2 builders who never spoke to each other

Let the photograph carry the argument

Pictures move people to act where reasoning does not, and packaging is judged on how fast it says what the thing is rather than on how handsome it looks. A straw pushed into a piece of fruit is understood instantly where an abstract mark is not, and photographs, not appeals, were what filled a nightclub and later funded a hospital ship.

The method

1. 01

   Carry your case with photographs rather than argument, since pictures are what actually move people to act.

2. 02

   Judge packaging and visual identity purely on how fast it communicates the product; a straw stuck into an orange is instantly legible where an abstract shape is not.

What it returned

• $55M

  Tropicana's redesign cost the brand $55M

• Scott Harrison drew the same lesson twice, that photos were what turned a nightclub into the venue everyone wanted to be at, and photos were what got people donating to Mercy Ships.

Sources

• ⭐️ The channel/offer/unfair advantages framework for evaluating business ideas – Jakob GreenfeldScott Harrison · jakobgreenfeld.com · ⭐️ The channel/offer/unfair advantages framework for evaluating business ideas · 2022-05-10
• This rebrand cost Tropicana $55MHarry Dry · Marketing Examples · undated