In the world of business, innovation, and creativity, one concept that stands out as a guiding star is a Point of View (POV). Whether you’re thinking about a new marketplace, launching a product, or positioning your brand, your POV will shape how you approach the challenge. And it is an essential component of the Category design process.
But what exactly is a POV? And how do you write one that resonates with customers and makes a lasting Category-dominating impact? Let’s dive in.
The Essence of a POV: A Unique Perspective
A POV is more than just your stance on a topic; it’s the foundation of your strategy. Everything in a Category—be it a symphony, a movie script, or even a video game—flows from the perspective you choose to take. In business, it’s about crafting a view of the marketplace and positioning yourself within it, in a way that is both distinctive and compelling. Think of it as the vision behind your product or service, but with the added touch of reframing the problems that your customers face.
A well-crafted POV can set you apart. It shapes your narrative, attracts your audience, and, most importantly, leads to innovation. It’s not just about solving the obvious problems; it’s about unearthing the hidden issues that your future customers may not even realize they have yet.
Start with the Challenges Your Future Customers Face
The backbone of a great POV is rooted in understanding the problems your customers have – whether or not they are aware of them. Your POV should flow directly from these issues, focusing on solutions that are both meaningful and visionary.
For example, let’s look at the rise of ride-hailing services. In the UK, there were clear issues with the black cab system – extortionate costs, inconvenient cash-only payments, poor service, and the notorious “Sarf of the River” problem (where black cab drivers would refuse to take passengers to certain districts) or ignore customers waving their arms for a ride. These were obvious issues of which people were well aware. But when Uber entered the scene, it didn’t just address these pain points; it solved hidden problems, too.
Uber gave us the ability to hail a taxi no matter where we were, with the added convenience of seeing it approach in real-time. It introduced ratings for cleanliness, car standards, and driver politeness which were also issues in the minicab services of the time. You could choose your music or even decide whether you wanted to chat with the driver. These were elements that no one thought to ask for but became critical features that defined ride-hailing, a new Category of transportation.
That’s the power of a great POV. It’s not only about solving the obvious; it’s about innovation – addressing the unsung, hidden issues that customers are dealing with and reframing their expectations of a product or service.
Three Top Tips for Writing a POV
Writing a POV that resonates requires a thoughtful approach. Here are three key tips to keep in mind:
Add Stats to Frame the Problem
Don’t just talk about the problem—quantify it. Adding statistics helps frame the issue and shows the scale of the opportunity. This makes your POV more tangible and impactful. For instance, when addressing the lack of efficiency in ride-hailing, you could include data about the average wait times for cabs, or the number of complaints about pricing.
Innovate with Language
Avoid jargon and management speak. Innovation isn’t just about what you do; it’s about how you talk about it. Craft your language to be memorable, distinctive, and accessible. A fresh way of speaking about an old problem can immediately spark curiosity and interest in your POV.
Keep It Short and Sweet
A great POV doesn’t need to be long-winded. In fact, it should be concise, like poetry rather than prose. Aim for around 750 words. This brevity forces you to distil your thoughts to their purest form, making your message clear and powerful.
In Conclusion: The Power of a Great POV
At the heart of every successful business idea lies a great POV. By focusing on the hidden problems your customers face, even if they haven’t fully realized them yet, you can shape a narrative that is innovative, compelling, and deeply relevant. A great POV connects your vision to the real-world challenges that your audience cares about, offering them a solution they never knew they needed.
So, as you write your POV, remember it should be short, sharp, and insightful. Frame the problem, innovate with your language, and keep it focused. This approach will help you not only define your Category but also position your brand as the solution that changes everything.