Hello I'm Neil Lewis I'm the founder of Media Modo
and with The Breakthrough Canvas
we help entrepreneurs navigate business liftoff and growth.
[Music]
The Breakthrough Canvas is a tool that
we use to help entrepreneurs navigate
their way through the various twists and
turns of growing a business. And this
particular video is about the issue of
Pain, which is the third video in a
series of six. So let me start by asking
a question what pains are you willing to
pay to avoid? You're probably like me in
that you have a broadband contract which
pays out every single month that ensures
that no matter what you always have
access to the internet. However when it
comes to content, if you miss an article
or you miss a film; then guess what? You
can catch up next month. You don't feel
the pain of missing out in the same way
as you would if you came home and the
Wi-Fi just simply wasn't working. The
broadband contract is driven by a desire
to avoid the pain of having no internet.
Likewise if we look at companies, such as
Apple, we might think that Apple is
designed around delivering happiness but
in fact any of us who remembers a
Microsoft computer from a few years ago
will remember the beauty of opening an
iPad. And the instant powering up and operability
of an album Apple product. What
Apple were doing was they were resolving the
pain, that so many of us felt with the
Microsoft products. Another great example,
that is a favorite of mine, is the story
of cupholders. You may not know this but
when you buy a car you are also buying
cupholders. It's been shown recently that
the purchase of a car is driven as much
by cupholders as it is by fuel
efficiency but it took the car industry
maybe 30 or 40 years to figure this out.
Such that now a 2018 Subaru Ascent will
have 19 cupholders. But what pain is that
resolving? Remember what it would be
like if you rushed out of the kitchen
about to get in the car to go to work?
Carrying your coffee with you, to sit in
the car and then think. "Where do I put my
coffee? Where does this go? I can't carry
this?" What we've become is we've become used
to cars as a place of comfort. Almost
like an extension of our living room and
when we don't have cup holders or places
where we can store our stuff and our
food and the things we have around us
then it becomes a source of pain and
discomfort.
When you've identified the pain that
your business proposition is resolving
you'll find that your customs are driven
to seek you out. They'll have an urgent
need. The desire to gain pain relief.
They'll be much less price sensitive.
They'll move quickly. You won't have long
slow Nos. In a similar way Media Modo
focuses in on those entrepreneurs who
are stuck, who are uncertain, who lack
clarity, who are seeking to move to the
next level but don't know what their
next step forward is. That point of pain,
which we all recognize, is where we, as an
organization, become powerful, effective
and focused. So one of the most important
things to do is identify the pain that
your customer is experiencing and how
your product and your service delivers
on that. If you can nail that point then
you'll find that customers will come to
you. Your costs will fall. Your business
will grow and you'll have a strong
proposition. Thank you for watching this
video. This is the third of a series of
six videos about The Breakthrough Canvas.
To receive notifications about the next
videos we're releasing please subscribe
to the YouTube channel and head over to
the Facebook group. Search for Media Modo
group and join the group, so that you can
download your own free version of The
Breakthrough Canvas and also join us for
our free online and European-based
events.
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