Saturday, 7 July 2007

Nature is the most performant when it's dirty

Think about it. It's true, and useful as well to mix in creative thinking for communications.
In the past, nature is always portrayed in an idyllic and cosmetic way.
This is a barrier for entrepreneurs today trying to sell bio-products, cradle-to-cradle design, bio-degradable packaging to the market place and so on. Often the customer experience gets in touch with how nature realy is.

(think about worm poop)

Communicating product attributes and functional/ sustainable benefits is not always very sexy

Nature is the most performant when it’s dirty

or any related propositions don't talk about attributes, but make a statement on an instrumental level. On top of that it is sexy towards the 'Lohas target audience'.

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