STEP 1.2: A CASE STUDY
Defines His Brand Mission
After finding his four Core Insight Statements in Step 1.1, Leo needs to synthesize them into a single, actionable mission statement. This is where he turns his raw ingredients into a finished recipe.
The Challenge: From Insights to a Unified Mission
Leo has four powerful insights, but they're still separate ideas. How does he weave them together into a single, compelling sentence that explains what he does, who he does it for, and why it matters? He needs a 'Core Concept Statement' to act as the compass for his entire business.
The Action: Synthesizing with Ki
Leo inputs his four Core Insight Statements into the Step 1.2 worksheet. Ki analyzes the connections and generates six distinct "Core Concept Statement" options for him to review.
The Inputs (from Step 1.1):
- Motivation: A passion for creating tangible, durable goods in an increasingly digital and disposable world.
- Advantage: An industrial designer's eye for form and function, combined with a craftsman's obsession with quality.
- Viability: Conscious consumers are rejecting fast-fashion and seeking high-quality, story-driven products that will last.
- Impact: To help people find more meaning and connection through the everyday objects they carry.
The Outcome: A Focused Core Concept
By connecting his design background with his passion for craft, Leo found his unique angle. He selects the statement that perfectly captures his vision.
Leo's Selected Core Concept Statement:
"I will use my craftsmanship and eye for minimalist design to create durable, everyday leather goods for people who reject throwaway culture so they can own beautiful, functional items that last a lifetime."
Leo is no longer just a "leatherworker." He is a creator of lifelong goods for conscious consumers. His niche is clear, compelling, and authentic. He now knows exactly who to talk to and what problems he solves, and is ready for Step 1.3.