This Value Proposition give me a sinking feeling! – Check out the video

21 July, 2021

Lets analyse the Value Proposition of the Osman Can Ozcanli and Batu Manoğlu for Eczacıbaşı Vitra.

Regularly as part of our training and coaching sessions, I’m asked to find examples of innovations that make you go ‘Wow!’

Well here’s one!

Only I don’t find myself going ‘Wow! what a cool idea!’

More like ‘Wow! what the hell is the value of that?’

This is a new sink from Osman Can Ozcanli and Batu Manoğlu for Eczacıbaşı Vitra.

At first glance it seems like a cool idea, but a good Value Proposition coach needs to look beyond the initial ‘Wow’ factor and ask the difficult questions. So here goes…

1) Who is this targeted at?
2) What problem does it solve?
3) Why is it better than any number of existing alternatives?
3) Why is a sink that is initially hidden add any benefit?

Just some additional thoughts…

– Don’t people want to put things down on a surface around the sink? What happens if your handbag drops into the sink that suddenly emerges unexpectedly?
– If this is designed to target public spaces where people are not expecting there to be a hidden sink, how are they supposed to know it’s there?
– Do you really have to press the same button at the end that you previously pressed with your dirty hands at the start?
– And most curiously of all, why is this woman so distraught and what’s this adding to the communication of this idea?

There may be some semblance of an idea here if the Value Proposition had a serious workover.

– Feels like a kitchen use case where the available space is limited and the surface can be used for food prep before cleaning might be one route to create relevance. Thanks to the creative team at Comcast in our training yesterday for this idea.

However as it currently stands this is an that I think is a serious damp squib. What do you think?

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