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Trade-off Labs
Offer design is not about maximizing every desirable variable. If it were, the answer would always be a bigger promise, a lower price, and no risk. Each lab isolates one real trade-off and lets you feel it in about three minutes.
Promise × Credibility
How big a Promise can the available evidence support?
A stronger Promise creates a greater Credibility burden.
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Value × Price
What can you charge before the exchange stops feeling worth it?
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Completeness × Complexity
Every added component makes the offer harder to understand.
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Customer Effort × Provider Effort
Someone has to do the work. Deciding who is offer design.
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Risk × Commitment
Who carries the risk, and what does that buy you?
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Speed × Efficacy
Fast results and deep results rarely come from the same design.
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Differentiation × Comparability
Being different makes you harder to compare — and harder to evaluate.
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Urgency × Authenticity
Manufactured urgency works until the buyer notices.
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Customization × Scalability
The more it fits one customer, the less it fits many.