November 1, 2020

A razor


A few years ago, a razor company worked out the perfect marketing message. The universal answer to what every customer for any product or service was looking for. They nailed it with three little ideas. Of course, no matter how powerful the thought or how brilliant the advertising, the product or service still has to perform as described, the price has be tolerable within its target market and the quality has to live up to expectations – all the good stuff that turns a marketing message into a trustable brand – or the message is a lie.

What is the message? What is the universal solution we’re all looking for: a closer shave, with fewer strokes, and less irritation.

Or … higher performance than we’re used to, less effort than before, easy to use.

Skippy strategy: Design products and services, design systems and processes, design every part of your proposition, like a razor.