I very often discussed this logic for innovators: start with the problem then explain your added value as you solve it, and lastly describe the product as the how to do it. This is your strategy; this is also your innovation marketing. If there’s a difference, you’re doing something (very) wrong. Or you don’t have value…

As very often, the latest Apple marketing video for the iPad brings this together in a tight, fun and impactful package.

Here’s a powerful exercice while watching the video underneath:

  1. List all the pain points described in the video.
  2. Understand how problem / value is communicated by two worlds colliding.
  3. Try to explain the value of the iPad.

And here’s the thing at the end of the video you’ll get 1. and 2. crystal clear, and yet 3. will still be difficult to explain. Freedom? Fun? No worry? Difficult to pin point exactly. And yet… you got the message.

In innovation marketing, explaining or illustrating clearly the problem is a powerful tool. It will shape by contrast the value you’re bringing to the market even in cases where it’s objectively quite difficult to sum up.