Last week we were #pitching for a client who is launching a school and we were struggling with the #positioning statement for the school. We studied multiple schools, but the more we researched, the more we got confused about what is unique that we wanted to say.
‘We figured out that the issue was that our #approach was getting too #competition centric and not #consumer centric. We were trying to be different / better than the competition.
But we realized after multiple internal discussions and introspection that while studying competition is important to understand the market gaps but that should not become our sole sounding board.
What is more important is to understand the true purpose of creating something and the real value we think it will bring to people. Creating something is beautiful, it is pious and should not be just be guided by outside inspiration but your true inner self-belief.
With this context we then looked at the idea in a new way and arrived at something we were completely convinced about
· We began with telling our minds that “A school is a school”. Other schools can have different philosophies but none of them are our competition and we are no one to judge what is right or wrong about them. They are all helping the society at large in shaping up. Just this change in thinking helped the team to start thinking fresh.
· We then looked at today’s parents and children, what they want from the future schools and what can truly help in shaping better citizens/individuals of tomorrow.
Once we started with this approach at the core, we were able to arrive at an idea we were convinced about
Pitch results are still awaited, however, what is also important for us as a team is that BOpreneurs were 100% convinced and enjoyed the pitch with full conviction. Bottle Openers
#ArtandScienceofthinking #business #insights #advertising #psychology