Positioning Statement - ProductSmart

Positioning Statement V2

My project provides citizens with a framework to make good holistic purchasing decisions. The framework provides product awareness and choice to facilitate decisions that are beneficial for health, environment, and social welfare. It attempts to modernize purchasing decisions by educating shoppers with critical product information. It also encourages manufacturers to be transparent with their products on multiple levels.


Positioning Statement V3

My project provides citizens with a framework to make good holistic purchasing decisions. The framework provides product awareness and choice, allowing citizens to think about their products in terms of three crucial elements: personal health, environmental stewardship, and social welfare. These three elements allow citizens to view products holistically, like a stool with three legs. A stool needs all three legs in order to be stable. If a product is missing any one or more its legs, it is doing harm to citizen, environment, or worker. The framework attempts to modernize the system that people use to make their purchasing decisions.

It also encourages manufacturers to think about product design holistically using the three elements mentioned above. It provides specific goals for manufacturers to achieve in order to improve the footprint of any particular product. It holds manufacturers accountable and encourages them to be transparent with their products on multiple levels.


Positioning Statement V4

My project provides citizens with a framework to make good holistic purchasing decisions at a time that is increasingly being defined as an era of sustainability. Green is now mainstream and viewed as good for business by many progressive companies. Sustainability is changing our consumption landscape, but the status quo of take-make-waste will not be dethroned unless we take affirmative action.

My project helps citizens navigate products, in this emerging era, and make value based decisions in terms of three basic elements: protecting personal health, environmental stewardship, and social welfare. It provides product awareness and choice, challenging citizens to view their products in a broader, holistic context. It reframes the traditional purchasing decision mindset, based purely on price and performance, to include a value based angle. Products with high value will be elevated to a status of high authenticity. Authenticity is increasingly becoming a quality as coveted as price and performance. My project attempts to modernize the system that people use to make their purchasing decisions to facilitate actions that follow the spirit of the sustainable era.

It also encourages manufacturers to think about product design holistically using the three elements mentioned above. It ties in directly with the idea of value branding and corporate responsibility. It provides specific goals for manufacturers to achieve in order to improve the footprint of any particular product. It holds manufacturers accountable and encourages them to be transparent with their products on multiple levels. Many companies are already embracing transparency since it is directly link to how citizens view a company’s/products authenticity level. Companies call this corporate social responsibility (CSR).

Removed the stool metaphor – replaced with the authenticity concept
These three elements allow citizens to view products holistically, like a stool with three legs. A stool needs all three legs in order to be stable. If a product is missing any one or more its legs, it is doing harm to citizen, environment, or worker.



Positioning Statement V5

Make citizens product smart. :)