A value proposition isn't just about features and benefits.
It needs to appeal to deeper pain points, make a clear promise supported with believable proof, and project to a broader positive outcome.
The 1.0 version of a new idea is never the one that delivers sustainable success. We believe clarity always beats complexity, and disruption often comes from unexpected places."

We help clients define, and then defend their distinct niche. Configuring the right packaging, labeling, claims and variants to create a portfolio with enough appeal to cross the purchase threshold.

Before getting to narrowly focused, we start with a broad, unbiased view of the overall environment based on the belief that the problems you address and the the solutions you offer are probably not isolated to your category.
Disruption can come from unexpected places and in unexpected forms when new competitors rewrite long-standing rules that defined past success. We engage your high-potential prospects to be co-creators of your products. This participation ensures decisions are being made with your customers, and not just for your customers.
We use techniques focused on choice, perceptions, and relative preferences across options to discover what people are most likely to buy and why. This includes everything from pricing to sizing, packaging to claims, and so on, and doing it in the context of competitive benchmarks."