Here at Potion we use design to inspire people to do things better, or to do better things. That’s our cause. A big part of our process of engagement when we take a design brief is to find out who you are, what you do, how you do it and, most importantly, why it matters. In every case our clients have expressed delight in unexpectedly gaining a deeper insight into their own company or product.
Guy Kawasaki, in Rules for Revolutionaries, puts forward his formula:
Success = (Facts+Emotions) / Price
“Who are you? What do you do? Why does it matter?” comes from Marty Neumeier’s focus exercise in The Brand Gap. Purchase decisions are not simply a question of assessing cost:benefit ratios. Beyond the “facts” contained in the features and benefits, branding specialists also identify an “Emotional Benefit”.
In his TED talk, Start with Why: How Great Leaders Inspire Action, Simon Sinek applied the very same theme to leadership in diverse spheres, including product, corporate and political.
Gaining a deeper insight into your brand, product or organisation enables more effective marketing and communication. To find out more please contact us.