Ingredient 17. Sell It in One Sentence

101 Design Ingredients to Solve Big Tech Problems — by Eewei Chen (25 / 125)

👈 Pitch the Problem | TOC | Time It Right 👉

Get to the point quickly.

“If I can’t picture it, I can’t understand it.”

— Albert Einstein, theoretical physicist

The Problem

Customers don’t understand what companies do, so they don’t bother using their services.

The Solution

Make your value proposition obvious and easy to understand.

• Create an elevator pitch to sum up what you do.[44] Keep it really simple. Focus on an important customer need. Describe how your service meets this need in a unique way that differentiates you from a major competitor.
• Map the competition. Plot your service and your competitors’ onto a value map. Choose two value attributes — for example, speed and accuracy — and show your service sits in the top right of the graph, emphasizing your unique selling point.[45]
• Have a slogan that captures your brand essence.[46] Nike has “Just Do It,” which fits with the company’s “don’t think too much; give it a go” outlook on life and sports…