For this trick, the crux is recognising that different product categories have different levels of innate interest.

Smartphones or surfboards are captivating, AA batteries simply are not. In high-interest categories, brands can land complex, knotty, immersive strategies because consumers are willing to go deep, and explore every facet of what the brand has to say. In stark contrast, low-interest categories need a blunt, direct strategy because consumer engagement is minimal – these products or services must seize attention. 

Quickly. And with aplomb.

Duracell, for example, nails this by focusing on longevity, encapsulated crisply by the enduring Duracell Bunny— which symbolises stamina. This clear, straightforward message fits perfectly within the low-engagement realm of batteries. Compare that to high-engagement brands like Tesla or Patagonia, which craft rich, detailed, lofty, brand narratives.

High-interest areas can sustain sophisticated value propositions; low-interest ones cannot.

The wheels fall off when low-interest products are burdened with complex, value-laden strategies that don’t resonate, due to a stark misalignment of consumer attention. So for brands in low-interest categories, the strategy must be clear and concise, creating an immediate, unmistakable presence.

Like in all brand strategies, the key thing is respect for the consumer – their time, priorities, and biases. What you assume they should care about is insignificant; what truly matters is what they actually care about. Operate realistically within these guardrails and you’ll set yourself up for success.

Here is a (very) scientific diagram to help you visualise this:

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In 3 concise ‘floors,’ we will span the full scope of a strategically robust business.

Strategy: What is the unique edge your business brings to the table? Here, I want you to pinpoint the singular value that sets you apart in your marketplace.

The How: Define your delivery. How do you bring your strategic edge to life? This floor is about the tangible actions, products, or services that embody your business’s core strategy.

Brand Wrap: Communicate it with impact. How do you ensure your message resonates powerfully and clearly with your audience? This final floor is about wrapping your value in a narrative that’s both magnetic and straightforward.

In short: What you offer > How you offer it > And the brand wrap you use to communicate it.

Thats’s it. 

I use this model as a starting point for launching projects when helping high-growth startups express their value. By defining these three key areas, companies can make sure their strategic objectives are not only clear but also communicated and put into action effectively.

This clarity turns broad strategic ideas into specific, practical steps that connect well, making everything clear from the get-go.

A few examples so you can see this in action: 

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A note of caution: these are quick fixes, best suited for emergency use.

When using them, it helps to have:

– The ability to put a number of lenses on the problem.
– Access to ground-level, practical insights.
– Knowledge of the category the brand operates in.
– Knowledge of the brand you’re working with.
– A way with words.
– Years of experience selling in ideas.

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A note of caution: these are quick fixes, best suited for emergency use.

When using them, it helps to have:

– The ability to put a number of lenses on the problem.
– Years of experience building ideas.
– Access to ground-level, practical insights.
– Knowledge of the category the brand operates in.
– Knowledge of the brand you’re working with.
– A team who can break big goals into small goals. At pace.
– A team capable of entering a state of ‘flow’—to deliver deep work when under the pump.
– A way with words.
– Years of experience selling in ideas.

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The landscape is cluttered with brands that deliver a fog instead of a guiding light. This happens because the brand says too much, spreading itself too thin, and erodes its core strength.

This will often involve some hard decisions. It requires sacrifice. The essence of any great brand strategy requires sacrifice: it’s about subtraction as much as it is addition.

This is about evolving from a well of possibilities. Never have your company be known for being a big “bag of stuff.” Choose one impactful, overarching value instead. Make that the main thing.

Run with it.

Here’s a striking visual that highlights the point from my recent collaboration with tech brand Node4.

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