To uncover the correct solution, first you need to uncover the correct question. This calls for throwing away all preconceptions and peeling away the layers of a product or service to look at what it’s really providing.
At the deepest level, most promise the same thing, whether it’s a new flavor of soda that will wake up your taste buds or an insurance policy that will provide you with peace of mind.
Once you find the essence of the promise, you just have to explain how you’re going to help your target customers close the distance in their pursuit of happiness.
At the deepest level, most promise the same thing, whether it’s a new flavor of soda that will wake up your taste buds or an insurance policy that will provide you with peace of mind.
Once you find the essence of the promise, you just have to explain how you’re going to help your target customers close the distance in their pursuit of happiness.