Category Design Tip: Want More Views On Your Writing? Create A Captivating POV

Unique POVs move the world from the way it is to a new, different way of doing things.

• Why did hotels sue Airbnb, calling them “illegal hotels”? Because Airbnb’s POV changed the premise.
• Why were cabbies protesting, burning cars, and getting into fist fights with Uber drivers? Because Uber’s POV changed the premise.

In order to change the world and unlock exponential breakthroughs, you have to reject the premise with a unique POV.

Legendary POVs have a simple architecture:

• Frame a different problem/opportunity.
• Evangelize a different future.
• Show customers how your “solution” bridges the gap from the problem/opportunity to the different future.

Most importantly, the company that evangelizes the POV is immediately viewed as the leader.

Ask these questions to create your POV.

• What’s your POV? What are you actually saying? Which direction are you leading people’s thinking? (If you are leading them in the same direction as everyone else, you are part of the noise.)
• What is the transformation as a result of…