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That is a pile of nonsense that seems to end up in every proposal. Just because you use a buzz word doesn’t mean it makes any sense for what you are supposed to be doing. Forcing an execution into a definition is one heck of a way to waste money and energy. You want a viral video? You want more followers on Facebook? You want more people to buy your goods? No kidding!? Why should anyone outside of your office do any of the things you want them to? What’s in it for them? From peanut butter to mega-yachts, there has to be something in it for the end user/consumer/target/audience/segment/client/friend.

No business exists in a vacuum that is void of competition and alternatives. Why does someone buy the paper towels with the lumberjack instead of the bright and colorful graphic?

We want to know what you have. What do you do? Why do you do it? What are you doing in the business, where do you want to be in the business? What is the point? And don’t say to make money.

Think about the things you like; there is usually an emotional word you use to describe them. Almost every transaction and interaction we as consumers make is meant to reflect our personal image and ideals- who we want to be. The brand image, the product’s level of quality, and the refined taste of an item are all described with adjectives that are put in front of the features that are routinely listed.

Business and brands need to tell people who they are and what they are about, and that can get lost in the monotony of the “state-of-the-art” bullet point product features.