Laddering Benefits
May 1, 2019
A classic! This framework is a fundamental structure for starting with a functional product benefit and “laddering up” to find the emotional benefit and higher-order value. How it works is you start with a basic functional benefit and keep asking why that matters to people until you get to something meaningful. The more realistic and honest you are the better. You can do a few of these as exercises, building from different benefits as a starting point. It’s a great framework for playing with the higher-order DNA of a brand.
