The NABC Method

We’ve all had great ideas, or seen colleagues present an idea with lots of energy only for them to be shot down.

Often it’s because the pitch is poor, or we’ve jumped to a conclusion (a technology solution) without really thinking about the Need, or how consumers already solve the same problem.

The NABC method is a fab way to both frame a pitch and to structure an idea.

Developed at the Stanford Reserach Institute as a way for the team to make and iterate piches, it translates perfectly into every consumer and industrial idea.

Need

What the the consumer’s Need for the product - in their words.

Approach

What is your approach, the technical solution in it’s simplest form.

Benefit

What does the consumer and your organisation get out your solution, that others don’t offer

[ Note there is a BIG difference between Features - what the product DOES and the Benefit - what the consumer get’s delivered ]

Competition

Who, or what, offers a similar service (including what is already being used) and how does your Approach give a superior Benefit to the consumers Need

What’s lovely about this tool is it’s really simple; and can be iterated very fast in small groups. The idea, is that ANY ideas framed with NABC can be said in less than 2 minutes; if it takes longer than this, then perhaps you need a tighter concept.

With teams building on each of the four sections. We love it so much, we added it to sections of the Bussiness Model Canvas we use to help frame Needs and Solutions; and as the integral part of a Concept Board.

NABC method - hanging a picture

In our example above we explore the Need to put up a picture frame. One Approach is a Drill, another using pins, a 3rd using 3M-Command style fixtures and the 4th; selling holes ( Acme TM). Each have different benefits for the user and the company; and each are in Competition with each other.

Interestingly the benfit was being able to know where the picture will be once you’ve placed the fixture on the wall….