On July 20th 1969, Neil Armstrong took “one small step for man, one giant leap for mankind.”
It was the final step of a process that began eight years earlier with one bold idea that lit the collective imagination of an organisation – NASA.
NASA was founded in 1958. It had three goals. To improve space technology to meet national interests in space. To achieve pre-eminence in space for the USA. To advance science by exploring the solar system. These three goals were ambitious, but they were open ended.
In 1961 John F Kennedy became US President. Kennedy looked at the goals and narrowed them to a single focus.
On 25th May 1961 Kennedy told Congress, “This nation should commit itself to achieving the goal before this decade is out, of landing a man on the moon and returning him safely to earth.”
Suddenly the goal was very specific. A man on the moon. Returning him safely. By the end of the decade.
Everyone in NASA knew what they were aiming for. So much so that, during a tour of NASA headquarters later in 1961, JFK encountered a janitor mopping the floor.
“Why are you working so late?” Kennedy asked.
“Me, Mr President?” the janitor responded, “I’m helping put a man on the moon.”
Eight years later, Neil Armstrong took his famous step.
Why are we talking about this? In the FMCG world, we see a lot of vision statements. Company vision statements. Brand vision statements. Category vision statements.
They are often lofty. Dripping with purpose. Being completely unrealistic about the impact a deodorant or yoghurt or pasta sauce could have on peoples’ lives.
They often end up being so generic they could be about any category or brand. Give someone five attempts and they probably wouldn’t guess the correct category from the vision statement. A statement that can be applied to anything, applies to nothing.
This is the old way of doing things.
The new way is to have an ‘atomic statement.’ A vision that is simply expressed yet packed with explosive quantities of meaning.
One that can only apply to your category or brand. That only your category or brand can deliver.
A statement that is meaningful not meaningless.
So, how can you do this?
There are two things to focus on…
Firstly, WHAT you say.
Say something that is important. Something that matters to shoppers. AND say something that is distinctive. Something that only you can say (in a way that only you can say it.)
It could be about accessibility. In Produce that might mean helping more people eat more fruit & veg. In Baking it might mean giving more people the ability & confidence to bake.
It could be about occasions. In Cereal, that might mean being the best choice for breakfasts. In Snacking, it might mean being the perfect hunger fill or energy boost between meals.
It could be about extending reach. In Deodorants, that might mean going from armpits to whole body. In Beer it might mean solutions for ANY occasion. When you want alcohol. Or when you don’t.
It could be about enhancement. In Meal Ingredients, that might mean making meals even better. In Skincare it might mean making skin look or feel better.
It could be about emotion. In Chocolate, that might mean moments of joy and happiness. In Intimate Hygiene, it might mean freedom and confidence.
Secondly, HOW you say it. Here are some simple rules.
Use few words. A short sentence not a meandering paragraph.
Use short words. Few syllables are much better than many. Put. A. Man. On. The. Moon. 6 words. 6 syllables.
Use everyday language. No corporate bulls**t. Just plain English. Easy to understand. Easy to remember.
The purpose of an atomic statement is to say little. But in doing so you say a LOT.
Something that clarifies. That inspires. That sticks.
Your own “put a man on the moon.”
Feel free to forward. Have a great weekend. Speak to you in a fortnight.