Overt Benefit, Real Reason to Believe, and Dramatic Difference Lets test Doug Halls three laws (see p. 117): overt benefit, real reason to believe, and dramatic difference. Identify 15 products that currently exist in the food space. Go to a local grocery store but look for the lesser-known brands. In other words, look for the products of startup entrepreneurs. Whole Foods is a great place to look because they are known for carrying new and local brands, but any equivalent store will do. You can go online to Amazon and see Whole Foods offerings there because Amazon now owns Whole Foods, but its actually more fun to go to the store so get away from your computer! Dont just randomly choose 15 products. First, choose five product categories, such as chips, nutrition bars, energy drinks, frozen pizza, herbal supplements, shampoo. Choose whatever categories interest you. For each of the five categories, identify three products and score each product as high, medium, or low on overt benefit; real reason to believe; and dramatic difference. Create a chart like the one below for your analysis. Extra action points are earned if you ask someone in the store which of the products you analyzed are the best sellers! Product Category: Overt Benefit I understand what the obvious benefit of this product is for the customer. Reason to Believe Its clear why this product can deliver on what it promises to do. Dramatic Difference The overt benefit and reason to believe represent something new or novel to the world. Product 1: High / Med / Low High / Med / Low High / Med / Low Product 2: High / Med / Low High / Med / Low High / Med / Low Product 3: High / Med / Low High / Med / Low High / Med / Low Critical Thinking Questions 1. Did Halls Three Laws stand up to your test? Why or why not? 2. How can you improve your own idea to increase its probability of success? 3. Did you really go ask someone at the store which of your analyzed products are the best sellers? If you didnt, what is preventing you from taking such action? If you did, well done