Savvy people have long noticed that any service, whether it is making coffee or accounting services, through three distinct stages of development, though each of them is inevitable. This is a very interesting and curious fact. I propose to try to discover its nature, to observe him at close to us examples and try to do a little prediction about what and how to change our lives according to this law.
So, what are the steps are impatient, you ask? I suggest not to hurry with the answer and try to get them yourself, based on the knowledge of the world and a simple reflection.
A unique and unpredictable-reproducible. Step one. H4> Exciting, granting power and energy effect of the coffee bean was first noticed Ethiopian Oromo peoples ancestors. Legend has it that opened this amazing property herder Kaldi already in the ninth century, accidentally noticing how smartly sported his goats after eating red berries incomprehensible. However, the idea to roast coffee will come to mankind only through the three hundred and fifty years, as long as our shepherd and his followers receive wonderful drink otvarivaya dried shell corn. Please note, we are witnessing the birth of a new service, let's call it Making coffee i>.
At this stage, prepare miracle drink can count people knowing about it is passed from mouth to mouth, there is no guaranteed play, that is what today is prepared Caldey absolutely not the fact that it seems to be that he will prepare the day after tomorrow. But nothing of the fact that a completely different drink will his friend Haile and can not speak. We call this phase Unique i>.
Standardization and warranty. Step two. H4> What was the problem for eleven centuries after the discovery Kaldima? Coffee recipes passed from person to person, each prepared it differently. In your beloved institution where you are used to drink in the morning refreshing drink could shift workers, and with it, changing tastes and the effect desired.
Nobody likes to take risks, we're willing to pay for predictable results and guarantees no matter what it is about. Of course, any market hears it and at some point, when it allows the technological progress, it goes to the next step, offering the customer the predictability and guarantees.
One of these transformations in our example, in 1970, made the English teacher Jerry Baldwin, skinuvshis fifteen hundred bucks with a friend and opened a shop selling and roasting coffee beans. Thus began a great way for Standardization Making coffee i>. It was decided to put the feeling that was sold to the visitor, to the stream to whether the institution in which the network yourself, you get the services of the same level as much as possible. Chain of coffee houses spread like an epidemic, and now has more than 19 thousand points, while in America, Canada, Japan, Great Britain and Russia.
But with all this scope of service is standardized to the last. Clear rules described coffee and used coffee machines and cooking programs, developed strict guideline registration of premises, to identify a single garment of staff and created conversational modules that are used when communicating with the visitor. Decided what music to play and how the marker is written your name on the glass with a drink. The rules for choosing the room even exists a strict requirement that the door to the restaurant should go to south or east to the visitor could enjoy the morning rays of the rising sun.
All this is done in order to guarantee you that when you come to one of the tens of thousands of coffee houses Starbucks and make your favorite latte grande, you get exactly the same taste and, more importantly, the emotion, as in any other place on this network. So we see that the service has been transformed, she passed the stage of standardization, and now it is ready to give guarantees provider and stably reproduce the result.
reification and packaged solutions. Step three. H4>
Well, it seems, the service has become a standard and predictable, it would seem, what else is needed? But for my favorite flavor I need to go to a nearby coffee shop! And yet there is the human factor, a small error and the day could be spoiled. Now, if it was possible to deliver customer service directly to your home and be sure that he will get exactly the same taste and mood, which conceived the creator ...
This was conceived in 1976 in the company Nestle, but after several unsuccessful attempts to approach this task, were defeated. However, 12 years later, when the coffee market successfully entered the era of standardization, work continued. And pretty soon there were some interesting results: in 1990, the light comes from the company Nespresso box solution for the preparation of coffee.
Wait, wait, you say. A regular instant coffee would not it be in our history box solution? Of course, in part, yes, but you, as a producer, did not know how to prepare your client as he pours some water temperature will be held if necessary water treatment and purification. You do not know how much time the bank was open and weathered whether taste. After all, this problem is not the user, this is a problem you, as a producer, too many decide not to depend on you, and therefore can not be held responsible for the final taste, but at the same time and for the user experience.
So go back to what the world has offered Nespresso. They turned the service Making coffee in a box solution, creating a capsule coffee machine. Let me briefly tell you how. The first idea is the deep integration of coffee beans and coffee machines, just as does Apple, combining software and hardware. Nespresso company licenses the production of coffee machines designed to work only with their capsules, as well as themselves produce capsules with coffee. We begin with the latter.
Do you think that the most expensive coffee in the capsule for the manufacturer? No, not even coffee and service. The most expensive package. It's made of aluminum, causing a landslide avoids the cost of its contents. Capsule coffee, designed for exactly one serving of a beverage is sealed in an aluminum container hermetically welded. This is done so that the coffee does not react chemically with the container and retain its original flavor. Further, the capsule is filled with coffee prepared by strict standards, providing the palatability and end filled with inert gas (all true interaction coffee with air greatly changes its properties).
The next part of the magic of this coffee machine. Buying a machine Nespresso, you buy a replica of the drink the way it worked in the laboratory of the leading specialists in this field. Almost all cars are equipped with a water purification system because the manufacturer does not know what water will flood the user, but for the desired taste you want to specify the degree of purification and certain levels of salts and minerals. By car, there is almost one button Cook i>. The latest models of cars themselves recognize that over the capsule is inserted in them (for different types of coffee, of course, different capsules). This means that the machine itself can decide, according to the program laid down, as required water temperature to which it heats up and the speed with which pass through the capsule, honed down to the temperature profile of the water entering the capsule in which obtained the most delicious drink options.
We see how managed to completely embody the service Making coffee i>. You buy the machine and capsules, just press one button and you get a drink by mass spectral analysis is virtually the same as it did the creators. In the line of hundreds of flavors, you can choose the one that you like and be sure that everywhere and always get a drink, and with it the feeling, to love at first sip.
This only works with coffee? H4> It's amazing, but it seems it works everywhere. I propose to take and make out a few examples to get a feel for how it usually happens.
Accounting Services h6>
A unique phenomenon. I> Some people master the intricacies of office work and helping others. Someone makes it better, some worse, to find a familiar bughaletra to ask Oksana, passing you by Misha. Standardization. I> There are accounting offices, there is unification of employees . Implemented corporate training, asessoring work and quality control results, now no need to ask the familiar name of good accountant, simply go to a respectable firm. Reification. I> There are services like My business . This service turns into a box solution and everyone can connect your bank account and fill out the required fields to receive documents issued by the last letter of the law, as well as send them to the appropriate authorities with one click.
Credit Services h6>
A unique phenomenon. I> on a primitive bazaar sitting rich with money, wanting them to multiply by lending at interest. They look at you, ask different questions, trying to understand, Would you come back to them the money. Each of them natrenirovyvaet your skill, your perceptron i> on the recognition of those who return the loan and who is not. The standardization. I> opened by the Bank. Now, the first born of the formula and check lists that you need to ask the person to make a decision on lending. You no longer need magic knowledge in the bank waiting for you cute girl who will ask questions and cute at the standard instruction decides to grant you the money. Reification. I> are born decisions such as TCS -Bank. Fill out a questionnaire on a credit card, the algorithm looks at the speed with which you type the words in the registration form. Automatically sent requests to own your property. Computer checks Are you a registered, looking for information about you in social networks. Everything from spelling errors in your status to the list of your friends and the music you listen to, goes into a scoring function. Man no longer take part in this decision on lending becomes fully boxed. It is able to predict with a given probability, will return you the money, no matter rain or the time of day and even illness of any employee.
Health Services h6>
A unique phenomenon. I> Once upon a time there were healers who noticed that by applying certain herbs to the affected area, usually the person becomes better. However, their knowledge was scattered, not systematic, each of them was unique and not reproducible. The standardization. I> Born medicine science and knowledge are accumulated and systematized, there are medical schools and institutions. Now the profession of doctor is standardized, there are international exams and certification programs that ensure that your doctor has a level of knowledge of the subject area. Reification. I> IBM develops software Watson, capable after analysts hundreds of thousands of cancer histories to diagnose certain types of cancer more accurately than the best doctors in the world. And most importantly, that the probability of a successful diagnosis is known and does not depend on anything. The world got reification, box solution where it seemed impossible - in medicine.
Catering h6>
A unique phenomenon. I> people find interesting combinations of products, gives rise to new tastes. Were craftsmen that have devoted themselves to this and opens up a world of lovely flavor combinations. But they were unique, if Alice cook, then it was almost impossible to get the same delicious dish without it. The standardization. I> started to happen standardization, there are collections of recipes. Now Alice can describe the sequence of their actions as the user manual on paper, it rastirazhiruyut, and other talented girls will try to repeat the delicious dish at home. Standardization occurs in nutrition. Reification. I> Today each of us sees the successful example of reification in this market services - BigMac at McDonalds. This is not a recipe, it is a specific thing boxed product. In whatever country of the world you are, at any time you can buy this muffin and be sure that it is complete copy of the one that you like.
What could soon move to the next level? H4> Yes, anything. Here's take, for example, Barber. Today, they are actually on the first stage of development. When I go to a salon near the house, I never know until the end, with what hair I'm gone. Every time I say the same thing, up to the word and show your picture better, but the same result is reminiscent of the lottery. According to this trend, the solution should appear when I come to the hairdresser, my head is clean, I choose a haircut from a catalog, solemnly say "me, please, LS-276," put your head in a large box, where a powerful vacuum cleaner hair go up, and small but fast and precise laser for a few minutes making the length of each hair accurate to the millimeter, forming ordered me a hairstyle.
Many such examples, I will not tell you everything that he thought up for long hours thinking about it, but I will be glad if you write in the comments of your train of thought, it is very interesting and curious.
Why do I need to know all this? H4> If you think you do a small business or startup and you have no idea yet that can shoot, look at the services around them, think about what stage of development they are now, and if This is one of the first to try to imagine how could look the same service at the following stages of development. The trick is that it will come back sooner or later, it's inevitable, just a matter of time. However, this idea is already in your head and you can be the first to implement it.
In conclusion h4> Services market inevitably goes toward standardization and subsequent reification. We welcome the initiative and creativity in the creative process, finding solutions non-standard tasks. Yet in everyday household tasks, using the services of experts and other people, we all want to avoid risks, want to have the guarantee of quality of the result, and as we require repeatability, because the only way we can advise it to friends or yourself to use a second time. In the world are many more areas in the early stages of development, but it is not a problem, it's an interesting problem that we can solve. I hope this article will help someone else to look at things and understand another pattern.
P.S. This is my first article as Habré and all. So please do not scold, though with the greatest eagerness and gratitude to listen to criticism and suggestions. And also recognize that not true hub have not yet enough karma to transfer.
P.P.S. I myself am doing a project which aims to translate to the next step of education. Education, almost unchanged from 1088, when the first universities. Today, in the twenty-first century, it must look very different. We want to make a decision that will allow to predict and guarantee training results. What they want, and all that which is no one else. But that's another story ...
Source: habrahabr.ru/post/228795/
