We often think of innovations as new technologies and concrete improvements to products. But when a Brazilian fast food chain introduced edible packaging for their burgers (an innovation in and of itself) what was interesting was the way they marketed it. An obvious angle would be waste reduction and the conservation of resources thanks to new packaging. However, Bob’s focused on benefits to the customer, advertising that the packaging was a way to minimize the time between getting your burger and sinking your teeth into it. Resource performance is all about the relationship between resource use and the life-enhancing benefits delivered to customers, so it makes sense to frame things for customers in terms of benefits. When companies innovate their products to decrease resource use and deliver more benefits, how do you think they should communicate that to their customers?

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