A good POV is about decisions.

(reminder: POV = point of view)

We’re not talking about deciding between one good thing and one bad thing. That’s easy. No, we’re talking about deciding between two good things.

Take, for example, one of Coca-Cola’s: The one who makes the soda doesn’t actually have to bottle it.

It’s not like the opposite of that statement is universally bad. In fact, if you went back to the founding of Coca-Cola, in the early days when the company was first starting, and offered them a gazillion dollars to set up their own bottling operation, they probably would have taken it.

It is highly likely that your POV will be found by looking back at the early days, to a moment where you were facing constraints that were about to break you, but you decided, “No, we’re going to figure out a way to make this happen anyway.”

And remember, a POV is not a marketing statement. It will inform your marketing, and marketing is a ton more expensive without it. Your POV is rarely “clean” or, god forbid, “easy to digest.” In fact, if your POV is easy to digest, it’s probably not a good one.