Came across this technique during the week which I think’s got legs. A fella called Dylan Jones was the only guy out of his 20-odd strong team that wasn’t pitching the new wonder-product they had by mere unique features and benefits. All the other guys are saying ‘look at this great thing it does, no-one else has this’ and so on.
Without needing to go into detail about a potentially technical product, suffice to say Dylan used a tool called the ‘wheel of productivity’ to focus on where in the process a customer goes through, the new product makes impact.
So, if you’ve got a product that impacts on someone’s productivity, draw a huge circle, and plonk 2 diagonal lines across it to give 4 quarters. Then write in all the ways your super-product helps in terms of 4 key, separate areas. Examples include:
- Ease Of Use