Chapter 33 Chapter 31 Horizontal marketing, bid farewell to the new survival rules in the era of vertical marketing

Horizontal marketing is based on trying to market by approaching one or more needs, uses, goals or situations that we have eliminated when we market defined a product or service.This means changing our products. The market is becoming more and more subdivided, and the cost of new product promotion is getting higher and higher.More and more companies feel the embarrassment of marketing.Under the influence of increasingly complex modern marketing, new products and new brands are launched rapidly, but a considerable proportion of these new products cannot avoid the fate of "doomed to fail as soon as they appear".In this case, Kotler proposed the idea of ​​horizontal marketing, which combines two factors that were not related to each other to form a new product or function, thereby improving the competitiveness of the enterprise.

Before the birth of "Barbie doll", most of the toys for little girls in the American market were cute little angels, round and chubby, similar to the famous child star Shirley.But the image of child star Xiulan is the adult's imagination of children's toys. From the perspective of older children, this kind of toy is a bit "childish", because what older children need is a playmate of their own age. Ruth, the designer of Barbie dolls, was already a mother of a child when she designed Barbie dolls.One day, she suddenly saw her daughter Barbara playing with a little boy with a paper-cut doll.These paper-cut dolls are not the usual babies, but teenagers with their own "occupations" and "identities", which fascinated my daughter very much.

"Why not make a more mature doll?" Inspiration burst into Ruth's mind.Later, Ruth went to Europe on a business trip and saw a doll named "Lily". "Lili" is very beautiful, made according to a famous cartoon image in "West German Times Beard", 18cm to 30cm tall, with long hair tied into a ponytail and dragged behind her head, wearing a gorgeous dress , with impeccable figure and very revealing clothes. Ruth bought 3 "Lilys" and brought them back to the United States.He wanted to design a "mature" toy based on "Lily", but the male employees of the company thought that "Lily" was too revealing and not suitable for children to play with.

Ruth was not discouraged, she thought, children need a mature but not revealing doll.So, with the help of technicians and engineers, Ruth finally designed the "Barbie doll". Then, Ruth invited Charlotte, a costume designer, to design costumes for "Barbie Doll". In 1958, Ruth received a patent for the production of "Barbie dolls".Since then, Barbie dolls have changed an era. Ruth gave the adorable doll the nickname "Barbie" after her daughter Barbara.Different from previous dolls, "Barbie doll" is an adult. Although it is only 4.5 centimeters high, its limbs are slender, fresh and moving, and its face reveals the mystery of the famous American star Marilyn Monroe.

The first "Barbie dolls" debuted at the 1959 American Toy Fair, where the theme of the exhibit was "Barbie—a role model for girls."Sadly, "Barbie" received a cold reception from toy dealers.Fortunately, the market proved Ruth's judgment.The "Barbie dolls" sitting in the corner of the dealer's shelf are popular with children. In 1960, dealers had a complete change of heart, and orders flooded Mattel, and it took the company 10 years to satisfy the demand for "Barbie dolls." In 10 years, the sales volume of "Barbie doll" also reached 500 million US dollars.

Later, Ruth designed a variety of "Barbie dolls", which enabled her to have more "professions", such as a doctor, astronaut, entrepreneur, police officer, and even a volunteer for UNICEF.So far, Barbie has more than 80 "occupations" and has more than 40 pets. She has her own boyfriend "Ken", named after Ruth's son; she also has three sisters of her own. According to Mattel statistics, an 11-year-old American girl may have owned 10 "Barbie dolls".Not only children, millions of adult women buy "Barbie dolls". "For them, she has become a part of them." Ruth said.

The birth of Barbie dolls is a typical result of horizontal marketing. When Ruth invented Barbie, the dolls on the market were all baby dolls.Ruth saw that her daughter imagined the dolls as adults, so there was a gap between the baby dolls in the market and the adults in Ruth's daughter's imagination, which gave Ruth a business opportunity, that is, to connect the dolls with adults and design the dolls Becoming an adult, that's how Barbie was born. Horizontal marketing is a new marketing thinking put forward by Kotler in response to the drastic changes in the global market.Horizontal marketing is relative to the traditional marketing concept, and this traditional marketing method is called vertical marketing by Kotler.

The operating steps of vertical marketing are: First, "Marketing is to discover unsatisfied needs and satisfy them", and demand analysis is the starting point.Through market research, identify groups that may become potential markets; secondly, after demarcating this potential market, use market segmentation, target locking, positioning, etc. to form a competitive strategy for products or services; finally, use 4P and other marketing combinations to implement competition A strategy to bring a product or service to a tangible market. Horizontal marketing is different from vertical marketing. Horizontal marketing is lateral thinking. It transcends original products and markets, and stimulates new markets and profit growth points through original ideas and product development.

Horizontal marketing is first of all creative thinking, which Kotler calls "thinking out of the box", which is different from the logical thinking of vertical marketing, and is essentially a creation based on intuition.The basic steps of this kind of thinking are to first choose a focal point, then perform lateral displacement to generate stimulation, and finally establish a connection.For example, focusing on the flowers that always wither in life, and replacing withering with not withering, the stimulus of "flowers that never wither" is generated. This stimulus is valuable to the market, but in the process of realization Interrupting logical thinking, at this time, by introducing plastic and other materials, plastic flowers that never wither are created, which successfully establishes a connection.

Traditionally, the analytical approach to marketing innovation adopted by most companies is not conducive to fundamental innovation.Horizontal marketing is much better for creating new concepts that have the potential to profoundly change markets, because it relies on creative techniques that help generate truly new ideas. Drucker said: "We can't control change, we can only walk in front of the era of change. The only principle that can be successful is to create the future. Trying to create the future is to take a lot of risk. However, its risk is greater than that of the future. Passively accepting that the future is much smaller." The innovation of horizontal marketing can allow enterprises to regain their focus in the market.

Of course, innovation does not necessarily mean a big change, originality, novelty or brilliantness. In fact, what we need more is "slight changes", that is, "what we need are new clichés". FedEx is the world's largest express transportation company, providing fast and reliable express services to more than 235 countries and regions around the world.FedEx founder Fred Smith was inspired by horizontal thinking when he founded the company. In the early 1970s, there was absolutely no overnight package delivery on the market.It is basically impossible for anyone to deliver the package flawlessly to the designated place within a specific time. It is difficult for the traditional US Postal Service to do this.Unless he is lucky and happens to live in a city that provides air cargo transportation, and the destination happens to be a city that can provide cargo air transportation services. Smith established FedEx just to fill this market gap.FedEx offers overnight delivery, which is very popular.FedEx's slogan of "Definitely Deliver Overnight" almost revolutionized postal delivery, and a new express delivery industry developed rapidly.From the 1970s to the 1980s and through most of the 1990s, FedEx's turnover has been growing at double digits. Kotler believes that horizontal marketing is a process. Although it belongs to an innovative thinking, it also has laws to follow.When the products of the enterprise enter the mature stage, the market enters the stable stage, and the operation mode and means of operation have also entered the stage of inertial operation, when the traditional 4P of product, price, channel, and promotion no longer have the advantage of differentiated competition, horizontal marketing Innovation is necessary and effective. Kotler believes that for enterprises, the most common and most effective innovations in marketing are mainly the following three aspects: 1.Product Innovation When an enterprise faces a "bottleneck" in marketing, it can reflect on whether the product has the following problems: Is the product similar to competing products in the market? Does the product have obvious differences in quality, price, and personality? Does the product give consumers a sense of value for money, while allowing you to make a satisfactory profit? In the process of thinking about the above-mentioned problems, marketing personnel conduct further research and analysis on the needs of target consumers or conduct consumer psychological detection based on the characteristics of the same category of products and the weaknesses of the company's existing products, and then systematically analyze the company's resources. Open up the thinking space, and eventually you will be able to research and develop good products with differentiated advantages. 2.Marketing strategy innovation The innovation of marketing strategy can be carried out from many aspects such as packaging design, promotion and communication, brand strategy, channel, customer relationship, and after-sales service. 3.Marketing Management Innovation Management is the basic guarantee of marketing.Reflect on marketing management through innovative thinking, and be able to discover and lock key issues to come up with innovative new solutions.We can divide the marketing of an enterprise into three stages: creation, maintenance, and innovation.Marketing innovation is the reflection, summary and improvement of the first and second stages of marketing, from the starting point of marketing—products, to marketing strategies, and then to the implementation of strategies. A thorough understanding of each step is a prerequisite if you want to use horizontal marketing. As Kotler said, horizontal marketing is a working process that can generate needs, uses, etc. that are not currently covered. It creates new products, new functions, and new markets for the market through replacement, substitution, and connection. "Kinda Chocolate Egg" is an egg-shaped children's candy made of chocolate and wrapped in a delicate toy.Its idea comes from the Italian confectionery giant Ferrero.The product first appeared in Italy in 1972, and the "Kinda Chocolate Egg" soon conquered the hearts of all Europeans (both children and adults). When "Kinda Chocolate Eggs" first came out, the main varieties in the snack food market included candy, chewing gum, nuts, peanuts and chocolate.At that time, the market had been subdivided to a certain extent, and now it is even worse; and chocolate brands are becoming more saturated. The chocolates on the market are not only of different sizes and types, but also have a complete range of flavors. Race to win the favor of kids and parents alike. Ferrero gets this right.When the company decided to launch a new chocolate product, he could have considered changing the taste or function, composition, design, etc. of the product (traditional innovative thinking), but Ferrero came up with a novel concept: with toys Chocolate Eggs - The toy inside each chocolate egg is part of a collection of toys for children to collect. Toys in chocolate?At the time, this was not a logical innovation in the chocolate market. "Kinda Chocolate Eggs" position themselves in TV commercials as a healthy food - rich in calories and carbohydrates, and the egg-shaped size provides children with the right amount of chocolate intake.When children open the chocolate eggs, they are attracted by the toys inside and start playing with the toys inside instead of clamoring for more chocolate.These two points make parents (buyers) believe that "Kinda Chocolate Eggs" is their best choice among many candies.Parents buy chocolate for their children, and they need to know and control their children's diets to keep them from becoming obese. For children, "Kinda Chocolate Eggs" can be said to have two things: chocolate and toys. "Kinda Chocolate Egg" redefines customer value and the confectionary market by creating new functions.In other words, children need candy not only for good taste, but also for fun.At present, "Kinda Chocolate Egg" is still the leader in this field, and there is no other competitor that can compete with it. "Kinda Chocolate Eggs" added the demand for play to the demand for eating, and the market changed immediately. "Jinda Chocolate Egg" has successfully created new functions of chocolate products through horizontal marketing thinking.Kotler pointed out that horizontal marketing can not only create new functions of products, but also create new products and new markets. Hero redefines the use value of oatmeal through horizontal marketing thinking.It chose to treat cereal as a healthy food that can be eaten anytime (rather than as a regular breakfast), and produced a new product of cereal and chocolate bars-the cereal bar.The 7-11 convenience store in Japan also jumped out of the conventional market and broke through the definition of the original market: "the demand for food and other daily necessities can be bought all day long." Created a "freight service" that supplies goods to online customers this new market. Horizontal marketing is a concept and method of marketing innovation.It redefines the market and demand by changing the market, changing products, and changing the marketing mix; qualitative changes in these aspects can bring new categories of products or new markets, thereby bringing major breakthroughs in marketing to enterprises.However, the continuous application of market segmentation and positioning strategies in the traditional sense will eventually lead to market saturation and extreme segmentation, although it can expand the scale.If the idea and method of horizontal marketing are widely promoted within the enterprise as a method of generating new ideas and solving problems, these companies will transform into more innovative market pioneers and gain a competitive advantage. A thorough understanding of each step is a prerequisite if you want to use horizontal marketing. Generally speaking, marketing should be to meet customer needs and define products from the perspective of target customers, but the horizontal marketing pointed out by Kotler starts with the selection of products or services.According to him, the reason for this is because creativity starts with concrete things.After choosing a product or service, we start the process of horizontal marketing. Kotler divides this process into three steps: the first step: choose a focus for horizontal replacement; Form a gap; the third step: consider ways to connect the gap. Kotler's focus refers to what we want to pay attention to. It can be a problem or a thing. For example, "flower" can be a focus. A lateral displacement is an interruption of logical thinking.This interruption is a void, the source of creativity.Let's still take "flower" as an example, and "never fade" is a replacement of the characteristics of flowers. There is a gap between "flower" and "never fade".The way we connect this blank is to imagine this kind of flower as a "fake flower", because only fake flowers will never wither.These are the three basic steps of horizontal marketing. Of course, the horizontal replacement in the marketing process is not that simple. Specifically, the three steps of horizontal marketing need to be mastered from the following aspects: 1.Mainly select a focal point for horizontal displacement On this point, Kotler suggested that all sections of the vertical marketing process be divided into three levels to achieve the purpose of matching horizontal marketing.Kotler believes that "traditional vertical marketing has three levels, market definition level, product level and marketing mix level. Each level has many factors. For example, the market definition level includes factors such as consumers and usage situations. Horizontal marketing is It is necessary to select a level, and then conduct lateral thinking on a certain factor of this level, such as usage, target market, etc., so as to give birth to a brand new product.” The product level includes the product to be solved i.e. the product to be marketed horizontally; the market level includes the function or need (why), consumers and buyers (who), and use or context (when, where, with whom); The marketing mix level does not care about these issues, it only cares about how to sell products. A horizontal marketing process transposes only one of these factors horizontally.Therefore, the distinction between these three levels is extremely critical, because a connection interruption (horizontal displacement) occurs, that is, a blank is generated by fixing other factors during the displacement. No matter at which level horizontal marketing chooses the focus for horizontal replacement, it can only develop a sub-product or sub-category, rather than a new product or new function in the full sense. If substitution at the product level keeps our product the same, then white space is where we place the product in other contexts (e.g., beer for motorcyclists, orange juice for an evening drink, placed in a Apples at the hotel desk, groceries at the gas station, milk after tennis).In other words, just find other possible uses of the product to replace the existing ones. If you look for selling points at the market level, it means working with a clear goal.Enterprises should come up with a substantive solution, and suggest an unreasonable function, goal, use or situation, and then look for an effective solution in this new context to achieve the goal we want to achieve. 2.Forming blanks for lateral displacement Kotler pointed out six innovative techniques of horizontal displacement in horizontal marketing, and applied them to market level, product level and marketing mix level respectively.The six techniques are: Substitution, Reversal, Combination, Exaggeration, Removal, and Sequence. Use small examples in life to briefly explain how to use these six horizontal displacements to form blanks. Alternative: Give lemons on Valentine's Day. Inversion: Send roses every day of the year except Valentine's Day. Combination: Send roses and pencils on Valentine's Day. Exaggeration: Send a lot of roses on Valentine's Day (expand and exaggerate) or send only one rose on Valentine's Day (shrink and exaggerate). Removal: No roses on Valentine's Day. Reordering: On Valentine's Day, the loved one sends roses to his admirers? Although this kind of horizontal replacement seems illogical, in fact, horizontal marketing requires the strongest logical thinking to achieve.Regarding how to use these six horizontal replacement techniques, we will describe how they are applied to the product level, market level and marketing mix level in the following chapters. 3.find ways to connect Taking "flower" as an example, after the horizontal replacement, there is a gap between "flower" and "never fade", we need to establish a connection between them, and this connection provides an opportunity for marketing. Kotler pointed out that in order to connect, it is necessary to analyze the information in the stimulus and evaluate its value.There are three techniques for evaluation: Step-by-step tracking of the stimulating buying process.The technique of step-by-step tracking of the stimulating buying process requires us to "what-if" the buyer's buying and using process, and then note down each valuable idea.For example: We imagine a couple in the disco, they bought popcorn, but they couldn't see clearly because of the darkness, then you thought of "fluorescent popcorn".They sat down to eat popcorn, and they got thirsty, so they ordered drinks.What an interesting hypothesis, eating popcorn causes thirst, so offering free popcorn will sell more drinks. We've closed both gaps in your hypothesis.The business opportunity for the popcorn company is to persuade discotheques to put free popcorn on the table or bar.People will eat popcorn, then get thirsty, and the profit from selling an extra drink is equivalent to selling nearly 4.5 servings of popcorn, and the popcorn sprinkled with colored salt is "fluorescent" popcorn. Extract useful and positive things.The principle of this technique is to find positive elements in irrational stimuli.We can then forget about these stimuli and use other methods to produce those positive effects. Find a possible situation.Find a possible context (environment, people around you, place, time, occasion) to make sense of the stimulus, then move or change the stimulus until it fits that context. Kotler points out that making connections isn't easy, but it's not terribly difficult either.It takes practice and training, as well as being very positive when looking at stimuli. "Dimension" is an imported word, it refers to a perspective, is to evaluate and determine a thing multi-faceted, multi-angle, multi-level conditions and concepts, when applied in marketing, it refers to the multi-dimensionality of the production and provision of products. Azimuth functions and conditions. In marketing horizontally, the only way we can do this without changing the product is to discover features that make it suitable for a new dimension.Since the market is a combination of need, goal, time, place, situation, and experience, a simple trick to use substitution at this time is to change one of the dimensions, which is also the most effective method of situational substitution. In 1974, Japan's Ikura Industrial Co., Ltd. was originally a trading company that imported traditional Chinese medicine from China. However, in the era of Western medicine dominance, the sales of traditional Chinese medicine was not good, and a large number of medicines were backlogged in warehouses. Under the guidance of horizontal marketing thinking, Yicang Industrial Co., Ltd. connected Chinese medicine with the tea that Japanese people are used to, and decided to open a new industry that combines Chinese medicine and tea in the central area of ​​Tokyo. As a result, it was called "Kampo tea shop" "The business is so good that it is enviable. Traditional Chinese medicine and tea are not related in essence, but by jumping out of the marketing field of traditional Chinese medicine, Yicang Industry Company has created a new market.In the process of product production and marketing, in fact, we only need to make some small "dimensional" changes to open up new markets.Kotler believes that changing dimensions can be done in the following ways: 1.Changing requirements: select new features.In addition to the demand for quenching thirst, Red Bull Beverage introduced the need for energy supplementation. This change in demand has also enabled Red Bull Beverage to develop a large market.The dimension changed by Red Bull's approach is demand, which covers another function. 2.Change the goal: remove barriers to purchase.In the marketing process, we will find some factors that hinder purchase or consumption. As long as these obstacles are removed, new consumers can be attracted and sales can be increased.It turns out that band accompaniment is the patent of professional singers, but karaoke changes the goal so that everyone can enjoy music accompaniment. 3.Change time: Select a new time period.Generally speaking, there is no time limit for restaurants to eat, but if the situation is reversed, can the restaurant operation with time-limited fees be realized?There are precedents in the market.In some restaurants in Japan, a large clock is placed on each table to count the dining time of customers.If the customer finishes eating within the specified time, the restaurant will give a preferential price.There is a restaurant in Milan, Italy, that charges customers not by the price of the dishes, but by the length of the meal—1,000 lire per minute. 4.Change Location: Put your product in a new context.This dimension refers to selecting where a product or service is purchased, used, and consumed where it is not currently available.This is one of the easiest alternatives, and it works very well.Certain products are always associated with a specific place, such as eating popcorn in a movie theater, eating peanuts on a plane, and so on.In this way, we can imagine an "impossible" place or situation to change the routine. In addition to changing the various dimensions listed above, we can also implement horizontal marketing by changing dimensions such as occasions.For example, the Oscar is a symbol of success in the film industry, but when used in the market, it is endowed with the meaning of celebrating personal success or winning a championship.After horizontal displacement using the method of "changing dimensions", we will obtain a product or service in a new context. We have to find the purpose, purpose or context of the product that has been changed, but there is no guarantee that we will find it - it is just a possible process. The horizontal marketing at the market level is mainly changed according to the dimension of the market, while the horizontal marketing at the product level, Kotler pointed out, is mainly by decomposing the elements that originally constituted the product one by one. For example, a "pen" can be broken down into ink, color, plastic cap, and plastic barrel.The elements that make up a product generally include the following: tangible product or service; packaging (if applicable); brand identity; use or purchase. After dividing the object into parts, we can remove or change some of them by lateral displacement.Kotler pointed out that we can use six techniques to achieve its breakthrough. 1.replace Changing the mechanical structure of the watch through the battery brought a new category of watch to the world, and gave birth to the later digital watch. Replacing the back of a rug (often made of synthetic fibers or rope) with the same fabric as the front gave rise to the idea of ​​a reversible rug. Substituting the same parts for a different brand of car can bring about a significant cost reduction, which in turn leads to a price cut. 2.combination "Motorcycle + roof" created BMW's C1 model, thus developing a new category. Pedals + current = "Pedelec", a bicycle with a rechargeable battery that automatically recharges while traveling.When riding uphill, the battery will automatically discharge; when going downhill, the battery will be recharged.As a result, e-bikes have become hugely popular in China. 3.remove Telephones without cords led to the idea of ​​cordless phones, so you could make and receive calls no matter where you were in your home. The idea of ​​a car with one less wheel led to the development of a three-wheeled motorcycle by Aprilia.Riders of this type of bike will not fall because it is more stable. 4.reverse Inversion refers to thinking backwards or negatively about one or several elements of a product or service. Turn fresh-baked pizza into stale pizza, which is how frozen pizza comes about.Pizza makers have another market. Inversion of contracting concept: The reverse thinking of not contracting employees led to the concept of part-time employment.Many companies now hire part-timers to handle peak periods. 5.exaggerate Exaggeration refers to the enlargement or reduction of one or several elements of an exaggerated product or service, and it also includes imagining the perfect product or service. Lacosle stretched its popular blouse and found it could be sold as a summer smock over a swimsuit for women. Amusement parks can do this exaggeration: a scary castle with real monsters.Here's a good idea: cast some actors and actresses in the roles of horror calling cards.After adopting this idea, some amusement parks with low business have achieved a large turnover. climbed sharply. 6.change order It was possible for people to unsolicitedly request that advertisements be sent to them, and this inversion of order gave rise to the concept of permission marketing via the Internet.People interested in an ad receive them by e-mail and are rewarded with points or cash.A supplementary form of this service is the sending of questionnaires or advertising test questionnaires. Kotler proposed that when breaking down products we should be mindful of the natural limitations of the elements.Simply put, natural constraints refer to elements that have to be removed from a product in order to innovate. "Natural constraints" hereafter also refer to those product elements which are indispensable for the identification of the product.Taking a notebook as an example, the paper that makes up a notebook is a natural limitation, because without paper, it is not a notebook, and the cover of a notebook is not a natural limitation, because without a cover, there is still a notebook.A cover is not a necessary element of a notebook. Choosing the natural limitation as the breakthrough point of using the six techniques will help us jump away from the original product, change the essence of the product, and finally achieve the success of horizontal marketing In most cases, horizontal marketing displacement at the portfolio level will result in subcategories or innovative business strategies rather than entirely new industries or categories.The results of horizontal marketing at this level may overlap with those of vertical marketing. In addition to the horizontal marketing subversion of markets and products, Kotler also proposed horizontal marketing of the marketing mix.Focusing on horizontal displacement, the remaining marketing mix factors (price, location, and promotion) imply a change in the way a product or service is currently presented to customers, but without changing the nature of the product or service, nor changing the needs, goals, or objectives of the product or service. Applicable situation. The advantage of choosing the marketing mix level as the focus for replacement is that it is straightforward to apply.The development of original new concepts and new products takes time, while this kind of horizontal marketing is more strategic, more focused on short-term effects, and generates new ideas more quickly.Kotler believes that the marketing mix level mainly includes three systems: creative market, capital market and talent market. When Walt Disney was filming his first full-length animated film, Snow White and the Seven Dwarfs, all his employees were asked to come up with some jokes for the film, and every employee who came up with a good idea would get some bonus, through With a series of incentive mechanisms, Disney has well stimulated the innovative thinking of the company's employees, thus effectively promoting the creative market of the horizontal marketing mix. The horizontal marketing framework can effectively solve the problem of unclear and disorganized ideas caused by "brainstorming".The marketing manager can just say, "What do you think about the following horizontal displacement? Should we take the time to think about how to connect it?" All colleagues will understand that the manager is going to start horizontal marketing. This is the impact of horizontal marketing on the creative market.An idea marketplace is when a company establishes a system by which it actively solicits, collects, and evaluates new ideas.The company puts a senior executive in charge of the system, and the executive should periodically raise funds to experiment with more compelling ideas.If marketers can actively use horizontal marketing methods, good ideas will be continuously provided to the creative market. In addition to the creative market, the horizontal marketing framework can also influence the marketing mix in the capital market and talent market: Funding market: Businesses need to commit capital to gauge the ultimate value of an attractive idea.A good idea might get $50,000 to support caucus research, and another might get $200,000 to test the value of a new type of disk drive.The amount of funding is relative to the idea itself. Part of the funding should be used not only to research the potential value of new ideas, but also to organize employees to think laterally.In addition, you should not hesitate to invest in seminars or training courses on horizontal marketing.Marketers must learn to work together in this new framework, embrace it and systematize it. Talent market: A business must have or hire the talent it needs to develop the best ideas.Companies need to use the talents of marketing researchers, electrical engineers or other personnel. Talent is also necessary for linkage lateral displacement.The first part of the horizontal marketing process is "performing a lateral displacement," which can be done by an individual alone.He simply chooses one of the three levels and applies one or more of the six replacement techniques described in this book. Some permutations will be eliminated, others may be rated as potentially valuable, so maybe he can decide to only show those potentially valuable ideas. Horizontal marketing meetings should be dedicated to listening to proposed lateral displacements and thinking about possible ways to link these displacements.At the meeting, the working group used analytical thinking and vertical thinking to discuss.Remember, "making connections" requires us to use logical reasoning even more than before.