Watch the video of this talk here: http://ow.ly/DJvvz Other SDGC14 talks (videos, slide-decks, sketch-notes etc.): http://ow.ly/DJvLJ Stan Phelps from 9 INCH Marketing This presentation featured lessons from the Amazon Best Seller, “What’s Your Purple Goldfish.” It covered the ingredients of creating value and the 12 different types of little extras. Little things that add value and make life easier for customers. The presentation featured customer-centric marketing lessons from leading brands such as Apple, Disney, Southwest and Zappos. Attendees could learn about differentiation, the importance of service design and its impact on loyalty and word of mouth.

1. SERVICE DESIGN GLOBAL CONFERENCE
October 2014 | Stockholm
creative value:
little things make
the biggest difference
Stan Phelps

3. STAN PHELPS
@9INCHmarketing

11. !
!

13. 23 CENTIMETERS

14. impressions

15. experiences

18. Moment of
Truth

22. WHY A GOLDFISH? !"

24. GIVE A LITTLE UNEXPECTED EXTRA
GUPPY LOVE

25. WHY PURPLE? !"

26. """""""
LAGNIAPPE
‘The “additional gift”
or “to give more”

27. Lagniappe is like a good Jambalaya
R elevant
U nexpected
L imited
E xpression
!
S ticky

28. Relevant
Relevant!
!

29. Relevant
Unexpected

30. Relevant
Unexpected
Limited
Limited

31. Relevant
Unexpected
Limited
Expression
Expression

32. Relevant
Unexpected
Limited
Expression
Sticky
Sticky

33. 1. Throw-ins (value)"
!
12 TYPES

34. 1. Throw-ins (value)"
!
Throw-In’s

35. Pay it Forward

36. Ch7ap.t eFr o19l!low-up (maintenance)
! Follow Up

37. Chapter 20! 8. Added Service"
!
Added Service

38. Handling Mistakes

39. ONE LAST STORY

41. Always Exceed
Expectations

42. THINK OUTSIDE THE BOWL

43. "
"
LAGNIAPPE
PURPLE GOLDFISH