Don't compromise - look for a better idea

Compromise is simple and not really effective. There is always a better solution, new idea - don't stop looking for it and then go for it.

Idea taken from Stephen Covey's 7 Habbits..

How to satisfy me if I'm complaining about product

I bought the non original charger for my phone and it killed the battery. I wrote a quick complaint to the Russia's big mobile phone retailer and received a reply. Tried to understand what was satisfying and what was not:

Satisfying

• They replied within 24 hrs (actually around 8 hrs)
• They apologised

Not satisfiyng

• They replied from the email address of 3rd party CRM provider. So it's not actually retailer's employee who was writing to me on behalf of retailer.. strange feeling.. like someone stepped on my feet and then his lawer is calling to apologise
  
• They wrote: "sorry if we caused you.." Of course, you, bloody, caused me. I don't need "if". You just caused me.

To summarise: Don't say If in critical sentences and reply from your company address

Why people don't buy SAFETY on Russian car market

In automotive industry in Russia it took some time for slow companies to understand that Russian don't have a NEED for safety inside the car. Although they claim this need one of top in consumer research they never choose it over, for example, air conditioning when they actually buy the car.

Why?

Because for average Russian the safety need outside the car is not really fully fulfilled - why bother paying additional money for safety inside the car. Most of Russians live in many-storied buildings where you are never 100% secured from your heighbours. Noise, leakage, dirty stairs all make up the perception of not really safe environment. So the safety need is not yet satisfied on more basic level - at home. Consumer does not need to satisfy it on higher level.

About not fulfilling the expectation

Great idea from the Blog of Seth Godin - Marketing guru.

"To raise someone's expectations then not fulfill them is worse than mediocrity". Means you better do nothing than raise expectation and then not fulfil it.

Don't announce the service until you are ready to provide it.

Needs and motivation revealed

Satisfied needs do not motivate. Only unsatisfied motivate.

from "7 habbits.." by Stephen Covey