3 is the Magic Number. Yes it is. Del a Soul knew it. Everyone knows it. In numerology, religion, sport, literature and indeed all walks of life, the number 3 has mythical status. Wikipedia explains this in great detail.
So how can we use the power of 3 to our advantage in the world of business?
Here’s (of course) 3 suggestions.
1 Creating Convincing Arguments
1 argument is fine, two adds more depth, but it’s only when you add a third that it becomes compelling. Indeed, if you have more than 3 arguments, it’s likely to become less convincing, less relevant and harder to remember. 3 is perfect.
According to Aristotle, the key to persuasion is to focus on 3 elements. Logos (rational arguments) Pathos (emotion) and Ethos (your credibility). See more detail here. Therefore when developing an argument, create them from these 3 perspectives.
2 Creating Your Strategic Plan
One of the most difficult aspects of brand planning is pinning down the key challenges. Usually, people say - ‘we have so many challenges’. They then create a big laundry list, which can become overwhelming. Again limit yourself to the 3 big ones. Make sure they’re mutually exclusive. Make sure they’re clearly expressed and make sure they’re the most pressing ones. The ones you’re able to address within the period of your plan.
Then, when creating your objectives and strategies, limit yourselves to 3. More than 3, and you’ll be spreading your resources too thinly. Less than 3 and your plan will appear light and incomplete.
3 Developing Your Brand Positioning
There are many brand positioning models out there, each with a different description. Keys, Onions, Bullseye, etc. They vary slightly depending on what’s in fashion in the world of marketing, but the most consistent elements are ‘benefits’ and ‘reasons to believe’. The art of capturing a great positioning is brevity. So when capturing benefits focus on a maximum of 3. Ideally - one core emotional benefit (how it makes me feel) and two rational benefits (what it does for me). The same with the reasons to believe - the evidence that makes your benefits credible. Link them directly to your benefits and again keep them focused on the 3 key ones.
So to summarise.
People have short memories. People are busy. People get distracted. So in all aspects of your business life narrow your focus down to 3. I’ve provided 3 suggestions, but of course, there are many more. When you create a presentation, break it into 3 parts (beginning, middle, end) When running an innovation workshop, focus on 3 creative exercises. Do fewer things, but do them properly. 3 gives you sufficient breadth but will ensure you go deeper and become more effective.