On the last three occasions that I took briefs from clients, they all presented with with symptoms of Bettermousetrapitis. They had all these technical reasons why their product was superior, but they were bewildered why the market chose to favour someone else.
It's hard when you work so hard on a product, and you're with it all day, hard not to get blinded by the data. (Thank God clients can't see the emotional reality of the market dynamics surrounding their offering - or there'd be no need for marketing consultants.)
Most decisions to purchase are based on emotion. The buyer may speak rationally about the process - listing technical details as reasons for their decision. But they are simply covering up the fact that self image or insecurity or any one of a thousands variants of these two basics are driving their decision.
So, Client, what are the emotional dimensions that drive decisions in your category? And how do you measure up on them? A little less time talking technical data and a little more time 'romancing the brand' will see you back in the hunt.
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