Articulate a compelling value proposition using From/To Analysis | Ritvvij Parrikh Humane ClubMade with Humane Club

Articulate a compelling value proposition using From/To Analysis

Published Jul 24, 2021
Updated Dec 29, 2022

We are all in the business of creating change. Everyone who believes in the change you are striving for is your audience or target market. In this post, we will discuss how to effectively communicate this change.


Lately, I have been thinking about Fairphone. They are a small phone manufacturer based in Europe that builds modular phones that can be repaired. Amazingly, a repairable electronics product exists in the 2020s!

I want to buy a Fairphone because:

  • It brings back fond memories of my childhood. From ages 7 to 10, I visited my father’s factory and learned how to repair basic electronics.
  • Without the right to repair, do I truly own my iPhone?
  • I’m against disposable items; I switched from Gillette disposables to an old-fashioned razor over 10 years ago.
  • Finally, it is terrible for the environment. Here’s a great story from Pankaj Mishra on the problems of e-waste faced in the town of Seelampur:

Personally, buying a Fairphone or using an old-school razor inspires me to be someone else, someone better — more environmentally friendly. Fairphone gives me clear talking points to help me explain to my child why we are not using the best — the latest Samsung or Apple.

Fairphone offers the basics of any mid-tier phone: good specifications, a decent camera, and the latest Android OS. Beyond those, it allows me to accomplish my goals within my budget.

  • I can repair it myself; they sell the necessary parts. All components of the phone can be accessed with a single screwdriver. Furthermore, they provide clear instructions on how to fix it.
  • As a customer transitioning from iOS to Android, I am concerned about privacy. To alleviate my worries and reduce my workload of booting the ROM, Fairphone ships with OS, a de-Googled, privacy-focused fork of Android.

After 360 words, I’m sure you understand how easy it is for me, a potential customer, to explain why I want to buy a Fairphone.

To be clear, I remain a potential customer because Fairphone doesn’t ship to India. I couldn’t have written this for Dell Computers, as I’m not sure what they stand for.

What’s your brand promise

Audiences don’t understand the benefits of using or owning your products until they’ve tried them. Therefore, you must articulate your brand promise — a convincing picture of a possible future.

An effective vision helps your team, investors, customers, and family visualize, smell, and taste the future. It creates a powerful attraction to bring that reality to life.

So how do you go about articulating vision?

One method to do is the From/To Analysis. It helps you visually and succinctly articulate where you are today and how the future will be different.

Here are some examples:

When it launched, this is how Medium communicated the change it was trying to drive:

The change that Medium wants to make

When veteran journalist and founder of Storyful, Mark Little, started, he articulated the transformation they were trying to drive on their whiteboard. Read more about it at

The change that Kinzen wants to make

Another great inspiration is this early diagram on Intercom’s website.

The change that Intercom wants to make

What’s the transformation that you are trying to drive?