Creating a Vision
The average Canadian is exposed to over 4,000 ad messages a day and less than ten of these have any impact—all of us are members of the TV generation and good at tuning ads out. Eighty percent of audiences viewing any ad will get the ad’s message wrong. What ARE we attracted to? We pay attention to the ways our needs are met in better ways. It’s all about the Better Benefit proposition, stated as clearly as possible.
Successful planning is all about the Better Benefit goals delivered. Better Benefits are our reason for buying anything, attract attention in the age of information overload, drive motivation and investment and define the value of each step in a process. They drive the vision of innovation networks and regional clusters; several can be pursed and success comes when just one or two works out.
Increasingly, Better Benefits are the language of innovation, helping guide technology application to avoid workplace disruption in this new economy: The Innovation Age. What are your Better Benefit goals? A compelling vision is a Better Benefit vision.