Use our 3-step Brand Discovery Framework to stop competing on price and start winning on value.
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What is the specific problem you solve?.
Identify the "frustrations" your customer is feeling.
The Cost
What is the "cost of inaction" if your customer does nothing for 6 months?
The Vent
How would your customer describe their frustration to a friend?
The Magic Wand
What 'annoyance' would you customer get rid of with a magic wand?
The "Blends" Example:
Good: "People are tired and need caffeine."
Great: "We solve the 'Mid-Morning Fog'—the jittery crash and sour stomach caused by high-acid, mass-produced coffee."
Why it works: It names the enemy (The Mid-Morning Fog) and identifies the "collateral damage" of cheap coffee (jittery crashes and sour stomachs).
How do you do it uniquely?.
Your "Secret Sauce" or Unique Selling Point.
The Flaw
What is one thing your competitors do that you think is actually harmful to the customer?
The Hard Way
What part of your process is "the hard way" that others refuse to do but you get results.
The Only
Complete this: "We are the only ones who [Action] for [Audience] so that [Outcome]."
The "Blends" Example:
Good (Feature-based): "We source organic beans from fair-trade farms and roast them in small batches for better flavor."
Great (The "Secret Sauce"): "We developed the 'Precision-Altitude Roast.' By sourcing beans grown strictly above 1,500 meters and using a low-heat, long-duration roasting cycle, we eliminate 90% of the chlorogenic acid. This ensures a 'Clean-Burn' energy—all the focus of caffeine with none of the stomach irritation or heart palpitations."
Why it works: It uses "Precision-Altitude Roast" and "Clean-Burn" as proprietary terms that competitors can't claim without copying the brand.
Why does it matter right now?.
What your customers could miss out on!
The Shift
What has changed in your industry in the last 2 years that makes the "old way" fail?
The Miss
What is the one "big win" your customer is currently losing out on?
The Risk
If they wait until next year to solve this, what is the specific danger?
The "Blends" Example:
Good (Generic): "More people are working from home and want a better coffee experience than they get at the office."
Great (The "Shift"): "In a world of 'hustle culture' and endless Zoom fatigue, energy is the new currency. People are no longer looking for a drink; they are looking for cognitive fuel. The old way of mass-produced, high-acid roasting is failing the modern brain that needs to stay sharp, not just awake."
Why it works: It positions coffee as "cognitive fuel," making it a tool for success rather than just a beverage.
