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- 1. VALUES
- 4. THEY ARE ABOUT THE WAY YOU BEHAVE
- 5. AND ABOUT THE WAY YOUR USERS FEEL YOUR MISSION
- 6. CHOOSE YOUR VALUES FROM A GUT FEELING
- 7. THEN SEE IF THEY MAKE SENSE FOR YOUR USERS
- 8. MAKE SURE THOSE VALUES ARE NOT THE MOST COMMON ONES ON YOUR MARKET.
- 9. OTHERWISE YOU WOULD NOT BE ON A MISSION TO INNOVATE.
- 11. LUXURY BRANDS ALL VALUE BEAUTY DO YOU VALUE PLAYFULNESS?
- 13. GAMING BRANDS ALL VALUE PLAYFULNESS DO YOU VALUE JUSTICE?
- 14. ULTIMATELY DO EVERYTHING YOU CAN TO LIVE YOUR VALUES
- 16. Wholeness
- 17. IS THE NEED TO be connected to others as part of a bigger whole,
- 18. IS THE NEED TO to move beyond self-interest
- 19. Airbnb values connections between locals and travelers. Every detail in their website is meant to make deeper connections between guests and hosts.
- 20. Airbnb values connections between locals and travelers. . Most hospitality competitors value simplicity or price
- 21. Uniqueness
- 22. IS THE NEED TO express personal gifts, creativity, nonconformity
- 23. Dove values nonconformity by encouraging women to see their differences as beautiful
- 24. Dove values nonconformity by encouraging women to see their differences as beautiful Most cosmetics brands value beauty.
- 25. Perfection
- 26. IS THE NEED TO achieve mastery of skill or vocation, often through hard work or struggle
- 27. Nike values hard work and courage to go beyond your limits and find your greatness
- 28. Nike values hard work and courage to go beyond your limits and find your greatness Most outdoor brands value wholeness or playfulness.
- 29. Simplicity
- 30. IS THE NEED TO go back to the underlying essence of things
- 31. Muji values a life made of simple, pure, qualitative, basic products.
- 32. Muji values a life made of simple, pure, qualitative, basic products. Most decoration brands value beauty or perfection.
- 33. Richness
- 34. IS THE NEED TO examine life in all its complexity & diversity
- 35. IS THE NEED TO seek new experience & overcome prejudice
- 37. Justice
- 38. IS THE NEED TO live by high moral values & see the world ordered by morality
- 39. Ben & Jerry's values fair trade with farmers
- 40. Ben & Jerry's values fair trade with farmers Häagen-Dazs, also a US brand, chose a "Scandinavian" name to show it values perfection.
- 41. Truth
- 42. IS THE NEED TO express reality without distortion, to tear down falsehood
- 43. Tesla values a world where driving doesn't mean polluting
- 44. Tesla values a world where driving doesn't mean polluting Most automotive competitors value beauty or perfection.
- 45. Beauty
- 46. IS THE NEED TO experience and create aesthetic pleasure
- 47. Airbnb values the discovery of inspiring & unique places.
- 48. Airbnb values the discovery of inspiring & unique places. Most hospitality competitors value simplicity or price
- 49. Playfulness
- 50. IS THE NEED FOR joyful experience
- 51. Ben & Jerry's values a good laugh. Häagen-Dazs, also a US brand, chose a "Scandinavian" name to show it values perfection.
- 52. Wanna play?
- 53. Uber values…?
- 54. Uber values uniqueness & justice (against the taxi lobby)
- 55. Their app and communication are all about making you feel special, unique, above the crowd.
- 56. Their mission for a seamless transportation system and their fearless behavior against the incumbent industry show Uber is driven by a sense of justice against corrupt systems that maintain inefficiency.
- 57. Ikea values…?
- 59. Their products, shops and ads are all about making your life more simple and fun
- 60. They're not about being cheap or convenient, but about providing basic homeware with funny names and happy colors, available in huge stores very easy to navigate into.
- 61. And the fun tone of their ads is not just meant to create empathy for the brand. It's about conveying the experience of a happy home, fun relationships, an enjoyable daily life.
- 62. NOW DIVE IN