The Power of Being Remembered: Evoked Sets and Value Delivery

The Power of Being Remembered: Evoked Sets and Value Delivery

In today's increasingly competitive market, differentiation based on physical products or services has become challenging. The determining factor for whether consumers choose a brand or continue to buy from it relies on being the first brand that comes to mind when they think of a particular product or service. The brand that achieves this position is the one that will survive and thrive. Being remembered first is a powerful advantage.

The concept of being remembered first is known as the "evoked set." It refers to the favorable options that come to mind when someone intends to make a purchase or take action. According to Professor Miller, the human mind can accurately order and remember about 5 to 9 stimuli. Therefore, being the top choice within this limited set of options greatly increases the chances of being chosen. The first-choice brand becomes a shortcut for many people.

The "Double Jeopardy" law states that brands with high market share also attract a larger customer base. These customers exhibit both behavioral and attitudinal loyalty. Market leaders, therefore, have a higher probability of being in the evoked set and securing the first-choice position. Strategies for market leaders include minimizing the number of brands in the evoked set, as seen with brands like Kiwi, or continuously investing in extensive advertising to maintain the first-choice position.

Interestingly, consumers have already made up their minds about purchasing a brand even before stepping foot into a store. This phenomenon, known as the Zero Moment of Truth (ZMOT), highlights the importance of the evoked set and the first-choice position. Consumers determine which products they intend to buy before entering a store, meaning the battle for the evoked set and first-choice position happens inside their minds before they even reach the physical store.

While having a perfect implementation of Scrum is important, it does not guarantee value delivery. Perfecting Scrum alone will not ensure that you are delivering value. Scrum offers a framework for building a Product Increment that aligns with the Sprint Goal and meets the Definition of Done. However, it does not provide answers to critical questions about value. Scrum's primary focus is on creating a ready-for-feedback product, not on guaranteeing value delivery.

The real challenge lies in crossing the value delivery chasm. It is not about doing Scrum right, but about ensuring that what you are doing is actually valuable. Scrum intentionally leaves this aspect open, as it is an incomplete process framework. To truly deliver value, we need to shift our focus from the methodology itself to finding better ways to deliver value.

Here are three actionable pieces of advice for brands and teams looking to be remembered and deliver value:

1. Prioritize brand positioning: Invest in strategies that position your brand as the first choice within the evoked set. This can be achieved through targeted marketing campaigns, creating memorable brand experiences, and leveraging customer loyalty.

2. Understand consumer decision-making: Study the consumer decision-making process and identify the factors that influence their choices. By understanding their preferences, needs, and aspirations, you can tailor your offerings to align with their desires and increase the chances of being their first choice.

3. Emphasize value creation: Shift the focus from perfecting methodologies to creating value for customers. Continuously evaluate and improve your products or services to ensure they meet the needs and expectations of your target audience. Seek feedback and iterate to deliver value that surpasses their expectations.

In conclusion, being remembered as the first choice within the evoked set is crucial for brands to thrive in the modern market. While Scrum provides a framework for product development, it does not guarantee value delivery. To truly succeed, brands must prioritize their positioning, understand consumer decision-making, and focus on creating value that exceeds expectations. By doing so, they can secure the first-choice position and stay ahead of the competition.