Sexy Value is what you get when someone can launch something that is not only cheaper but also better. It’s a near irresistible proposition.

Most new things that are better don’t tend to also be cheaper—increased quality usually has a corresponding increase in cost. So Sexy Value is often made possible through a new technology or approach. It’s like when the first taxi apps started appearing. To me, the first experience was just so much better than what I was used to—no trying to catch a taxi in the rain, seeing when the cab would arrive and simple, non-awkward, no swinging by the ATM payments—and yet at the same time, it was also cheaper.

Sexy Value is not the only way to compete. If you make something better, people will pay for the value it provides them. But you’re on to a winner if you can also do it cheaper.

Sexy Value is a name, I believe, from Ogilvy and Mather.

You might also like another model of theirs: The Big Ideal.

Sexy value

A lot of us may have felt pressure at times to find our purpose — to find our one true cause, our personal mission, what we personally should be doing and where we fit in. I really liked this framework and approach from Priya Singh who suggests that we don’t have one singular ‘why’ — that our why may change often and it’s not a pot of gold or treasure to be found and that if we haven’t found it we’re failing.

She shares a framework of 3 types of work:

work that feeds you and those that depend on you

Any work you do may fit into one or more of these, but don’t fall into the trap of thinking that your work needs to overlap all three. We’re each capable of many different projects in our lives and work that fits into just one or two of these is plenty. Rather than aim for the trap of the one elusive dream job consider diversifying and satisfying each of these with different activities or at different times.

When presented with an opportunity or an idea, instead of asking why do it, try asking why not — practice not rejecting yourself before you’ve even started.

Framework and wise ideas: Priya Singh. Any misinterpretation or inaccuracy is due to me.

Find your why not

A model from Ogilvy and Mather that’s a really interesting way to get to the heart of what could make your brand thrive. The intersection between what people care about (a cultural tension) and what you could be famous as a business (your brand’s best self) is a recipe for doing something good that matters.

Try starting from a question: “The world would be a better place if…” and see where you get to.

Check out The Big IdeaL on Ogilvy and Mather for more.

Sketchplanations tagged with venn-diagram