Framework
Good Genes Signal Design
TL;DR
A framework for creating honest signals where visible costly investments correlate with actual underlying quality that customers value.
A framework for creating honest signals where visible costly investments correlate with actual underlying quality that customers value.
When to Use Good Genes Signal Design
Use when you have genuine quality advantages that are invisible to customers, when designing product/brand positioning around capability, or when competitors are faking signals you could make honest.
How to Apply
1
Identify Underlying Quality
Document real capabilities competitors lack.
Questions to Ask
- What capabilities do you have that competitors don't?
- What performance advantages are real but invisible?
- What engineering/process excellence is hidden from customers?
2
Make Quality Visible Through Costly Signal
Design visible elements that honestly reveal hidden quality.
Questions to Ask
- B&O: Acoustic engineering excellence → visible in minimalist design
- Patek Philippe: Movement complexity → visible through exhibition casebacks
- Herman Miller: Ergonomic engineering → visible in distinctive mesh form
Outputs
- Signal design that reveals quality
3
Ensure Signal-Quality Correlation Is Honest
Verify the signal reliably indicates real quality.
Questions to Ask
- Can competitors fake the signal without underlying quality?
- Does signal reliably predict performance customers care about?
- What happens when customers gain perfect information?
4
Target Customers Who Detect and Value Correlation
Identify customer segments that recognize and appreciate the quality-signal relationship.
Questions to Ask
- B&O: Design and engineering professionals
- Patek Philippe: Watch collectors who understand movements
- Herman Miller: Companies measuring productivity and health costs