This framework, the 3-floor hierarchy, is pretty self-explanatory.
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:
