M4

Goal dilution

» Demonstrate how your offering will help satisfy the primary goal of the user » For offerings with multiple benefits, split it into smaller parts and give each part a single dedicated benefit

Research. Short essays about the benefits of activities were read to participants and they were asked to rate the impact of these activities. (1) Single benefit - Aerobic exercise can reduce heart disease. (2) Double benefit - Aerobic exercise can reduce heart disease and maintain healthy bones. When two benefits were listed, participants reported a 9% lower impact of the same activity to meet both benefits.

Zhang (2007). The dilution model

“I remain just one thing, and one thing only, and that is a clown. It places me on a far higher plane than any politician” - Charlie Chaplin

Case study. Levi’s is synonymous with denim products, and that’s because they’ve never left it! Even when they sell t-shirts, jumpers and other clothing items, their sole focus is always denim