Stomp It Tutorials explains every movement you have to learn to obtain a skill. This channel also has excellent video quality. The great thing is that the instruction is not just showing how to do jumps himself, he also teaches his snowboarder friend how to ski. Check out his video about jumps.
I have written a storytelling article about my project in a famous Russian business journal. In one week, I have got 7000 views, not bad for the first article. I found new partners with whom I will probably, work in the future. Tell your experience, and you will get help from others.
https://vc.ru/life/352845-kak-ya-reshil-proizvodit-veloparkovki-dlya-avstrii
We want to live in a spacious house. To make a home larger, we can do two things: (obviously) make more square meters or improve any interior. To make more square meters, we spend more money on construction or save money on some details.
I lived in Russia, where everyone wanted more space with a lower price per square meter. So people don’t hire an architect; instead, they buy the readymade blueprints for 500-2000$. They save money on materials, make cheaper windows and doors, and save money on an interior. Many houses in Russia look like a square (because you get more space and spend less money on walls) with small windows and a thin metallic door with a height of 2 meters.
Most of the time, there are a lot of rooms that you don’t need to use. Inside of a house, the furniture will be cheap.
Usually, people argue: “in the future, we will make a good interior design, buy new furniture, etc.” Most of the time, everything will stay the same until the cheap furniture is not destroyed.
Is it your dream house? No. If you want to make a dream house, you should understand what you need inside a home what functions you do there. You don’t follow the will of making more square meters. Instead, you spend more money on suitable materials that will last longer and be nice to touch or look at. You spend money on an architect who plans the house for your family’s needs and builders who do the high-quality job.
To compensate for the lost square meters, we may expand an interior using 14 methods:
The most comfortable furniture is a small one, making the room look spacious.
Use the good furniture—for example, the chair of Charles Eames. The designer spent eight years finding the correct form and size of an armchair. I am sure that you have seen his chairs. It costs 8k$ for the original version and 1k$ for a replica. This chair is also low.
Use white or one-color furniture to expand the room. Your eyes slide around the house so that you will feel calm. The low contrasting furniture (e. g., black with white) also will expand the room, but not as good as one-color furniture.
The more floor you see, the more space you feel. If you place a wardrobe, dresser, bedside table, toilet, sink on a floor, it will feel like a wall, like the end of space. When the furniture is hung on a wall and is hovered by 25-40 cm, you may see the real end of a room and feel more spacious.
In a previous tip, I said that the furniture should hang on the wall without being attached to the floor. There is another variant with wardrobes and a kitchen. The closet is a huge element, and the closet will focus a lot of attention on it. We should make this element less attentive. Therefore, we make a wardrobe look like a part of a wall.
Use wooden floor made of ash, whitened ash, or whitened oak (but not the oak with natural color, it is too yellow). Don’t use the parquet (wooden floor) with many knots, and it clogs (litter) the view and makes space look smaller.
Use a wide parquet with a chamfer – it is costly but looks excellent.
You should use the same wood in every room, without any separators between rooms.
If you use a different kitchen material, choose the light porcelain stoneware that does not have high contrast with the wooden floor. Don’t use any separators between the different materials. The floor should be on one level, without elevation (height difference).
Dont use a skirting board. Usually, it is a signal of a bad job of a builder. Professionals make the wooden floor so close to the wall that you don’t see the ending of a wood. (rephrase)
Skirting boards make ceilings look lower.
The walls should be done out of white color or whitened ash, and white expands the space.
Never use glossy floors and ceilings – they will also mirror every object, but they will overwhelm the space so that gloss will always stress your eyes.
Hide everything: wires, toys, clothes, photos, and even books.
All the gadgets: acoustics, projectors, TVs should have a minimalistic design.
It would be best if you always kept everything clean, and this is a massive problem if you are not decent. In Sweden and other Nordic countries, people live with one principle – if you pass out now, the house should look new. All the minimalistic design lives on this principle.
The storage in any interior should be everywhere: under the bed, in the walls, under the stairs, etc. There is always insufficient space to store things. One of the ways to increase storage without losing space is to use a cabinet (shelves) instead of interior partitions (walls). It will not make your sound isolation lower.
Another method is to use cabinets (wardrobe) all over the wall but make them thin (40cm in width). You may hang the coats shirts in parallel with a wall. To do it, you should turn the pipe for hangers perpendicularly to a wall.
It is hard to find nice transparent furniture. However, the space looks bigger with the transparent table or chair, and your eye does not focus on such furniture. But in the long run, the transparent furniture will gain scratches and look bad. That is why the idea of working or dining table is not the best one.
If you have a toilet in a bedroom, you don’t need the opaque (non-transparent) walls because only you or your spouse will use it, but the room size will increase significantly. For privacy reasons, you may use roller blinds (curtains).
The walls made of glass cancel the noise only if the glass is well attached to the normal wall. Otherwise, the sound and the smell will go through small holes on the edges. That is why you should not save money on specialists.
You may make the transparent glass on the higher part of a wall, which will make the place more spacious without losing privacy.
If your house is too small, you may combine some rooms without making a wall. You may combine a living room, dining room, and a bedroom. Just think about ventilation and keep your room clean. Your house will look much more spacious, and you can invite many friends.
You may also make wide double doors (from floor to ceiling).
You may use only tulle or tulle with grey curtains.
Use transparent wardrobe rooms.
Panoramic windows make nature the part of your house, increasing the space significantly. Your windows should be made from floor to ceiling. Also, it is important to hire professionals to make the right isolation, or your windows will become wet every winter, the mold will appear, and you will have to reinstall the new windows, which can cost thousands of dollars.
But don’t forget: the location is essential. Choose the picturesque places close to infrastructure. Don’t build such a house in a village with awful houses, and don’t have high fences on your territory. You will destroy harmony.
The good thing is to place a house close to a picturesque place, but outside of it – in a moderate place – you will make the average place beautiful, and the home would not touch the scenic landscape.
Have you ever thought, why do we need light in our house? Of course, to move around a house, cook, and take a shower. But what exactly do we need to light? Imagine you are in a living room. You are sitting on the sofa and, e. g., read a book or watch tv. What should be lighted? When you read a book, the only thing you want to see is the text in a book. You don’t want to see a sofa or walls, a floor to be lighted because it will distract you. Imagine coming to a fashionable restaurant for dinner. The lights are usually dimmed so that you see your partner and food. Does anyone light the sofa or a floor? not really.
Our eyes don’t like direct light, which comes from one point. In old times people used the chandelier in the middle of a room. The problem with this method is that you can’t control the light – the closer to center elements get more light than the further elements. Later, people decided to place lights in different parts of the room to control the lighting zones. Now, we got to a new level.
The indirect lights have become popular. The lights can be hidden anywhere so that you don’t see the origin of light. Light is scattered over the surface: mostly over the ceiling and walls. In the new minimalist architecture, you will not see any light sources, and there will be nothing on the ceiling. In the further articles, I will tell more about each aspect I told here.
I hope these tips have helped you. The recommendations were told by Sergei Domogatsky, a Russian architect who produces efficient fachwerk houses for the mass market.
If you plan a house or change the interior, a second opinion is essential. I explain the disadvantages of a home and give tips on improvements. I don’t just say that something is terrible. I give broad explanations based on hundred books that I have read about architecture, urban planning, design. I do it for free. Just write me an email: daniil@koveh.com.
When I was in Russia, I bought a hat made of fox fur. It looks gorgeous! And it is so warm that I am ready to go to Siberia or Norway. I also thought – it is natural fur, it might be great for an environment. Who cares if one animal is dead, it was so for million years. And also, the fur is biodegradable. So everything is fine? It appeared that not.
I found an article on the most famous Russian business media RBC (РБК):
The fur becomes banned in the world. The fashion houses – Gucci, Prada, and Chanel have rejected the use of fur. California banned the production and selling of fur clothes. People decided that it is unethical: animals live in bad conditions.
85% of all fur is produced on farms. Most of the time the livestock consist of foxes and minks. People feed them with chicken giblets, or fish giblets, that would have been thrown away anyway. The CO2 emissions are produced due to the lifecycle of animals.
The other fur is got from wild animals. For example, Canada Goose, the brand that produces luxury jackets for arctic temperatures, uses coyote fur. America gives permission to kill wild animals to control the population.
Animal skins are cleaned, washed, dried, softened and stretched. To prevent fur things from spoiling and decomposing, they are treated with special chemicals, usually formaldehyde or chromium. So the fur becomes germ-resistand and can last longer. This is such a dangerous process that the experts of the World Bank have included fur dressing in the top five industries with the highest level of contamination with toxic metals.
Solvents that cause respiratory and oncological diseases are used in fur processing plants. These substances can get into the soil and water, so that all the fish is getting dead and the soil becomes not only unsuitable
for farming, but also the “poison” gets to the subterranean water and is consumed by us.
The problem of the fur is also with the keeping of it. To make fur last longer, it should be kept in a cold place, with temperature of 1-7 °C. There are some businesses who keep the fur in fridges in summer. The other problem is the biodegradability. First, fur can’t be recycled, only decomposed. But there any only few places in the world where it can be decomposed.
Synthetic fur appeared at the beginning of the XX century as a more affordable replacement for expensive natural fur. Acrylic or modacrylic textile is usually used for the pile (nap on cloth), and it is fixed on a fabric basis. Acrylic polymers are made from chemicals derived from coal, air, water, oil and limestone. Some companies, like House of Fluff, uses recycled plastic.
The problem with artificial fur is that it is not biodegradable. However, there are some companies, like Ecopel, that uses corn and recycled polyester.
In my opinion, there synthetic fur is a bullshit. It is like a wooden wall in a house, that is actually made of plastic, or the gypsum that looks like stone. There is no need to look like a nature. The synthetics must give us new forms of clothing, new features. May be the usage of livestock is less ethical nowadays, but at least you get the product of nature, that does not pretend to be somewhat else.
I like one example: the christmas tree. As you know, you may either buy a real tree or to buy the artificial one. And remember – the natural tree is always better! it has a smell, it lives and absorbs CO2. Moreover, the pine tree consumes much less water, that the artificial one. Interestingly, but only if you keep the plastic tree for more than 24 years, there will be emitted less CO2, than when buying a pine tree each year. I thought, that the situation with fur is close the pine trees, but i was mistaken.
I have found a paper of Russian PhDs in design, They compared the influence of natural and synthetic fur on the environment during the production. The result was that the artificial fur was better in nearly every parameter, except water usage, where the difference was tenfold.
Do you know that to produce 1 fur coat, 11-13 minks should be killed. It is too much; moreover, you should give 50 kilograms of food to each animal, 550-650 kilograms of food per coat. And also, they have to drink an extreme amount of water. I would instead prefer buying the minks and keeping them safe in my courtyard than just killing them. Do you want to buy the fur stuff now? The best way to save these animals is to stop buying fur clothes.
I am not an expert of the fur industry, I have just shown 2 similar opinions and wrote my thoughts about it. If you know more about this theme, please write your comment below.
The main thoughts:
Make the walls around the living space, not otherwise. The planning of a house must start with understanding what people will do inside, how they will use each place. Some architects first do the house planning, and only then do they decide how people will live inside the house. After panning the outer walls, they decide where and how the bedroom, bath, living room, and kitchen will be located. An example is when a person wants to have three floors, or 600 square meter area, and he thinks afterward how to fill the place.
For me, that was a crucial thought. Did you think an architect should plan walls, windows, stairs only after planning the people’s behavior inside the house? I guess it is tough to imagine. Most of us buy or rent an apartment, and we initially have the plan of an apartment, and based on this plan, we make the walls between rooms and place the tables, sofas, beds, and other furniture. But when you build your own house, you must think conversely! Remember!
Vienna is a Potemkin village. Potemkin village is the name of fake houses, where only a façade is made. Potemkin villages were built in Russian Empire when the emperor traveled around different regions. Mayor Potemkin did not want the emperor to see poor villages, and he decided to build fake houses on the main streets so that the emperor would see the flourishing city. The homes had only one wall and were constructed out of wood, were colored, and had ornaments made of gypsum.
Vienna has a similar thing. Houses in Vienna look gorgeous; however, most of the façade is just a cheap decoration made of gypsum instead of stone, which doesn’t have any functions.
Without the Façade, the house of the 15th and 17th centuries will look the same as that of the 19th century. For a long time, the only difference in homes was the Façade style: baroque, classicism, modern, neo-gothic, etc.
You can’t fake one material for a more expensive one. The fake will always be seen. In Vienna, architects usually make hardwood out of a soft one or paint the normal wood to the red transparent color to look like the teak wood (red hardwood, very expensive).
There were no prohibitions of fake architecture because no one was faking before. If there are no robbers, you don’t need any punishment for robbery. Nobody was faking the architecture styles before. Only when the new cheap luxury-imitating materials became popular, the process of faking start to flourish.
Ornament is terrible, and once we will eliminate it. The Ornament is just the time spent for nothing. People of baroque times (when people discovered purple color, just a fact) spent money on needless luxury things, and people became poorer. Still, people in the new era are conscious about our needs, and we understand that some wills are stupid. That is why we became richer.
Let’s take two persons having the same income and living simultaneously. One is a baroque person, and one is a modern person. The baroque person will eat the peacocks, pheasant, lobsters with silver spoons on a table made of teak wood with the picturesque ornaments. He will probably wear clothes made of silk, covered with gold, purple color. He will have diamond rings and other stuff. The modern person (of the 20th century) will not have any ornament in his house, neither on the clothes, boots, or furniture. He will wear a black suit to not stand out from the crowd. His power is in his mind. Without spending money on luxury and Ornament, the modern person will save money and grow his capital not need to work in the future.
The modern person will work less. Workers of the previous era spent most of the time on decorations so that they had to work 20 hours per day to have the same production as a person of the modern age (20th century). Now people in America work 8 hours per day, and soon people will work 4 hours a day if they forget about all unnecessary details.
Some architects kill harmony with nature. A peasant in a small village will build a house without an architect. If there is clay nearby, he will buy bricks; if not – he will use wood and stones from the lake nearby. The Peasant will ask the carpenter (woodworker) to make a roof, and he does not know if the roof will be beautiful or ugly until it is built. Will the house be beautiful? The house will be as beautiful as a lake, a tree, or a horse. It will be a part of nature.
Architects can come to a place and draw the house as he or the customer imagines. He may use materials or technologies that are not usual for these places. The house may be great but may also kill nature. The house will take all the attention to itself. A peasant (subconsciously) understands that the house is a part of nature, and he will try to live in harmony as his ancestors lived.
Сity dwellers (urban citizens) don’t have a history. They have no sense of beauty and are not attached to one style. They live in a mix of everything.
The good architecture does not look nice in pictures. The architecture is not 2-dimensional, and a house is not built by pen. The architecture of Adolf Loos looks too simple on paper and photos but is great in real life. And you know why it is better? Look at other buildings built that time, look at the cafes of modern style with ornaments, that, of course, look great on paper, and where are they? Most of them are closed or have a new design because such architecture becomes not pretty even for the creator. In 3 years, the architect starts to hate his Ornament.
Someone may say that regular change of style, furniture, etc., is suitable for an economy because factories will produce more and more people will have jobs. Such logic exists. When the house is on fire, people are happy because a new, better building will be constructed in that place. But it is not ok, because it is just a capital loss for nothing.
Architecture is not art, except for monuments and gravestones. Everyone should like a House. But art is how an artist sees the world; you may like it or not. Art does not have a function (except for evoking emotions). However, the house satisfies the specific need. The picture should lead out of the usual comfort. The house should serve this comfort. The art is revolutionary; the house is conservative. Art opens new ways and thinks about the future. The house thinks about presents. A person likes everything that serves comfort and hates everything that leads out of it. So, he likes a house and hates art. And yes, architecture is not art. Unfortunately, today (20th century), most houses are liked by two people: the architect and a developer (a private home customer).
Adolf Loos is Austria’s most known architect of the early 20th century. His two masterpieces are the Loos Haus and Café “Museum.”
Adolf Loos has written two best-seller books: “Ornament and crime” and “Why A Man Should Be Well-dressed.”
In this article, I summarized the thoughts of Adolf loos and the thoughts that I experienced reading this book. If you liked this format, I would continue writing such articles. I have great books in my home library that I will be happy to talk about, and I also know tens of great books about architecture and urban planning. Just write a comment or write a private message. I will be very grateful.
We all know that that the year 2022 will not be the better one: there will be more Covid cases, less income, higher inflation, and of course, Covid-19 will not end either this year or next one.
But we have to continue to live: realize the plans and wishes.
I have six plans for this year:
I will Study at Baruch College in New York for one semester, and I will be a part of a student exchange program and study investments and real estate management. This will be my first travel to the USA, and I plan to intern in an investment company.
I will actively develop my blog, YouTube, and maybe Telegram, concentrating on architecture and urban planning, plus some investments and programming which should correlate with the themes above and be simple for a normal reader. I plan to get 1000 new subscribers by the end of the year.
I will develop my project (Austrianboxes.com or something new). I also will find an internship throughout the year. If you are an employer, I recommend you to read my CV or look at projects (my email is daniil@koveh.com).
I will improve my German to C1 and English to C2.
I will be a part of the WU trading and investment society.
I will practice playing piano, sketching, and drawing and know how to work with different materials.
I will travel around Europe and USA. This part may also be interesting for you because you can join me if you like walking around towns and getting fun looking at architecture, skiing, biking, and swimming.
This year was quite full of travel. I was traveling around Austria: Baden, Salzburg (4 times), Innsbruck, Bregenz, Hallstatt and Zell am see. Also was in foreign countries such as Italy, Spain, Switzerland, Sweden, and Russia.
This year the travel plans are wider. I split my travel into two parts: the USA and Europe. I will travel to California, Miami, Washington, and other states that I will find interesting in the USA.
I have a rating of countries that I want to visit:
Netherlands, France, Italy, Czech Republic, Denmark, Slovakia, Monaco, Germany, Israel, Malta, Estonia, Spain. I’m planning to visit at least 4 of them.
I lived my childhood in Russia. And in Russia people, especially children, read a lot. We had to read 15-20 books (stories) each year. But the books had problems – they were old. We read the folk literature, or the books of a Soviet époque, or the Russian Golden Age – the 19th century.
You may guess that such books were not entirely relevant for us – we live in the 21st century and want to know more about actual things and read contemporary masterpieces. Unfortunately, most people and I don’t understand that someone doesn’t understand the need for contemporary reading in childhood, even in adult age.
I am a person who likes to read – I read 40-80 books per year, mostly about architecture, design, business, and non-fiction. Sometimes I read something new – I guess that it is always great to know more about different topics because mostly all the things in our world are connected. You may implement ideas from other spheres to create something innovative.
I wondered about an art bookstore in Museums Quartier located in Vienna, and I was looking for good books. I found four good books that I recommend reading: “Soft City,” “New Move, ‘Michael Schumacher, ‘The Fastest Guide To Architectural Form’, ‘Architects’ Houses. ’
When I chose the books, I started looking around the store. There were hundreds of themes like music, art, sculpture, sustainability. Suddenly my eyes came across stunning covers – covers of biography of famous and influential people. I usually don’t read such literature, but they were written: ‘for children. ’
I took a book about Greta Thunberg, and what you have not thought about her, the book has told her story so simply and interestingly, that I started reading another about Michelle Obama.
That is an exciting thing – usually, the children’s books are written so simply, without complex constructions and terms, but with excellent illustrations, so that I understand the idea that the author wanted to say perfectly.
Interesting, but many professors or ‘educated ‘people think that the children’s book format is for children only, but that is not true. People want to seem cleverer, so that they invent new words and overcomplicate theorems, that the regular students or people can’t understand what they were asked to understand. This way maybe be more accurate in science, but it doesn’t give the main feature: Be on the same wave with the author.
Let’s come back to our theme. There were hundreds of new storybooks. All of them were a real masterpiece, and my mind and eyes got so much fun. Let’s look at this picture: this is a patterned book so that there is a hole in a book, which makes the story so interesting. It seems like you go forward every time, and some action happens. I wish I could share the pictures with you, but the author’s rights prohibit it.
Or let’s look at the story of a Black Lives Matter. This is an important event in our society, and it is so important to tell children in the right and neutral way about this problem. This book has solved this problem. The book reveals that we all appeared in Africa and all people have been living there for 2 million years, and only in the recent 200000 years have they started to relocate to the new territories. Later, they tell the story of Africans in America, starting with the Columbus ship and ending with 2020.
I guess such books could bring me a better understanding of today and tomorrow than the patriotic books of our ancestors.
(This article is still in editing, but I will be happy to hear your thoughts in comments)
Эта статья про правила и стоимость размещения парклетов, веранд и рекламы для бизнеса. Информация переведена и сокращена с сайта WKO.at
Зона 1: многие пешеходные зоны 1-го Район, Ротентурмштрассе, Ясомирготтштрассе, внутренняя Марияхильферштрассе, Нойваугасс между Линденгассе и Мариахильферштрассе
Зона 2: Пешеходные и конференц-зоны, Ринг, Франц-Йосефс-Кай, Рейнпрехтсдорферштрассе, а также части Пратерштрассе, Таборштрассе, Ландштрассер-Хауптштрассе, Левый Венцейле и Цоллергассе
Зона 3: другие дороги и жилые улицы
Карта города
(Выдержка с наиболее важными для экономики тарифами)
стоянка транспортных средств без номерных знаков или прицепов более 24 часов:
-- в месяц 153,80 евро
Ежедневная установка (макс. 14 дней) киосков
-- в день в зоне 1 € 16,10, в зоне 2 € 14,00, в зоне 3 € 12,40
Предоставление транспортных средств для мелких ремонтных работ:
-- за поле 540,00 евро (например, Автоэлектрик, шиномонтажник)
Навесы (защита от солнца)
-- за первый метр длины 15,60 евро, каждый дополнительный метр 2,7 евро
Для оформления товаров или товарных разноски перед коммерческими помещениями:
-- за первые 1⁄2 м2 11,90 евро, за все еще 1⁄2 м2 6,50 евро
Для ламп или фар:
-- за штуку 30 евро,-
Для АЗС 3% от выручки от реализованного оборудования и других предметов
Для газетных киосков 4% от выручки (2020: осталось 1% от выручки)
Для других киосков 4% от выручки, но не менее 80 евро.-/месяц
Веранды (Schanigarten). Расположение столов и кресел на площадь м2.
-- в зоне 1 € 20,70
-- в зоне 2 € 10,40
-- в зоне 3 € 2,10
Для некоторых видов деятельности тариф в GAG отсутствует. Все эти виды использования могут быть осуществлены только при наличии соглашения с городом Вена (пользовательский договор). Затем MA 28 взимает свою собственную плату за эти виды использования в зависимости от местоположения, типа и продолжительности использования. Для следующих применений требуется контракт с городом Вена:
Установка столов, стендов и объектов в рекламных целях
Рекламные щиты, реклама на строительных лесах, стенах домов
Световые знаки (световая реклама), световые змеи, подсветочные знаки плагинов, световые коробки
Установка произведений искусства, радиаторов и т. д.
Минимальный налог в год составляет 100 евро плюс НДС.
Для некоторых видов использования налог на коммунальные услуги не взимается, но заявление должно быть подано в орган (MA 46) за 4 недели до запланированного использования (в случае рождественских огней за 8 недель до этого). Затем орган власти рассылает решение (СВО) или запрещает его использование и оправдывает его.
Важно: Все необходимые документы (см. ниже) также должны быть приложены к объявлению.
для плоских знаков, знаков компании, табло, объявлений, фирменного наименования, адресов в виде плоских писем, знаков, для знаков плагинов, логотипов, рекламных баннеров или отдельно стоящих писем
ПРИМЕЧАНИЕ: в защитных зонах требуется разрешение на строительство площадью более 3 м2. Полномочия: MA 37
для отдельно стоящих витрин в целях экономической рекламы;
для облицовки выставочных зон домов или коммерческих помещений, для отключения флагов по особым случаям (рождественское освещение, световые установки и т. д.) максимум на десять недель по случаю;
для растительных желобов;
для велосипедных стоек для общественного пользования.
Треугольная подставка/Подставка на тротуарах
Согласно указу города Вены от 1980 года, установка рекламных стендов, например A-подставки, треугольные трибуны, пляжные флаги и т. д. на тротуарах и улицах, запрещенных в Вене. Стенды допускаются только во время выборов в парламент и тому подобное.
Объявления о продуктах питания (вертикальные знаки предприятий общественного питания, которые размещены вертикально к стене дома и защищены от падения, с указанием дневного билета или меню) являются бесплатными.
Незаконно размещенные рекламные знаки регулярно удаляются городом Вена за плату.
Customer analysis is the essential thing for innovation and any business. It is tough to understand customer perception. Like the case with Coca-Cola:
Once, Coca-Cola decided to make a blind test of Coke and Pepsi. It appeared that only 40% chose Coke, so Pepsi appeared tastier. Coca-Cola decided to create a new taste that would be better than Pepsi. And Coca-Cola made it! They started to sell the new Coke.
It was the biggest mistake of Coca-Cola. People started boycotting Cola and even making protests. Once the CEO Golzueta was asked: “How can you sleep when you just sold the American Dream?”. He answered: “I sleep like a baby. I wake up every hour crying”. They Kept the old Coke.
The problem was that Coca-Cola did not know why do customers buy their product. The focus on the physical, chemical part of a product (like taste or color, or a form of a bottle) can be dangerous. Coca-cola assumed that taste was the central aspect of buying Coke, but it was irrelevant for customers.
Smart customer analysis is critical for success. We use this model to understand the demand. What makes people buy a product? People buy preferred products based on subjective perception. There is no direct 1 to 1 transmission. There are also other factors. People may perceive something, but sometimes they won’t care about this perception.
Coca-Cola assumed a product property that the problem is with the formula of Coke, and the taste must change it. However, it appeared that this perception was very weak. The taste made a little different for people. However, people wanted to drink an old taste to feel the taste of centuries.
is a heuristic model, a framework for the classification of product attributes. The core of the Kano Model is that the improvement of all product attributes is not a good idea.
Customers may not care about different attributes.
Washing machine company decided to make a new machine with 5000 modes. It was unnecessary because people usually use 1-3 programs. The company was proud to sell so many modes in a machine, but as you understand, no one was buying this machine, at least for a higher price than other machines.
If an attribute is below the performance attribute, then the customer will not care about any improvement there; it is given for granted.
This is the essential attribute – if the company does not improve the attribute – it is not a problem; however, if the company does, customer satisfaction will skyrocket.
Dont blindly maximize the performance!
Most used statistics used in practice. It displays the info on the importance of attributes. It allows learning if there is a linear relationship between attribute level and the resulting value for customers or there are “jumps.” E.g., it shows how many customers we lose by making the price higher.
Strengths:
Weakness
Learn more in the video
