Map Choices, Not Products

It's natural to feel pride in products and services that are innovative, meet real needs, are durable, etc.

But real people consider all their perceived options — not just your products, not just your category, but starting with their problem, their desire, their context.

"Competitive set" is a construct. "Consideration set" is a reality.

Instead of creating content piecemeal or cutting and pasting, give your products and services the benefit of integrated content and functionality —from messages on hold and live chat, to social media, to print pieces.

If you're not sure what the message really is, conduct simple, quick survey research and competitive analysis to let the market speak.

Craft your unique value proposition and "wear it out," to drive revenues, reputation and referrals through best-in-class decision support.