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“COUNTER-INTUITIVE THINKING TO GENERATE A UNIQUE BUSINESS MODEL”

IN MOST CASES, DISRUPTIVE PRODUCTS OR SERVICES ERUPT STRAIGHT FROM THE DEEPEST IMAGINATION OF INDIVIDUALS WHOSE INITIAL IDEA APPEARED TO BE EXTREMELY COUNTER- INTUITIVE. THE EASIEST WAY TO APPLY THIS WAY OF THINKING IS TO BUILD A STEP-BY-STEP PROCESS AND THEN ATTEMPT TO EXECUTE IT UPSIDE DOWN. IT IS CALLED COUNTER-INTUITIVE THINKING.

-Business Creativity Guidebook, pg. 62

Frederick Sanger (1918-2013) was a two-time Nobel Prize winner in chemistry. His second prize was earned for his pioneering work in genetic sequencing. How did he achieve this? By turning his original approach to his work method upside down.

“This unconventional approach enabled him to develop an innovative solution by tackling the problem from a completely different angle.”
(Business Creativity Guidebook, pg. 62)

In business, that angle is often referred to as the ‘unique value proposition’ or ‘unique selling point’ of a service or product.

A unique value proposition (UVP) is an essential component of a startup’s success. It determines how a business sets itself apart from its competitors and how it provides value to its customers. A UVP is a concise statement that communicates a business’s core benefit to its target audience.

An entrepreneur would engage in a rigorous process of market research, competitive analysis, and customer segmentation. The following are the key characteristics of a compelling UVP:

Uniqueness—communicate a value that is not easily replicated by others in the same industry. A unique UVP helps to create a competitive advantage, making it easier for a startup to penetrate the market.

Relevance–how will business can solve a particular problem or fulfil a specific need of its customers. Another important question to ask, will it resonate with the target audience and be relevant to their interests, preferences, and lifestyles.

Concision—in other words, having a concise UVP. It should convey the main benefit of the business in just a few words. And this, in turn, makes for a fantastic first impression both potential customers and funders.

Noteworthy—an entrepreneur wants their UVP to create an emotional connection with the target audience. It should leave a lasting impression on their minds and build brand recognition and recall, which is essential for a startup’s success.

Quantifiable—a UVP should be measurable, allowing a business to track its progress and evaluate its effectiveness (think cost savings, time efficiency, or increased productivity).

As you consider the case study in the following exercise, take into account how the entrepreneur might have formulated their UVP.