People shop for wants, but they buy for perceived needs. Brands need to address the disappointment, confusion, misinformation, and poor user experiences that drive consideration of new items.

We assess the key underlying causes of category discontent so you can create a value proposition that addresses the most pressing issues most likely to prompt action.

We systematically deconstruct where prospects feel pain or discontent (or where the perception of pain and discontent can be created) and use that to engineer needs that exist at the intersection of urgent and important (where problems can't be ignored).