Creating a
Holistic Value Proposition© that drives
Behavior Change
“Give me a lever long enough and I
can move the world.”
- Archimedes
Framing your Purpose
What is the
best way to
improve this
mouse trap? What is the
best way to
catch mice?
© Blue Earth Network, 2013 What do
people really
need?
The Blue Earth Framework©
Society +
Planet
Category/
Competition
Organization
Compliance Efficiency Preserva3on Suppliers Compe33on A;ributes Costs Micro Efficiencies Solution
Community Engagement Forums Holis/c Value Proposi/on Systemic Solu/ons Quality-­‐Value Unmet Human Aspira/ons Whole System Thinking Root Causes Stakeholder Needs & Partnerships Trust & Authen3city & Credibility Integrity User
Human
3
© Blue Earth Network, 2013 What is innovation?
New Outcomes? New Stuff? •  New Products •  New Technology •  New Science •  New Services •  Etc. Transforming Behavior © Blue Earth Network, 2013 •  Lives saved/
improved •  Money Saved •  Higher Sa3sfac3on •  Easier, beJer, faster, cheaper, safer •  Etc. Biology of Decision Making: Change Emotions to Change Behavior
Neocortex
thoughts & words
Limbic System
Reptilian Cortex
emotions
behavior
instincts
© Blue Earth Network, 2013 5
Precontempla3on Contempla3on Prepara3on Ac3on Maintenance New Reality Current Reality Innova3on EQ Emo3onal Barriers Desired Behavior Tangib
le
Barrier s Habits Technology IQ Consciousness Emo3onal Arousal Commitment Helping Rela3onships Rewards Environment © Blue Earth Network, 2013 Holistic Value Proposition
Target Audience Describe who is going to buy/use your product (describe the main decision maker in case the buyer isn’t the user?) 1.  What is the context of your innova3on? •  What are your key stakeholders’ aspira3ons? 2.  What behavior change are you targe3ng? •  Current and desired behaviors? Insight What significant thing do you know about your Target Audience? 3.  What are their emo3onal barriers? 4.  What tangible barriers make them feel like that? Benefit What does your solu/on (system) do for your Target Audience? 5.  How does it make them feel? 6.  How is it be%er than compe3ng alterna3ves at driving behavior change? Reason to Believe Why should your Target Audience believe your solu/on will solve their problem? 7.  How will you build trust and loyalty © Blue Earth Network, 2013