Want to connect more deeply with your customer, and create branding and marketing that’ll capture their attention?
Take the “Why Test”.
It’s a simple framework developed by Emily Heyward, cofounder and chief brand officer of Red Antler, the branding agency behind Hinge, Ramp, Allbirds, Supergoop, and other highly accomplished brands.
Here’s how it works.
Why use the Why Test
When Heyward meets founders, she often asks them a question: “What’s the problem you’re trying to solve for people?”
In response, she says, people often share their business idea. They’d say something like: “Oh, the problem that I’m solving is that I made a cereal with natural ingredients.”
“That’s not a problem,” Heyward says. “That’s a solution.”
To truly connect with consumers, she says, you must understand their problem โ down to a fundamental, human level.
“So I created this little exercise for the team at my team,” Heyward says. “When you’re writing a strategy and you have a really deep …
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