This is part 3 of a 3 part series on the mechanics of building Breakthrough Viewpoint. This series is a “how to” guide to creating the 4 types of Breakthrough Viewpoints as described in this post – Trendspotting, Better Mousetrap, All Pain No Gain and Brave New World. In part 1, we used the STEEP framework to describe the customer’s new world and label the Trendspotting point A in figure 1 below. In part 2, we used the KJR AIM™ Framework to describe our Re-imagined and Unexpected solution to then label our Better Mousetrap Viewpoint, point C on our framework. In this post, we will look at the intersections points of STEEP and AIM and label the “All Pain No Gain” and “Brave New World”, points B and D below.
Point B– All Pain No Gain. Having described out customers world, and our solution in terms of shifts in reality and expectations respectively, we can now powerfully combine the two. Point B is the intersection of the today’s reality with the expected solution. This articulation focuses on the pain and/or missed opportunity of trying to solve today’s big problems with yesterday’s solutions. Describing this goes something like, “in today’s reality of X, if you depend on the solutions you expect like Y, you are left with a big problem(s), tremendous missed opportunity, or both” This works great when the pain is large enough to induce action, and is well recognized and acknowledged, yet unaddressed. As as example, Security solution providerFireEye talks about the Advanced Malware Threats and the resultant risk to create a compelling context for a discussion of their solution. They have experienced explosive growth and are reportedly poised for an IPO .
Point D – Brave New World. The final viewpoint articulation is the intersection of today’s reality with our re-imagined and unexpected solution. This Viewpoint describes the promised new state that the customer can arrive at if they implement your solution. It is powerful because it talks about the intersection of the customer’s world and the providers unique solution. It is articulated like this, “In today’s new reality of X, if you have a solution that provides/does Y, you can achieve this Brave New World we call Z”. KJR client DMTI Spatial has established a new Viewpoint called “Location Economics”. DMTI is challenging their customers to find new opportunities to build business and reduce risk by recognizing the power of tapping into today’s Mobile Society with DMTI’s powerful transaction enablement services, re-awakening a staid and conservative data oriented market. Their articulation goes something like this, “Today we live in a mobile society. The movement of people, things and information creates both opportunity and risk. If you can integrate location information that is timely and accurate into your critical business and customer facing transactions, you can unlock the power of Location Economics, increasing revenues and reducing risk.”
In summary, we have now walked around the KJR Viewpoint Matrix, and seen the process of articulating 4 types of breakthrough Viewpoints. By applying this framework to your marketing positioning and messaging, you can breakthrough the the clutter of information overload, grab the attention of prospects and buyers, and earn the opportunity to set the stage for high velocity marketing and sales execution. The power of a Viewpoint sets the stage for your go to market success.