Serve the Segment
Know the Story.
Have a Villain.
Be the Hero.
Earn it Every Time.
This ripple makes the consumer feel
a brand or experience has been
to their individual needs
and preferences. Offerings seem
and may be based on
AI/systematic logic that makes
recommendations based on
purchase history or other users with
In this ripple, a brand delivers a
, extra steps, or
burdensome process. Often, solving
an “unsexy” problem leads to
increased customer satisfaction,
heightened engagement and a
source of surprise and delight.
This ripple is a
where the brand’s role in the
equation is known and expressed to
consumers. Typically, brands desire
“hero” status. But disruption can also
be effective when the brand is both
“villain” and “hero”, or “villain” if
approached with honesty, a bit of
self-deprecation and a willingness
With this ripple, the consumer is not
required to commit to a locked-in
still chooses the brand
time and time again
. Payment may
be month-to-month or as-you-go.
The brand commits to keeping
service levels and product quality
high, so that the consumer
continually comes back to the brand.
In this ripple, a brand offers a specific
service or product but has also found
a way to
engage their consumer
beyond that service or product
Consumers may have initially come
to the brand for one thing, but now
the brand successfully integrates
into and touches many aspects of