Eastman Chemical (EMN)  - <em>DPV</em> ‘Growth Experiments’ – Commercial Coatings Market, new product introduction</h2>
<div id="EC" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="3" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Eastman(EMN) sells chemical raw materials to the coatings market; <em>DPVG</em> was asked to help apply <em>Becoming the Customer</em> in the ‘Commercial, Non-flat’ segment of this market
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Generally in search of possible new insights in this one small and declining segment</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">To also help refine introductory Value Proposition for a new product in this segment</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">New product was a low-VOC alkyd resin
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">EMN supplied resin (an important raw material for coatings) to paint makers</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">VOCs are organic gases emitted by alkyd-based paints; and though VOCs were important to paint performance, government regulations were steadily squeezing levels downward</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">The industry broadly saw alkyds as inexorably losing to latex, due to VOC issue</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">But new alkyd was a technological achievement - first alkyd to meet latest VOC regs; yet still performed relatively well; it met alkyd paint maker’s short term need</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">So organization assumed Value Proposition would focus as usual on paint makers (especially technical, manufacturing, and purchasing)</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">However <em>Becoming the Customer</em> led quickly to exploration of entities further down the chain
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Interviewed series of Commercial Contractors and Property Managers</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Video One showed that paint makers’ customers, the Contractors, were not delivering the best, and most profitable Value Proposition to their customers, the Property Managers
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Long dry times, odor, regulatory pressures, increasingly inhibit use of alkyds</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Yet latex has much shorter life, with poorer appearance</td>
</tr>
</tbody></table>
</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">But the new alkyd had much faster dry time, lower odor, and met the new VOC regs;</td>
</tr>
<tr>
<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">A Video Two emerged where the new alkyd could actually help deliver a <em>better</em> Value Proposition than latex in some cases, rather than just slightly ease alkyds’ decline</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">This insight led the Team to take a more aggressive approach to the new product
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">With paint makers, jointly developed efforts to help paint makers effectively communicate the stronger Value Proposition to Contractors, and their customers
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Paints made with the new alkyd resin would allow Contractors to paint for no more total cost than traditional alkyds, and uniquely meet the new VOC regs</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">And versus latex, Contractors could provide
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">a lower total-cost over the life cycle of a Commercial paint job,</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">with revenue enhancement for the Property, due to better appearance</td>
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</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">EMN successfully partnered with a series of its paint making customers and achieved a significantly stronger market impact with the new product, for them and EMN</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">The Team then initiated several previously unanticipated product development efforts to further enhance profitable delivery of the newly defined Value Proposition</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Again, the <em>DPV</em> methodology had helped a Team find surprising insights, focused much closer to the true primary entity, and successfully launching a more ambitious strategy</td>
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</td>
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<h2 class="bodysmall">Acuity Brands Lighting (ABL) – AEL (Acuity Subsidiary) &amp; Infrastructure Lighting</h2>
<div id="AEL" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">AEL, recently acquired by ABL, sold Public Roadway and other Infrastructure lighting
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Sold through two principal channels, by which AEL defined its two main businesses
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">‘Infrastructure’ channel: Sales Agents to Distributors to Electrical Contractors (ECs); ECs then bid to General Contractors (GCs) and interact with specifying Engineers, who in turn work for the ultimate owners – e.g., Municipalities (Muni’s) and Departments of Transportation (DOTs)</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">‘Utility’ channel: Utility-Agents to Utilities, who in turn interact with specifying Engineers and owners</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">AEL did well in Utility channel but larger Infrastructure business was largely dominated by two competitors and AEL competed primarily on price</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top"><em>DPVG</em> was asked to help AEL apply <em>DPV</em> approach to refining AEL strategy; focused first on Public Roadway</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Video One explored the whole Public Roadway chain
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">In both ‘Infrastructure’ and ‘Utility’ channel businesses, Public Roadway end-users are the Muni’s and DOTs</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Video One revealed that these end-users currently experience a clearly sub-optimal Value Proposition</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">The currently incumbent competitors, with their long-standing position in this market, largely drive the lighting specs, which tend to favor these competitors’ products rather than AEL’s</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">A possible Video Two, implied by the Video One analysis and very different from Video One, was identified<sup>3</sup>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">A far superior Value Proposition could be delivered to these end-users, and in turn ultimately to <em>their</em> constituents (e.g., motorists, pedestrians, and other voter/taxpayers)</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">AEL and thus ABL could potentially deliver this much better proposition, with significant changes
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Most fundamental is a new focus beyond the channels – beyond EC and Utility – to the owners</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Accordingly, a redefinition of the AEL businesses (and ultimately other ABL units which serve this same end-use market) in terms of the end-users and the end-use application</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">At same time, this new Value Proposition can be delivered to owners in this Public Roadway chain while simultaneously enhancing the supporting Value Propositions to the channel partners – ECs, Utilities, etc.</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">The comprehensive Value Delivery System (VDS) for this new strategic approach to Public Roadway was developed in detail by the AEL Team</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">In important part as a result of this project, ABL has reorganized AEL and other parts of ABL serving the Infrastructure end-use market, creating a new Infrastructure business unit</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">In context of the new organization, defined in terms of end-usage instead of channel, ABL is
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Pursuing delivery of Public Roadway Value Proposition developed in the above project</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">And developing the Value Propositions and VDSs for the balance of this Infrastructure end-use market</td>
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</td>
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<hr /><span style="font-size: xx-small;"> <sup>3</sup> Details remain confidential as still under development and testing by ABL</span></div></td>
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<h2 class="bodysmall">Chevron Natural Gas Business Unit (NGBU)</h2>
<div id="CNGBU" style="background-color: #f1f2e9; margin-left: 0px;">
<p class="bodysmall" align="justify">
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="3" width="95%" align="center" bordercolor="#111111">
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">NGBU marketed Chevron’s natural gas, previously a regulated, predictable business
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Sold to US industrials using natural gas or other energy sources to produce products, including electric utilities and various product manufacturers</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Traditionally focused on largest users, typically utilities; but deregulation made them less profitable, and NGBU wanted to rethink the business from a fresh perspective</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Using <em>DPV</em>, analyzed 56 industrials, identified 4 strategies/segments, including two traditional strategies and two new more challenging, but higher potential-growth, ones
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top"><em>“Self-sufficient”</em> Industrials needing the least help - typically large utilities with energy options; offer natural gas on spot market, no additional services, at lowest possible price</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top"><em>Help them Buy Smarter”</em> Some utilities and very large manufacturers; offer some assurance of uninterrupted supply over time, and some help managing price-risk.</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top"><em>“Help them Convert Gas Smarter,”</em> Utilities, average/large manufacturers; offer supply plus help managing environmental regulation and possible cogeneration projects.</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top"><em>“Help them Use the Smartest Energy,”</em> Average/large manufacturers; offer supply plus turn-key help reengineering how they used energy in manufacturing processes</td>
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<td class="bodysmall" align="center" valign="top"><img src="http://www.dpvgroup.com/images/links_0.gif" alt="" width="12" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">NGBU successfully implemented this new strategy, restructuring into 4 corresponding businesses, which played a primary role in NGBU’s substantial profit improvement during the early 1990’s.
<table style="border-collapse: collapse;" border="0" cellspacing="0" cellpadding="5" width="95%" align="center" bordercolor="#111111">
<tbody>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Strengthened profitability in the first two, more basic businesses while developing the needed capabilities in the two new, more difficult ones</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">Customer satisfaction subsequently improved dramatically while margins increased 40%</td>
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<td class="bodysmall" align="justify" valign="top"><img src="http://www.dpvgroup.com/images/orangebullet_1.gif" alt="" width="7" height="14" /></td>
<td class="bodysmall" align="justify" valign="top">After further development, all four businesses were merged with another energy supplier (NGC) to form a major new force in the energy market</td>
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</tbody></table>
</td>
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</tbody></table>
</div></td>
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</tbody></table>