Multiple Stakeholders
Companies that buy raw materials have many departments that all care about different things.
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R&D = Performance
Material scientists and mechanical engineers are looking to determine if an alternative material can meet the required properties (mechanical, thermal, electrical, physical, chemical, optical, magnetic, etc).
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Sustainablility = CO2
Sustainability departments care about carbon footprint reduction, responsible sourcing, and the message the company gets to tell its stakeholders (with approval from marketing, legal, communications, etc).
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Procurement = Price
The procurement team cares about how much materials cost, how much they weigh, how they're shipped, and how you scale. Procurement teams need to understand how you become a reliable supplier.
Externalities Beyond CO2
Communicating other side effects of using or replacing a material creates unique anchors.
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Reducing Pollutants
Creating materials from petrochemicals releases pollutants like Arsenic, Mercury, Lead, Benzene, Formaldehyde, Methane, Sulfur Dioxide, Nitrogen Oxides, Carbon Monoxide, VOC’s, Uranium, and other types of particulate matter. Reducing these pollutants is important.
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Reducing Toxins
Exposure to most household chemicals disrupts our body's hormone production and natural rythm. Reducing these toxins is important.
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Unknown Unknowns
Figure out the unique angles that your product adds value to the world. This can be all the little benefits that your solution provides to the world.
3rd Grade Language
Seize the opportunity to take really complex topics and explain them in a way that is repeatable & unique.
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Easy to Understand
Can an elementary schooler understand what you do and how it works?
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Repeatable
Can someone repeat what you do to a coworker or family member? If not, how do you expect word to spread?
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Memorable
Is what you're saying memorable? If not, it will just blend in and become another 'me too' type of offering.