On 18th November 1863, the American politician Edward Everett rose to give a speech.
The speech was 13,607 words long. It lasted 2 hours.
Shortly after, another American politician addressed the crowd.
His speech was 271 words long. It lasted 2 minutes.
It started like this…
“Four score and seven years ago, our fathers brought forth on this continent, a new nation, conceived in liberty, and dedicated to the proposition that all men are created equal.”
The location was Gettysburg National Cemetery. The politician was Abraham Lincoln.
The speech became known as the ‘Gettysburg Address.’
When making it, Lincoln broke the traditional rules of speechmaking.
He knew the role of a great speech wasn’t just to speak. It was to inspire.
So he did.
In 271 words and 2 minutes he delivered one of the most influential speeches in American history.
Why are we talking about this? In the FMCG world we still think about the role that categories play in a traditional way. We typically use a standard set of category roles. Things like ‘Destination.’ Or ‘Traffic Driver.’ Or ‘Basket Builder.’
The problem with this is, it puts categories in a bucket. You’re a ‘Basket Builder.’ The same as 30 other categories.
This is the old way of looking at things.
The new way is to identify a differentiated role for your category. A role that ONLY your category can play. A differentiated role for consumers. A differentiated role for retailers.
It’s not a position on a 2×2 grid. It’s a differentiated positioning in the market.
Other manufacturers can bore retailers with the 2 hour speech. You can inspire them in 2 minutes.
So, how can you do this?
Firstly… dramatise the growth opportunity. Show the headroom for growth your category has. For many categories, it’s HUGE.
This could mean getting category penetration or consumption to the level it is in leading markets. It could mean increasing your share of occasions amongst a wider competitive set. For a snack it could be share of total snacking. For a drink, share of total drinks. For a meal component, share of total meals.
It could mean closing the gap between what consumers currently do and what they could or should do.
Eating more portions of fruit & vegetables. Using a product every day, not just some days. Replacing a product (such as a toothbrush) more frequently. It could mean buying a wider repertoire of products – e.g. detergent + fabric conditioner + scent booster.
Think BIG. Show how your category can be a growth accelerator.
Then… define your differentiated role. The difference it can make for shoppers. Why the category exists. How the category makes their lives better. For water, it might be about healthy hydration. For ice cream, it might be about bringing joy. For intimate hygiene, it might be about confidence and freedom.
Also, the difference it can make for retailers. How the category can help them deliver their strategic objectives. Could your category be a health hero? A sustainability superstar? A master of meal inspiration?
Think DIFFERENTLY. Show how you can make a real difference. To shoppers. To retailers.
Then… identify your superpowers. Set out the big strengths of your category. The things that you can do better than anyone else. Your superpower could be about performance. Think laundry. It could be about versatility. Think sauces and condiments. It could be about flavour innovation. Think World Foods. It could be about value. Think canned foods. It could be about minimising waste. Think Frozen. It could be a combination of things. Think Eggs – healthy, versatile and (still) great value.
Your superpowers are the reason(s) to believe that the category is different, that it has growth potential, that retailers should back you.
Think BROAD. Show what only your category can do.
Being a “basket builder” or “traffic driver” is boring. Lots of categories say it. Most don’t do it.
Being a category that “brings joy” or is a “health hero” is inspiring. Most can’t say it. Most can’t do it.
There were two speeches at Gettysburg.
Only one is known as ‘The Gettysburg Address.’
Feel free to forward. Have a great weekend. Speak to you in a fortnight.