29. The Four Points – Alexa

Here’s the Alexa campaign.

Now, it’s your turn to generate your own Four Points.

Your tasks:
1. Choose a brief (one of ours or one of your own)
2. Conduct some fast research (eg consumer reviews)
3. List five problems
4. Choose what you believe is the main problem and dig into it – Ask “What’s causing this?” five times
5. Write a clear and provocative problem statement (imagine it is the first phrase in your presentation)6
6. Write insights using the joining phrase “But here’s the thing about…”
7. Write an advantage statement – make sure to bring one theme through the whole Four Points
8. Write a strategy statement

Repeat the process. Also, note that you don’t have to do this in a linear way. Sometimes, this works. But, sometimes, you might find a provocative problem statement and immediately land on an interesting strategy statement. Sometimes, the Advantage might arrive to you first.

Even though I’m giving you structures and prompts, the point isn’t to do any of this as if you’re doing a dot-to-dot coloring-in exercise.

Share your work
You can share your work in the Sweathead Facebook group or bring it to a live session.

Now, Mark “Complete”.