"Identifying everyday problems in the home and solving them through intelligently designed products."
That, according to a celebratory in London's Times recently, is the mission statement of an 'innovative functional homeware' brand now turning twenty; Joseph Joseph.
From the same piece, an insight into their driving force;
“When you’re focused on product design you’re constantly identifying problems and saying we could do that better.”
£120m in sales worldwide, at £20m profit, suggests sustained success.
Here's some more numbers worthy of consideration;
"Between [the founding twins] and their 250 strong team they created more than 1,000 products, from cutlery drawers to toothbrush holders and bins. They now stock 450 products at their seven warehouses around the world, typically adding 100 new products a year in the spring and autumn, and retiring up to 60."
And how they aim to shape the future;
"Looking ahead, the design team will explore new product areas — “we don’t do anything with a plug or a battery so that is on our roadmap” — and help people continue to declutter their homes."
As I myself have - and probably would again - purchased their products, this story of business growth struck me as useful to show how we can build on the success and plans of our prospects.
In my experience, people aren't so precious about their employer's stated 'vision' that you cannot remix it a little.
It actually reveals you as taking a keen interest. One which likely sets you apart from any competition.
Swapping a word here, a concept there, a number wherever can have a lasting, positive impact.
Using the above as a base, if I were to evoke my present specialism - Video Meeting Delight - by way of example, I could relate to how I might pitch to them, or directly reference a 'problem' they wish to resolve.
Here I offer deliberately verbose versions to illustrate amendment and alignment possibilities.
'Identifying everyday problems in the sales video call and solving them through intelligently designed tactics'
'When you’re focused on video call design you’re constantly identifying problems and saying we could do that better'
'Imagine the progress from typically adding, say, 100 new video meeting techniques across your whole sales enterprise and retiring up to 60 which you realise you don't need to use anymore'
'Looking ahead, if the Sales team explore new video meeting areas and help salespeople continue to declutter their bids of underperforming calls, how pleasing would that be for you'
Some stronger than others, no doubt, yet still a starting point for either what they might want to accomplish, or how you can supply something worthy.
Try it with a company on your bid list and let the conversation flow.