If Workflow Redesign Feels Overwhelming, Read This

Broad claims like "we boost your revenue" or "we bring in more customers" often fall flat because they’re too vague, even if they align with what customers ultimately want. These generic statements leave people wondering what you actually do and how you deliver results.

While pinpointing unmet needs and unique solutions helps, there's another trick up your sleeve: the Workflow Redesign Statement. This statement encourages you to focus on a specific workflow, including a specific series of actions, tied to their desired outcome and show exactly how you’ll improve it. This approach bridges the gap between unmet needs and unique solutions.

(This concept is also referred to as use case, scenario, process, action sequence, or a myriad other terms. Because the most popular term “use case” can be confused with its more technical homonym, I use focus on “workflow” and typical focus on specific actions).

In Customer Unmet Needs: Key Building Blocks You Cannot Ignore, you’ve already pinpointed your top workflow of concern. So the goal here is to just flesh this out further into a statement that supplements your core messaging and positioning statement

This means you’ll double click into the top specific workflow key to their dream outcome that you radically improve.

By taking this approach, you're not just clarifying your value prop - you're beefing up your credibility. It lets you showcase your secret sauce more effectively by demonstrating how it would work and address the core unmet need of your target audience.

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Running Example

Here’s an example for community health fundraisers who want to personalize donor campaigns (our running example throughout the series)

The below attempts to be both specific and concise about key actions currently taken and how those will be changed, helping your target gain new capabilities to address their core unmet needs.

After this example, I’ll share some notes breaking down its key components.

Workflow Redesign Statement

Today to personalize donor campaigns, you have to:

Create personalized messages for each donor segment, which is overwhelming at scale and risks feeling robotic when rushed because only surface-level details, like names, are changed

Manually generate multiple campaign reports, an exhausting process of trial-and-error that requires navigating endless clicks and holding repetitive meetings, delaying team alignment and slowing your next campaign’s launch

Delays from your overloaded campaign to-do list leave donors feeling disconnected, while inauthentic messages go unheard, driving donor churn that puts your mission-critical programs at financial risk

Instead with our Donor Engagement Platform, you can personalize donor campaigns without Tedious data segmentation or Inauthentic messaging at scale

Quickly review and approve AI-generated email drafts pre-filled with donor-specific insights; our AI learns from every interaction to craft messages that feel deeply personal, saving you hours of manual effort

With one click, access a real-time dashboard that visualizes campaign performance and provides actionable insights tailored to your goals, helping you make faster, smarter decisions for your next campaign, and always stay one step ahead

Say goodbye to weeks of delays and generic messaging—our AI crushes your campaign to do list, grows loyal donor communities that reduce churn and support your mission’s long-term financial health

Here’s a breakdown of key components in the example above

The first section dives into how your target approaches the workflow in question today. You’ve identified many of these items in Customer Unmet Needs: Key Building Blocks You Cannot Ignore.