320Emotions
This recognizes that emotion is a significant driver of purchasing decisions, a concept championed by scholars like Gerald Zaltman.
The statement
The EMOTIONS of your Value Proposition are helping you achieve your goals.
One statement per role slot, scored against the goal set in Step 2 on the Maturity Ladder, never 0. As a question: Are the EMOTIONS of your Value Proposition helping you achieve your goals?
The sub-questions
| Code | Sub-question | Statement |
|---|---|---|
| 321 | Core | Your value proposition has all the core emotional benefits required by the category. |
| 322 | Differentiating | Your value proposition has a few emotional benefits that set you apart from the competition. |
| 323 | Unique | Your value proposition has a unique emotional benefit that defines the single most reason for choosing you. |
| 324 | Purpose | Your value proposition emotional benefits are consistent with your brand purpose and positioning. |
| 325 | Sustainability Sustainability Zoom | Your value proposition has integrated sustainability in its emotional benefits. |
Evidence profile, Mode 2: each sub-question is scored on the Maturity Ladder and the dimension takes their rounded mean (an exact .5 rounds down), which can be 0, Mixed. Sub-questions ending in 5 are the Sustainability Zoom: they enter the mean when sustainability is a strategic objective.
Its role in the nine postures
| Code | Archetype | Role | Target |
|---|---|---|---|
| A1 | Disruptive Newcomer | Primary Accelerator (P) | ≥ +2 |
| A2 | Efficiency Machine | Not among its ten role slots | |
| A3 | Brand Evangelist | Primary Accelerator (P) | ≥ +2 |
| A4 | Stagnant Leader | Not among its ten role slots | |
| A5 | Pivot Pioneer | Not among its ten role slots | |
| A6 | Value Harvester | Not among its ten role slots | |
| A7 | Scale-Up Guardian | Not among its ten role slots | |
| A8 | Niche Expert | Not among its ten role slots | |
| A9 | Category Creator | Primary Accelerator (P) | ≥ +2 |
The role comes from the posture, not from the dimension: 320 Emotions holds a role in 3 of the nine postures. A Growth Driver that is also a Vital 8 dimension carries one score, with the target of its Vital 8 role.