The Self-Deprecation — Transgression Tactics trigger illustration
H3
TRANSGRESSION TACTICS

THE SELF-DEPRECATION

MECHANISM

Admit a weakness in a way that implies strengths.

? THE QUESTION

"What can we admit that actually flatters us?"

PROCESS

Work through these questions to generate ideas:

  1. What's our lovable flaw?
  2. What limitation implies quality elsewhere?
  3. What honest admission builds trust?
  4. What understatement implies overdelivery?

EXAMPLES

Ideas in this space might look like:

  • 'We're #2, so we try harder' (Avis)
  • Admitting you're expensive because quality costs
  • Acknowledging you're not for everyone (exclusivity implied)

HOW IT WORKS

Your Product
YOUR PRODUCT
+
THE QUESTION
"What can we admit that actually flatters us?"
=
Breakthrough Idea
BREAKTHROUGH IDEA

REAL WORLD EXAMPLES

13

"What can we admit that actually flatters us?"