From To Analysis: What change are you trying to make? | Design for Cognition Made with Humane Club

From To Analysis: What change are you trying to make?

Published Jul 24, 2021
Updated Sep 13, 2021

We are all in the business of making change happen. And everyone who believes in the change you want to make is your audience or target market. In this post, we will explore how to communicate this change.

Who do you want your customers to become?

Lately, I have been thinking about Fairphone. They are a small phone manufacturer based out of Europe that builds modular phones that can be repaired. Yes! A repairable electronics product in the 2020s!

I want to buy a Fairphone because:

  • It helps me connect with my childhood. From age 7 to 10, I visited my father’s factory and learned how to fix simple electronics.
  • It gives me a sense of ownership. Without the right to repair, do I really own my iPhone?
  • It helps me transmit my beliefs to my 5-year-old child. I do not believe in use-and-throw. I traded using Gillette use-and-throw razors for an old-school razor almost a decade ago.
  • Finally, it is terrible for the environment. Here’s a great story from Pankaj Mishra on the problems of e-waste faced in the town of Seelampur:

What does Fairphone help me be


Personally, buying a Fairphone or using an old-school razor inspires me to be someone else, someone better — more environmentally friendly. Fairphone gives me clear talking points to help me explain to my child why we are not using the best — the latest Samsung or Apple. Communicating and driving this acceptance is critical. Finally, it helps me be part of a movement that is much larger than me.

Tangible Jobs

Fairphone achieves the basics of any mid-tier phone. It has good specifications, a decent camera, and runs the latest Android OS. But beyond that, it helps me achieve differentiated tangible jobs within a budget:

  • I can repair it myself. They sell parts. Every part of the phone can be opened with one screwdriver. They have clear help guides on how to fix it.
  • As a customer shifting from iOS to Android, I am concerned about privacy. Hence, Fairphone also ships with OS, which is a de-Googled, privacy-focused fork of Android. This reduces my anxiety and reduces my workload of booting the ROM, etc.

What is the transformation you want to drive

Three hundred sixty words later, I am sure you get the point. It is easy for me, a potential customer, to communicate why I want to buy a Fairphone. To clarify, I remain a potential customer because Fairphone does not ship to India. 😢

I would not have been able to write this for Dell Computers because I do not know what do they stand for.

What’s your brand promise

Audiences cannot know or experience your product or service until they have tried it. But when they try it, what do they judge you against? That’s where a well-articulated brand promise comes in.

All transformation or change starts by articulating a compelling image of an achievable future. An effective vision helps your team, investors, customers, and family see, smell, taste the future… it creates a pull to bring that reality to life. On the other hand, an ineffective vision results in confused running around that eventually results in nothing.

So how do you go about articulating vision?

Communicating how you’ll make the change happen with From-To Analysis

One method to do is the From/To Analysis. It helps you visually and succinctly articulate where you are today and how the future will be different. Here are some examples:

When it launched, this is how Medium communicated the change it was trying to drive:

The change that Medium wants to make
The change that Medium wants to make

When veteran journalist and founder of Storyful, Mark Little, started, he articulated the transformation they were trying to drive on their whiteboard. Read more about it at

The change that Kinzen wants to make
The change that Kinzen wants to make

Another great inspiration is this early diagram on Intercom’s website.

The change that Intercom wants to make
The change that Intercom wants to make

What’s the transformation that you are trying to drive?