Ashish Narayan

Nirmalkaya, read as a set of decisions about what not to be

Differentiation by refusal

Where wellness begins.

  1. Cover
    01Cover — Differentiation by refusal, decided on paper before any code existed.Full size ↗
  2. Technology ruled out
    02Technology ruled out — The USP that was rejected, and the one that replaced it.Full size ↗
  3. Excluded by name
    03Excluded by name — The market scan lists them. The curated catalogue excludes them, individually, in writing.Full size ↗
  4. Publishing what is normally concealed
    04Publishing what is normally concealed — Every price, and a homepage section about what the centre will not do.Full size ↗
  5. The site sells an assessment
    05The site sells an assessment — Programmes cannot be bought online. The commercial model follows the clinical one.Full size ↗
  6. Two doors
    06Two doors — The problem-first door, and the one for people who have not decided anything is wrong.Full size ↗
  7. Built for a second site that does not exist
    07Built for a second site that does not exist — The expansion strategy is a constraint in the data model rather than a plan in a deck.Full size ↗
  8. Stated limits
    08Stated limits — What this study could not verify, and what it deliberately did not look at.Full size ↗

Executed by me — positioning, catalogue strategy and the architecture that carries it. Written from the project's own strategy documents and code. The strategy documents are mine, not independent analysis, and no outside party has reviewed the positioning.

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