Sexy Value is what you get when someone can launch something that is not only cheaper but also better. It’s a near irresistible proposition.

Most new things that are better don’t tend to also be cheaper—increased quality usually has a corresponding increase in cost. So Sexy Value is often made possible through a new technology or approach. It’s like when the first taxi apps started appearing. To me, the first experience was just so much better than what I was used to—no trying to catch a taxi in the rain, seeing when the cab would arrive and simple, non-awkward, no swinging by the ATM payments—and yet at the same time, it was also cheaper.

Sexy Value is not the only way to compete. If you make something better, people will pay for the value it provides them. But you’re on to a winner if you can also do it cheaper.

Sexy Value is a name, I believe, from Ogilvy and Mather.

You might also like another model of theirs: The Big Ideal

Sexy value

Many of us feel the desire to discover a singular purpose—the one true mission that defines what we should do and where we fit—our ikigai. But perhaps it doesn't have to be that way.

Priya Singh offers a refreshing alternative: Instead of chasing one elusive “why,” recognise that we don't have just one singular purpose and that it can evolve. It’s not a pot of gold or treasure to be found, and we're not failing if we haven't found it.

Three Types of Work: Feeding You, the World and Your Soul

Singh introduces a helpful framework with three types of work:

Work that feeds you and those that depend on you

Your work may fit into one or more of these categories but don’t fall into the trap of thinking it needs to fulfil all three at once.

Rather than striving for the mythical “dream job” that checks every box, embrace the possibility of balance across multiple roles or pursuits.

Rather than striving for the mythical “dream job” that checks every box, embrace the idea of balance across multiple roles or pursuits. Work that fits into just one or two of these areas is plenty—and can be deeply fulfilling.

When faced with opportunities, try shifting your mindset. Instead of asking, “Why do it?” ask, “Why not?” Often, we reject ideas before even giving them a chance.

When presented with an opportunity or an idea, instead of asking why do it, try asking why not—practice not rejecting yourself before you’ve even started.

Framework and wise ideas: Priya Singh. Any misinterpretation or inaccuracy is due to me.

This sketch appears in my book Big Ideas Little Pictures

Discovering Truth and Beauty and Sharing it with Others

Find your why not

A model from Ogilvy and Mather that’s a really interesting way to get to the heart of what could make your brand thrive. The intersection between what people care about (a cultural tension) and what you could be famous as a business (your brand’s best self) is a recipe for doing something good that matters.

Try starting from a question: “The world would be a better place if…” and see where you get to.

Check out The Big IdeaL on Ogilvy and Mather for more.

Venn diagram sketches