Page 7 - Inside Access

FOOD FOR THOUGHT Attention to detail
“The difference between something good and something great is attention to detail.”
- Charles R. Swindoll
Attention to detail directly affects how a customer will feel about your product or service.
While designing packaging for Doritos, Indra Nooyi and her team came across an important observation on male and female consumers. When men get to the bottom of the Doritos bag, they take the bag and empty it in their mouth whereas women put their hand inside the bag and try to take out every last Dorito. Unfortunately, they leave some left inside the bag. So, the Pepsi co packaging team redesigned the pack in such a way that women could take out all the Doritos down to the last 5 per cent. In addition to the Doritos bag being able to fit into a woman's handbag.
Meg Whitman's first job was in P&G and her first assignment was to figure out how big a hole could be in a shampoo bottle. Initially, she thought it was a stupid assignment but it taught her a lot of valuable lessons. The major lesson was 'consumer experience'. The hole through which the shampoo flows was an essential customer touch point and it was one of the opportunities to provide peak experience to the consumer. It taught her to think from a customer perspective.
Walt Disney, while making Snow White and Seven Dwarfs, constantly worked on little details so that he could provide an impressive, distinctive and memorable 'movie experience'. He continuously asked his team to evolve the characters of the Queen, Snow-White, the Seven Dwarfs and make them realistic. He brought live animals into the studio so that his artist could study them in detail and understand their movements.
“If you do not focus on small things that matter, you are not going to be successful — focus on small things.”
Contributed by
Oye Jolaoso
- Meg Whitman
PAGE 7 INSIDE ACCESS | OCTOBER 2020 2ND EDITION