Turn a Shopper Barrier Into a POSM Brief

You need a POSM brief for a plant-based pasta sauce. The shopper barrier is taste credibility: shoppers fear the sauce will feel thin or worthy. AIDA turns barrier into hierarchy: Attention, Interest, Desire, Action. The common trap is to include every internal claim in the brief. That creates a design where sustainability, price, taste, novelty, and brand assets all compete before the shopper understands why to pick the product. Attention Lead with: "Rich sauce, no meat needed." The interrupt addresses taste credibility directly instead of leading with an internal sustainability priority. Interest Add: "Weeknight pasta that still feels hearty." The…

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