To guide team members through a systematic process of identifying and articulating a unique mechanism for our product that solves a root problem, supported by scientific evidence and presented in a novel way to the market.

Scope

This procedure is relevant to the marketing, research, and product development teams involved in the conceptualization, validation, and communication of a product's unique mechanism.

Responsibilities

Marketing Team: Leads the initiative in identifying competitive products and understanding their mechanisms.

Research Team: Conducts deep dives into scientific studies and sources credible evidence.

Product Development Team: Provides detailed insights into the product’s features and potential mechanisms.

Content Creators: Crafts the narrative around the unique mechanism for marketing materials.

Procedure

Step 1: Gather Competitive Intelligence

1.1 Use ad spy tools to study products in our niche with successful mechanisms.

1.2 Analyze their approaches to solving customer problems and document insights.

Step 2: Define the Root Problem

2.1 Identify a common problem your product aims to solve based on insights from Step 1.

2.2 Align this problem with a specific feature of our product that provides a solution.

Step 3: Develop the Preliminary Mechanism

3.1 Describe how the product’s feature uniquely addresses the root problem.

3.2 Ensure the explanation is straightforward and scientifically plausible.

Step 4: Research for Novelty

4.1 Utilize tools and databases (like ChatGPT, Google Scholar) to research scientific backing for your mechanism.

4.2 Seek out unique, less-known scientific explanations that reinforce how the product works.

Step 5: Craft a Unique Angle

5.1 From your research, identify a fresh perspective on how the product solves the problem.

5.2 This perspective should be supported by science, offering a new way to look at the solution.

Step 6: Validate Your Mechanism

6.1 Compile links and references to studies that support the mechanism’s validity.

6.2 Optionally, consult with experts to affirm the scientific basis of your mechanism.

Step 7: Communicate Your Unique Mechanism

7.1 Create engaging content that clearly explains the mechanism in relatable terms.

7.2 Highlight the benefits of your mechanism over existing solutions, focusing on its novelty and scientific support.

Documentation

Keep a record of all research materials, competitive analysis, and drafts of marketing narratives.

Document feedback from expert consultations and test marketing campaigns.

Training

Provide new team members with access to ad spy tools and research databases.

Offer workshops on how to interpret scientific studies and integrate findings into marketing narratives.

Review and Continuous Improvement

Schedule regular reviews of the unique mechanism based on market feedback and new scientific discoveries.

Encourage ongoing learning and adaptation to keep the mechanism and narrative fresh and relevant.

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