The Modal Verbs
One simple thing I like doing when thinking about companies, products, and services, is the Modal Verb exercise. It’s interesting to do it by myself, and interesting to do with other designers and with clients. It’s easy–just fill in these blanks:
- The [company/product/service] must be _____, because _____. Otherwise, _____.
- The [c/p/s] should be _____, because _____.
- The [c/p/s] could be _____, which might _____.
- The [c/p/s] must not be _____. If it is, _____.
It’s similar to the “Story of the Product” tool, but even simpler. The Modal Verbs exercise is a quick alignment tool that draws out a few key attributes or communication points. The company must be “trustworthy” or it must be “professional.” The product must be “fun” or it must be “precise.” A given product or company could have more than one “must” or “could” or whatever, but shouldn’t have more than a few. These are the overall requirements and goals of the product. Trying to support too many leads to being all things to all people.
Question for you: do you know what your company, product, or service must be? Should be? Could be? Must not be? Are you clear why?
