Today, I want to especially touch on the third variable of the O.I.L acronym, namely the logic variable.
Firstly, I need to point out that this logic variable is from the perspective from the Creator otherwise it will defy logic if it is used from the perspective of the economist, marketers or generally from the human point of view.
Allow me to illustrate using the example below:
There is one principle which states that the more we give, the more we will receive. This is in line with the Golden Rule which states that,” Do to others what you want others do to you”. Let me paraphrase it: To the degree (measure) you give what they that need, they will give you what you need.” I need to reiterate that you give first, than only you will receive and in proportion to what you give.
Applying this principle to marketing, you will find that if a product adds value to the customers, they will be a position to own it. Thus, the more we give to the delight of the customers; they will recapitulate by buying the products concerned.
Well, isn’t it the whole MBA module is talking about satisfying the customers? Therefore, an emerging equation can be plot out; i.e. efforts/ degree of satisfying measures is up = Customers satisfaction =
Organizations profit. Efforts ↑ = Cus Satisfaction ↑= Company profit ↑
But how to give when we do not have? Yes, remember the egg or chicken first? Which comes first?
The puzzle will be resolved if we know that the little that we have will be exponentially grow.
Yes, we must have in order to give, but remember this saying, the more we give the more we receive, and this is the law of generous giving. We give out love, it will come back to us in a clear fashion or indirectly.
It is the same in the principle of marketing: good service, great product, excellent protocol. The more we give this to the stakeholders, the more they will reciprocate.
I always like to give the example by Christopher Hegarty:
C,C,C : clarity leads to cooperation which leads eventually to commitment.
R,R,R : resistance leads to resentment and eventually to revenge.
That is pure logic, and it is common sense, isn’t it?