Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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Know why I should choose you THE CONCEPT OF "7 WORDS OR LESS" is so powerful that some marketing boutiques, like BluePrint, do nothing but help companies arrive at 7 words or less to answer the question, "Why should I choose you?" Companies like Southwest become successful because of their consistent answer, but most organizations lack a concise articulation of their value proposition, their purpose. BluePrint's co-founder, Ken Aber, told me that prompting most senior leaders will eventually reveal 7 words that are "either bland generalities that apply equally badly to all of their competitors or very specific and valuable benefits." For example, here are some of the bad answers that Ken has received: From a major bank: · "Try everyone else and then you will come back to us." From a major airline: · "We have a lounge." From a large North American car rental company: · "We won't force you to take a certain car." These all fall short of "low-fare airline." Know your 7 words. 245

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