Consider your messaging – Exercise

Functional value

What does your product or service do?

Personal benefits

Get into your customers’ shoes and think about what they value. What are the key factors for them when making a purchase? What kind of problems are they facing? How does your product or service fulfil their needs?

Collective benefits

How does your product or service making things better on a large scale – eg do you recycle, educate, donate?

Do you directly create change in terms of consumption, promoting local producers or spread ideas?