There was a display on the wall with Certificates of Incorporation and some certs confirming a legal change from one company name to another.
I was politely ushered into a room and three people joined the meeting.
The new product was produced and placed centre stage on the board room table. The bland, quite generic packaging was the first thing I noticed.
Where was the product made, what’s special about it, what has the journey been, what is the wow, what is the “story“?
I probed, I dug deep and I asked this crew why they developed this product, why it was in front of me on the table and why they brought it to market?
I was hoping to discover a unique (I hate that word) insight, I was hoping to hear some personal story, I wanted something that would help us to bring this “thing” to life in a genuine and authentic way that would connect with their target audience.
What I got was very profound – “it’s just a product that we think we can make money from”
This won’t work…