Winning companies market the problem and the solution

#winning companies market the problem, not just the solution.

The book Play Bigger explains how companies that best frame the problem, often become the ones to define and own a category.

Not to mention — the bigger the problem, the more your solution becomes a must-have vs a nice to have.

Here’s an example 👇

Do you remember when you couldn’t change the channel without seeing Jennifer Anniston talking about dry eyes?

The Eyelove campaign was launched by the pharma company, Shire, in 2016 to elevate the importance of eye health and raise awareness of Dry Eye.

This campaign didn’t once mention their drug, Xiidra.

It focused on defining the problem, its symptoms, and how to consult your doctor about it. It was an educational campaign around the problem of Dry Eye Disease.

The campaign was a great success for Shire. The dry eye market grew by 25 percent in 2017 and sales of Xiidra (their product) totaled $96 million in the first half of the year. They found that over 90 percent of healthcare professionals were able to connect the eyelove campaign back to them.

So what big problem are you solving? And how much time and effort are you investing in explaining it to the market?

#productmarketing #positioning #category