La reconciliación como reencuentro de la sociedad consigo misma

Before we examine the Component Control Template, let us recall the example of the Post-It Notes^®(see more details on this case in Chapter 1). The development of that product shows that the idea of the “weak glue” on the notes emerged from the process of development of glue. This glue matches the Attribute Dependence Template – it is weak under bending stress but rather resistant to shear. However, the brilliance of the idea is not in the glue itself but in its connection to a colored memo slip, of the type used on an office desk.

Such small slips on which notes and memos may be written existed before the development of Post-It Notes^®– in fact, that was the basic product from which the sticky notes were developed. However, the original product was characterized by a somewhat problematic attachment to the surface on which it was placed: it could blow away with every light wind and disappear. Note that the table is an external component to the Post-It Notes^®(not controlled by the manufacturer), yet it is an important component in the configuration of the note.

Reminder: An external component is one that comes in contact with the product at a certain point in time, but is not controlled by the manufacturer.

The change in the configuration of the product that should enable the con-nection between the product and the external component was based on the extra link introduced between the surface and the note. In the original con fig-uration, the surface placed the note at a certain height (see Figure 8.1a). In the

new product, an extra link was formed between the note and surface by the introduction of a new internal component into the configuration – the glue.

The desk now affixes the note at the horizontal level as well, preventing it from sliding along the surface. Figure 8.1b represents the new product configura-tion.

Another example of the use of the Component Control Template is a radiation-filtering computer screen. This screen was developed to solve a problem that arose through the continuous use of a computer: the radiation emanating from the computer caused the user headaches, eye strain and diz-ziness.

The negative effect of the electromagnetic radiation emanating from the product and the external component in the configuration of the computer (the users’ eyes) represents another set of cases consistent with the Component Control Template. The external component is not controlled by the manufacturer or the deliverer of the service. The solution for this negative effect is to include a component with a new link into the configuration, which limits the amount of radiation. Figure 8.2 describes this negative effect, and the solution of including the new component in the product configuration.

In order to clarify the operation of the Component Control Template, let us observe the evolution of another product – hair shampoo. In the past, hair was washed using soap flakes. These flakes have a high rate of dissolution and create an extensive surface area that comes in contact with the hair. They adhere to fatty dirt, and when the hair is rinsed, they are rinsed off along with the attached dirt. The basic product configuration is shown in Figure 8.3.

The first shampoo was developed by Unilever, based on a liquid soap that came in contact with a greater area than did the solid soap. With the success of this product an independent product category developed, known to us as

Desk

Post-it Note

(a) (b)

Note

Desk

Figure 8.1 Operation of Component Control Template on a slip of paper, creating the configuration of Post-It Notes^®. (a) Product configuration of a note. (b) Product configuration of a Post-It Note^®.

shampoo [1]. This category was developed in various versions. The basic shampoo product possessed specific characteristics, responding to different aspects of the consumer environment. Thus, for example, one type of shampoo was developed for the treatment of the scalp (preventing dry skin and dandruff). Figure 8.4 describes the product configuration of a dandruff-preventing shampoo (note the new link between shampoo and skin of scalp).

With the evolution of shampoo, this product responded to other, newer needs: destroying lice in hair, “tearless” shampoo, etc. These products have a new link of control with an external component that was not previously included in the product configuration (i.e., lice, or sensitive eyes). Figure 8.5 describes the product configuration of these shampoo products. The external components were previously present in the environment of the product, but

User

Screen

Radiation

Radiation-filtering screen

Radiation User

(a) (b)

Figure 8.2 Analysis of radiation-filtering computer screen on the basis of the Component Control Template. (a) Computer radiation is an external component with a negative connection to user. (b) The radiation-filtering component solves the negative connection.

Dirt

Soap

Dirt Hair

Soap

Figure 8.3 Product configuration of basic shampoo.

Hair Scalp

1 2 3

Shampoo Dirt

Figure 8.4 Product configuration of dandruff-preventing shampoo. The numbers of the links represent the order in which they appeared.

were not included in its configuration. The new link between the external and internal components was achieved by the addition of a new component – killing lice or preventing eye irritation. Note that in the course of its develop-ment, the product “creates” a new link with its immediate environment. It

“reaches its hands” to new environmental components in order to respond to problems they create. We therefore use the term “component control” because it involves a control, which frequently implies separation, blocking, or at least limiting the impact of one component over the other. As shown in the examples, a “link” does not necessarily imply uniting or bringing compo-nents closer.

The Component Control Template is characterized by making a new link between a component in the internal environment of the product and a component in its external environment.

We must note that an “environment-adapted” shampoo such as the dandru ff-preventing shampoo requires R&D and new technological setups. This is a fre-quent characteristic of the Template: adaptation of the product to the environment often requires investment in research and technology to a larger extent than the other Templates we have discussed. However, there are cases in which the technical alterations needed for adapting the product to its envi-ronment are minor, and all that is needed is the formulation of a new market-ing message. We shall elaborate on this point later on.