Hands down, my favorite #swipefile entry recently is the one about wombats and their cube-shaped poo. It’s not just because it’s (a) bizarre and (b) one of those “I had no idea!” facts. It’s because the process the researchers went through to discover how wombats create those cube shapes revealed a new path for problem-solving in areas far beyond the animal world. And wombats are wicked cute.
But this is the money quote for me:
“We currently have only two methods to manufacture cubes,” she said, explaining that humans either mold cubes from soft materials, or cut them from harder objects. “Wombats have a third way.”
That discovery of a “third way” is exactly what great messaging should do. It should allow your customers to discover how what you offer (in the form of approach, product, or service) represents a previously unknown “other” — perhaps even cube-shaped? — way.
Does your message do that? If not, keep working. You wouldn’t want your “third way” to be mistaken for, well, poo.
Great messaging should allow your customers to discover how what you offer represents a previously unknown. Click To TweetLike this content? Be the first to get it delivered directly to your inbox every week (along with a lot of other great content, including my #swipefiles). Yes, please send me the Red Thread newsletter, exclusive information, and updates.
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