Fran is a strategic visual animal who specializes in service creation, brand experience, and strategic design.
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Purpose-led value propositions
Fran Merino describes why you should transcend mere transactional models and adopt a purpose-driven approach for value propositions that resonate with your customers.
Your value proposition is the ultimate proof of your purpose; it’s the unique benefits your product offers to a certain cost. It is what your customer can see, use, and buy. The value proposition answers the simple question: “why should I choose you?”.
The key is to balance the rational and emotional benefit with a fair price point. If you get it right, you are set for success. –Fran Merino, Design Director and Client Leader at Lynxeye
If you have a clear purpose, you know what problems you are bound to solve. Whether it is customer frustrations, industry challenges or societal dilemmas, you know where to start.
Chipotle grew from 5.8 to 9.9 billion USD in revenue 2018–2023 after introducing its purpose.
Chipotle’s purpose is to “Cultivate a better world through food”. This broadly aims to achieve positive impacts through various aspects of their business and differentiate them against their competitors Taco Bell, Burger King and Chick-fil-A (they are all in the same price tier).
The purpose translates into their value proposition by offering food with integrity (responsible sourcing practices), using fresh high-quality ingredients (fresh, whole and unprocessed), and providing a personalized dining experience (cater to individual preferences and dietary needs). This combination allows them to appeal to customer desires for both delicious and ethical choices and stand out vs. competition.
Your value proposition must be better than your competitors and your purpose, which should be based on true customer needs, will guide you where to focus.
Willys doubled its business behind their purpose “healthy food for everyone”
Fran Merino, Design Director and Client Leader
Fran is a strategic visual animal who specializes in service creation, brand experience, and strategic design. After +20 years in creative industries, his skills span across innovation, technology, and design culture.
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Purpose-led value propositions
Fran is a strategic visual animal who specializes in service creation, brand experience, and strategic design. After +20 years in creative industries, his skills span across innovation, technology, and design culture.
