Are you suffering from the purple plasticine problem?

I work with founders and exec teams on a lot of complex propositions. One challenge we see time and time again, is people going to market with a lump of purple plasticine.When describing a product, it can be easy to focus on the features and technical details rather than the benefits it provides to customers.

This is very very easy to do if your product is quite complex, and maybe even you are still thinking it through and beginning to understand its potential. The fundamental mindset shift is to go from what are "we" building - which is the focus of your internal development orientation, to a "you" orientation - what is in it for your core user or customer, and why should they care.

To do this, we need to think about the problem or need that the product solves and to frame the product in terms of how it addresses that problem or need.

Why purple plasticine?

A lump of purple plasticine is simply a piece of plastic material that can be shaped and moulded into different forms, but there is no specific benefit nor does it solve any particular problem for the customer. Imagine reframing the purple plasticine as a tool for children to explore their creativity and develop their fine motor skills, now it's not just a product, but a solution to a problem and a way to meet a need.

The purple plasticine itself is the same, but by focusing on the benefits rather than the features, you are able to communicate a more compelling value proposition.

The plasticine is not just a product, but a solution to a problem and a way to meet a need.

Your value proposition is the bridge between your product and your customer. Make sure it's a strong one.

When crafting your value proposition, focus on the benefits and how it solves a problem or meets a need for your customers. It's the key to unlocking their interest and building a strong go-to-market strategy.

Your value proposition is the bridge between your product and your customer. Make sure it's a strong one.

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