[G1]-CO7-Tactics
perceptions are a fundamental element of any game
cos' games in business are played in a fog
play a centralrole in negotiations
the domain of perspections in universal
change people's perceptions, and you change the game
shaping perceptions is the domain of tactics
actions that players take to shape the perceptions of other players
some are designed to lift a fog /preserve a fog /stir up new fog
Lifting the fog
Stirring up the fog
creating complexity
advantage
disadvantage
example
shaping opinions
Microsoft's Windows 95, it costs $85, but if you want it run effectively, you should buy more memory, hard disk and faster microprocessor.
Nintendo Entertainment System premiered at a price of $100, but if you want to play more games, you should buy other cartridges for the machine.
Hotel Noah, the rooms' fee $350 per night, and the minimum stay are forty nights.
hide high prices
disguise opportunistic pricing
hide low prices,preserving an image of quality
hamper comparison shopping
increase administrative costs
confuse and frustrate customers
encourage furtive price cutting by competitiors
CBS
IBM V.S. Intel
ＰＡＲＴis not the whole.
Everything is a tactic
Everything we d0
Everything we do not do.
Shape people’s perceptions of the game.
You need to know
What's game that you are in
How yo change it
Players
It is a game fundamentally
Added Value
Rules
Tactics
to conquer problems
Everyone narrow games
another way to change games
Alter the scope
intentional or not ,everything you do/don't do sends a signal to others
how you establish credibiltiy for yourself and recignize it in others
the credibility test
if you have the goods,put your money where your mouth is
Accept a pay-for-performance contract
Advertise
what you don't do sends a signals, too
Ask other people to domonstrate their credibility to you
Ask for guarantee
Reguest a free trial
propose a pay-for -performance contract
Give free trials
offer a guarantee
example
the peacock's tail
beauty isn't in the eye of the beholder
rather,beauty is what a peahen perceives to be in the eye of other peahens
Perception is everything
Darwin's explaination
a fashin ,once started, feeds on itself
Amotz Zahavi
they credibly deminstrate superior strength
displays designed to influence perceptions of who you are or what you're likely to do
Preserving the Fog
Negotiating in the fog
mistakes
making threat explicit
trying to resolve differences of opinion between you and the other party
revealing the minimum you need
solutions
bring in a mediator
use differences of opinion to structure win-win deals
establish a settlement escrow
when the parties in a negotiation feel safe enough to make reasonable demands, they're much more likely to reach an agreement
Hiding information
following the herd
creating reasons to fail
burying project they've turned down