While he uses these as pillars as part of his Leadership building program, I found myself using this framework as a starting point for thinking about positioning options for a new brand.
Traditionally, one’s success was measured in terms of work achievements, and about how well one looked after family and home. But today, people are also paying far more attention to their private self on the one hand, and on the other, to their role in society at large
This frame could also be a useful way of thinking about brand positioning - e.g., does your brand work towards enhancing a personal sense of self-worth? Is its job to help in performing one’s family duties better ? Or does it make one more effective at work? Or does it help you be a better citizen?
For example, a travel brand could consider itself as an aide to self-discovery; Or be about creating deeper bonds with family and friends; Or promise to make work-travel more efficient or pleasurable;. Or be rooted in the deep benefits it brings to local communities and cultures. Maybe a travel company could look at an range of brand offerings positioned to serve different roles in people's lives
Thinking in these terms, what positioning options could open up for a new brand of soap? Or an insurance brand? Or a new brand offering a new social media platform?
(You can hear this interview at https://www.playtopotential.com/audio/431 - those interested will also find an array of thought provoking conversations between Deepak Jayaram and an array business leaders at playtopotential.com)